Equinet Academy
WSQ-accredited courses are eligible for SkillsFuture subsidies.
Create and Manage High-Performing Facebook & Instagram Marketing Campaigns
Course Description
Facebook has dominated the social media space and is currently the most-used social media platform worldwide. With billions of users on Facebook, utilising it as a marketing tool has become the norm.
This 2-day intensive Facebook and Instagram Marketing course will enable trainees to develop a Facebook and Instagram marketing strategy, launch compelling Facebook and Instagram marketing and advertising campaigns to drive leads/increase brand awareness, and review and optimise performance.
Through a mix of real world case studies, group work/discussions and hands-on implementation, trainees will gain practical knowledge and develop confidence in creating, running and managing Facebook and Instagram marketing campaigns.
Target Audience
Marketing Executives, Digital Marketing Managers, Social Media Managers, Business Owners, and individuals who manage and implement Facebook Marketing and Advertising on a day to day basis.
Course Highlights
In this 2-day Facebook & Instagram Marketing course, you will learn:
- How to make use of Facebook marketing channels (Groups, Offers, Events, Marketplace) to market your business & products for free
- How to utilise Facebook Audience Insights to better understand your potential customers and build relevant audiences for ad targeting campaigns
- How to create multiple Facebook and Instagram ad campaigns from ground up, with step-by-step instructions and guidance from an industry expert
- How to select the right advertising campaign objectives (Brand Awareness, Reach, Traffic, Lead Generation, Conversion) that align to the marketing objectives (many marketers get this wrong)
- Industry best practices in writing attractive ad copy, designing visually-captivating creatives, and delivering compelling promotions
- How to build powerful marketing audiences on Facebook and Instagram, segment and target them effectively to produce positive return on investment
- How to develop and implement Facebook ad retargeting strategies
- Facebook Marketing Analytics: What to measure, how to analyse reports, and what to do with the insights
- How to deploy A/B testing strategies and implement continuous optimisation
Course Objectives
This Facebook and Instagram Marketing course is designed to equip learners with practical knowledge and skills in developing a Facebook marketing strategy and executing Facebook advertising campaigns.
By the end of this course, you will be able to:
- Review Meta assets (Facebook and Instagram Pages) and interpret page insights
- Develop a Meta marketing strategy that takes into account marketing mix, competition, business objectives and KPIs
- Select Facebook marketing channels (Groups, Offers, Events, Marketplace) to market a business’s products and services for free
- Define Meta Advertising objectives (brand awareness, lead generation, conversion, awareness, traffic, engagement, leads, app promotion and sales).
- Brainstorm & ideate on relevant interests to target using the B.A.P framework
- Set up a Facebook and Instagram Advertising campaign in alignment to marketing strategies, operation plans and budgets
- Create and define custom audiences, lookalike audiences, and core audiences with the Meta Audience creation tool for better ad targeting
- Develop and implement Facebook and Instagram ad retargeting strategies
- Recommend key metrics to measure from Meta Ads Manager
- Interpret campaign data from Meta Ads Manager and make recommendations to optimise campaign performance
Certification
A SkillsFuture WSQ Statement of Attainment (SOA) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Meta Marketing (Facebook and Instagram) course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Campaign Management
Course Code: TGS-2022015223
Course Support Period: 19 Aug 2022 – 18 Aug 2026 (In-person & Synchronous E-Learning)
Course Outline
This course is part of the Certified Social Media Marketing Specialist (CSMMS) Programme.
Planning for Facebook and Instagram Marketing
Instructor-led | Mode of Delivery (Lecture)
Introduction to Facebook & Instagram Marketing
- Overview of Meta channels
- Market penetration potential of Facebook and Instagram in the local context
- The current & future Meta ecosystem
- Differences of Facebook and Instagram advertising as compared to other marketing channels
- Examples of Facebook and Instagram advertisements
Creation of a Facebook Page & Best Practices
- Why do you need a Facebook page?
