Overview

In this advanced course, instructor Rihab Seb guides you through managing, analyzing, and scaling Facebook and Instagram ads for sustainable growth. Learn how to make data-driven decisions that boost performance and reduce wasted spend. Once your campaigns are live, the real work begins! What you'll learn: - How to track performance with Facebook and off-platform metrics - A full campaign analysis framework with downloadable worksheets - How to build and structure effective retargeting campaigns - Smart strategies for scaling your best-performing ads - How to troubleshoot, refine, and improve results over time This course is perfect for intermediate advertisers or anyone already running ads. With clear frameworks, optimization strategies, and expert walkthroughs, you’ll gain the confidence to manage your campaigns like a pro—and get better results with every dollar you spend. Instructor bio: Rihab Seb is an eCommerce marketing coach, entrepreneur, and full-time mom dedicated to helping business owners master every aspect of running an online store. Drawing from years of hands-on experience, she teaches practical skills in marketing, branding, social media, and paid ads that empower entrepreneurs to manage and grow their businesses with confidence. Her courses are designed for learners of all backgrounds and focus on delivering clear, actionable strategies that save time and drive real results.

Syllabus

Launching and Structuring Your First Campaign

Start strong with the foundational steps for running a successful Facebook ad campaign for your Shopify store. You’ll learn how to structure campaigns in Ads Manager, set objectives, and visualize creatives using Facebook Mockup Studio. This module also covers performance wait times, UTM tracking, and tips for retaining social proof across campaigns to maximize impact from day one.

Metrics and Performance Tracking

Discover how to measure what matters. This module walks you through essential Facebook ad metrics, how to customize your reporting columns, and how to track off-platform performance using tools like Google Analytics. You’ll gain the confidence to interpret campaign data and make informed decisions based on real results.

Campaign Analysis Framework

Now that your campaign is running, it’s time to analyze. This module introduces a step-by-step framework for reviewing performance data, identifying optimization opportunities, and deciding whether to scale, iterate, or pause. You'll also learn how to document findings using provided worksheets, turning numbers into actionable next steps.

Retargeting Fundamentals and Strategy

Retargeting is key to boosting conversions. In this module, you’ll learn why retargeting matters, explore audience types and campaign layers, and evaluate different approaches like evergreen vs. offer-based retargeting. You’ll walk away ready to build strategic retargeting plans tailored for small businesses and real-world audiences.

Retargeting Setup and Execution

Put your strategy into action. This hands-on module walks you through setting up a complete retargeting campaign in Facebook Ads Manager. You’ll structure your campaigns effectively, define audience segments, and explore different ways to scale based on results—all while reinforcing your strategic thinking.

Optimization & Strategic Decisions

This final module sharpens your decision-making for long-term success. You’ll evaluate when to exclude past purchasers, whether to offer discounts, and whether homepage or landing page targeting is more effective. These nuanced considerations help you optimize every aspect of your campaign with confidence.