Course Curriculum
Mini-Series: Free Lessons!
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- Welcome to the Course! (1:50)
- Brands Built Entirely on Facebook & Instagram - What do They Know? (1:07)
- About Me (2:11)
- Modern Problems Require Modern Solutions (2:20)
- Lookalikes Part 1: Why are Lookalike Audiences So Powerful? (2:19)
- COLD Starts: How to Start with No Data, my Cascading Method (9:37)
- The "Learning Stage" of Optimization (1:46)
- Preventing "Significant Edits" & Learning Resets (3:08)
- Lead Ads Part 1: What are They and Who Should Use Them? (4:34)
- Lead Ads Part 2: Why Use Lead Ads, and Use Cases. (3:28)
- Scaling Ad Spend with Positive ROAS - Part 1 (12:13)
- If You're Interested in More... (0:54)
Facebook's Ad Ecosystem
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- Facebook's Ad Ecosystem and the 10 Year Roadmap (2:20)
- Beyond the Facebook Blue App (2:05)
- Ads Manager Part 1: Navigation and Reporting (19:25)
- Campaign Structures: Evolving From Basic to Advanced (12:50)
- 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!
- eCommerce, Service, and Information Based Campaign Structures
- Conversion Optimization Windows (10:30)
How to WIN the Facebook ad auction
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- 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
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- 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
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- 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!
Newly Added Content and Advanced Lessons
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- 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 (18:05)
- Lead Ads Part 4: Best Practices (4:43)
- Best Practices for Local Service-Based Businesses
- How to Navigate Ads Manager (19:25)
- Building Custom Reporting Templates
- NEW: A Step-by-Step Guide to Setting Up Lookalike Audiences (8:20)
- Creating Your First Campaigns
- eCommerce Best Practices & Common Issues (30:05)
- Dynamic Creative: Super-Easy, Automated Ad Creation (10:35)
- Ad Policy Part 1: Policy Compliance (19:26)
- Ad Policy Part 2: Preventing Disables, Appeals, Limiting Impact on Business, and More (16:55)
- 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! (11:26)
- COLD Starts: How to Start with No Data, the Cascading Method
- Dynamic Ads Part 1: Intro, Benefits, and Requirements
- Dynamic Ads Part 2: Step-by-Step Tutorial
- Video Poll Ad Unit: Quick Tutorial
Conclusion
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Meet Your Instructor
Khalid is a Facebook ads expert with 6 years experience in Facebook ads, and 3 years spent working at Facebook as a client ads consultant. He was a Global Solutions Partner at Facebook HQ, and before that, a Client Solutions Manager at Facebook Canada.
Khalid has worked with dozens of multinational enterprise clients, hundreds of small/medium companies, and thousands of entrepreneurs/marketers, helping them drive return on investment through Facebook & Instagram ad campaigns. Among others, he's worked with Netflix, eBay, Johnson & Johnson, Coca-Cola, Nestlé, Molson and many early stage startups.
Khalid has launched 5 eCommerce companies on Facebook and Instagram, and launched his own FB ads consultancy.He currently runs a Facebook Marketing consultancy, and a growing eCommerce business, StrawSave.