The Media Planning path provides advertisers needed guidance for communicating with clients and planning campaigns on Facebook’s platforms. These courses give a high-level view at how Facebook can fit into your media mix and direction on planning campaigns to meet your client’s marketing goals.
The Media Fundamentals learning path provides advertisers new to Facebook the essentials needed for building effective advertising campaigns in Ads Manager. By the end of this track, learners will have developed a solid foundation in the breadth of Facebook’s platforms as an advertising channel.
Digital Marketing Landscape
In this course we look at consumer behavior in a mobile environment and discuss the role of Facebook as a marketing channel.
From Business Goals to Ad Objectives
In this course we look at how to set a measurable business goal and choose a Facebook campaign objective to meet your goal.
Ads Manager Basics
In this course, we discuss campaigns, ad sets and ads, as well as the setup options available for each campaign objective.
Buying on Facebook
This course will explain the fundamentals of buying on Facebook. Students will learn the difference between auction, reach and frequency, and TRP buying, and how to choose a buying type.
Facebook Ad Delivery
The Facebook ad delivery system determines when and where your ads appear. This course focuses on the three components this system comprises: the Facebook ad auction, the performance optimization system and the advertiser controls.
Facebook Bid Strategies
This course will explain the fundamentals of and the differences between bid strategies on Facebook. It will discuss campaign budget optimization and explain the differences between cost cap, bid cap and value optimization. Students will learn how to p...
Get Started With Data-Driven Marketing
When people take certain actions on your website, in your app or at your store, different Facebook tools, such as the pixel, SDK and offline conversions tool share those actions with our system. In this course, you’ll learn how the data you share with ...
Define Your Audience
In this course, we examine the different Facebook targeting tools and show you how to avoid obstacles with regard to your targeting parameters. You'll also learn how you can adjust your creative to new target segments and align your targeting tools to you
Use high-quality creative in your mobile marketing campaigns to develop content for a mobile world. This lesson explores how you can incorporate best practices and develop content that aligns to user behavior when you design for mobile.
Measurement and Analysis on Facebook
This course explains how to use measurements to determine whether a campaign helped you achieve a business goal. Students will learn when to use each of Facebook's measurement tools and how to test campaigns as they run with Ads Manager's built-in Expe...
Using Insights to Inform Ad Strategy
In this course, we examine how Facebook IQ resources can help to inform new opportunities.
Targeting Strategies for Business Goals
Learn how to select appropriate targeting strategies for different client objectives. This includes how to evaluate what your client hopes to accomplish, as well as which data sources they have in place and how previous campaigns have performed. We als...
Facebook Advertising Policies
In this course we will learn about Facebook advertising policies and their purpose. We also explain our review process and the common reasons why ads may be rejected. This includes an examination of the differences between restricted and prohibited con...
Test Ad Effectiveness with Experiments
In this course, you’ll learn how experiments can help you determine whether your ads are effective, and how to do two types of experiments on Facebook Ads Manager.