WSQ Facebook & Instagram Marketing Course

• 1 GCE ‘O’ level or equivalent (≥ 21 years old); or
• NITEC/Higher NITEC (≥ 21 years old); or
• Mature candidates (≥ 30 years old with 8 years’ work experience); or
• Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

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

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

A SkillsFuture WSQ Statement of Attainment (SOA) under the Skills Framework TSC Media Platforms Management and Certificate of Achievement issued by @ASK Training and co-validated by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Facebook and Instagram Marketing course assessment and achieved at least 75% course attendance.

Course Codes: TGS-2023020900 (@ASK Training)
Course Support Period: 01 Jun 2023 – 31 Jan 2025

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

Instructor-led | Mode of Delivery (Lecture & Illustration)

• Facebook Marketplace
• Facebook Events
• Facebook Groups

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

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

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

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

• Written Assessment – Case Study with Questions
• Individual Project Presentation

Enhanced Training Support for SMEs (ETSS) – 90% Funding

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 8% GST): S$122.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Baseline Funding – 70% 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 8% GST): S$320.11

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$122.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

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.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class.

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.

You may be eligible for up to 95% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

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.