Course curriculum

  • 1

    Welcome to Plan, Manage and Optimise Paid Social Media Advertising

    • Welcome!
    • Unit Structure
    • Your Workbook
    • Connect With Us
    • Let's Do It! Choose Your Case Study Organisation
    • Let's Talk! Introducing you
    • Join the Revolution, and the Australian Marketing Institute SME Hub
  • 2

    Module #1 Paid Social Media Advertising Strategy

    • Module #1 Paid Social Media Advertising Strategy Overview
    • 1.1 What is Paid Social Media Advertising?
    • 1.2 The Paid Social Media Advertising Opportunity
    • 1.3 Paid Social Media Advertising vs Organic Social Media Reach
    • 1.4 Buyer Stages and the Social Media Advertising Funnel
    • 1.4.1 What Are Buyer Stages?
    • 1.4.2 Understanding Your Customers
    • 1.4.3 Let's Talk! Are you in a Funnel?
    • 1.5 Paid Social Media Marketing Strategy
    • 1.5.1 Identify Your Goals
    • 1.5.2 Desired Actions
    • 1.5.3 Audience Type and Audience Name
    • 1.5.4 Social Media Channels
    • 1.5.5 Advertising Metrics and Targets
    • 1.5.6 Cost per Metrics, Cost per Metric Targets and Campaign Budget
    • 1.6 Let’s Do It! What's Your Strategy?
    • Let's Review
    • Module #1 Quiz
    • Module #1 Conclusion
  • 3

    Module #2 Facebook Advertising

    • Module #2 Facebook Advertising
    • 2.1 Facebook Advertising Overview
    • 2.1.1 Benefits of Advertising on Facebook
    • 2.1.2 Facebook Demographics
    • 2.1.3 Further Resources for Setting up Facebook
    • 2.1.4 Boosted Posts vs Facebook Ads
    • 2.1.5 Facebook Ad Placements
    • 2.1.6 Let's do it! Facebook Advertising Examples
    • 2.2 Facebook Advertising Guidelines
    • 2.2.1 Let's Do It! Great or Grate?
    • 2.3 Business Tools
    • 2.3.1 Business Manager
    • 2.3.2 Facebook Page
    • 2.3.3 Ads Manager
    • 2.3.4 Audience Insights
    • 2.4 Facebook Ads Structure
    • 2.5 Ad Design and Buyer Stages
    • 2.5.1 Let's Do It! Are You Feeling Content?
    • Let's Review
    • Module #2 Quiz
    • Module #2 Conclusion
  • 4

    Module #3 Creating Facebook Ads

    • Module #3 Creating Facebook Ads
    • 3.1 Campaign Level
    • 3.1.1 Select your Campaign Objective
    • 3.1.2 Let's Do It! Don't Objectify Me!
    • 3.2 Ad Set Level
    • 3.2.1 Budget and Schedule
    • 3.2.2 Audience Targeting
    • 3.2.3 Let's Do It! Audience Personas
    • 3.2.4 Core Audiences
    • 3.2.5 Custom Audiences
    • 3.2.6 Lookalike Audiences
    • 3.2.7 Let's Talk! Are You Boxing In Your Audience?
    • 3.2.8 Ad Placements
    • 3.2.9 Messenger Ad Placement
    • 3.2.10 Optimisation and Delivery
    • 3.3 Ad Level
    • 3.3.1 Identity
    • 3.3.2 Format
    • 3.3.3 Let's Do It! Find a Format
    • 3.3.4 Media
    • 3.3.5 Let's Do It! Time To Get Creative!
    • 3.3.6 Primary Text
    • 3.3.7 Headline
    • 3.3.8 Description, Destination and Display Link
    • 3.3.9 Call To Action (CTA) Button
    • 3.3.10 Publishing and Ad Approval
    • Let's Review
    • Module #3 Quiz
    • Module #3 Conclusion
  • 5

    Module #4 Facebook Campaign Reporting and Optimisation

    • Module #4 Facebook Ads in Detail Overview
    • 4.1 The Facebook Pixel – Retargeting
    • 4.1.1 Benefits of the Facebook Pixel
    • 4.1.2 Creating a Facebook Pixel
    • 4.1.3 Installing the Facebook Pixel on Web Assets
    • 4.1.4 Testing the Pixel
    • 4.1.5 Standard Events and Custom Conversions
    • 4.1.6 Custom Audiences and Buyer Stages
    • 4.1.7 Example: King Kong
    • 4.1.8 Let’s Talk! Leave Me Alone!
    • 4.2 Campaign Measurement and Optimisation
    • 4.2.1 Data Sources
    • 4.2.2 Align Metrics to Buyer Stages
    • 4.2.3 Conversions
    • 4.2.4 Let's Talk! Metrics That Matter!
    • 4.2.5 Ads Manager Dashboard
    • 4.2.6 Customising the Columns
    • 4.2.7 View Charts
    • 4.2.8 Tracking Your Spend
    • 4.2.9 Return on Ad Spend
    • 4.2.10 Benchmark Against Other Channels
    • 4.2.11 Troubleshooting Ad Performance
    • 4.2.12 A/B Testing
    • 4.3 Community Management
    • Let's Review
    • Module #4 Quiz
    • Module #4 Conclusion
  • 6

