This course is part of the Meta Social Media Marketing Professional Certificate

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Daniel Kob

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Part of the Bachelor of Applied Arts and Sciences degree
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Meta Social Media Marketing Professional CertificateMeta

About this Course

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This course takes a deep dive into paid advertising on social media. Learn how to start advertising on platforms like Facebook and Instagram by developing effective ads. Learn how to work with design teams by capturing the essence of your ad campaign in a creative brief, and understand how privacy policies may affect your ads. Complete the course with a project where you will produce a creative brief with assets you would deliver to a design team for your ad campaign. You’ll also create your first social media ad. 
By the end of this course you will be able to:
• Determine why and when to invest in paid advertising on social media 
• Understand the anatomy of a social media ad and how they differ from organic posts
• Evaluate on which platforms to run social media ad campaigns and what makes an ad effective
• Craft compelling and effective visuals and copy for social media ads
• Learn how to collaborate effectively with others through creative briefs
• Build foundational understanding for data, data-based advertising and privacy protection
• Build an ad directly from your Facebook Business Page and your Instagram Business Account
• Use Instagram Stories Ads effectively to connect with customers
• Write a creative brief and create a social media ad

This course is intended for people who want to learn how to create and manage ads on social media. Learners don't need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media.  Having a Facebook or Instagram account helps and ideally learners have already completed course 1 (Introduction to Social Media Marketing) and 2 (Social Media Management) in this program.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 3 of 6 in the

Meta Social Media Marketing Professional Certificate

Beginner Level

Approx. 9 hours to complete

English

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What you will learn

How to evaluate on which platforms to run social media ad campaigns and what makes an ad effective
How to craft compelling and effective visuals and copy for social media ads
Build an ad directly from your Facebook business page and your Instagram business account
Write a creative brief and create a social media ad

Skills you will gain

Social Media Marketing
Brand Management
Campaign Management
Ad Management

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 3 of 6 in the

Meta Social Media Marketing Professional Certificate

Beginner Level

Approx. 9 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.81/5 (577 Ratings)

Daniel Kob

Marketing Leader & Entrepreneur

80,779 Learners

8 Courses

Offered by

Start working towards your Bachelor's degree

This course is part of the 100% online Bachelor of Applied Arts and Sciences from Meta. If you are admitted to the full program, your courses count towards your degree learning.

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Syllabus - What you will learn from this course

Content Rating98%(10,691 ratings)

Week

Week 1

3 hours to complete

Introduction to Social Media Advertising

3 hours to complete

13 videos (Total 52 min), 6 readings, 2 quizzes

13 videos

Introduction to the Facebook Social Media Marketing Professional Certificate6m

Fundamentals of Social Media Advertising Overview3m

Introduction to Daniel Kob1m

Careers in Digital Marketing5m

Introduction to Social Media Advertising Overview1m

Why and When to Pay for Ads2m

Organic Posts vs. Paid Ads5m

Organic Posts vs. Paid Ads on Facebook and Instagram5m

Ad Formats on Popular Social Media Platforms5m

The Five Components of a Social Media Ad5m

Anatomy of a Facebook and Instagram Ad3m

Evaluating the Effectiveness of an Ad4m

Introduction to Social Media Advertising Conclusion1m

6 readings

Fundamentals of Social Media Advertising Course Syllabus10m

How to Be Successful in This Course10m

Professional Certificate Job Search Resources Overview10m

User Interface Note: Professional Certificate Content10m

Community Guidelines10m

Overview of Ad Formats on Different Social Media Platforms20m

2 practice exercises

Why, When and Where to Advertise Practice Quiz10m

Introduction to Social Media Advertising Quiz20m

Week

Week 2

3 hours to complete

Creating Effective Ads on Social Media

3 hours to complete

7 videos (Total 38 min), 3 readings, 2 quizzes

7 videos

Creating Effective Ads on Social Media Overview1m

How Your Business Goals Determine Your KPIs5m

Tips for Sourcing and Creating Ad Visuals6m

Writing Effective Copy for Your Ad8m

Collaborating with Internal and External Teams5m

Working with Creative Briefs8m

Creating Effective Ads on Social Media Conclusion2m

3 readings

Tools for Creating Effective Visuals10m

Tools to Employ for Effective Copy10m

Creative Brief Worksheet30m

2 practice exercises

Designing and Writing Effective Ads Practice Quiz10m

Creating Effective Ads on Social Media Quiz30m

Week

Week 3

1 hour to complete

Data, Privacy and Policies on Social Media

1 hour to complete

10 videos (Total 32 min)

