2-Day Course Outline and Scheme of Work: An Introduction to Facebook Ads

Course Title:

An Introduction to Facebook Ads

Course Duration:

2 Days (6 hours per day)
Total: 12 hours

Target Audience:

Small business owners, marketers, entrepreneurs, and individuals seeking to learn how to create and manage effective Facebook ad campaigns.

Course Objectives:

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

1. Understand the basics of Facebook Ads and its role in digital marketing.
2. Create and manage Facebook ad campaigns tailored to business objectives.
3. Utilise Facebook’s targeting options to reach specific audiences.
4. Measure and optimise ad performance for better ROI.

Day 1: Introduction to Facebook Ads and Campaign Setup (6 hours)

Session 1: Introduction to Facebook Ads and Meta Advertising Ecosystem (1 hour)

• Topics Covered:
  • Overview of Facebook Ads and Meta’s advertising platforms (Facebook, Instagram, Messenger)
  • Paid advertising vs. organic reach
  • Key terms and concepts: CPC, CPM, CTR, Ad relevance
• Activities:
  • Group discussion on participants’ familiarity with social media advertising
  • Quiz on key Facebook Ads terminology

Session 2: Setting Business Objectives and Campaign Goals (1 hour)

• Topics Covered:
  • Overview of Facebook Ads objectives: Awareness, consideration, and conversion
  • Choosing the right campaign objective based on business goals
  • Understanding the Facebook Ads structure: Campaign, Ad Set, Ad
• Activities:
  • Case study: Analysing business objectives and matching them to the right ad campaign goals
  • Group task: Create a campaign structure for a sample business

Session 3: Facebook Ad Manager Walkthrough and Campaign Setup (2 hours)

• Topics Covered:
  • Navigating the Facebook Ad Manager dashboard
  • Overview of campaign setup process: Creating a campaign, ad set, and ads
  • Budgeting options: Daily vs. lifetime budgets, bid strategies, and scheduling
  • Facebook Pixel: Setting it up to track conversions
• Activities:
  • Walkthrough: Setting up a basic campaign in Facebook Ad Manager
  • Hands-on workshop: Participants create their own ad campaign based on a selected goal
  • Group discussion: Challenges participants face during setup

Break (30 minutes)

Session 4: Audience Targeting in Facebook Ads (2 hours)

• Topics Covered:
  • Targeting options: Core audiences (demographics, interests, behaviours)
  • Creating Custom Audiences: Using customer lists, website traffic, and app activity
  • Creating Lookalike Audiences to expand reach
  • Geo-targeting and location-based ads
• Activities:
  • Hands-on activity: Participants create a target audience for their ad campaign
  • Group task: Optimise audience targeting based on a specific business case study
  • Peer review of audience targeting strategies

Day 2: Ad Creation, Optimisation, and Performance Analysis (6 hours)

Session 1: Ad Formats and Creative Best Practices (1 hour 30 minutes)

• Topics Covered:
  • Overview of Facebook ad formats: Single image, video, carousel, slideshow, and collection ads
  • Writing compelling ad copy and creating engaging visuals
  • Best practices for different ad placements (Facebook, Instagram, Messenger, Audience Network)
  • The importance of testing different ad creatives
• Activities:
  • Hands-on workshop: Participants create ad creatives (images, videos, copy) for their campaign
  • Peer feedback on ad creatives and messaging

Session 2: Budgeting and Bidding Strategies for Facebook Ads (1 hour 30 minutes)

• Topics Covered:
  • Setting a budget: Understanding daily vs. lifetime budgets
  • Bidding strategies: Manual vs. automated bids
  • Cost control: Setting bid caps and cost caps
  • Determining return on ad spend (ROAS) and cost per result
• Activities:
  • Group exercise: Set realistic budgets for campaigns based on goals
  • Walkthrough: Configuring bidding strategies in Ad Manager

Break (30 minutes)

Session 3: Measuring and Analysing Ad Performance (2 hours)

• Topics Covered:
  • Understanding Facebook Ads metrics: Reach, impressions, clicks, CTR, conversions
  • Using Facebook Ads Manager to view campaign performance and generate reports
  • Analysing performance metrics: What works and what doesn’t
  • Tracking conversions and measuring ROI using Facebook Pixel data
• Activities:
  • Hands-on workshop: Participants analyse the performance of sample campaigns
  • Group activity: Develop strategies for optimising underperforming ads

Session 4: Optimising and Scaling Campaigns for Better Results (1 hour)

• Topics Covered:
  • Split testing (A/B testing) ads: Headlines, visuals, audiences, placements
  • Scaling successful campaigns: When and how to increase budgets or expand targeting
  • Ad frequency and avoiding ad fatigue
  • Final tips for ongoing campaign management and performance improvements
• Activities:
  • Participants design an A/B test plan for their campaigns
  • Group discussion: How to handle underperforming campaigns and when to scale

Course Wrap-Up and Final Q&A (30 minutes)

• Recap of key topics and strategies
• Group reflection: Key takeaways and action plans
• Final Q&A session with trainer

Assessment:

• Ongoing assessment through practical activities (campaign setup, audience targeting, ad creative creation, etc.).
• Final assessment through participants’ ability to set up and analyse a basic Facebook Ads campaign.

Resources:

• Handouts on Facebook Ads glossary, campaign setup steps, and ad creative best practices.
• Access to Facebook’s Ads Manager tutorials and additional resources.
• Links to blogs and articles on advanced Facebook advertising techniques.

This 2-day course provides a comprehensive introduction to Facebook Ads, blending theoretical concepts with practical hands-on workshops to ensure participants leave with the skills needed to create, manage, and optimise successful Facebook advertising campaigns for their businesses.