Released: 31st January 2023
Overview
Social Ad Landscape, Benchmarking & Strategy Planning
- Social advertising landscape
– Usage figures & investment levels - Apple iOS updates
– What does it mean for online ads? Targeting & Evaluation - Social advertising tools of the trade
- Account management best practices
- Creative tools
Social Ad Reporting, Evaluation & Campaign Optimisation
- Social reporting considerations
- Online engagement and real-world outcomes
- New reporting tools
- Google Analytics
- Social pixels and conversion tracking
– Facebook
– LinkedIn
– TikTok
– Snapchat
– Pinterest - Privacy clampdown
– Performance tracking impact
– Modelled conversions
Social Ad Strategy & Funnel Development
- Advertising strategy
– Reach vs engagement vs action - Understanding the value of social ad funnels
– Battling short-termism - Factoring Apple’s iOS updates into ad strategy
- Social ad targeting
– Website retargeting
– Engagement retargeting
– Detailed targeting changes - Facebook’s growing walled garden
– Shopping
– New lead gen campaigns
– Messaging
Ad optimisation and creative
- Strategic optimisation
– Understanding campaign types - Leverage data to power social ad optimisation
– Maximising machine learning - Fully utilising the Facebook Power 5
– Strategy
– Budgeting
– Targeting
– Creative - Funnel testing and tinkering
- Creative tools and inspiration
- Copy and creative testing features