Course Topics

Module 1: Introduction to Meta Advertising & Ads Manager

Day 1 | 2 Hours

• Introduction to Meta advertising and its business applications

• Understanding the Facebook, Instagram, Messenger, and WhatsApp advertising ecosystem

• Organic social media marketing versus paid advertising

• Introduction to Meta Business Suite, business portfolios, and Ads Manager

• Understanding campaign, ad set, and ad structure

• Overview of the advertising workflow and campaign objectives

• Identifying business goals and defining measurable campaign KPIs

Practical activity: Review a business scenario and develop a basic advertising objective and campaign plan.

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Module 2: Campaign Strategy, Objectives & Audience Targeting

Day 2 | 2 Hours

• Translating business goals into advertising strategies

• Understanding Awareness, Traffic, Engagement, Leads, App promotion, and Sales objectives

• Selecting objectives and conversion locations according to campaign goals

• Identifying target customers and developing audience personas

• Location, demographic, and interest-based audience options where available

• Understanding Custom Audiences, Lookalike Audiences, and retargeting

• Introduction to Advantage+ audience and automated audience expansion

• Audience exclusions, segmentation, and overlap considerations

Practical activity: Develop an audience strategy for a UAE-based business and select the most appropriate campaign objective.

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Module 3: Campaign Creation, Budgeting & Placements

Day 3 | 2 Hours

• Step-by-step campaign creation in Meta Ads Manager

• Configuring campaign objectives and available buying options

• Understanding campaign-level and ad-set-level settings

• Setting advertising budgets, schedules, and spending limits

• Daily versus lifetime budgets and budget allocation principles

• Understanding available bidding and performance-goal options

• Automatic placements and manual placement considerations

• Understanding Advantage+ campaign automation and relevant settings

• Reviewing campaign settings before publication

Practical activity: Build a structured campaign in Ads Manager, configure its budget and placements, and complete a pre-launch checklist.

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Module 4: Ad Creative Development, Copywriting & Campaign Launch

Day 4 | 2 Hours

• Understanding the anatomy of a high-performing advertisement

• Writing compelling headlines, primary text, and calls to action

• Developing ad messaging around customer needs and business value

• Creating mobile-first image, video, carousel, and other suitable ad formats

• Understanding Facebook Feed, Instagram Feed, Stories, and Reels placements

• Creative concepts, hooks, offers, and visual storytelling

• Using creative variations and reviewing relevant Advantage+ creative features

• Ad previews, destination URLs, lead forms, and messaging destinations

• Understanding advertising standards and common reasons for ad rejection

• Final checks before submitting campaigns for review

Practical activity: Develop ad copy and creative concepts, configure an advertisement, and review the campaign before launch.

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Module 5: Tracking, Measurement & Campaign Performance Analysis

Day 5 | 2 Hours

• Understanding campaign measurement and attribution fundamentals

• Introduction to Meta Pixel, Events Manager, and Conversions API

• Understanding website events, conversion tracking, and data quality

• Reading campaign, ad-set, and ad-level reporting

• Understanding impressions, reach, frequency, CPM, CTR, CPC, and cost per result

• Measuring leads, conversion rates, cost per lead, purchases, and ROAS where relevant

• Evaluating campaign performance against predefined KPIs

• Identifying performance trends, delivery issues, and potential tracking problems

• Understanding reporting limitations and attribution considerations

Practical activity: Analyze a sample campaign report, identify performance gaps, and recommend data-driven improvements.

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Module 6: Campaign Optimization, Testing & Scaling

Day 6 | 2 Hours

• Identifying underperforming campaigns, ad sets, and advertisements

• Improving targeting, creative quality, messaging, and conversion destinations

• Understanding creative fatigue and frequency trends

• Testing different creative concepts, headlines, audiences, and offers

• Introduction to A/B testing and controlled experimentation

• Reviewing relevant Meta Advantage+ recommendations and automation

• Budget adjustments and responsible campaign scaling

• Understanding learning periods and why frequent changes can affect delivery

• Troubleshooting common advertising problems

• Developing a structured campaign optimization checklist

Practical activity: Diagnose a sample underperforming campaign and prepare an optimization plan based on its results.

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Module 7: Integrated Campaign Project & Practical Assessment

Day 7 | 2 Hours

• Developing an end-to-end Meta advertising campaign plan

• Selecting a business objective and defining success metrics

• Structuring the campaign, ad sets, audiences, and advertisements

• Preparing creative concepts, copy, budget, and placements

• Reviewing tracking requirements and measurement readiness

• Evaluating sample campaign data and recommending improvements

• Presenting campaign strategy and optimization decisions

• Practical assessment and trainer feedback

• Developing a post-training campaign action plan

Practical activity: Complete and present a campaign project covering planning, setup, creative development, measurement, analysis, and optimization.

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Note: Practical activities may be completed in a live Ads Manager account or through guided demonstrations and simulated campaign exercises, depending on account access and training arrangements.