Learn the basic principles of Facebook Business Manager and create your first campaign
More than two billion users come together on Facebook monthly to share photos, read news, distribute likes and more. Consequently, brands have taken note, and increasingly direct their marketing strategies to impact users in social networks with relevant ads.
In this course you will learn the basic concepts and the new trends of advertising marketing on Facebook, to create effective advertising campaigns with Francesco Orlandino, Adidas Senior Digital Marketing Manager.
What's included in this course?
You will start by getting to know Francesco, who will tell you about his formative and professional career and then share with you some of the books, blogs and websites that have influenced him, even today they are useful in his work.
You will review the basic concepts of social media marketing , its differences with community management and the management of the presence of a brand in social networks.
You will learn how to use the Facebook Business Manager tool to create advertising campaigns, defining audience segments, cost strategies and testing your campaign.
You will know the different advertising formats offered by Facebook and the advantages and disadvantages offered by each of them.
You will deepen in the strategy for the creation and selection of the different audiences for your campaigns. You will see what Facebook Custom Audiences are, how they are created and what their advantages and disadvantages are.
Then, you will take this knowledge to practice, creating your first campaign and optimizing it with Francesco, who will guide you throughout the process.
You will learn the concepts of retargeting , similar audiences and lookalike marketing , which will help you to continue optimizing your campaigns. In particular, you will learn how to develop a lookalike marketing strategy defining the audiences you should consider.
You will learn to expand your Facebook campaigns to Instagram, taking into account the differences between both platforms.
Finally, as marketing on Facebook is a world in constant change and evolution, you will study together with Francesco the future of Facebook Marketing, reviewing the latest updates and articles on the discipline. Francesco will share some blogs and useful sites to follow to keep abreast of new trends.
What is this course project about?
You will create two campaigns, with two different concepts and objectives, in Facebook Marketing for a small agency of graphic designers.
You will choose the advertising formats, the type of ads and the audiences of each campaign.
Who is it for?
To anyone who wants to get started in Facebook marketing and use it as a promotional tool.
Although you do not need prior knowledge, it will be good to have basic marketing notions. As for materials, you will only need a computer with an internet connection.
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Francesco Orlandino is a professional in the field of eCommerce, Digital and Brand Marketing with more than 10 years of professional experience. Born in Italy, he has lived in 5 countries between Europe and Latin America. After obtaining a double degree (Bocconi University in Milan and ESADE Business School in Barcelona), he started his career in marketing in 2009.
Throughout these years he has worked as a Digital and eCommerce Marketing Manager in global companies managing multi-million dollar marketing budgets. Since 2013 he works as Senior Digital Marketing Manager for adidas, a position he has developed between the Netherlands, Panama and Germany.
He collaborates with several universities as a lecturer on digital marketing issues, and is also a consultant for the agency Sun Branding. He perfected his studies taking courses in Digital Marketing, Mobile Marketing and Data Driven Marketing at Harvard Business School - Extension Education and Stanford Business School.