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FB Marketing School - Core Course 2022
Introduction
Welcome! Introduction & How to Go Through the Course (2:11)
Brands Built Entirely on Facebook & Instagram - What do They Know? (1:07)
About Me (2:11)
What You'll Learn in this Course (2:04)
Agenda for This Course (1:13)
Facebook's Ad Ecosystem
Facebook's Ad Ecosystem and the 10 Year Roadmap (2:20)
Beyond the Facebook Blue App (2:05)
Cross-Channel, Cross-Device, Identity Tracking (0:55)
The Emergence of Digital Native Companies, Built on Facebook and Instagram (2:43)
Programming the Right Instructions: Campaign Objectives (2:38)
Modern Problems Require Modern Solutions (2:20)
Ad Ecosystem Quiz!
NEW: Ads Manager Part 1: Beginner 101, Navigation, and Reporting (19:25)
NEW: Campaign Structures: Evolving From Basic to Advanced (12:50)
How to WIN the Facebook ad auction
How the Facebook Ad Auction Works (1:58)
The Underlying Auction Formula That Runs EVERYTHING (5:02)
How to Win at the Auction (4:30)
Minimizing Constraints on Delivery (1:13)
Why are Lookalike Audiences So Powerful? (2:19)
Building a Robust Lookalike Targeting Strategy (4:02)
NEW: A Step-by-Step Guide to Setting Up Lookalike Audiences (in Ads Manager) (8:20)
The "Learning Stage" of Optimization (1:46)
Preventing "Significant Edits" & Learning Resets (3:08)
What Exactly is the Facebook Pixel? Why is it a MUST? (2:51)
Facebook Pixel Implementation Principles (5:45)
Placement Liquidity (Automatic Placements & Asset Customization) (3:16)
Post-Click User Experience (2:49)
Key Takeaways (3:29)
Ad Auction Quiz!
What the Best Advertisers Do
Who are the Best? Why Should We Care What They Do? (2:12)
The Automation Mindset (1:02)
5 Principles to Remember (0:38)
1. Automated Account Structures (3:17)
2. A) Campaign Budget Optimization (3:28)
2. B) Example of Campaign Structure (2:44)
3. A) Bid-Constrained vs Budget-Constrained (2:41)
3. B) Manual Bidding - How Do You Do It? (3:39)
3. C) Manual Bidding - How Does It Actually Work? (4:06)
3. D) Manual Bidding Examples - How to Choose the Right Bid Amount (5:04)
3. E) Advanced Bidding Strategy with LTV Cohorts (2:40)
3. F) Cost Cap vs Bid Cap vs Target Cost Bidding (3:43)
4. Laser Focused on Signal Volume (6:28)
5. Fully Leveraged Targeting Capabilities (4:11)
Key Takeaways (1:47)
What the Best Advertisers Do - Quiz!
How to Build Amazing Ads
The Mobile Attention Span (1:55)
Creative Best Practices and Considerations (2:39)
Stories + Feed Video + Static = Winning Combination (0:55)
Deconstructing Excellent Ads - Part 1 (2:52)
Deconstructing Excellent Ads - Part 2 (2:29)
Deconstructing Excellent Ads - Part 3 (1:55)
Adding Motion to Static Images (Cinemagraphs) (0:59)
The Ad Library - An Incredible Tool No-one Knows About (3:14)
Animoto - My Choice for Building Great Ads (4:52)
Creative Hub Gallery - For Inspiration & Exploring New Formats (1:33)
Native Ads Manager Editor - Quick & Easy Templates (0:56)
Canva - General Design Resource with Templates (1:18)
Key Takeaways (3:26)
How to Build Amazing Ads - Quiz!
Advanced Lessons
Lead Ads Part 1: What are Lead Ads & Who Should Use Them? (4:34)
Lead Ads Part 2: Why Use Lead Ads? (3:28)
Lead Ads Part 3: Step-by-Step Tutorial, How to Setup a Campaign + Copywriting Tips (18:05)
Lead Ads Part 4: Best Practices (4:43)
eCommerce Campaign Structure Guide (30:05)
Dynamic Creative: Super-Easy, Automated Ad Creation (10:35)
Scaling Ad Spend Part 1: Case Study + Prerequisites (12:13)
Scaling Ad Spend Part 2: How I Scale, Scaling Tactics, and Leaky Buckets (30:06)
Dynamic Ads Part 1: Intro, Benefits, and Requirements (11:35)
Dynamic Ads Part 2: Step-by-Step Tutorial (22:34)
Advanced Retargeting & Ad Decay Model (16:34)
Newly Added Content
The "Learning Limited" Notice and The Optimization Spectrum (11:12)
The Audience Overlap Analysis Tool (11:26)
Video Poll Ad Unit: Quick Tutorial (6:01)
Conversion Optimization Windows (10:30)
Ad Policy Part 1: Policy Compliance (19:26)
Ad Policy Part 2: Preventing Disables, Appeals, Limiting Impact on Business, and More (16:55)
Ad Policy Part 3: How to Create Backup Business Manager, Ad Accounts, and Audiences (11:13)
Apple’s iOS 14 Update, and 4 Steps You Can Take to Minimize the Impact (33:45)
NEW: How to Build Multiple Ad Variations, Quickly, with Canva (17:39)
Bonus: The "Cascading Method" For Starting From Scratch
COLD Starts Part 1: How to Start with No Data, the Cascading Method (9:37)
COLD Starts Part 2: Step-by-Step Tutorial (27:07)
Bonus: Live Q&A Recordings and Knowledge Base
Q&A Knowledge Base
Live Q&A Recording #1 (82:07)
Live Q&A Recording #2 (87:08)
Live Q&A Recording #3 (78:31)
Live Q&A Recording #4 (76:22)
Live Q&A Recording #5 (93:48)
Live Q&A Recording #6 (86:33)
Live Q&A Recording #7 (103:40)
Conclusion
Congrats on Finishing the Course! (1:54)
eCommerce Campaign Structure Guide
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