The World of Paid Social Course
About This Course
The most impactful shifts in a society happen when something changes the way we communicate, and social media has done just that. But how as advertisers do we make sure we are communicating back in the right way? Each platform has unique features, and consumers seek different types of content on each. This course will help you understand how to strategically reach your target audience across the major social media channels.
Performance Media Intro & Audience Targeting on Social
This first class will serve as an introduction to performance media and how biddable media works. You will be introduced to the concept of social media marketing and the targeting control you have when it comes to social.
What you will learn:
- Performance Media Overview – Understand what performance media is and how it can be used to meet your business objectives
- History of Performance Media – This speaks for itself and it is one of our favorite class sections!
- Biddable Media – What biddable media is and how the auction works for social
- Trackable Data Intro – We will start the discussion on which actions are tracked and how people are categorized
- Targeting the Right Audience – From most targeted to least targeted, we will introduce you to the different options for audience targeting on social
- Targeting Using Influencer Marketing – Learn how you can use influencer marketing to target your audience
- Location Targeting – How to properly approach location targeting without limiting your campaign reach
- Negative Targeting – How you can ensure you don’t waste media dollars on reaching the wrong audience
- Targeting & Messaging & The Purchasing Funnel – Learn how to use targeting to show the right message to the right person at the right time
Meta (Facebook/Instagram)
What’s in a name? Whether you call it Meta or Facebook/Instagram there is no doubt that this platform is a giant in the social media industry. According to Hootsuite, “77% of internet users are active on at least one Meta platform.” This makes it a great opportunity for advertisers as long as you know where and how to cast your net to capture the right audience. This class will walk you through setting up your campaigns and navigating important choices along the way, helping you identify the right media strategy for you, and discuss what is new and changing so you’re always up to date.
What you will learn:
- Meta 101 – Get a solid understanding of how the platform works and what key factors will impact the performance of your ads
- Account Set-Up – Learn how to get your account set up from the start; ownership, pixels, permissions and more
- Campaign Structure, Setup Deep-Dive & Best Practices – Learn how to strategically set up your campaign for success at each level; Account, Campaign, Ad Set, and Ads
- Buying, Budgets & Bid Strategies – We will teach you about the different buying types and how to properly set your budgets, along with our recommendations for bidding strategy
- Creative Testing – It is important to always be testing for any marketing initiative and we will share our testing approach for success
- Audience Targeting – Learn how to sift through the vast targeting options available and narrow down to what is right for you
- Ad Placements & Best Practices – Understand where your ads can be served and best practices for developing your creatives
- UTM Parameters & Reporting – We love data and so will you! Learn how to set up your UTM parameters and then be introduced to the reporting suite and how to segment your data
- Meta Tracking Pixel – We will walk you through how to implement the Meta tracking pixel on your site, the custom event options, and how they can be used
- iOS 14 Impact – We can’t discuss tracking without touching on the iOS 14 update: we will discuss the impact it has had on tracking and how you should respond
LinkedIn’s platform offers a unique opportunity to reach people based on not only their behaviors but their professional demographics. This class will familiarize you with LinkedIn’s Campaign Manager and how to successfully approach the audience targeting to reach your ideal audience.
What you will learn:
- Linkedin 101 – Learn how the platform works, the LinkedIn approach to ad ranking, and how to know if LinkedIn’s advertising is right for you
- Account Set-Up – In order to start building campaigns you have to give the right level of access to the right people. As this can be unnecessarily complicated, we will walk you through the step-by-step process so you’re ready to start building your campaigns
- Campaign Structure, Setup & Best Practices – Learn how to launch your first campaign and the important decisions that need to be made at each level: Account, Campaign Group, Campaign, and Ad
- Audience Targeting – We will teach you about the different audience targeting available, accompanying requirements, and how to strategically implement your targeting set-up
- Ads Glorious Ads – From dark posts, different types of ads, placements, and more, get our pro tips to develop high quality converting ads
- Bid Strategy – Learn what bid strategy options are available by campaign type and our recommendations for selecting the right one to get the most out of your campaign performance
- Conversion Tracking – As always, it’s never wise to invest dollars into a media campaign without knowing how it performs. We will teach you about the LinkedIn Insight Tag, UTMs, conversion event tracking, and everything in between
TikTok
Social media entered a whole new world with the emergence of TikTok. In this community, video creatives are king and trends are constantly changing. Consumers expect to engage with high quality video content in a way like never before. For digital marketers this means taking a different strategic approach. This course will give you all the tips and tricks to run ads on TikTok that will not only make your brand look good but be revenue driving too!
What you will learn:
- TikTok 101 – Learn how TikTok is unique compared to other platforms, who the primary users are on the platform (you may be surprised), and some tips on getting started
- Account Set-up – One of the first steps in setting up your account on TikTok Ads Manager is to set-up your tracking and events. This is always one of the more intimidating steps in launching any campaign initiative, but we will walk you the process and share our recommendations to get you started on the right foot
- Campaign Structure, Setup & Best Practices
- Creatives Deep Dive – We will teach you creative best practices, things to avoid, and how to make sure you’re staying on top of the trends
- Influence Marketing – If you don’t have an in-house creative team, working with influencers who already create high quality content can be valuable
- Ad Types – Learn the difference between custom identity ads and spark ads, the different ad placements, and our methodology for selecting the right approach for you
- Audience Targeting
“The written word is everything.” – John Drinkwater. From its origin, Twitter was meant to focus on what you have to say and not the visual aesthetics of how it is said. While today Twitter has grown to incorporate the use of imagery and video, at its root users care about the content of your message differently than other platforms. This course will leave you feeling like a modern day Ernest Hemmingway writing rich, powerful tweets to draw your audience in. And of course, you will learn the important technical stuff too.
What you will learn:
- Twitter 101 & The Facts – Learn the nuances of this unique platform and we will share some important facts we think you should know to help you decide when to test Twitter ads
- Account Set-Up – Important account set-up tips and gaining access to a page that already exists
- Campaign Structure, Set-up & Best Practices – Learn best practices for organizing your campaigns and proper set-up at all levels: Campaign, Ad-groups, and Ads
- Events Manager & Tracking – We will teach you about the tracking and reporting capabilities, and introduce you to the events manager
- Targeting Deep-Dive – Twitter has a unique mix of targeting options: learn everything you need to know about demographics, keywords targeting, interest targeting and more
- Ads! – We will show you how you can extend the reach of your ads, what ad types work best, and our tips for writing powerful, customer-converting ads
Optimizations & Testing Frameworks
Now that you’ve launched your new initiatives, it’s important to conduct ongoing optimizations and testing, as the secret to success is not to set it and forget it. We will share our methodology for optimizations and recommendations for testing so you get the most out of your media budget.
What you will learn:
- Optimizations 101 – We will teach you our optimization process and important things to consider when analyzing your performance data
- Algorithms vs Manual Optimizations – Understand how machine learning works in comparison to manual optimizations and the pros and cons of both
- Budget Pacing Decisions Tree – Learn our step by step formula to budget pacing
- Optimization Best Practices – Get our pro-tips on what you should be looking for daily, weekly, and monthly to stay on top of performance
- Always Be Testing! – Learn things you should be testing, how to create your hypothesis, and the importance of statistical significance to make sure you’re analyzing your test results properly
Course Includes:
Pre-Launch Price:
$500 $300
Instructor:
Sara Johnson
Duration:
6 Hours
Modules:
6
Language:
English
Certificate:
Yes
What People Say
Hamish McDonald
Jackie B.
, Muse Content Group
Cassie
, Digital Marketing
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