Course curriculum
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1
Welcome to Plan, Manage and Optimise Paid Social Media Advertising
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2
Module #1 Paid Social Media Advertising Strategy
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3
Module #2 Facebook Advertising
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4
Module #3 Creating Facebook Ads
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5
Module #4 Facebook Campaign Reporting and Optimisation
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6
Module #5 Instagram Advertising
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7
Module #6 LinkedIn Advertising
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8
Module #7 Twitter Advertising
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9
Module #8 YouTube Advertising
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10
Module #9 Influencer Marketing and Social Shopping
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11
NAT10904003 Plan, manage and optimise paid social media marketing – Assessment
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Welcome! Unit Structure Your Workbook Connect With Us Let's Do It! Choose Your Case Study Organisation Let's Talk! Introducing you Join the Revolution, and the Australian Marketing Institute SME Hub -
Module #1 Paid Social Media Advertising Strategy Overview 1.1 What is Paid Social Media Advertising? 1.2 The Paid Social Media Advertising Opportunity 1.3 Paid Social Media Advertising vs Organic Social Media Reach 1.4 Buyer Stages and the Social Media Advertising Funnel 1.4.1 What Are Buyer Stages? 1.4.2 Understanding Your Customers 1.4.3 Let's Talk! Are you in a Funnel? 1.5 Paid Social Media Marketing Strategy 1.5.1 Identify Your Goals 1.5.2 Desired Actions 1.5.3 Audience Type and Audience Name 1.5.4 Social Media Channels 1.5.5 Advertising Metrics and Targets 1.5.6 Cost per Metrics, Cost per Metric Targets and Campaign Budget 1.6 Let’s Do It! What's Your Strategy? Let's Review Module #1 Quiz Module #1 Conclusion -
Module #2 Facebook Advertising 2.1 Facebook Advertising Overview 2.1.1 Benefits of Advertising on Facebook 2.1.2 Facebook Demographics 2.1.3 Further Resources for Setting up Facebook 2.1.4 Boosted Posts vs Facebook Ads 2.1.5 Facebook Ad Placements 2.1.6 Let's do it! Facebook Advertising Examples 2.2 Facebook Advertising Guidelines 2.2.1 Let's Do It! Great or Grate? 2.3 Business Tools 2.3.1 Business Manager 2.3.2 Facebook Page 2.3.3 Ads Manager 2.3.4 Audience Insights 2.4 Facebook Ads Structure 2.5 Ad Design and Buyer Stages 2.5.1 Let's Do It! Are You Feeling Content? Let's Review Module #2 Quiz Module #2 Conclusion -
Module #3 Creating Facebook Ads 3.1 Campaign Level 3.1.1 Select your Campaign Objective 3.1.2 Let's Do It! Don't Objectify Me! 3.2 Ad Set Level 3.2.1 Budget and Schedule 3.2.2 Audience Targeting 3.2.3 Let's Do It! Audience Personas 3.2.4 Core Audiences 3.2.5 Custom Audiences 3.2.6 Lookalike Audiences 3.2.7 Let's Talk! Are You Boxing In Your Audience? 3.2.8 Ad Placements 3.2.9 Messenger Ad Placement 3.2.10 Optimisation and Delivery 3.3 Ad Level 3.3.1 Identity 3.3.2 Format 3.3.3 Let's Do It! Find a Format 3.3.4 Media 3.3.5 Let's Do It! Time To Get Creative! 3.3.6 Primary Text 3.3.7 Headline 3.3.8 Description, Destination and Display Link 3.3.9 Call To Action (CTA) Button 3.3.10 Publishing and Ad Approval Let's Review Module #3 Quiz Module #3 Conclusion -
Module #4 Facebook Ads in Detail Overview 4.1 The Facebook Pixel – Retargeting 4.1.1 Benefits of the Facebook Pixel 4.1.2 Creating a Facebook Pixel 4.1.3 Installing the Facebook Pixel on Web Assets 4.1.4 Testing the Pixel 4.1.5 Standard Events and Custom Conversions 4.1.6 Custom Audiences and Buyer Stages 4.1.7 Example: King Kong 4.1.8 Let’s Talk! Leave Me Alone! 4.2 Campaign Measurement and Optimisation 4.2.1 Data Sources 4.2.2 Align Metrics to Buyer Stages 4.2.3 Conversions 4.2.4 Let's Talk! Metrics That Matter! 4.2.5 Ads Manager Dashboard 4.2.6 Customising the Columns 4.2.7 View Charts 4.2.8 Tracking Your Spend 4.2.9 Return on Ad Spend 4.2.10 Benchmark Against Other Channels 4.2.11 Troubleshooting Ad Performance 4.2.12 A/B Testing 4.3 Community Management Let's Review Module #4 Quiz Module #4 Conclusion -
