Monarch Institute

Unit Structure

Module #1 Paid Social Media Advertising Strategy Overview

1.1 What is Paid Social Media Advertising?

1.2 The Paid Social Media Advertising Opportunity

1.3 Paid Social Media Advertising vs Organic Social Media Reach

1.4 Audience/Buyer Stages and the Social Media Advertising Funnel

1.4.1 What Are Audience/Buyer Stages?

1.4.2 Understanding Your Customers

1.4.3 Audience/Buyer Stages and Paid Advertising Video

1.4.4 Let's Talk! Are you in a Funnel?

1.5 Paid Social Media Marketing Strategy

1.5.1 Identify Your Goal and Campaign Objective ('WHY')

1.5.2 Audience Type and Audience Name ('WHO')

1.5.3 Social Media Platforms and Placements ('WHERE')

1.5.4 Campaign Length ('WHEN')

1.5.5 Content and Format ('WHAT')

1.5.6 Advertising Metrics and Targets ('HOW' and 'HOW MUCH')

1.5.7 Paid Social Media Advertising Strategy Part 1 Video

1.6 Aligning Ads to Audience/Buyer Stages

1.6.2 Using Custom Audiences to Funnel Prospects

1.6.3 Paid Social Media Advertising Strategy Part 2 Video

1.7 Let’s Do It! What's Your Strategy?

Let's Review

Module #1 Quiz

Module #1 Conclusion

Unit Structure

Module #2 Meta Advertising and Data Tracking

2.1 Meta Ad Algorithm

2.1.1 Understanding the Meta Ad Algorithm

2.1.2 The Meta Ads Auction

2.1.3 Understanding BEAR—The Core of Meta's Ad Algorithm

2.1.4 Ad Quality Score

2.1.5 The Meta Ad Algorithm Video

2.2 Business Suite ‘Ads’ Tool

2.2.2 Navigating Meta Business Suite Video

2.2.3 Setting Up Ads and Selecting Your Objective

2.2.4 Ad Customisation and Targeting

2.2.5 Monitoring Results

2.2.6 Business Suite Ads Video

2.3 Meta Data Tracking

2.3.1 Tracking Success with Meta Pixel and the Conversions API

2.3.2 Understanding Datasets

2.3.3 Meta Partner Integrations

2.3.4 Meta Datasets Video

2.4 Installing and Testing Tracking Events

2.4.2 Standard Events and Custom Conversions

2.4.3 Testing Tracking Events

2.4.4 Installing and Testing the Meta Pixel Video

2.4.5 Let’s Do It! Help From The Pixel Helper.

Let's Review

Module #2 Quiz

Module #2 Conclusion

Unit Structure

Module #3 Creating Facebook Ads

3.1 Introduction to Meta Ads Manager

3.1.1 Ads Manager Campaign Structure

3.1.2 Ad Accounts and Managing User Permissions

3.1.3 Accessing Ads Manager

3.2 Campaign Level

3.2.1 Audience/buyer Stage Campaigns

3.2.2 Select Your Campaign Objective

3.2.3 Buying Type

3.2.4 Let's Do It! Don't Objectify Me!

3.3 Ad Set Level

3.3.1 Ad Set Level Parameters

3.3.2 Conversion Location, Conversion Event and Performance Goal

3.3.3 Budget and Schedule

3.3.4 Audience Targeting

3.3.5 Let's Do It! Audience Personas

3.3.6 Core Audiences

3.3.7 Advantage+ Audiences

3.3.8 Custom Audiences

3.3.9 Custom Audiences from Your Sources

3.3.10 Custom Audiences from Meta Sources

3.3.11 Custom Audiences and Audience/buyer Stages

3.3.12 Lookalike Audiences

3.3.13 Let's Talk! Are You Boxing In Your Audience?

3.3.14 Ad Placements

3.4 Ad Level

3.4.1 Image Ads

3.4.2 Video Ads

3.4.3 Carousel Ads

3.4.4 Collection Ads

