Facebook and Instagram Ads
Learn to create Facebook and Instagram ads that convert.
Introduction: Facebook and Instagram Ads
Deals
Project: Getting Started
Resource: Glossary of Marketing Terms
Find Your Target Audience
Survey: End of Module
Project: Value Props
Template: Value Props
Feedback: Value Props
Introduction: Acquisition
Retargeting
Direct Audiences and Lookalikes
Attribution
UTM Tags
Suppressing Ad Channel Spend
Avoiding Ad Metric Confusion
Feedback: Acquisition
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
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
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
Introduction: Ad Copy
How to Write Compelling Ad Copy
Project: Social Ad Copy
Feedback: Ad Copy
Checklist: Ad Copy
Template: Ad Copy
Template: Ad Copy Spreadsheet
Template: Grouped Ad Copy
Example: Ad Copy
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
Template: Ad Creatives
Example: Animoto Script
Cheat Sheet: Sketch
Cheat Sheet: Screenflow
External Resources
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)
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
Before You Begin Optimization
Project: How to Read Ad Results and Optimize Ads
Video: Facebook Ad Optimization
Feedback: Ad Optimization
Final Project
Feedback: Post-Course
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