Module #5 Instagram Advertising Overview Overview of Instagram Advertising 5.1.1 Benefits of Advertising on Instagram 5.1.2 Instagram Demographics 5.1.3 Instagram Advertising Resources 5.1.4 Instagram Business Accounts 5.1.5 Instagram Ad Placements and Formats 5.2 Let's Talk! Favourite Instagram Ad 5.3 Instagram Paid Ad Campaigns 5.3.1 Instagram Campaign Structure Overview 5.4 Promoted Posts 5.5 Measuring Instagram Ad Performance Let's Review Module #5 Quiz Module #5 Conclusion -
Module #6 LinkedIn Advertising Overview 6.1 Introduction to LinkedIn Advertising 6.1.1 Benefits of Advertising on LinkedIn 6.1.2 Demographics on LinkedIn 6.1.3 Further Resources for Setting up LinkedIn Advertising 6.2 LinkedIn Paid Ad Formats 6.2.1 Sponsored Content 6.2.2 Message Ads 6.2.3 Conversation Ads 6.2.4 Text Ads and Dynamic Ads 6.2.5 Lead Generation Forms 6.2.6 Let's Do It! Rate an Ad 6.3 Setting up a LinkedIn Ad Campaign 6.3.1 Set Up Your Campaign and Choose an Objective 6.3.2 Select Target Audience 6.3.3 Select Ad Format 6.3.4 Ad Placement 6.3.5 Select Budget and Schedule 6.3.6 Conversion Tracking 6.3.7 Create a New Ad 6.3.8 Let's Do It! LinkedIn or Facebook? 6.4 Optimise Your Campaign 6.4.1 Split Test 6.4.2 Review Target Audience 6.4.3 Installing the LinkedIn Insights Tag 6.5 Measuring LinkedIn Ad Performance Let's Review Module #6 Quiz Module #6 Conclusion -
Module #7 Twitter Advertising Overview 7.1 Overview of Twitter Advertising 7.1.1 Benefits of Twitter Advertising 7.1.2 Demographics of Twitter 7.1.3 Resources for Setting Up Twitter Ads 7.2 Ad Formats 7.2.1 Promoted Tweets 7.2.2 Video 7.2.3 Cards 7.2.4 Promoted Trends 7.2.5 Let's Talk! Twitter Ad Formats 7.3 Quick Promote 7.4 Twitter Campaigns 7.4.1 Set Your Objective (Campaign Level) 7.4.2 Define Campaign Details (Campaign Level) 7.4.3 Set Your Ad Group Budget and Bid Strategy (Ad Groups Level) 7.4.4 Set Your Targeting (Ad Groups Level) 7.4.5 Select Placements (Ad Groups Level) 7.4.6 Develop Your Creatives (Ad Groups Level) 7.4.7 Add New Ad Groups or Review and Launch Campaign 7.5 Twitter Ads Best Practice 7.6 Measuring and Optimising Twitter Ad Performance Let's Review Module #7 Quiz Module #7 Conclusion -
Module #8 YouTube Advertising Overview 8.1 Introduction 8.2 Benefits of Advertising on YouTube 8.2.1 Demographics of YouTube Users 8.2.3 YouTube Resources 8.3 YouTube Advertising Formats 8.3.1 Skippable and Non-skippable In-stream Ads 8.3.2 Discovery Ads 8.3.3 Bumper Ads 8.3.4 Other Ads Formats 8.3.5 Let's Talk! What Ad Format Would You Choose? 8.4 How to Create YouTube Ads 8.5 Creating Effective YouTube Ads 8.6 Measuring YouTube Ad Performance Let's Review Module #8 Quiz Module #8 Conclusion -
Module #9 Influencer Marketing and Social Shopping 9.1 Introduction to Influencer Marketing 9.2 Benefits of Influencer Marketing 9.3 Let’s Talk! Who Do You Know? 9.4 Influencer Campaigns 9.5 Influencer Marketing and the Social Media Channels 9.5.1 Instagram Influencers 9.5.2 YouTube Influencers 9.5.3 Facebook Influencers 9.5.4 Twitter Influencers 9.6 Measuring Influencer Marketing Performance 9.7 Let’s Do It! Find an Influencer 9.8 Social Shopping Overview 9.8.1 Instagram Shopping 9.8.2 Facebook Shops 9.9 Let's Do It! Go Shopping! Let's Review Module #9 Quiz Module #9 Conclusion NAT10904003 Plan, manage and optimise paid social media marketing – Feedback -
Let's Assess – Assessment Task 1 – Built-in submission option (delete this lesson if using the integration option) Let's Assess – Assessment Task 1 – Integration option (delete this lesson if using the built-in submission option) NAT10904003 Assessment Task 1 Feedback Let's Assess – Assessment Task 2 – Built-in submission option (delete this lesson if using the integration option) Let's Assess – Assessment Task 2 – Integration option (delete this lesson if using the built-in submission option) NAT10904003 Assessment Task 2 Feedback NAT10904003 Plan, manage and optimise paid social media marketing – Conclusion
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