Training objective:
The goal of the training is to provide participants with in-depth, practice-oriented knowledge in using Meta's advertising platforms – Meta Business Suite and Ads Manager . After completing the training, participants will:
Work freely with Ads Manager
Will be able to set up full-panel campaigns
Improve ads based on data
Will be able to measure results and optimize strategy
1. Introduction, Meta Business Suite and Ads Manager Structure
Duration:
Meta Business Suite and Business Manager Overview and Navigation
Meta Advertising Overview
Ads Manager navigation
Initial account configuration
2. Campaign strategy and goal selection
Duration: 40 minutes
The difference between business goals and advertising goals
Awareness, Engagement, Conversion (Panel Strategy)
3. Audience segmentation and retargeting
Duration: 45 minutes
Core, Custom, and Lookalike Audiences
Facebook Pixel Basics
Retargeting configuration
4. Creatives and Ad Formats
Duration: 45 minutes
Image, Video, Carousel, Instant Experience
Advertising best practices
Mobile-first design principles
5. Budgeting and bidding strategies
Duration: 30 minutes
Budget types (daily vs. total)
Bidding Strategies: Lowest Cost vs. Marginal Cost
6. Optimization and advertising analysis
Key Performance Indicators (KPIs)
Campaign analysis reading skills
Using breakdowns and filters
7. A/B testing and experiments
Creating an A/B test in Ads Manager
Formulating a hypothesis and analyzing the results
8. Conversion Tracking and Events
Setting up an event with Meta Pixel and Conversion API
Standard vs. Personalized Event
9. Scaling and performance enhancement
Vertical vs horizontal scaling
Strategies for increasing the budget
Creative refresh cycles
10. Attribution and Reporting
Attribution options and models
Account customization
Data export and sharing
Additional resources
Q&A session
Practical demo or real account review
Workbook or checklist for each topic
Required tools:
Each participant — a laptop
Access a demo Business Manager account
Meta Pixel and Events Manager demo
A certificate will be issued at the end of the training.