- Creation of a Facebook Page for their company/brand
- Populating the Facebook Page with the user’s key messages and branding assets
- Optimising of the Facebook Page for greater discoverability
Facebook and Instagram Insights Tool
- Utilising insights tool for Facebook and Instagram interactions deepdive
- Analysing your potential customers using Audience Insights
- Benchmarking competitors and unicorn strategy
Making Use of Facebook Native Marketing Channels
Instructor-led | Mode of Delivery (Lecture & Illustration)
- Facebook Marketplace
- Facebook Events
- Facebook Groups
Navigating & Setup of Facebook Business Manager
Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application with Reflective Discussion)
Setup and Navigating Meta Business Manager
- Business Manager functions & navigation
- Hands-on adding people access, ad account, Facebook & Instagram assets connectivity
- Understanding billing & payments
Launching Facebook and Instagram Advertising Campaigns
Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application with Reflective Discussion)
Facebook Objectives Consideration – Identifying A Suitable Objective
- Comprehending the 6 different types of Facebook advertising objectives
- Identifying which is the best objective for your business
- Step by step guide on creating Facebook ads with the different objectives (e.g. Traffic)
Competitive & Audience Analysis Using B.A.P Framework
- Analysing your potential customers and competitors
- Knowing their key interests and demographics data
- How to identify and streamline your target customers on Facebook and Instagram via B.A.P Framework
- Practice exercise using actual or fictitious business
- Group attempt on scenario for BAP framework ideation (i.e. Yoga apparel audience targeting)
Launching a Facebook and Instagram Advertisement
- Anatomy of Meta advertising campaign structure (Campaign, Ad Set, Ad levels)
- Understanding the different types of Meta Advertising objectives
- Audience, budget, scheduling and placement optimization
- Different types of creatives (Image, Video and Carousel)
- Comprehend ads approval workflow & advanced features on the campaign setup (A/B testing, Advantage+ features, Dynamic Creative)
- Creative best practices
Audience Segmentation - Custom, Lookalike & Core Audiences
Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application with Reflective Discussion)
- Understand the differences between a custom, lookalike and core audience
- Know the advantages & disadvantages of the different audiences
- Core audiences (targeting via locations, age, gender, languages, interests and other digital parameters captured from Facebook)
- Custom audiences (targeting via customer file and Facebook assets)
- Lookalike audiences (expanding similar audiences based on a set of audiences that is defined by the business)
- Step by step guide on creating the custom & lookalike audiences
- Stakeholder interview questions on gathering feedback to improve targeting strategies
Meta Ads Manager - Stats & Reporting
Instructor-led | Mode of Delivery (Lecture & Illustration with Practical Application)
- Understanding the reporting channel of Meta advertising
- Performance difference between different audiences, advantage + (AI) features & optimisation parameters
- Facebook Advertising optimisation strategies
- Essential Meta Advertising metrics to track and measure
Assessment Component
- Written Assessment – Case Study with Questions
- Individual Project Presentation
With a distinguished career spanning over 15 years in the realms of digital marketing, social media, and content creation, Hatta is the visionary behind Awesome Sauce, a consultancy dedicated to enhancing digital marketing initiatives with straightforward yet impactful strategies..
Course Fees & Fundings
Course Fee:
S$990.00 (inclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$297.00 (inclusive of 9% GST) after SSG Subsidies
Check your eligible grant amount and nett payable course fees when you apply now.
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by SkillsFuture Credit.
SkillsFuture Baseline Funding
Eligible for 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$495.00
Course fees can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.
SkillsFuture Enhanced Training Support for SMEs (ETSS)
Eligible for SME Company-Sponsored, 21 years old and above, and a
- Singapore Citizen; or
- Permanent Resident; or
- Long-Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Baseline Funding
Eligible Non-SME Company-Sponsored, 21 years old and above, and a
- Singaporean Citizen; or
- Permanent Resident; or
- Long Term Visitor Pass Plus (LTVP+) Holder
Nett course fee payable (including 9% GST): S$495.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Course Schedule
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person |
13, 14 Nov 2025 (Thu, Fri)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
| In-Person |
22, 23 Jan 2026 (Thu, Fri)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
| In-Person |
19, 20 Mar 2026 (Thu, Fri)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
| In-Person |
21, 22 May 2026 (Thu, Fri)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
| In-Person |
21, 22 Jul 2026 (Tue, Wed)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
| In-Person |
14, 15 Sep 2026 (Mon, Tue)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
| In-Person |
19, 20 Nov 2026 (Thu, Fri)
|
9.00am - 6.00pm | Hatta Aziz Apply Now |
Frequently Asked Questions (FAQs)
Yes. You will be required to have an active Facebook account before the course starts.
