Facebook Marketing and Advertising Course

Create Impactful Facebook Marketing and Advertising Campaigns. Measure, Optimise, and Improve Your Facebook Marketing ROI.

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COMPANIES WHO HAVE ATTENDED OUR COURSES

COMPLIMENTARY REFRESHER

1 free refresher seat within 1 year after the course
Seats are non-participatory. Participatory seats are subject to availability.

POST-TRAINING SUPPORT

Up to 3 complimentary followup sessions and after-training support
Access to mentor via short live group consultations (clinic sessions), email, and forum support

LIFETIME COURSE MEMBERSHIP ACCESS

Gain lifetime access to up-to-date online resources for the course attended
Access up-to-date course slides, guides, and actionable templates via the learning portal

COURSE DESCRIPTION

Globally, there are more than 2 billion monthly active users, surpassing China’s entire population. In Singapore alone, there are over 4 million Facebook users and this is expected to reach 4.5 million in 2023. – Statista

According to Asiaone, Singaporeans are leading first place in terms of spending the longest time on Facebook, with a record average of 38 minutes and 46 seconds per session. Of this statistic, Singaporean mums spend the most time on Facebook than any other demographic group.

Understanding the local and international trends on Facebook translates to the need for brands to enhance their presence on this giant social network.

This 3-day intensive Facebook Marketing and Advertising course will enable participants to develop a Facebook marketing strategy, launch compelling Facebook marketing 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, participants will gain practical knowledge and develop confidence in creating and managing Facebook marketing campaigns.

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TARGET AUDIENCE

Marketing practitioners, copywriters, brand ambassadors, business development personnel, public relations & communications professionals, senior managers, business owners, and interested individuals who want to understand the impact of content marketing on their business and achieve outcomes as outlined in the course objectives.

CERTIFICATION

A Certification of Completion will be issued upon achieving at least 75% attendance for the course.

PRE-REQUISITES

Basic computer knowledge. Each participant will be provided a windows laptop and a Facebook Adverts demo account for the duration of the course. Participants may however opt to bring their own laptops and use their own Facebook Adverts account (optional).

COURSE OUTLINE

Topic 1: Introduction to Facebook & Facebook Marketing

Instructor-Led | Lecture, Case Studies

▷ Overview of FB social media platform
▷ Market penetration potential of Facebook in the local context
▷ The current & future Facebook ecosystem
▷ Differences of FB advertising as compared to other marketing channels
▷ Examples of Facebook advertisements
▷ Defining people-based marketing – Core Audiences, Custom Audiences & Lookalike Audiences

Topic 2: Competitive & Audience Analysis Using Facebook Audience Insights

Instructor-led | Lecture, Demonstration and Modelling, Hands-on

▷ Understanding your potential customers
▷ Knowing their key interests and demographics data
▷ How to identify and streamline your target customers on Facebook via Audience Insights 

Topic 3: Creation of a Facebook Page & Best Practices

Instructor-led | Lecture, Demonstration and Modelling, Concept Formation, Hands-on

▷ 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
▷ Optimizing of the Facebook Page for greater discoverability

Topic 4: Making Use of Facebook Native Marketing Channels

Instructor-led | Lecture, Concept Formation, Individual Project Work, Hands-on

▷ Facebook Events
▷ Facebook Marketplace
▷ Facebook Groups
▷ Facebook Offers

Topic 5: Setting Up of Business Manager + Advertising Account

Instructor-led | Lecture, Demonstration and Modelling, Hands-on

▷ Why is a Business Manager important for Facebook Marketing?
▷ How to set up your Facebook Advertising Account

Topic 6: Fundamentals of Facebook Pixel - Why It’s So Important

Instructor-led | Lecture, Demonstration and Modelling, Hands-on

▷ Understanding the key concepts of a Facebook Pixel
▷ Creation of a Facebook Pixel
▷ Installation of a Facebook Pixel

Topic 7: Launching A Facebook Advertisement

Instructor-led | Lecture, Demonstration and Modelling, Case Studies, Concept Formation, Hands-on

