Meta Marketing (Facebook, Instagram, Whatsapp)

Understand the basic decisions behind an ad before building a campaign.

• Course goals and learning path: understand how business setup, creative work, audiences, tracking and reporting fit together.
• How the ad auction works: explore how a bid, the likelihood of a useful response and ad quality affect delivery.
• Ad quality and relevance: read quality, engagement and conversion comparisons and identify what needs improvement.
• Automated targeting: understand how Meta uses campaign goals, audience signals and creative content to find potential customers.

Practice: Explain the goal, audience and message for one sample business.

Learn to turn a customer problem or product benefit into clear image and video ads.

• Compare image ads: look at the product, headline, offer, layout and call to action in practical examples.
• Compare creator and influencer videos: study openings, demonstrations, trust signals and how the offer is presented.
• Compare owner-led and customer-style videos: see how a business owner or a UGC creator can explain a product naturally.
• Compare commercial, voice-over and visual-only ads: decide which format can explain a product or service clearly.
• Build a creative strategy: choose the main message, customer concern, offer, format and variations to test.
• Describe your ideal customer: write a simple buyer profile covering needs, common questions, objections and buying reasons.
• Use generative AI in creative work: plan prompts, review outputs and check that product details and claims are accurate.
• Create product images: work on clean backgrounds, lighting, product focus and readable text.
• Develop concept, lifestyle and benefit-led images: show a useful idea, a realistic situation or a clear reason to buy.
• Build an AI-assisted creator-style video: plan a script, create scenes, assemble clips and review the finished ad. Present synthetic content honestly.
• Work with real influencers: prepare a brief, agree on deliverables and usage rights, and review the content before publication.
• Produce a longer visual video: arrange the opening, problem, demonstration, benefits and next step in a clear sequence.
• Create short videos for Instagram Reels, Stories and Facebook placements, with suitable framing and captions.
• Create a voice-over demonstration: combine product footage with a simple spoken explanation.
• Plan an ecommerce or dropshipping product video using accurate product information and realistic expectations.
• Produce a commercial-style ad: move from concept and script to scenes, editing and final review.

Practice: Prepare three image concepts and two short video scripts for the same offer.

Create a clear business presence and organize customer conversations.

• Create a Facebook business Page and complete the name, category, contact details, profile picture and cover image.
• Review important Page settings, access permissions, action buttons and business information.
• Prepare an Instagram professional profile and connect the relevant business assets where supported.
• Organize Facebook and Instagram conversations in Meta Business Suite Inbox: assign enquiries, track follow-ups and use saved replies.
• Set up basic Messenger and Instagram responses for greetings, common questions and messages received outside working hours.
• Set up a WhatsApp Business profile with useful contact information, opening hours and a product or service catalogue.
• Use WhatsApp labels, quick replies, greeting messages and away messages to manage enquiries.
• Plan the path from a Facebook or Instagram ad to a WhatsApp conversation, including the first reply and follow-up.
• Understand the difference between the WhatsApp Business app and Business Platform/API; discuss opt-in, templates and applicable messaging rules.

Practice: Prepare connected business profiles and a sample enquiry-to-follow-up workflow.

Understand the tools used to plan, manage and review paid campaigns.

• Navigate Ads Manager and locate campaigns, ad sets, ads, reports and account settings.
• Understand payment methods, billing and account spending controls before any live campaign is approved.
• Explore the main advertising tools and understand which task each tool supports.
• Understand brand rights, permitted content use and the process for reporting copied material.
• Compare campaign objectives such as awareness, traffic, engagement, leads, app promotion and sales.
• Match an objective to a real business need, then choose the result you will measure.

Practice: Choose suitable objectives for a shop, a service business and a business that sells through messages.

Keep Pages, people, ad accounts and other business assets organized.

• Create a Meta business portfolio and understand how it differs from a personal profile or business Page.
• Understand people, partners and access levels so each person receives the access needed for their work.
• Create or connect a business ad account and review its basic settings.
• Connect and organize Facebook Pages, Instagram accounts and relevant WhatsApp business assets.
• Review portfolio settings, ownership, connected assets and account-management options.

Practice: Draw an account structure showing the business owner, team members and assets.

Learn how a website or app sends useful activity information back to Meta.