    Module #5 Instagram Advertising

    • Module #5 Instagram Advertising Overview
    • Overview of Instagram Advertising
    • 5.1.1 Benefits of Advertising on Instagram
    • 5.1.2 Instagram Demographics
    • 5.1.3 Instagram Advertising Resources
    • 5.1.4 Instagram Business Accounts
    • 5.1.5 Instagram Ad Placements and Formats
    • 5.2 Let's Talk! Favourite Instagram Ad
    • 5.3 Instagram Paid Ad Campaigns
    • 5.3.1 Instagram Campaign Structure Overview
    • 5.4 Promoted Posts
    • 5.5 Measuring Instagram Ad Performance
    • Let's Review
    • Module #5 Quiz
    • Module #5 Conclusion
  • 7

    Module #6 LinkedIn Advertising

    • Module #6 LinkedIn Advertising Overview
    • 6.1 Introduction to LinkedIn Advertising
    • 6.1.1 Benefits of Advertising on LinkedIn
    • 6.1.2 Demographics on LinkedIn
    • 6.1.3 Further Resources for Setting up LinkedIn Advertising
    • 6.2 LinkedIn Paid Ad Formats
    • 6.2.1 Sponsored Content
    • 6.2.2 Message Ads
    • 6.2.3 Conversation Ads
    • 6.2.4 Text Ads and Dynamic Ads
    • 6.2.5 Lead Generation Forms
    • 6.2.6 Let's Do It! Rate an Ad
    • 6.3 Setting up a LinkedIn Ad Campaign
    • 6.3.1 Set Up Your Campaign and Choose an Objective
    • 6.3.2 Select Target Audience
    • 6.3.3 Select Ad Format
    • 6.3.4 Ad Placement
    • 6.3.5 Select Budget and Schedule
    • 6.3.6 Conversion Tracking
    • 6.3.7 Create a New Ad
    • 6.3.8 Let's Do It! LinkedIn or Facebook?
    • 6.4 Optimise Your Campaign
    • 6.4.1 Split Test
    • 6.4.2 Review Target Audience
    • 6.4.3 Installing the LinkedIn Insights Tag
    • 6.5 Measuring LinkedIn Ad Performance
    • Let's Review
    • Module #6 Quiz
    • Module #6 Conclusion
  • 8

    Module #7 Twitter Advertising

    • Module #7 Twitter Advertising Overview
    • 7.1 Overview of Twitter Advertising
    • 7.1.1 Benefits of Twitter Advertising
    • 7.1.2 Demographics of Twitter
    • 7.1.3 Resources for Setting Up Twitter Ads
    • 7.2 Ad Formats
    • 7.2.1 Promoted Tweets
    • 7.2.2 Video
    • 7.2.3 Cards
    • 7.2.4 Promoted Trends
    • 7.2.5 Let's Talk! Twitter Ad Formats
    • 7.3 Quick Promote
    • 7.4 Twitter Campaigns
    • 7.4.1 Set Your Objective (Campaign Level)
    • 7.4.2 Define Campaign Details (Campaign Level)
    • 7.4.3 Set Your Ad Group Budget and Bid Strategy (Ad Groups Level)
    • 7.4.4 Set Your Targeting (Ad Groups Level)
    • 7.4.5 Select Placements (Ad Groups Level)
    • 7.4.6 Develop Your Creatives (Ad Groups Level)
    • 7.4.7 Add New Ad Groups or Review and Launch Campaign
    • 7.5 Twitter Ads Best Practice
    • 7.6 Measuring and Optimising Twitter Ad Performance
    • Let's Review
    • Module #7 Quiz
    • Module #7 Conclusion
  • 9

    Module #8 YouTube Advertising

    • Module #8 YouTube Advertising Overview
    • 8.1 Introduction
    • 8.2 Benefits of Advertising on YouTube
    • 8.2.1 Demographics of YouTube Users
    • 8.2.3 YouTube Resources
    • 8.3 YouTube Advertising Formats
    • 8.3.1 Skippable and Non-skippable In-stream Ads
    • 8.3.2 Discovery Ads
    • 8.3.3 Bumper Ads
    • 8.3.4 Other Ads Formats
    • 8.3.5 Let's Talk! What Ad Format Would You Choose?
    • 8.4 How to Create YouTube Ads
    • 8.5 Creating Effective YouTube Ads
    • 8.6 Measuring YouTube Ad Performance
    • Let's Review
    • Module #8 Quiz
    • Module #8 Conclusion
  • 10

    Module #9 Influencer Marketing and Social Shopping

    • Module #9 Influencer Marketing and Social Shopping
    • 9.1 Introduction to Influencer Marketing
    • 9.2 Benefits of Influencer Marketing
    • 9.3 Let’s Talk! Who Do You Know?
    • 9.4 Influencer Campaigns
    • 9.5 Influencer Marketing and the Social Media Channels
    • 9.5.1 Instagram Influencers
    • 9.5.2 YouTube Influencers
    • 9.5.3 Facebook Influencers
    • 9.5.4 Twitter Influencers
    • 9.6 Measuring Influencer Marketing Performance
    • 9.7 Let’s Do It! Find an Influencer
    • 9.8 Social Shopping Overview
    • 9.8.1 Instagram Shopping
    • 9.8.2 Facebook Shops
    • 9.9 Let's Do It! Go Shopping!
    • Let's Review
    • Module #9 Quiz
    • Module #9 Conclusion
    • NAT10904003 Plan, manage and optimise paid social media marketing – Feedback
  • 11

    NAT10904003 Plan, manage and optimise paid social media marketing – Assessment

    • Let's Assess – Assessment Task 1
    • Let's Assess – Assessment Task 2
    • NAT10904003 Plan, manage and optimise paid social media marketing – Conclusion