Description
This course explores Meta Marketing Analytics Tools. You’ll learn how the advertising platform works and you’ll learn to create ads using Meta Ads Manager. Then, you’ll learn how Meta reports results and how you can customize the reports to match your business goals. You’ll also learn how you can use Meta experiments to evaluate the effectiveness of your advertising campaign. You’ll learn to optimize ads with A/B testing and you will explore how you can integrate data from Meta campaigns in marketing mix modeling. In this course, you’ll also find a summary of Meta’s recommended approach to data analysis.
By the end of this course you will be able to:
• Describe how an ad is created and delivered in Meta Ads Manager
• Evaluate campaign results
• Conduct an A/B Test
• Evaluate advertising effectiveness with Conversion Lift Tests
• Evaluate advertising effectiveness with Brand Lift tests
• Choose the best approach to evaluating advertising effectiveness given a scenario
• Explain how and when to apply Marketing Mix Modeling
• Choose the best approach to optimizing your marketing mix given a scenario
• Implement a full analysis process from the formulation of a hypothesis to recommending measurement solutions, performing an analysis, generating insights and presenting results and recommendations
This course is for people who want to learn how to use Meta Ads Manager to conduct advertising effectiveness tests and evaluate their campaign results.
Learners don’t need marketing or data analysis experience, but should have basic internet navigation skills and be eager to participate. Ideally, learners have already completed course 1 (Marketing Analytics Foundation), course 2 (Introduction to Data Analytics), course 3 (Statistics for Marketing), and course 4 (Data Analytics Methods for Marketing) in this program.
What you will learn
Fundamentals of Facebook Ads Manager
In the first week you will be given an overview of Facebook Ads Manager. You will learn how to create an ad campaign with Facebook Ads Manager, including how to navigate the ad auction, determine your target audience, select the appropriate objective, and develop your ad creative.
Analyzing Campaign Results
This week you will learn how to navigate and customize reports in Facebook Ads Manager. You will learn how to analyze the reports and evaluate your campaign outcomes against your goals.
Running Facebook Experiments
In week 3, you’ll learn how to run Conversion Lift and Brand Lift tests on Facebook Ads Manager. You’ll learn how to evaluate the results of these tests and how these results can inform the future of your campaign.
Optimizing Your Marketing Mix
This week you will learn how to optimize your marketing by running effective A/B tests. You’ll also learn about Marketing Mix Modeling integrated with data you’ve gathered from Facebook Ads Manager and how it can be used to optimize the effectiveness of your marketing efforts.
