Course Curriculum

Please see below for the course curriculum: comprised of video lessons, strategies, and step-by-step tutorials. See also the "Newly Added Content" section for lessons that have been released recently, based on student request, product trends/changes, and new insights.

*includes Apple iOS 14 update lesson!

Introduction

Welcome!
Brands Built Entirely on Facebook & Instagram - What do They Know?
About Me
What You'll Learn in this Course
Agenda for This Course

Facebook's Ad Ecosystem

Facebook's Ad Ecosystem and the 10 Year Roadmap
Beyond the Facebook Blue App
Cross-Channel, Cross-Device, Identity Tracking
The Emergence of Digital Native Companies, Built on Facebook and Instagram
Programming the Right Instructions: Campaign Objectives
Modern Problems Require Modern Solutions
Ad Ecosystem Quiz!
NEW: Ads Manager Part 1: Beginner 101, Navigation, and Reporting
NEW: Campaign Structures: Evolving From Basic to Advanced

How to WIN the Facebook Ad Auction

How the Facebook Ad Auction Works
The Underlying Auction Formula That Runs EVERYTHING
How to Win at the Auction
Minimizing Constraints on Delivery
Why are Lookalike Audiences So Powerful?
Building a Robust Lookalike Targeting Strategy
NEW: A Step-by-Step Guide to Setting Up Lookalike Audiences (in Ads Manager)
The "Learning Stage" of Optimization
Preventing "Significant Edits" & Learning Resets
What Exactly is the Facebook Pixel? Why is it a MUST?
Facebook Pixel Implementation Principles
Placement Liquidity (Automatic Placements & Asset Customization)
Post-Click User Experience
Key Takeaways
Ad Auction Quiz!

Lessons and Strategies of the Best Advertisers

Who are the Best? Why Should We Care What They Do?
1. Campaign Automation
2. A) Campaign Budget Optimization
2. B) Example of Campaign Structure
3. A) Bid-Constrained vs Budget-Constrained
3. B) Manual Bidding - How Do You Do It?
3. C) Manual Bidding - How Does It Actually Work?
3. D) Manual Bidding Examples - How to Choose the Right Bid Amount
3. E) Advanced Bidding Strategy with LTV Cohorts
3. F) Cost Cap vs Bid Cap vs Target Cost Bidding
4. Laser Focused on Signal Volume
5. Fully Leveraged Targeting Capabilities
Key Takeaways
What the Best Advertisers Do - Quiz!

How to Build Amazing Ads

The Mobile Attention Span
Creative Best Practices and Considerations
Stories + Feed Video + Static = Winning Combination
Deconstructing Excellent Ads - Part 1
Deconstructing Excellent Ads - Part 2
Deconstructing Excellent Ads - Part 3
Adding Motion to Static Images (Cinemagraphs)
The Ad Library - An Incredible Tool No-one Knows About
Animoto - My Choice for Building Great Ads
Creative Hub Gallery - For Inspiration & Exploring New Formats
Native Ads Manager Editor - Quick & Easy Templates
Canva - General Design Resource with Templates
Key Takeaways
How to Build Amazing Ads - Quiz!

Newly Added Content & Advanced Lessons

Lead Ads Part 1: What are Lead Ads & Who Should Use Them?
Lead Ads Part 2: Why Use Lead Ads?
Lead Ads Part 3: Step-by-Step Tutorial, How to Setup a Campaign + Copywriting Tips
Lead Ads Part 4: Best Practices
eCommerce Campaign Structure Guide
Dynamic Creative: Super-Easy, Automated Ad Creation
Ad Policy Part 1: Policy Compliance
Ad Policy Part 2: Preventing Disables, Appeals, Limiting Impact on Business, and More
Ad Policy Part 3: How to Create Backup Business Manager, Ad Accounts, and Audiences
Scaling Ad Spend Part 1: Case Study + Prerequisites
Scaling Ad Spend Part 2: How I Scale, Scaling Tactics, and Leaky Buckets
The Audience Overlap Analysis Tool
Conversion Optimization Windows
COLD Starts Part 1: How to Start with No Data, the Cascading Method
COLD Starts Part 2: Step-by-Step Tutorial
Dynamic Ads Part 1: Intro, Key Benefits, and Requirements
Dynamic Ads Part 2: Step-by-Step Tutorial
Video Poll Ad Unit: Quick Tutorial
The "Learning Limited" Notice and The Optimization Spectrum
Advanced Retargeting & Ad Decay Model
Apple’s iOS 14 Update, and 4 Steps You Can Take to Minimize the Impact

Conclusion

Congrats on Finishing the Course!
What's Next?