▷ Anatomy of Facebook advertising campaign structure (Campaign, Ad Set, Ad levels)
▷ Understanding the different types of Facebook Advertising objectives
▷ Audience, budget, scheduling and placement optimization
▷ Retargeting strategies
▷ Different types of creatives (Image, Video and Carousel)

Topic 8: Audience Segmentation - Custom Lookalike & Core Audiences

Instructor-led | Lecture, Demonstration and Modelling, Case Studies, Hands-on

▷ 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, website traffic, app activity, offline activity and engagement)
▷ Lookalike audiences (expanding similar audiences based on a set of audiences that is defined by the business)
▷ Step by step guide on creating the 3 different types of audiences 

Topic 9: Conversion Tracking Using Facebook Pixel

Instructor-led | Lecture, Demonstration and Modelling, Hands-on

▷ Setting up of Conversion tracking
▷ When and why to use conversion tracking?
▷ Creation of a conversion tracking Facebook advertising campaign

Topic 10: Facebook Ads Manager - Stats & Reporting

Instructor-led | Lecture, Demonstration, Case Studies

▷ Understanding the reporting channel of Facebook advertising
▷ How to set up custom and automated reporting
▷ Suggestions on Improving relevancy score to get lower CPCs & CPMs
▷ Essential Facebook Advertising metrics to track and measure

Topic 11: Facebook Ads Creatives Best Practices - Do‘s & Don’ts

Instructor-led | Lecture, Concept Formation, Individual Project Work, Hands-on

▷ Offer & creative angle brainstorming
▷ How to write the best Facebook headline
▷ How to write the best Facebook ad copy
▷ What type of image/video assets should you choose?

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COURSE HIGHLIGHTS

In this 3-day Facebook Marketing and Advertising 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 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, 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

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COURSE OBJECTIVES

This Facebook Marketing and Advertising 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:

Develop a Facebook marketing strategy and align it to the business objectives and KPIs
Create a Facebook Page and interpret Facebook Page insights reports
Utilise Facebook marketing channels (Groups, Offers, Events, Marketplace) to market a business’s products and services for free
Understand various Facebook Advertising objectives (brand awareness, lead generation, conversion) and its impact on the Ad Set and deliverables (Sponsored Newsfeed, Instagram, Audience Network)
Create a Facebook Advertising campaign, define Ad Set variables (bidding & budget, audience targeting, location), and design a Facebook ad creative (Video, Carousel, Single Image ads)
Set up a Facebook Pixel to measure, optimise, and build custom audiences for advertising campaigns (e.g. retargeting)
Create and define custom audiences, lookalike audiences, and build core audiences with the Facebook Audience creation tool for better ad targeting
Develop and implement Facebook ad retargeting strategies
Set up your own custom conversions via the Facebook pixel, and how to optimize and receive the custom conversions data from Facebook
Understand and interpret the data from Facebook Ads manager and make recommendations to optimize campaign performance

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Trainer

John Tay

John is the co-founder and Managing Director of Secret Hideout, a creative marketing agency based in Singapore. He has worked with clients such as SBS Transit, SITEC, MRM McCann, and CISCO Security.

Through his career, John has also consulted and formulated the digital strategy for various startups/SMEs (small-medium businesses) such as FastFast, OFFEO, UClick2Buy, Codigo and many others. During this period, he led one startup to achieve over 450% increase in traffic and user base growth within a span of 6 months.

Before Secret Hideout, John was the regional Head of Digital in Gifts Less Ordinary, a luxury gifting business. He successfully increased the luxury gifting business’s revenue by 15X through managing, executing, and optimizing digital campaigns across a suite of advertising platforms, particularly on Facebook. Notably, he maintained a profitable cost per customer acquisition as he scaled Gifts Less Ordinary’s digital advertising spend on the Facebook platform to over 6 figures annually in multiple geographical locations across Asia Pacific and the Middle East.

John is passionate about all things digital and his track record of successful brand partnerships show his full commitment to helping both his clients and trainees achieve digital success in their online advertising campaigns.

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WHY LEARN AT EQUINET?

