Facebook & Instagram Ads Course

Lesson 1 • Meta's Advertising Policies Overview

Covers prohibited content, restricted categories, and the ad review process. Prevents costly policy violations before students create their first campaign.

Lesson 2 • Setting Up a Business Presence

Walks through creating a Business Portfolio, connecting a Facebook Page, and linking an Instagram account. Provides the account infrastructure needed for all subsequent exercises.

Lesson 3 • How the Meta Ad Auction Works

Explains the real-time bidding process that determines ad delivery and cost. Connects auction mechanics to budget and bidding decisions made later in the course.

Lesson 1 • Customizing Columns and Views

Shows how to save custom column sets and breakdowns for faster reporting. Tailored views reduce time spent finding key metrics during optimisation.

Lesson 2 • Ads Manager Interface Orientation

Maps every major panel, menu, and toolbar in Ads Manager. Students gain spatial familiarity that reduces errors during live campaign builds.

Lesson 3 • Payment Methods and Billing Settings

Covers adding payment methods, understanding billing thresholds, and reading invoices. Prevents account disruptions caused by billing errors.

Lesson 4 • Account Roles and Permissions

Defines admin, advertiser, and analyst roles and explains how to assign them. Proper permissions protect accounts when multiple team members collaborate.

Lesson 1 • Understanding Campaign Objectives

Maps each Meta objective to a real business goal such as awareness, traffic, leads, or sales. Choosing the wrong objective is the most common beginner mistake this section prevents.

Lesson 2 • Budget Types and Allocation

Distinguishes daily from lifetime budgets and campaign-level from ad-set-level budget control. Correct budget allocation directly affects delivery consistency and spend efficiency.

Lesson 3 • Naming Conventions and Organisation

Establishes a systematic naming framework for campaigns, ad sets, and ads. Consistent naming makes reporting, testing, and handoffs dramatically faster.

Lesson 4 • Scheduling and Flight Dates

Covers start and end dates, dayparting, and time-zone considerations. Proper scheduling prevents wasted spend outside peak conversion windows.

Lesson 1 • Lookalike Audiences

Shows how Meta finds new users who resemble a source audience and how to control lookalike size. Lookalikes are the primary scaling tool for proven campaigns.

Lesson 2 • Audience Overlap and Exclusions

Demonstrates the Audience Overlap tool and explains when to exclude audiences to prevent cannibalisation. Exclusions protect budget and improve measurement accuracy.

Lesson 3 • Core Audience Targeting Options

Covers location, demographic, interest, and behaviour targeting available at the ad-set level. These options form the baseline for every audience a student will build.

Lesson 4 • Audience Size and Reach Estimates

Interprets the audience size meter and reach estimates shown in Ads Manager. Balancing audience size against specificity is a core optimisation skill.

Lesson 1 • Visual Design Principles for Ads

Covers contrast, hierarchy, branding consistency, and mobile-first design for ad visuals. Visually compliant ads earn higher relevance scores and lower costs.

Lesson 2 • Overview of Meta Ad Formats

Catalogiseer beeld-, video-, karossel-, versamelings- en Stories-formate met plasingkonteks. Formaatkeuse beïnvloed direk betrokkenheidsyfers en produksiekoste.

Lesson 3 • Writing Effective Ad Copy

Applies copywriting principles—hook, value proposition, and call to action—to Meta ad text fields. Strong copy multiplies the impact of any visual asset.

Lesson 4 • Technical Specifications for Each Format

Lists resolution, aspect ratio, file size, and text limits for every major format. Submitting non-compliant assets is a leading cause of ad disapprovals.

Lesson 1 • Standard Events and Custom Events

Covers Meta's predefined standard events and how to create custom events for unique actions. Accurate event tracking is the foundation of conversion-optimised campaigns.

Lesson 2 • Conversion Windows and Attribution

Explains click-through and view-through attribution windows and how to choose the right setting. Attribution window choice changes reported results and optimisation signals.

Lesson 3 • Conversions API Setup

Introduces server-side event sending via the Conversions API to supplement browser-based Pixel data. Server-side tracking recovers data lost to browser restrictions and ad blockers.

Lesson 4 • Verifying and Debugging Tracking

Uses the Pixel Helper, Events Manager, and Test Events tool to confirm correct data flow. Unverified tracking leads to misoptimised campaigns and inaccurate reporting.

Lesson 1 • Scaling Campaigns Effectively

Covers horizontal scaling via new ad sets and vertical scaling via budget increases. Scaling too fast disrupts the algorithm; this section teaches a controlled approach.

Lesson 2 • Frequency, Fatigue, and Refreshing Ads

Monitors frequency metrics to detect creative fatigue and outlines a refresh cadence. High frequency without creative rotation degrades performance and wastes budget.

Lesson 3 • The Learning Phase

Defines the learning phase, explains what triggers it, and describes how to exit it efficiently. Disrupting the learning phase resets progress and inflates costs.

Lesson 4 • Bidding Strategies Explained

Compares lowest cost, cost cap, bid cap, and value optimisation strategies. Selecting the wrong bid strategy is a frequent cause of overspending or under-delivery.

Lesson 1 • Presenting Results to Stakeholders

Structures a performance report narrative with context, findings, and recommendations. Clear communication of results builds client trust and secures continued investment.

Lesson 2 • Diagnosing Underperforming Campaigns

Provides a diagnostic framework for identifying whether poor results stem from audience, creative, bid, or tracking issues. Structured diagnosis prevents random changes that worsen performance.

Lesson 3 • Funnel-Based Campaign Strategy

Maps awareness, consideration, and conversion campaigns to a full-funnel strategy. A coordinated funnel approach improves overall account efficiency and customer journey.

Lesson 4 • Building Custom Reports in Ads Manager

Walks through creating, saving, and scheduling custom reports with relevant column sets. Custom reports reduce manual work and ensure consistent stakeholder communication.