11:00 – 18:00
with coffee breaks
Form of study
At the workshop, we will analyze the features of targeting and advertising tools of Facebook and Instagram and develop an effective advertising strategy
The workshop will include a lot of practice and will be useful for business owners, marketers and brand managers, SMM managers and PPC specialists who carry out promotion through Facebook and Instagram Ad Center. For practical assignments, we recommend that you bring a laptop or tablet that you will be comfortable working on.
Meta advertising platform (Facebook)
Operating principles of targeted advertisement in social media → Structure of the Meta platform (Facebook) → Business manager → Ad center capabilities → Business page
Key media indicators
Media plan → Media indicators calculation
Work with signals on the Meta platform
Meta-pixel → Standard Facebook events → Events Manager → Events transfer via Google Tag Manager
Work with Meta audiences
Marketing frameworks: RACE, AARRR, See-Think-Do-Care → The consumer decision journey → Traffic management → Audience types → Methods of working with audiences. Audience engagement and retention
Communication strategy → Key message → Approaches to ad creation (creatives)
Advertising campaigns goals → Advertising campaign structure → Basic types of SMM campaigns → Audience attraction. Content projects development → Lead generation campaigns. Using of advertising purchase in B2B → Events promotion → Approaches to E-Com promotion → Ad campaigns optimization and scaling
Analytics and reporting
Analysis of advertising indicators → Report formats. Facebook Ads Reporting.
Useful sources and tools for a media buyer
Digital Advisor, founder of the digital performance agency VOCH BURO. Certified specialist in Google Ads, TikTok, Apple Search Ads and YouTube Certified. Meta Business Partner, Google Partner.