Keystone College of Business and Technology

Unit Structure

Module #1 Paid Social Media Advertising Strategy

1.1 What is Paid Social Media Advertising?

1.2 The Paid Social Media Advertising Opportunity

1.3 Paid vs Organic Social Media Marketing

1.4 Audience/Buyer Stages and the Social Media Advertising Funnel

1.4.1 What Are Audience/Buyer Stages?

1.4.2 Understanding Your Audience

1.4.3 Video: Audience/Buyer Stages and Paid Advertising

1.4.4 Let's Talk! Are you in a Funnel?

1.5 Paid Social Media Marketing Strategy

1.5.1 Identify Your Goal and Campaign Objective ('WHY')

1.5.2 Audience Type and Audience Name ('WHO')

1.5.3 Social Media Platforms and Placements ('WHERE')

1.5.4 Campaign Length ('WHEN')

1.5.5 Content and Format ('WHAT')

1.5.6 Advertising Metrics and Targets ('HOW' and 'HOW MUCH')

1.5.7 Video: Paid Social Media Advertising Strategy Part 1

1.6 Aligning Ads to Audience/Buyer Stages

1.6.1 The Sales Process

1.6.2 Using Custom Audiences to Funnel Prospects

1.6.3 Video: Paid Social Media Advertising Strategy Part 2

1.7 AI Tools for Paid Social Media Advertising

1.7.1 Platform-native AI

1.7.2 General-purpose learn language models (LLMs)

1.7.3 Creative AI (images, video, voice)

1.7.4 Specialist ad-tech AI

1.7.5 Suitability: choosing the right AI tool for the job

1.7.6 Community management and automation tools

1.7.7 AI-driven paid social

1.8 The Perfect Prompt

1.9 Let’s Do It! Create Your Base Prompt

1.10 Let’s Do It! Build Your Paid Ad Strategy

Let's Review

Module #1 Quiz

Module #1 Conclusion

Unit Structure

Module #2 Meta Advertising and Data Tracking

2.1 Meta Ad Algorithm

2.1.1 Understanding the Meta Ad Algorithm

2.1.2 The Meta Ads Auction

2.1.3 Understanding BEAR—The Core of Meta's Ad Algorithm

2.1.4 Ad Quality Score

2.1.5 Video: The Meta Ad Algorithm

2.1.6 The Advantage+ Suite - AI Across the Ad Lifecycle

2.2.1 Understanding the Difference Between the ‘Ads’ Tool and ‘Ads Manager’

2.2.2 Video: Navigating Meta Business Suite

2.2.3 Setting Up Ads and Selecting Your Objective

2.2.4 Ad Customisation and Targeting

2.2.5 Monitoring Results

2.2.6 Video: Business Suite Ads

2.2.7 Advantage+ Shopping Campaigns (ASC+)

2.3 Meta Data Tracking

2.3.1 Tracking Success with Meta Pixel and the Conversions API

2.3.2 Understanding Datasets

2.3.3 Meta Partner Integrations

2.3.4 Video: Meta Datasets

2.4 Installing and Testing Tracking Events

2.4.1 Meta Partner Integrations and Event Setup Tool

2.4.2 Standard Events and Custom Conversions

2.4.3 Testing Tracking Events

2.4.4 Video: Installing and Testing the Meta Pixel

2.4.5 Let’s Do It! Help From The Pixel Helper.

2.5 AI-Powered Reporting & Optimisation

2.5.1 Meta AI Insights inside Ads Manager

2.5.2 LLM-Assisted Reporting

2.5.3 Marketing Mix Modelling with Meta Robyn

2.5.4 Incrementality Testing

Let's Review

Module #2 Quiz

Module #2 Conclusion

Unit Structure

Module #3 Creating Facebook Ads

3.1 Introduction to Meta Ads Manager

3.1.1 Ads Manager Campaign Structure

3.1.2 Ad Accounts and Managing User Permissions

3.1.3 Accessing Ads Manager

3.1.4 Video: Accessing Ads Manager

3.2 Campaign Level

3.2.1 Audience/buyer Stage Campaigns

3.2.2 Select Your Campaign Objective

3.2.3 Video: Campaign Level

3.2.4 Buying Type

3.2.5 Let's Do It! Don't Objectify Me!

3.3 Ad Set Level

3.3.1 Ad Set Level Parameters

3.3.2 Video: Ad Set Level Introduction

3.3.3 Conversion Location, Conversion Event and Performance Goal

3.3.4 Budget and Schedule

3.3.5 Audience Targeting

3.3.6 Let's Do It! Audience Personas

3.3.7 Core Audiences

3.3.8 Advantage+ Audiences

3.3.9 Custom Audiences

3.3.10 Custom Audiences from Your Sources