10 videos

Data, Privacy and Policies on Social Media Introduction1m

Data-Based Advertising3m

How Data is Collected Online2m

Different Data Formats5m

Who Collects and Stores Data?3m

Intro to Data Protection Policies1m

Government Regulations: GDPR, CCPA & COPPA5m

Industry Self-Regulation3m

Company Data Policies2m

Data, Privacy and Policies on Social Media Conclusion1m

2 practice exercises

The Role of Data in Social Media Advertising Practice Quiz10m

Data, Privacy and Policies on Social Media Quiz20m

Week

Week 4

1 hour to complete

Getting Started with Advertising on Facebook and Instagram

1 hour to complete

9 videos (Total 30 min), 1 reading, 2 quizzes

9 videos

Getting Started with Advertising on Facebook and Instagram Overview1m

Case Study: Charleston Gourmet Burger Company3m

Build an Ad from Your Facebook Business Page4m

Choose the Ad Objective for Your Business Goal2m

Case Study: Blooms France2m

Build an Ad from Your Instagram Business Account4m

Instagram Stories Ads3m

Creative Tips for Ads in Stories5m

Getting Started with Advertising on Facebook and Instagram Conclusion1m

1 reading

Types of Facebook Ads You Can Create Directly from Your Page10m

2 practice exercises

First Steps of Advertising on Facebook Practice Quiz10m

Getting Started with Advertising on Facebook and Instagram Quiz20m

Reviews

4.8

427 reviews

5 stars
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3 stars
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TOP REVIEWS FROM FUNDAMENTALS OF SOCIAL MEDIA ADVERTISING

by MNAug 1, 2022

Great course. I learned a lot and I appreciate how detailed it was. I am glad we had an opportunity to write our own creative brief and that it's not only theoretical but practical also.

by HHDec 13, 2020

I love all the videos presentations and all the quizzes. However, some reading concepts are confusion and I could not find the right answer after I watched it over and over in the quizzes.

by RRFeb 27, 2021

A lot of information but important and well organized. Find the Coursera website poorly organized. The Forums and Discussions are ridiculous as many posts and requests are month's old.

by BANov 11, 2020

Beautiful Course all deep concepts clearly explain wow its amazing teaching skill. A very friendly teaching style motivates me to learn more thank you very much, Dear professor, Daniel Kob.

View all reviews

About the Meta Social Media Marketing Professional Certificate

Want to turn your passion for social media into a career? In this program, you’ll learn how to create a social media presence on Facebook and Instagram that people want to follow! Social media marketing jobs are amongst the most in-demand skills for organizations of all sizes. Whether you’re completely new to digital marketing or you’ve been tinkering with social media platforms for your own business, you’ve come to the right place. This six-course program designed by experts at Meta and Aptly will provide an introduction to digital marketing and all the major social media platforms such as Facebook, Instagram, LinkedIn, YouTube, TikTok and more to prepare you with the skills and tools needed to grow an engaging social community and run effective social media advertising.

Upon successful completion of the program, you’ll: Get exclusive access to the Meta Career Programs Job Board—a job search platform that connects you with 200+ employers who have committed to sourcing talent through Meta’s certificate programs, as well as career support resources to help you with your job search. Earn both a Professional Certificate and the Meta Digital Marketing Associate Certification, showcasing your skills in social media marketing and the use of Meta Ads Manager to potential employers. The Professional Certificate is now ACE® recommended. You can learn more here. This specialization is also offered in Arabic, Portuguese, and Spanish.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Certificate?
When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Can I receive university credit for completing this course?
It is possible to receive university credit for completing the entire Meta Social Media Marketing Professional Certificate. You can earn up to 2 college credits at participating colleges and universities nationwide for completing the certificate, because The Meta Social Media Marketing Professional Certificate is now ACE® recommended. We’ll share on how you can share proof of completion to your school once you complete the certificate program. Please note that the decision to accept specific credit recommendations is up to each institution and is not guaranteed. Read more about ACE Credit College & University Partnerships here.

More questions? Visit the Learner Help Center.

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