Workshop on Social Media Advertising

Program overview:

Social media advertising has become an indispensable part of the modern marketing landscape. Most organizations world over now use paid socials: including Facebook, Twitter, LinkedIn, and Instagram ads to drive business objectives at every stage of the customer journey. This course is designed to help marketers gain knowledge and skills they need to use the social media tools most effectively to achieve good return on their social media ads investments. It covers the essentials of creating and managing effective social media advertisement campaigns for Facebook Ads, Twitter Ads, LinkedIn Ads, and Instagram Ads.

For whom:

This program is designed for organizations looking to take advantage of social media advertising platforms. Individuals looking to expand their skills in this area can equally benefit from attending this program.

Learning Objectives:

At the end of the program, participants will be able to:

· Gain a greater understanding of the social media advertising tools and options

· Structure the ad campaigns to meet the dos and don’ts of each platform

· Target the right audience with each campaign in mind

· Create effective ads that will drive the right people to your website.

· Learn how to interpret results and optimize future campaigns.

Course outline:

Day1: Understanding Social Media Advertising Platforms

■ What is Social Media Advertising?

■ Why can’t we ignore it?

o Benefit of Social Media Advertising

Managing Expectations for You and Your Clients

■ Ensuring that you / your clients have the best content available

■ Why a good website is essential?

■ What is a sufficient budget?

o Managing Your Budget

Planning and Designing a Campaign Strategy

■ Creating campaign goals and objectives

■ What works for your niche?

o Niche marketing

Day 2: Understanding How Each Channel Works

■ Facebook Ads, including using the Ads Manager and Pixel

■ LinkedIn Ads, using their Campaign Manager tool

■ Twitter Ads, how to use their tools effectively

■ Instagram Ads, how to use their tools effectively

Strategic Targeting

■ How to target your audiences effectively?

o How to get your audience right?

■ How to create an ongoing dialogue using ads?

■ Retargeting ads

Creating content for your campaigns

■ Creating Quality Content

■ Images vs video

■ Crafting quality copy that leads to engagement

Reading and Interpreting the Results to optimize your campaigns

■ Interpreting advertising data

■ What to do if your adverts aren’t delivering

■ Staying on the “right side” of Facebook, LinkedIn, Twitter and Instagram

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teachings/learning methods.