3.3.11 Custom Audiences from Meta Sources

3.3.12 Custom Audiences and Audience/buyer Stages

3.3.13 Lookalike Audiences

3.3.14 Let's Talk! Are You Boxing In Your Audience?

3.3.15 Ad Placements

3.4 Ad Level

3.4.1 Image Ads

3.4.2 Video Ads

3.4.3 Carousel Ads

3.4.4 Collection Ads

3.4.5 Leveraging Advantage+ AI for Ad Creation

3.4.6 Video: Ad Creative Best Practices

3.4.7 Let's Do It! Find a Format

3.4.8 Creating an Ad in Ads Manager

3.4.9 Identity

3.4.10 Format and Ad Setup

3.4.11 Let's Do It! Time To Get Creative!

3.4.12 Primary Text

3.4.13 Headline

3.4.14 Description, Destination and Display Link

3.4.15 Call to Action (CTA) Button

3.4.16 Publishing and Ad Approval

3.4.17 Dynamic Creative

3.4.18 A/B Testing

3.4.19 Multiple Ad Variants

Let's Review

Module #3 Quiz

Module #3 Conclusion

Unit Structure

Module #4 Meta Campaign Reporting and Optimisation

4.1 The Ads Manager Dashboard

4.1.1 Campaigns Tool

4.1.2 Campaigns Dashboard

4.1.3 Selecting Column Pre-Sets

4.1.4 Ads Reporting Tool

4.2 Campaign Measurement and Core Metrics

4.2.1 Data Sources

4.2.2 Align Metrics to Audience/Buyer Stages

4.2.3 Let's Talk! Metrics That Matter!

4.2.4 Common Metrics To Monitor

4.2.5 Budget Pacing

4.2.6 Return on Ad Spend

4.2.7 Benchmark Against Other Platforms

4.3 Optimising Campaign Performance

4.3.1 The Optimisation Hierarchy

4.3.2 Diagnosing Campaign Performance

4.3.3 High Clicks, But No Conversions

4.3.4 Advertising Cost Is Too High

4.3.5 The Learning Phase

4.3.6 Optimising Campaign Performance

4.4 Community Management

4.5 AI-Driven Optimisation Workflow

Let's Review

Module #4 Quiz

Module #4 Conclusion

Unit Structure

Module #5 Instagram Advertising Overview

5.1 Overview of Instagram Advertising

5.1.1 Benefits of Advertising on Instagram

5.1.2 Instagram Demographics

5.1.3 Instagram Advertising Resources

5.1.4 Instagram Business Accounts

5.1.5 Instagram Ad Placements and Formats

5.2 Let's Talk! Favourite Instagram Ad

5.3 Instagram Paid Ad Campaigns

5.3.1 Instagram Campaign Structure

5.4 Creator Partnerships & Branded Content Ads

5.4.1 Branded Content Ads in Ads Manager

5.4.2 AI-Assisted Creator Discovery & Matching

5.5 Creating Great Ads

5.5.1 Single Image Ads

5.5.2 Carousel and Video Ads

5.5.3 Reels and Story Ads

5.5.4 Shopping and Lead Ads

5.5.5 Explore and Branded Content Ads

5.6 Measuring Instagram Ad Performance

5.7 Instagram Shopping

5.7.1 Setting Up Your Shop

5.7.2 Types of Instagram Shopping

5.7.3 Create Click-Worthy Content

5.7.4 Make Use of User-Generated Content

Let's Review

Module #5 Quiz

Module #5 Conclusion

Unit Structure

Module #6 LinkedIn Advertising

6.1 Introduction to LinkedIn Advertising

6.1.1 Benefits of Advertising on LinkedIn

6.1.2 Drawbacks of Advertising on LinkedIn

6.1.3 Demographics on LinkedIn

6.1.4 Further Resources for Setting up LinkedIn Advertising

6.2 LinkedIn Paid Ad Formats

6.2.1 Sponsored Content (Core Ad Formats)

6.2.2 Lead Generation Ads

6.2.3 Message Ads (Sponsored Messaging)

6.2.4 Dynamic Ads

6.2.5 Text Ads (Optional Format)

6.2.6 Accelerate Campaigns (AI-Powered Advertising)

6.2.7 Choosing the Right Format

6.2.8 Let's Do It! Rate an Ad

6.3 Setting up a LinkedIn Ad Campaign

6.3.1 Set Up Your Campaign and Choose an Objective

6.3.2 Select Target Audience

6.3.3 Select Ad Format

6.3.4 Ad Placement

6.3.5. Select Budget and Schedule

6.3.6 Conversion Tracking

6.3.7 Create a New Ad

6.3.8 Review and Launch

6.3.9 LinkedIn Accelerate Campaigns (AI-powered setup)

6.3.10 Let's Do It! Build A LinkedIn Campaign

6.4 Optimise Your Campaign

6.4.1 Identify What Is Working

6.4.2 Improving Ad Creative

6.4.3 Review Target Audience