ENJOY COMPLIMENTARY REFRESHER COURSE

Re-attend the course, free of charge. Up to 1 complimentary refresher for up to 1 year after the last date of the course attended.*

*Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

ACCESS POST-TRAINING SUPPORT

The post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

GET HANDS-ON

Retain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

COMPREHENSIVE AND STRUCTURED CURRICULUM

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

CURRICULUM AND COURSEWARE ARE UP-TO-DATE

Our curriculum developers who are in charged of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REALISTIC, REAL-WORLD PRACTICAL SETTING

Shorten your learning curve through real-world case studies and practical examples.

EXPERIENCE MODERN TRAINING FACILITIES

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet conducive learning environment.

DEVELOPED AND DELIVERED BY INDUSTRY EXPERTS

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

GAIN LIFE-TIME ACCESS TO COURSE MATERIALS

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you life-time access to the course materials via our learning management system.

TAKEAWAY ACTIONABLE STRATEGIES

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

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TESTIMONIALS

“John was extremely helpful and patient with his guidance and suggestions. He was able to adapt his advice and expertise to different industries and learners’ needs.”
Sharon Chan

“Trainer essentially ensured we could remember steps and included just enough repetition where necessary to follow and do the hands-on.”
Helen Anthony

“The sharing of knowledge is clear and the trainer is always on alert to pick up any queries and address them. The trainer John has been very clear. Frequent recap to ensure the class is on the same page. Would encourage my colleague to attend this class.”
Yan Fei

“Instructors are insightful and have very good knowledge for individual expertise. Having managed the company’s Facebook page for a year or so, I wasn’t able to optimise all the tools even with ample online readings and resources. The course allowed me to gain a much deeper and informative knowledge that would definitely benefit me and the effectiveness of my future Facebook Ads. Thanks, John!”
Callista Huang
Fida International (S) Pte Ltd

“This is the best Facebook course I have attended. John is so patient and experienced. He has been an asset to this Facebook community and training. I am glad that John is willing to teach.”
Linda Chow

“Would recommend John to anyone who wants to learn more about Facebook marketing. He is very detailed and provided very good industry insights.”
Lionel Lau
FinanceGuru Pte Ltd

“Course provided is timely and relevant, easy to understand.”
Juliet Tseng
Singapore Exhibition Services (Pte) Limited

“Very detailed and very good. We understand the theory before going into the practical. Kudos to John.”
Benedict Alexs Chua

“Thanks for the course! Training content is useful for client-side marketers to have a better appreciation of the capabilities of Facebook, especially on media buying, which we otherwise would not have much knowledge on.”
Nicole Loy
Changi Airport Group

“John is a very clear, patient, and organised trainer. He repeats the steps well and is extremely good in teaching. Keep up the good work! ”
Areena Loo
Bridge Learning Pte Ltd

“John has the passion and patience for teaching and I observed he personally and tirelessly go to every student to give individual attention and elaborate in in-depth basis. The love and passion for the subject, in this case FB Advertising, clearly shows through and thus is able to instill a high level of expertise and enthusiasm to us students. Thank you John!”
Serene Loh

“It was extremely informative and the examples illustrated were relevant. Thank you for your warm and welcoming nature, which invited us all to ask more questions. Your in-depth explanation to my questions greatly enriched my understanding in audience targeting and equipped me with the skills to set up the Facebook advertising campaign.”
Norrizan Ishak
7oaks

Sharon Chan Helen Anthony Yan Fei Callista Huang Linda Chow Lionel Lau Juliet Tseng Benedict Alexs Chua Nicole Loy Areena Loo Serene Loh Norrizan Ishak

COURSE FEES

Course Fee:
~~S$990~~ S$750 nett

COURSE SCHEDULES

Online Classroom Dates

Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
3 Days (9am – 6pm)

Course Schedules:
23 -25 Feb 2021 (Tue, Wed, Thu), 9am – 6pm Limited seats
18 – 20 May 2021 (Tue, Wed, Thu), 9am – 6pm
28 – 30 Sep 2021 (Tue, Wed, Thu), 9am – 6pm
28 – 30 Dec 2021 (Tue, Wed, Thu), 9am – 6pm

(Click on the course dates above to register online)

Face-to-face Classroom Dates

Enhanced safety measures in place aligning to MOH’s guidelines.

