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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Facebook Advertising Blueprint

This technical course provides a deep dive into the Meta Ads Manager ecosystem. Students will move beyond “Boosting Posts” to mastering the complex machinery of targeted advertising. The curriculum covers campaign structure, audience segmentation, pixel tracking, and the A/B testing methodologies required to lower Customer Acquisition Cost (CAC) and scale business growth.

§ 01 By the end you can
  1. Master the Meta Ads Manager interface and campaign hierarchy (Campaign -> Ad Set -> Ad)
  2. Execute precise audience targeting (Core, Custom, and Lookalike Audiences)
  3. Install and utilize the Meta Pixel for conversion tracking
  4. Design high-converting ad creatives (Single Image, Carousel, Video)
  5. Analyze performance metrics (ROAS, CPC, CTR) to optimize budgets
§ 02 Sixteen sessions

The whole semester.

  1. 01Introduction to Paid Social: Organic vs. Paid
  2. 02The Meta Ecosystem: Facebook, IG, Messenger, Audience Network
  3. 03Campaign Objectives: Awareness, Traffic, Sales
  4. 04Audience Targeting I: Core Demographics
  5. 05Audience Targeting II: Custom & Lookalikes
  6. 06The Meta Pixel & Events Manager (CAPI)
  7. 07Budgeting & Bidding Strategies
  8. 08 · MidtermMidterm Examination
  9. 09Ad Creatives: Designing for Conversion
  10. 10Copywriting for Ads: Pain, Agitate, Solution
  11. 11Retargeting Strategies: The Middle of Funnel
  12. 12A/B Testing (Split Testing) Methodology
  13. 13Scaling Campaigns: Vertical vs. Horizontal
  14. 14Troubleshooting: Ad Rejections & Policy
  15. 15Reporting & Analytics: calculating ROAS
  16. 16Final Project: Live Campaign Execution

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: Live Campaign Execution

How it’s judged

Recommended reading
  1. Ultimate Guide to Facebook Advertising by Perry Marshall
  2. Facebook Marketing Like I'm 5 by Peg Samuel
  3. Dotcom Secrets by Russell Brunson
  4. Meta Blueprint Official Certification Materials
  5. Cashvertising (for ad copy psychology) by Drew Eric Whitman
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