6.4.4 Budget and Bidding Optimisation

6.4.5 Using Split Testing (A/B Testing)

6.4.6 Leveraging AI and Automation

6.5 Measuring LinkedIn Ad Performance

6.6 AI-Driven LinkedIn Advertising Workflow

6.6.1 AI for Campaign Planning and Strategy

6.6.2 AI for Ad Copy and Creative Development

6.6.3 AI for Audience Insights and Targeting

6.6.4 AI for Performance Analysis

6.6.5 AI and Automation Within LinkedIn

6.6.6 Let’s Do It! Use AI to Build a LinkedIn Campaign

Let's Review

Module #6 Quiz

Module #6 Conclusion

Unit Structure

Module #7 TikTok Advertising

7.1 Introduction to TikTok Advertising

7.2 How TikTok Advertising Works

7.2.1 The TikTok “For You” Algorithm

7.2.2 A Creative-First Algorithm

7.2.3 How Ads Are Delivered on TikTok

7.2.4 The Role of AI in Ad Delivery

7.2.5 Learning Phase and Optimisation

7.2.6 Signals That Drive Performance

7.2.7 Let’s Do It! Analyse TikTok Content

7.3 Types of TikTok Ads

7.3.1 Top View Ads

7.3.2 Branded Takeover Ads

7.3.3 In-Feed Ads

7.3.4 Branded Hashtag Challenge

7.3.5 Branded Effect Ads

7.3.6 Spark Ads

7.3.7 Collection Ads

7.3.8 Choosing the Right Ad Format

7.4 TikTok Ads Manager

7.4.1 Accessing TikTok Ads Manager

7.4.2 Understanding Campaign Structure

7.4.3 Step-by-step guide to creating a TikTok Ads Manager account

7.4.4 Common Reasons Accounts Are Not Approved

7.4.5 Managing Creative Assets

7.4.6 Campaign Creation Tools

7.5 Creating A TikTok Ad Campaign

7.5.1 Choosing Your Campaign Approach

7.5.2 Select Your Campaign Objective

7.5.3 Name Your Campaign & Set Budget

7.5.4 Budget Choices

7.5.5 Name your ad group and select placements

7.5.6 Target Your Audience

7.5.7 Set Ad Group Budget and Schedule

7.5.8 Bidding Strategy and Delivery

7.5.9 Using Smart+ Campaigns (AI-Powered Setup)

7.6 TikTok Tracking and Measurement

7.6.1 Why Tracking Matters

7.6.2 The TikTok Pixel

7.6.3 Events and Conversion Tracking

7.6.4 The Events API (Server-Side Tracking)

7.6.5 Testing Your Tracking Setup

7.6.6 Using Data to Improve Performance

7.6.7 Common Tracking Mistakes to Avoid

7.6.8 Let’s Do It! Find a Great TikTok Ad

7.7 TikTok Creative and Optimisation Best Practices

7.7.1 The Importance of Creative on TikTok

7.7.2 Capturing Attention in the First Few Seconds

7.7.3 Creating Platform-Native Content

7.7.4 Testing Creative Variations

7.7.5 Using Data to Optimise Creative

7.7.6 Leveraging AI for Creative Development

7.7.7 Working with Creators and User-Generated Content (UGC)

7.7.8 Optimisation Mindset

Let's Review

Module #7 Quiz

Module #7 Conclusion

Unit Structure

Module #8 YouTube Advertising

8.1 Introduction

8.2 Benefits of Advertising on YouTube

8.2.1 High-Intent Audiences

8.2.2 Multiple Content Formats

8.2.3 Full-Funnel Capabilities

8.2.4 Advanced Targeting Options

8.2.5 Measurable Performance

8.2.6 The Impact of Video

8.2.7 Integration with the Google Ecosystem

8.2.8 YouTube Resources

8.3 YouTube Advertising Formats

8.3.1 Skippable In-stream Ads

8.3.2 Non-Skippable In-Stream Ads

8.3.3 Bumper Ads

8.3.4 In-Feed Video Ads (Discovery Ads)

8.3.5 YouTube Shorts Ads

8.3.6 Demand Generation (Multi-Placement Ads)

8.3.7 Choosing the Right Ad Format

8.3.5 Let’s Talk! What Ad Format Would You Choose?

8.4 How to Create YouTube Ads

8.4.1 Setting Up Your Google Ads Account

8.4.2 Understanding Campaign Types

8.4.3 Select Your Campaign Objective

8.4.4 Select Your Campaign Type

8.4.5 Configuring a Demand Gen Campaign

8.4.6 Set Your Budget and Bidding Strategy

8.4.7 Customer Acquisition Settings

8.4.8 Brand Settings

8.4.9 Ad Group and Audience Targeting

8.4.10 Ad Level – Create Your Ad

8.4.11 Ad Level – Writing Your Ad Copy

8.4.12 Review and Launch

