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Business and Management
Marketing and Sales
Digital Marketing
Social Media Marketing
1. Foundations of Social Media Marketing
2. Developing a Social Media Strategy
3. Content Strategy and Creation
4. Community Management and Engagement
5. Paid Social Media Advertising
6. Analytics, Measurement, and ROI
7. Platform-Specific Strategies
8. Advanced Topics and Integration
9. Social Media Marketing Operations
Paid Social Media Advertising
Introduction to Social Ads
Benefits of Paid Social
Types of Paid Social Campaigns
Paid Social vs Other Digital Advertising
Platform Advertising Ecosystems
Campaign Structure and Organization
Campaigns
Ad Sets
Ads
Naming Conventions
Campaign Organization Best Practices
Defining Campaign Objectives
Awareness Objectives
Consideration Objectives
Conversion Objectives
Custom Objectives
Objective Selection Strategy
Budgeting and Bidding Strategies
Setting Budgets
Daily Budgets
Lifetime Budgets
Budget Optimization
Bid Caps
Cost Caps
Automated vs Manual Bidding
Bidding Strategy Selection
Budget Allocation Across Campaigns
Audience Targeting Options
Core Audiences
Demographics
Interests
Behaviors
Geographic Targeting
Custom Audiences
Website Visitors
Customer Lists
App Users
Engagement Audiences
Lookalike Audiences
Creating Lookalike Audiences
Adjusting Similarity Levels
Source Audience Quality
Audience Layering and Exclusions
Audience Size Optimization
Ad Formats and Placements
Image Ads
Video Ads
Carousel Ads
Collection Ads
Stories Ads
Messenger Ads
In-Stream Ads
Platform-Specific Placements
Automatic vs Manual Placements
Mobile vs Desktop Considerations
Ad Creative and Copy Best Practices
Visual Design for Ads
Writing Effective Ad Copy
Ad Compliance Guidelines
Creative Testing Strategies
Seasonal Creative Considerations
Brand Safety in Ad Creative
A/B Testing and Optimization
Testing Creative Elements
Testing Copy Variations
Testing Audience Segments
Testing Placements
Testing Bidding Strategies
Analyzing Test Results
Iterative Optimization
Statistical Significance
Understanding the Ad Auction and Delivery
How Social Ad Auctions Work
Factors Affecting Ad Delivery
Quality Score and Relevance
Ad Frequency Management
Delivery Optimization
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4. Community Management and Engagement
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6. Analytics, Measurement, and ROI