You do not need to create a Facebook page prior to attending the course as during the course you will be taught, step by step, how to create a Facebook page.
Yes, this course covers running advertisements on Instagram and you will most certainly be able to run ads for Instagram after attending this course.
No, you do not need to have a business or a personal website for this course as you will be running ad simulations for a dummy website. However, if you do have an existing website you would like to run ads for, you may simulate running ads for it during the hands-on practical sessions.
This course focuses primarily on the Facebook platform and goes in-depth into the various features used by marketers (Ads, Events, Groups, Pages, Marketplace, Offers).
The WSQ Social Media Marketing Course covers a comprehensive overview of various popular social media platforms and how to develop and implement a social media marketing strategy.
The fundamentals of Facebook advertising is based on an “Auction Model”. What this means is that you are essentially competing with other people that are advertising on Facebook (also known as “Advertisers”), and the highest bid wins. On average, what we have seen is that the CPC (cost per click) cost for Facebook advertising ranges from $0.23 SGD to $5.15 SGD per click. Similarly, the CPM (cost per 1000 impression) cost for Facebook advertising ranges from $2.07 SGD to $59.72 SGD per CPM.
So the short answer is that the cost of advertising on Facebook really depends on many different factors. There’s no single fixed cost figure that you can accurately benchmark with.
Read this article to understand the factors involved that might affect the costs of advertising on Facebook.
Trainees should be proficient in web surfing and be able to write and converse in English.
For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.
For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.
As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.
Testimonials
“Very in-depth lessons that are highly actionable and can be applied immediately. The course has increased my understanding of the importance of the marketing funnel and how it can positively improve any business. Specific and actionable steps are being taught in the class. The course lecturer, Hatta, is also very engaging throughout the class, ensuring that every student understands every concept being taught.”
“Attending the WSQ Meta Marketing (Facebook and Instagram) course was an incredibly valuable experience. The training was both informative and insightful, providing me with a deeper understanding of how to effectively plan, execute, and optimise marketing campaigns on Facebook and Instagram. I particularly appreciated how the instructor broke down complex advertising concepts into clear, practical steps that can be immediately applied to real-world business scenarios. The hands-on exercises and case studies helped me gain confidence in using tools like Meta Business Suite and Ads Manager to target the right audience and measure campaign performance.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“Attending Equinet Academy has been a game-changer for me professionally. The structured, hands-on approach to digital marketing helped me gain expertise in areas like Google Ads and Facebook/Instagram marketing. The instructors provided valuable insights into campaign management, ad optimization, and advanced targeting, which I have applied directly to my work. As a result, I now manage ads more efficiently, achieve higher conversion rates, and optimize campaigns with better precision. This has led to an overall increase in productivity and ROI. I would highly recommend Equinet Academy to anyone looking to upskill or refine their digital marketing abilities, as the knowledge and skills imparted are practical, actionable, and relevant to current industry standards.”
“I have learned and now understand more in-depth how the entire marketing campaign runs and functions. It was the clearest and most detailed class I have ever had. An enjoyable class as well.”
“The course helped me refine my research, audience understanding, and content strategy. I am now more competent in Meta Ads.
“I gained valuable insights and a better understanding of how to be more competent in Facebook and Instagram advertising. I learned how to create target audiences that truly help drive sales through both ads and organic posts.”
“The course was very engaging, first of all. But I must say I’m sure I was able to take away a lot from the course, and hopefully, I’ll be able to apply what I have learnt at my job. Fingers crossed.”
“Learning at Equinet Academy has contributed to my organisational goals by equipping me with practical digital marketing skills that I can directly apply to improve campaigns. I’ve gained a clearer understanding of audience targeting, ad optimisation, and performance tracking, particularly through Meta Ads. This has helped increase brand visibility, attract more leads, and manage our ad budget more effectively. The hands-on training and expert guidance made a real difference in how I contribute to our business goals. I now have a solid foundation in understanding how Meta Ads work and how to run campaigns effectively, with room to further improve. The trainer explains concepts clearly and ensures we learn step by step.”
“We can now improve our ad campaigns, and I have learned how to effectively manage Facebook and Instagram marketing for my company.”
Related Courses
Related Courses
Develop and Optimise B2B & B2C Social Media Campaigns for Maximum Growth
Execute Advanced Social Media Management Strategies That Drive Business Results