8.5 Creating High Performing YouTube Ads

8.5.1 The First 5 Seconds: The Hook

8.5.2 Structuring Your Ad (Simple Framework)

8.5.3 The ABCD Framework (YouTube Best Practice)

8.5.4 Designing for Attention and Retention

8.5.5 Creator-Style and Native Content

8.5.6 Matching Creative to Campaign Objective

8.5.7 Using AI to Enhance Creative

8.6 Measuring YouTube Ad Performance

8.6.1 Understanding Key Metrics

8.6.2 Measuring Success Based on Campaign Objective

8.6.3 The Learning Phase and AI Optimisation

8.6.4 Optimising Creative Performance

8.6.5 Audience and Targeting Optimisation

8.6.6 Budget and Bidding Adjustments

8.6.7 Using AI Insights and Reporting Tools

8.6.8 Continuous Testing and Improvement

Let's Review

Module #8 Quiz

Module #8 Conclusion

Unit Structure

Module #9 X and Niche Platform Advertising

9.1 Overview of X Advertising

9.1.1 The Role of X in a Paid Social Strategy

9.1.2 How X Advertising Works

9.1.3 Resources for Setting Up X Ads

9.2 Ad Formats

9.2.1 Promoted Posts

9.2.2 Video

9.2.3 Cards

9.2.4 Promoted Trends

9.2.5 Quick Promote

9.2.6 Let's Talk! X Ad Formats

9.3 X Campaigns

9.3.1 Simple or Advanced Campaign Setup

9.3.2 Set Your Objective (Campaign Level)

9.3.3 Define Campaign Details (Campaign Level)

9.3.4 Set Your Ad Group Budget and Bid Strategy (Ad Groups Level)

9.3.5 Set Your Targeting (Ad Groups Level)

9.3.6 Select Placements (Ad Groups Level)

9.3.7 Develop Your Creatives (Ad Level)

9.3.8 Add New Ad Groups or Review and Launch Campaign

9.3.9 X Advertising Best Practice

9.3.10 Measuring and Optimising X Ad Performance

9.4. Snapchat Advertising

9.4.1 The Role of Snapchat in a Paid Social Strategy

9.4.2 How Snapchat Advertising Works

9.4.3 Key Snapchat Ad Formats

9.4.4 Targeting and AI Optimisation

9.4.5 Best Practices for Snapchat Advertising

9.5 WhatsApp and Messenger Advertising

9.5.1 The Role of Messaging Platforms in a Paid Strategy

9.5.2 How WhatsApp and Messenger Advertising Works

9.5.3 Conversational Marketing and Customer Journey

9.5.4 Automation and AI in Messaging Advertising

9.5.5 Best Practices for Messaging Advertising

9.6 Pinterest Advertising

9.6.1 The Role of Pinterest in a Paid Social Strategy

9.6.2 How Pinterest Advertising Works

9.6.3 Key Pinterest Ad Formats

9.6.4 Targeting and AI Optimisation

9.6.5 Content Strategy for Pinterest Advertising

9.6.6 Best Practices for Pinterest Advertising

9.6.7 When to Use Pinterest Advertising

9.7 When to Use Niche Platforms

9.7.1 Understanding Platform Fit

9.7.2 Matching Platforms to Campaign Objectives

9.7.3 Matching Platforms to Audience Behaviour

9.7.4 Budget Allocation and Platform Prioritisation

9.7.5 Integrating Niche Platforms into a Multi-Platform Strategy

9.7.6 When NOT to Use Niche Platforms

Let's Review

Module #9 Quiz

Module #9 Conclusion

Unit Structure

Module #10 Influencer Marketing and Social Shopping

10.1 Introduction to Influencer Marketing

10.2 Benefits of Influencer Marketing

10.3 Let’s Talk! Who Do You Know?

10.4 Influencer Campaigns

10.5 Influencer Marketing and the Social Media Platforms

10.5.1 Instagram Influencers

10.5.2 YouTube Influencers

10.5.3 Facebook Influencers

10.5.4 X Influencers

10.5.5 TikTok Influencers

10.6 Measuring Influencer Marketing Performance

10.7 Let’s Do It! Find an Influencer

10.8 Social Shopping Overview

10.8.1 Instagram Shopping

10.8.2 Facebook Shops

10.8.2 TikTok Shop

10.9 Let's Do It! Go Shopping!

Let's Review

Module #10 Quiz

Module #10 Conclusion

NAT10904003 Plan, manage and optimise paid social media marketing – Feedback

Let's Assess – Assessment Task 1

Let's Assess – Assessment Task 2

NAT11426003 Assessment Feedback