Understand how Facebook (Meta) advertising works and how to structure a successful Facebook ads campaign.
Learn how to spy on competitors' ads on Facebook and use insights to improve your own strategy.
Develop skills to create effective Facebook and Instagram ad campaigns, including selecting objectives and analyzing results.
Analyze real-life examples of Facebook ad reports to improve campaign performance.
Understand how to create custom and lookalike remarketing audiences on Facebook to boost engagement.
Explore remarketing strategies, including examples from remarketing, and learn to achieve the best ROI with Facebook ads.
Gain an understanding of TikTok advertising, its opportunities, challenges, and examples of effective campaigns.

The course has no special starting requirement.
This course has similar content to Paid Social Media Advertising in Modern Business COM8HH010. Do not enroll if you have taken that course in the past.

How Facebook advertising works
How to spy on your competitors' ads on Facebook
How to structure a Facebook ads campaign
How to create Instagram advertising campaigns
How to analyze Facebook ad results
Real-life example - How to analyze Facebook ad reports
How to run successful Facebook campaigns - Interview with Ville Vänni - Part I
Introduction to remarketing
Examples of Google remarketing
How to create a custom remarketing audience on Facebook
How to create a lookalike audience on Facebook
How to achieve the best ROI with Facebook - Keith Krance
Introduction to TikTok Advertising
Opportunities and challenges with TikTok marketing
Examples of effective TikTok Advertising

The student
- has basic knowledge of the paid advertising
- knows basic concepts of Facebook and Instagram (meta advertising)
- is able to present the key aspects remarketing

The student
- has a good knowledge of the concepts and principles Google ads
- is familiar with the main benefits and disadvantages running Google advertising campaign
- has good skills related to paid advertising campaigns
- can create a good paid advertising plan (final work for this course).

The student
- can demonstrate explicit knowledge of creating an effective Facebook and Instagram advertising
- is very familiar with the different tools related to Facebook advertising
- has created a very complete and valuable Facebook and Instagram and TikTok advertising campaign.
- has reinforced learning by reading information related to Instagram and Facebook advertising.