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Measure and Optimize Social Media Marketing Campaigns
  • Level Foundation
  • Duration 19 hours
  • Course by Meta
  • Offered by

About

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company. By the end of this course, you will be able to: - Analyze dashboards and evaluate ROI from your social media marketing efforts - Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models - Implement an A/B test to optimize your campaign - Present and communicate the results of your campaign to a team This course is for people who want to learn how to analyze their campaign marketing results, optimize their campaigns, and effectively communicate findings to their teams. Learners don't need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Having a Facebook or Instagram account helps, and ideally, learners have already completed the four previous courses in this program. This course will be followed by the Meta Social Media Marketing Capstone course, the final course of this certification, in which learners will take the Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Meta Social Media Marketing Professional Certificate.

Modules

Welcome to Optimize Your Marketing

    • 4 Videos
    • 6 Readings
Show info about module content

4 Videos

  • Introduction to the Meta Social Media Marketing Professional Certificate
  • Measure and Optimize Social Media Marketing Campaigns Course Introduction
  • Introduction to Anke Audenaert
  • Careers in Digital Marketing

6 Readings

  • Measure and Optimize Social Media Marketing Campaigns Course Syllabus
  • Join the Meta Social Media Marketing Community!
  • How to Be Successful in This Course
  • Professional Certificate Job Search Resources Overview
  • User Interface Note: Professional Certificate Content
  • Community Guidelines

Evaluate Metrics Against Your Marketing Goal

    • 3 Videos
    • 1 Readings
Show info about module content

3 Videos

  • Evaluate Your Marketing Results Against Goals Overview
  • Align metrics with common marketing goals
  • Data and Reports to Evaluate Performance

1 Readings

  • Reporting in Facebook Ads Manager Overview

Measuring Marketing Outcomes

    • 3 Videos
    • 1 Readings
Show info about module content

3 Videos

  • Understanding ROAS and ROI
  • Understanding Cost per Result
  • Understanding Customer Lifetime Value

1 Readings

  • Terms and Formulas

Practice Marketing Outcome Calculations

    • 4 Videos
    • 4 Assignment
Show info about module content

4 Assignment

  • ROAS & ROI Practice Quiz
  • Cost Per Result Practice Quiz
  • LTV Practice Quiz
  • Evaluate Your Marketing Results Against Goals Quiz

4 Videos

  • ROAS and ROI Example
  • Cost per Result Example
  • Customer Lifetime Value Example
  • Evaluate Your Marketing Results Against Goals Conclusion

Introduction to Advertising Effectiveness Measurements

    • 3 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Introduction to Advertising Effectiveness Measurements Practice Quiz

3 Videos

  • Measure Your Advertising Effectiveness Overview
  • What Are Experiments?
  • Using Experiments to Measure Advertising Effectiveness

Measuring Advertising Effectiveness on Facebook

    • 4 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Measure Your Advertising Effectiveness Quiz

4 Videos

  • Experiments to Measure Ad Effectiveness on Facebook
  • Creating a Brand Survey Test and a Holdout Test
  • Interpreting the Results of Brand Surveys and Holdout Tests
  • Measure Your Advertising Effectiveness Conclusion

2 Readings

  • Understanding the Facebook Pixel, SDK and Offline Conversions
  • Data and Privacy in Online Advertising

Optimize within a Campaign with A/B Testing

    • 3 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Optimize within a Campaign with A/B Testing Practice Quiz

3 Videos

  • Optimize Your Ad Campaigns with A/B Testing Overview
  • Set Up an A/B Test
  • Interpret Results of an A/B Test

Optimize Advertising Across Channels

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Optimize Your Ad Campaigns Quiz

4 Videos

  • Measuring Across Channels with Media Mix Models
  • Measuring Across Channels with Attribution
  • Challenges When Measuring Across Channels
  • Optimize Your Ad Campaigns Conclusion

1 Readings

  • Summary of Attribution Models

Telling Your Full Campaign Story

    • 2 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Telling Your Full Campaign Story Practice Quiz

2 Videos

  • Presenting Your Campaign Results
  • Presenting Your Campaign Results (Applied)

1 Readings

  • Template for a Presentation

Presenting With Data

    • 6 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Communicate Your Marketing Results Quiz

1 Discussions

  • Share Your Thoughts!

6 Videos

  • Telling a Clear Story With Data
  • Communicating in a Presentation
  • Example: MFreshFlowers
  • Communicate Your Marketing Results Conclusion
  • Congratulations!
  • What's Next?

2 Readings

  • Meta Blueprint Account
  • What's Next?

Auto Summary

Unlock the full potential of your social media marketing campaigns with the "Measure and Optimize Social Media Marketing Campaigns" course. Designed for sales and marketing enthusiasts, this course empowers you to critically evaluate and enhance your social media strategies. Guided by expert instructors on Coursera, you will delve into techniques to assess the effectiveness of your advertising through lift studies and split testing. You'll learn to measure advertising success across various platforms and devices, calculate the ROI of your marketing efforts, and adeptly communicate your findings within your organization. Key skills you'll develop include: - Analyzing dashboards and evaluating ROI - Utilizing attribution and marketing mix models - Implementing A/B testing for campaign optimization - Presenting and communicating campaign results effectively Ideal for individuals with basic internet skills and a keen interest in social media, this course doesn’t require prior marketing experience. However, having a Facebook or Instagram account and completing the preceding courses in the program will enhance your learning experience. This foundational-level course spans approximately 1140 minutes and is available through various subscription plans: Starter, Professional, and Paid. Completing this course will set you up for the Meta Social Media Marketing Capstone, where you'll undertake the Digital Marketing Associate Certification Exam and a Capstone project to earn your Meta Social Media Marketing Professional Certificate. Join us and become proficient in refining and communicating your social media marketing strategies to drive success for your campaigns.

Anke Audenaert
Instructor

Anke Audenaert