Equinet Academy
Create and Manage High-Performing Facebook & Instagram Marketing Campaigns
Course Description
What is This Course About?
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.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
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.
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
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
What You’ll Takeaway
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
Skills Gained:
Meta Channel Mastery
Understand how Facebook and Instagram’s marketing channels function and how they fit into the broader digital ecosystem.
Audience Insight Analysis
Use Meta’s Insights tools to analyse audience behaviour, interests, and competitor benchmarks.
Facebook Page Optimisation
Create, structure, and optimise Facebook Pages to maximise discoverability and engagement.
Meta Marketing Strategy
Develop a Facebook and Instagram marketing strategy aligned with business goals, KPIs, and the customer journey.
Campaign Objective Selection
Select the right campaign objective based on awareness, traffic, engagement, leads, or conversions.
Meta Audience Targeting
Build custom, lookalike, and core audiences to improve targeting accuracy and campaign performance.
Ad Campaign Setup
Create, configure, and launch full-funnel Facebook and Instagram campaigns from scratch.
Creative & Copy Techniques
Apply best practices for writing compelling ad copy and designing high-performing creatives.
Retargeting Strategy Design
Develop and implement Meta retargeting strategies to re-engage high-intent audiences.
A/B Testing Implementation
Deploy structured A/B tests to validate hypotheses and optimise creative, targeting, and bids.
Meta Ads Manager Reporting
Interpret Meta Ads Manager metrics and extract actionable insights for performance improvement.
Performance Optimisation Skills
Analyse results and make data-driven decisions to enhance ROI and campaign efficiency.
Stakeholder Collaboration
Coordinate with internal and external teams to align campaign direction and ensure smooth execution.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Social Media Marketing Specialist (CSMMS) Programme.
Module 1: Social Media Marketing Strategy & Optimisation
Module 2: Meta Marketing (Facebook and Instagram)
Module 3: TikTok Marketing
Module 4: LinkedIn Sales and Marketing
Module 5: Advanced Social Media Management
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.
Course Code: TGS-2022015223 | TGS-2022015224
Course Support Period: 19 Aug 2022 – 18 Aug 2026
Course Outline
Inside the course
This WSQ Meta Marketing course covers Facebook and Instagram campaign planning, audience targeting, ad creation, retargeting, and performance optimisation. Learn to use Meta Business Manager, Ads Manager, and Audience Insights to launch, analyse, and optimise high-performing campaigns.
Planning for Facebook and Instagram Marketing
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
- Facebook Marketplace
- Facebook Events
- Facebook Groups
Navigating & Setup of Facebook Business Manager
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
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
- 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
- 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
- Case Study with Written Questions
- Individual Project Presentation
Case Studies
Real results
Discover real-world examples of impactful results.
Learn how a tuition group witnessed 20% increase in free trial class signups through Facebook sponsored ad campaigns.
Trainers
Meet Your Educators
Trainer Bio
Hatta Aziz
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 Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$297.00 after SSG Subsidies
Full Course Fee (without funding)
S$990.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 21, 22 May 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 21, 22 Jul 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 14, 15 Sep 2026 (Mon, Tue) | 9.00am - 6.00pm | |
| In-Person | 19, 20 Nov 2026 (Thu, Fri) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
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.
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
Word on the Street!
Experience matters, discover honest feedback and stories from learners who shaped their future with us.
“The concepts learnt are very relevant for daily work and have helped gain a better understanding of running campaigns, clarifying the objectives of each campaign which is very important in keeping focused on business goals. The course was easy to understand and the structure was great, benefiting anyone who has no prior experience in Meta marketing and needed to upskill in this area. Instructor Hatta was very engaging and approachable, making the course very enjoyable. Having taken 5 courses with Equinet, all has been very fruitful as the learnings from each of the different courses helped gain different skills and being able to see it more holistically.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2026
“The WSQ Meta Marketing course provided hands-on training in planning, executing, and optimising Facebook and Instagram campaigns, with practical exercises and case studies that built confidence using Meta Business Suite and Ads Manager to measure performance and results.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“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.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“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.”
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.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“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.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“We can now improve our ad campaigns, and I have learned how to effectively manage Facebook and Instagram marketing for my company.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“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.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
“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.”
Course Taken:
WSQ Meta Marketing (Facebook and Instagram), 2025
Brochure Download
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Explore the course outline, key topics, and learning outcomes you will gain from this training.
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