1 Day Online Course Outline, Course Objectives, and Scheme of Work: An Introduction to Facebook Ads

Course Title:

An Introduction to Facebook Ads

Course Duration:

1 Day (6-8 hours, delivered online)

Target Audience:

Business owners, marketers, and anyone interested in learning how to effectively use Facebook Ads for advertising and marketing purposes.

Course Objectives:

By the end of this course, participants will be able to:

1. Understand the fundamentals of Facebook Ads and their role in digital marketing.
2. Set up a Facebook Ads account and create effective ad campaigns.
3. Identify and target the right audience using Facebook’s targeting options.
4. Develop compelling ad copy and visuals that drive engagement.
5. Analyze ad performance and optimize campaigns for better results.
6. Navigate the Facebook Ads Manager for campaign management.

Course Outline and Scheme of Work

Session 1: Introduction to Facebook Ads (1 hour 30 minutes)

• Objectives:

  • Understand the significance of Facebook Ads in digital marketing.
  • Familiarize participants with the Facebook Ads ecosystem.

• Topics Covered:

  • Overview of Facebook Ads: How it works and why it's effective.
  • The importance of social media advertising in today’s market.
  • Key components: Campaigns, ad sets, and ads.
  • Introduction to the Facebook Ads Manager interface.

• Activities:

  • Group discussion: Share experiences with social media advertising.
  • Practical task: Set up a Facebook Ads account and explore the Ads Manager.

Break (15 minutes)

Session 2: Audience Targeting and Ad Creation (1 hour 30 minutes)

• Objectives:

  • Learn how to identify and target specific audiences effectively.
  • Create engaging ads that resonate with target audiences.

• Topics Covered:

  • Understanding Facebook’s audience targeting options: demographics, interests, behaviors, and custom audiences.
  • Crafting effective ad copy and visuals: Best practices for writing headlines, descriptions, and selecting images/videos.
  • Different ad formats available on Facebook (carousel, video, slideshow, etc.).

• Activities:

  • Practical task: Participants create a target audience based on a hypothetical product.
  • Group activity: Participants draft ad copy and select visuals for their ads.

Break (30 minutes)

Session 3: Budgeting, Bidding, and Scheduling (1 hour 30 minutes)

• Objectives:

  • Understand how to set budgets and bids for Facebook Ads campaigns.
  • Learn how to schedule ads effectively.

• Topics Covered:

  • Budgeting options: Daily vs. lifetime budgets and bidding strategies.
  • Understanding Facebook Ads auction and how it affects ad placement.
  • Scheduling ads for maximum visibility and engagement.

• Activities:

  • Practical task: Set a budget and bidding strategy for a sample campaign.
  • Group discussion: Strategies for determining the best time to run ads.

Break (15 minutes)

Session 4: Analyzing Performance and Optimization (1 hour 30 minutes)

• Objectives:

  • Learn how to measure the effectiveness of Facebook Ads campaigns.
  • Understand how to optimize campaigns for better performance.

• Topics Covered:

  • Key performance metrics: CTR, CPC, impressions, reach, conversions, and ROI.
  • Using Facebook Ads Manager for tracking and reporting performance.
  • A/B testing ads: How to test different ad elements for optimization.

• Activities:

  • Practical task: Review a sample campaign's performance metrics in Ads Manager.
  • Group activity: Discuss optimization strategies based on campaign results.

Assessment:

• Continuous assessment through practical tasks and group discussions.
• Final task: Develop and present a comprehensive Facebook Ads campaign, including target audience, ad copy, budget, and performance measurement strategies.

Resources:

• Digital handouts on Facebook Ads best practices, targeting options, and performance metrics.
• Suggested reading: Articles and case studies on successful Facebook advertising campaigns.

This 1-day online course provides participants with a comprehensive introduction to Facebook Ads, enabling them to create, manage, and optimize effective ad campaigns. By understanding the various components of Facebook Ads and gaining hands-on experience, participants will be well-equipped to leverage this powerful advertising platform for their marketing needs.