Advertising on Facebook: Advanced

Learn advanced techniques to accomplish your advertising and engagement goals on Facebook. Discover how to build, upload, and edit ads; track conversions; retarget ads; and more.

Introduction

• Learn how to master Facebook Ads
• What you should know

1. Effective Campaign Management

• How the Facebook ad auctions work
• Control access with Facebook Business Manager
• How to audit a Facebook Ads account
• Custom audience, lookalikes, and retargeting strategy
• Manage ads in bulk with spreadsheets

2. Creative Testing and Tactics

• Creative testing framework: Concept-theme-variant
• Interpreting Facebook's ad relevance diagnostics
• Using the auction Inspect tool to detect ad fatigue
• Split testing ad creative using Test and Learn
• Adapting creative to Instagram and other placements
• Setting up dynamic product ads for ecommerce
• Creative tactics to try in your campaigns

3. Marketing Attribution and Optimization

• Attribution, incrementality, and marketing mix modeling
• Reporting on click and view attribution windows
• Choosing the right event in the funnel for optimization
• Predicting diminishing marginal returns to ad spend
• Custom parameters in tracking templates
• Tracking server-side events with the Conversions API

4. Automating Campaigns at Scale

• Create ads programmatically via the Facebook Business API
• Building custom reports using the Facebook Business API
• Compare the tools for automating large-scale campaigns
• Working with machine-generated creative (MGC)

Conclusion

• Continue learning advanced Facebook Ads