3.4.5 Leveraging Advantage+ AI for Ad Creation

3.4.6 Ad Creative Best Practices

3.4.7 Let's Do It! Find a Format

3.4.8 Creating an Ad in Ads Manager

3.4.9 Identity

3.4.10 Format and Ad Setup

3.4.11 Let's Do It! Time To Get Creative!

3.4.12 Primary Text

3.4.13 Headline

3.4.14 Description, Destination and Display Link

3.4.15 Call to Action (CTA) Button

3.4.16 Publishing and Ad Approval

3.4.17 Dynamic Creative

3.4.18 A/B Testing

3.4.19 Multiple Ad Variants

Let's Review

Module #3 Quiz

Module #3 Conclusion

Unit Structure

Module #4 Facebook Ads in Detail Overview

4.1 The Ads Manager Dashboard

4.1.1 Campaigns Tool

4.1.2 Campaigns Dashboard

4.1.3 Selecting Column Pre-Sets

4.1.4 Ads Reporting Tool

4.2 Campaign Measurement and Core Metrics

4.2.1 Data Sources

4.2.2 Align Metrics to Audience/Buyer Stages

4.2.3 Let's Talk! Metrics That Matter!

4.2.4 Common Metrics To Monitor

4.2.5 Budget Pacing

4.2.6 Return on Ad Spend

4.2.7 Benchmark Against Other Platforms

4.3 Optimising Campaign Performance

4.3.1 Not Achieving Enough Results

4.3.2 Budget Not Being Spent

4.3.3 High Clicks, But No Conversions

4.3.4 Advertising Cost Is Too High

4.4 Community Management

Let's Review

Module #4 Quiz

Module #4 Conclusion

Unit Structure

Module #5 Instagram Advertising Overview

5.1 Overview of Instagram Advertising

5.1.1 Benefits of Advertising on Instagram

5.1.2 Instagram Demographics

5.1.3 Instagram Advertising Resources

5.1.4 Instagram Business Accounts

5.1.5 Instagram Ad Placements and Formats

5.2 Let's Talk! Favourite Instagram Ad

5.3 Instagram Paid Ad Campaigns

5.3.1 Instagram Campaign Structure Overview

5.4 Creating Great Ads

5.5 Measuring Instagram Ad Performance

5.6 Instagram Shopping

Let's Review

Module #5 Quiz

Module #5 Conclusion

Unit Structure

Module #6 LinkedIn Advertising Overview

6.1 Introduction to LinkedIn Advertising

6.1.1 Benefits of Advertising on LinkedIn

6.1.2 Demographics on LinkedIn

6.1.3 Further Resources for Setting up LinkedIn Advertising

6.2 LinkedIn Paid Ad Formats

6.2.1 Sponsored Content

6.2.2 Message Ads

6.2.3 Conversation Ads

6.2.4 Text Ads and Dynamic Ads

6.2.5 Lead Generation Forms

6.2.6 Let's Do It! Rate an Ad

6.3 Setting up a LinkedIn Ad Campaign

6.3.1 Set Up Your Campaign and Choose an Objective

6.3.2 Select Target Audience

6.3.3 Select Ad Format

6.3.4 Ad Placement

6.3.5 Select Budget and Schedule

6.3.6 Conversion Tracking

6.3.7 Create a New Ad

6.3.8 Let's Do It! LinkedIn or Meta?

6.4 Optimise Your Campaign

6.4.1 Split Test

6.4.2 Review Target Audience

6.4.3 Installing the LinkedIn Insights Tag

6.5 Measuring LinkedIn Ad Performance

Let's Review

Module #6 Quiz

Module #6 Conclusion

Unit Structure

Module #7 X Advertising Overview

7.1 Overview of X Advertising

7.1.1 Benefits of X Advertising

7.1.2 Demographics of X

7.1.3 Resources for Setting Up X Ads

7.2 Ad Formats

7.2.1 Promoted Tweets

7.2.2 Video

7.2.3 Cards

7.2.4 Promoted Trends

7.2.5 Let's Talk! X Ad Formats

7.3 Quick Promote

7.4 X Campaigns

7.4.1 Simple or Advanced Campaign Setup

