Course curriculum

  • 1

    Welcome to the Course!

    • Introduction: Facebook and Instagram Ads

    • Deals

  • 2

    Your First Project

    • Project: Getting Started

    • Resource: Glossary of Marketing Terms

  • 3

    Finding Your Target Audience

    • Find Your Target Audience

  • 4

    Survey: End of Module

    • Survey: End of Module

  • 5

    Value Props

    • Project: Value Props

    • Template: Value Props

    • Feedback: Value Props

  • 6

    Acquisition

    • Introduction: Acquisition

    • Retargeting

    • Direct Audiences and Lookalikes

    • Attribution

    • UTM Tags

    • Suppressing Ad Channel Spend

    • Avoiding Ad Metric Confusion

    • Feedback: Acquisition

  • 7

    Conversion Tracking

    • Introduction: Conversion Tracking

    • Conversion Tracking Tools

    • Overview of Projects

    • Project: Conversion Events

    • Project: Configure GA and Ad Channels

    • Mobile Apps

    • Project: Mobile App

    • Project: Shopify

    • Project: Delegate to engineering

    • Project: Install Hotjar

    • Project: Verify pixels

    • Project: Install Google Analytics

    • Bonus Project: Analytics Events

    • Feedback: Conversion Tracking

  • 8

    Conversion Tracking: Additional Resources

    • Questions to Ask When Verifying Ad Channel Setup

    • FAQ: Mobile App Tracking

    • Example: Conversion Event Mappings

    • Example: Analytics Events

    • Template: Conversion Event Mappings

    • Template: UTM Tracking

    • FAQ: Conversion Tracking

    • External Resources

  • 9

    Conversion Tracking: Advanced

    • Installation – Manual, GTM, or Segment

    • Google Tag Manager (GTM)

    • Project: GTM

    • Video: GTM Tracking

    • Template: GTM Engineering Tracking Doc

    • Segment

    • Project: Segment

    • Configuring Destinations on Segment

  • 10

    Ad Copy

    • Introduction: Ad Copy

    • How to Write Compelling Ad Copy

    • Project: Social Ad Copy

    • Feedback: Ad Copy

  • 11

    Ad Copy: Additional Resources

    • Checklist: Ad Copy

    • Template: Ad Copy

    • Template: Ad Copy Spreadsheet

    • Template: Grouped Ad Copy

    • Example: Ad Copy

  • 12

    Ad Creatives

    • Introduction: Ad Creatives

    • Complement Your Copy with the Ideal Creative

    • Ad Design Guidelines

    • Screen Recording Ads

    • Project: Ad Creatives

    • Bonus Project: Animoto Ads

    • Feedback: Ad Creatives

  • 13

    Ad Creatives: Additional Resources

    • Template: Ad Creatives

    • Example: Animoto Script

    • Cheat Sheet: Sketch

    • Cheat Sheet: Screenflow

    • External Resources

  • 14

    Facebook and Instagram Ads

    • Introduction: Facebook and Instagram Ads

    • Major Variables to a Facebook Ad

    • Alternative Facebook Ad Types

    • Differences between Facebook and Instagram

    • How Facebook Identifies Who to Show your Ads to

    • FAQ: Facebook and Instagram Ads

    • Project: Generating Audiences and Ad Sets

    • Project: Set up Facebook and Instagram Ads

    • Project: Setting Up Facebook Metrics

    • Bonus Project: Animoto Ads

    • Feedback: Facebook and Instagram Ads (Project)

  • 15

    Facebook and Instagram Ads: Additional Resources

    • Example Ad Set Targeting

    • Example: Ad Log

    • Retargeting

    • Direct Audiences and Lookalikes

    • Locations, Ages, Genders, and Language Targeting

    • Calculating Total Reach when Custom Audiences are Excluded

    • Saving Audiences

  • 16

    Ad Optimization

    • Before You Begin Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Video: Facebook Ad Optimization

    • Feedback: Ad Optimization

  • 17

    Final Project

    • Final Project

    • Feedback: Post-Course

  • 18

    Next Steps

    • Keep Growing With Demand Curve

What's included?

You're not only paying for curriculum — you're paying for proven growth playbooks plus direct access to our expert team.

  • Access your Mini Course for 1 year.

  • Access our growth instructors for 1 month.

  • No fluff. Concise, tactical insights you can apply immediately.

  • Get expert feedback to ensure you properly implement our insights.

Ready to learn from the industry's best?

We've made companies tens of millions with Facebook and Instagram ads. Learn our tactics.