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LinkedIn Learning

Advertising on Facebook: Advanced

via LinkedIn Learning

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Overview

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Learn advanced techniques to accomplish your advertising and engagement goals on Facebook. Discover how to build, upload, and edit ads; track conversions; retarget ads; and more.

Syllabus

Introduction
  • Learn how to master Facebook Ads
  • What you should know
1. Effective Campaign Management
  • How the Facebook ad auctions work
  • Control access with Facebook Business Manager
  • How to audit a Facebook Ads account
  • Custom audience, lookalikes, and retargeting strategy
  • Manage ads in bulk with spreadsheets
2. Creative Testing and Tactics
  • Creative testing framework: Concept-theme-variant
  • Interpreting Facebook's ad relevance diagnostics
  • Using the auction Inspect tool to detect ad fatigue
  • Split testing ad creative using Test and Learn
  • Adapting creative to Instagram and other placements
  • Setting up dynamic product ads for ecommerce
  • Creative tactics to try in your campaigns
3. Marketing Attribution and Optimization
  • Attribution, incrementality, and marketing mix modeling
  • Reporting on click and view attribution windows
  • Choosing the right event in the funnel for optimization
  • Predicting diminishing marginal returns to ad spend
  • Custom parameters in tracking templates
  • Tracking server-side events with the Conversions API
4. Automating Campaigns at Scale
  • Create ads programmatically via the Facebook Business API
  • Building custom reports using the Facebook Business API
  • Compare the tools for automating large-scale campaigns
  • Working with machine-generated creative (MGC)
Conclusion
  • Continue learning advanced Facebook Ads

Taught by

Megan Adams

Reviews

4.7 rating at LinkedIn Learning based on 592 ratings

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