• Understand events such as viewing a product, submitting an enquiry, adding to cart and making a purchase.
• Learn conversion rate optimization: spot where visitors drop out and improve the page, offer or checkout experience.
• Compare Meta Pixel and Conversions API, including browser-side and server-side event collection.
• Create a Pixel or dataset and understand the information needed for setup.
• Explore connecting Pixel and Conversions API to a Shopify store and checking sample events.
• Explore WordPress integration options and check that the intended events are being recorded.
• Understand the steps involved in custom-coded integrations and when developer support is needed.
• Read event match quality and diagnostics, and understand why duplicate events and missing details can affect reporting.
• Review dataset settings and the relationship between website events and the ad account.
• Use custom events and custom conversions to describe business actions that matter.
• Explore offline event uploads and how in-store or manually recorded outcomes can support measurement.
• Understand the purpose of Facebook SDK and app events for app-based businesses.
• Plan tracking with appropriate consent, data access and testing before using real customer information.

Practice: Create an event map for a sample shop and document how each event would be tested.

Organize product information so it can support catalogue advertising.

• Understand why a catalogue is useful for businesses with several products or changing inventory.
• Create a catalogue and connect the product source to Meta.
• Review product titles, images, prices, availability and landing-page links for accuracy.
• Organize product sets for different ranges, audiences or offers.
• Explore Facebook Shop setup and its relationship to a catalogue, subject to business and regional eligibility.

Practice: Prepare a small product catalogue with consistent images, descriptions and links.

Choose useful audience signals and understand when each audience type fits.

• Explore Advantage+ audience options and distinguish suggested audience signals from available controls.
• Compare interest, demographic and behavioural targeting with broader audience approaches.
• Build custom audiences from eligible sources such as website activity, engagement or customer information used with permission.
• Understand lookalike audiences and how the quality of the source audience affects their usefulness.
• Plan prospecting and remarketing audiences, with sensible exclusions where available.

Practice: Write an audience plan for reaching new customers and following up with interested visitors.

Bring the objective, audience, content and budget into one organized campaign.

• Understand the three levels: campaign, ad set and ad, and the decisions made at each level.
• Use clear campaign names and labels so tests and reports are easy to compare.
• Compare campaign-level budgeting with ad-set budgeting and learn the role of Advantage campaign budget.
• Identify when a special ad category applies and review the relevant restrictions.
• Choose suitable Facebook and Instagram placements and adapt images or videos to each format.
• Explore creative variations and dynamic creative options where available in the selected campaign setup.
• Set a sample budget, start date, end date and test period.
• Select the correct Page or Instagram identity and use consistent ad names.
• Write ad copy, choose a call to action and check the destination page or messaging route.
• Use UTM tags and URL parameters to make traffic easier to identify in analytics.
• Check the preview, tracking, links and spending settings before a campaign is submitted for approval.

Practice: Build a complete campaign draft with two creative variations and a measurement plan.

Use a structured testing process for website sales and messaging campaigns.

• Choose useful sales metrics: connect reach, clicks, cost, purchases, cost per result and revenue to the campaign goal.
• Customize reporting columns and calculated metrics so the important numbers are easy to compare.
• Plan a first test for a single-product website: decide the offer, creatives, audience, budget and success criteria.
• Review the first test in stages: compare results, look for weak points and decide what needs more evidence.
• Create a follow-up test that extends useful findings while keeping the comparison clear.
• Troubleshoot a high cost per result by reviewing the creative, audience, landing page, offer and tracking.
• Plan gradual scaling and monitor whether increased spend changes efficiency or the quality of results.
• Build a multiple-product sales strategy and explore Advantage+ catalogue ads and product-set choices.
• Plan messaging campaigns for Facebook Messenger, Instagram Direct or WhatsApp, using the objectives and destinations available to the account.
• Test a sales-focused messaging approach, review enquiry quality and plan a follow-up test.
• Compare messaging approaches through engagement, traffic or lead objectives where the selected setup supports them.
• Review the sales conversation: response time, useful questions, product explanation, customer concerns and follow-up.
• Measure outcomes beyond message volume, such as qualified enquiries, orders and cost per useful conversation.
• Plan how to scale messaging campaigns while maintaining response quality and customer follow-up.

Practice: Present a sample performance report with observations, proposed improvements and the next test.