7.4.2 Set Your Objective (Campaign Level)

7.4.3 Define Campaign Details (Campaign Level)

7.4.4 Set Your Ad Group Budget and Bid Strategy (Ad Groups Level)

7.4.5 Set Your Targeting (Ad Groups Level)

7.4.6 Select Placements (Ad Groups Level)

7.4.7 Develop Your Creatives (Ad Groups Level)

7.4.8 Add New Ad Groups or Review and Launch Campaign

7.5 X Ads Best Practice

7.6 Measuring and Optimising X Ad Performance

Let's Review

Module #7 Quiz

Module #7 Conclusion

Unit Structure

Module #8 YouTube Advertising Overview

8.1 Introduction

8.2 Benefits of Advertising on YouTube

8.2.1 Demographics of YouTube Users

8.2.3 YouTube Resources

8.3 YouTube Advertising Formats

8.3.1 Skippable and Non-skippable In-stream Ads

8.3.2 Discovery Ads

8.3.3 Bumper Ads

8.3.4 Other Ads Formats

8.3.5 Let's Talk! What Ad Format Would You Choose?

8.4 How to Create YouTube Ads

8.5 Creating Effective YouTube Ads

8.6 Measuring YouTube Ad Performance

Let's Review

Module #8 Quiz

Module #8 Conclusion

Unit Structure

Module #9 TikTok Advertising Overview

9.1 Introduction to TikTok Advertising

9.2 Advertising on TikTok

9.3 Types of TikTok Ads

9.3.1 Top View Ads

9.3.2 Branded Takeover Ads

9.3.3 In-Feed Ads

9.3.4 Branded Hashtag Challenge

9.3.5 Branded Effect Ads

9.3.6 Spark Ads

9.3.7 Collection Ads

9.4 TikTok Ads Manager

9.4.1 Benefits of TikTok Ads Manager

9.4.2 Step-by-step guide to creating a TikTok Ads Manager account

9.4.3 Common Reasons Accounts Are Not Approved

9.5 Creating A TikTok Ad Campaign

9.5.1 Create a Campaign

9.5.2 Choose an Objective

9.5.3 Name Your Campaign & Set Budget

9.5.4 Budget Choices

9.5.5 Name your ad group and select placements

9.5.7 Target Your Audience

9.5.8 Set Ad Group Budget and Schedule

9.5.9 Bidding Strategy and Delivery

9.6 Let’s Do It! Find a Great TikTok Ad

9.7 Creating Your Ads

9.7.1 Smart Creative Ads

9.7.2 TikTok Advertising Best Practices

9.7.2 Sound and Captions

9.7.3 TikTok Promote

9.7.4 Minimum TikTok Ad Budgets

Let’s Review

Module #9 Quiz

Module #9 Conclusion

Unit Structure

Module #10 Influencer Marketing and Social Shopping

10.1 Introduction to Influencer Marketing

10.2 Benefits of Influencer Marketing

10.3 Let’s Talk! Who Do You Know?

10.4 Influencer Campaigns

10.5 Influencer Marketing and the Social Media Platforms

10.5.1 Instagram Influencers

10.5.2 YouTube Influencers

10.5.3 Facebook Influencers

10.5.4 X Influencers

10.5.5 TikTok Influencers

10.6 Measuring Influencer Marketing Performance

10.7 Let’s Do It! Find an Influencer

10.8 Social Shopping Overview

10.8.1 Instagram Shopping

10.8.2 Facebook Shops

10.8.2 TikTok Shop

10.9 Let's Do It! Go Shopping!

Let's Review

Module #10 Quiz

Module #10 Conclusion

NAT10904003 Plan, manage and optimise paid social media marketing – Feedback

Let's Assess – Assessment Task 1

NAT10904003 Assessment Task 1 Feedback

Let's Assess – Assessment Task 2

NAT10904003 Assessment Task 2 Feedback

NAT10904003 Plan, manage and optimise paid social media marketing – Conclusion