Course Duration:
3 Days (9am – 6pm)

Course Schedules:
25, 26, 27 Nov 2020 (Wed, Thu, Fri), 9am – 6pm Limited seats
16, 17, 18 Dec 2020 (Wed, Thu, Fri), 9am – 6pm
26 – 28 Mar 2021 (Fri, Sat, Sun), 9am – 6pm
26 – 28 Jul 2021 (Mon, Tue, Wed), 9am – 6pm
25 – 27 Jun 2021 (Fri, Sat, Sun), 9am – 6pm
27 – 29 Aug 2021 (Fri, Sat, Sun), 9am – 6pm
27 – 29 Oct 2021 (Wed, Thu, Fri), 9am – 6pm
24 – 26 Nov 2021 (Wed, Thu, Fri), 9am – 6pm

(Click on the course dates above to register online)

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FREQUENTLY ASKED QUESTIONS (FAQS)

Do I need a Facebook account for this course?

You will be required to have an active Facebook account before the course starts.

Do I need to have a Facebook page?

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.

Can I run ads for Instagram after attending this course?

Yes, this course covers running advertisements on Instagram and you will most certainly be able to run ads for Instagram after attending this course.

Do I need to have a business/personal website for the course?

No, you do not need to have a business or a personal website for this course, as you 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.

How is this course different from other Facebook marketing courses in the market?

This course provides you with bite-sized, yet comprehensive and actionable Facebook marketing strategies and tactics that you can implement right after the course. Unlike other Diploma and certification courses, which are packed with assignments and require a long-term time commitment, you can get a comprehensive understanding on what Facebook marketing and advertising is all about in three days. After completing this course, you can then progress to the Advanced Social Media Marketing course and other advanced and elective digital marketing courses.

At Equinet Academy, we are committed to delivering quality training:

We provide you with lifetime access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) which you can still access after the training via the learning portal.
You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience fun and engaging sessions as we apply instructional design learning methodologies such as group discussions, group project work, case studies, interactive quizzes, and hands-on implementation of the concepts learnt.
You will be guided by an experienced professional in the field of Facebook marketing, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve.
You will be provided with additional support after completing the course.

How is this course different from the social media marketing course offered by Equinet Academy?

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.

What is the difference between online classroom and face-to-face traditional classroom?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups.

Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

How much does it cost to advertise on Facebook?

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

Is 3 days sufficient to meet the learning objectives?

Equinet Academy’s courses are designed to provide bite-sized yet comprehensive information to be delivered within 1-3 days. The courses not only include theory but also hands-on practical experience so that trainees can take away applicable knowledge.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have lifetime access to the courseware online which you may review, and post-training clinic sessions to address your challenges with a subject matter expert.

If you want to acquire foundational knowledge and skills in social media marketing, you may sign up for the WSQ Social Media Marketing course prior to this course.

Will there be video recordings of the sessions made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to the PDPA regulations (Personal Data Protection Act).

However, all the course materials are found in the learning portal along with e-learning videos. You can also sign up for a complimentary online refresher course within a year of attending the course and book up to three complimentary 3-hour post-training clinic sessions in a small group setting with an industry expert to address any challenges.

Can’t I take the Official Facebook Blueprint Certification course online? What value does this course add?

This course curriculum structured differently from the official Facebook Blueprint Certification courses. This course offers a very hands on approach so that you will be able to apply these Facebook marketing strategies learnt in the course in real life practical situations. Moreover, our trainers are industry experts who can clarify your doubts in real time. We also offer post-training support which includes up to three 3-hour small group clinic sessions with an industry expert, an online refresher seat within a year post-training, forum support, and lifetime access to up-to-date courseware via the learning portal.

If I have specific questions relating to my Facebook marketing campaigns after the course, can I consult the trainer?

Yes, you may most certainly book up to three 3-hour complimentary clinic sessions with a subject matter expert in a small group setting to clarify your doubts or address any challenges you may be facing. The links to book your clinic sessions will be emailed to you after your course. You will also have access to the online support forum and your course trainer’s email.

Do I have to prepare anything before attending the course?

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.

You will also need to have an active Facebook account as there will be a hands-on practical session on creating Facebook Ads.

Are there any other prerequisites/criteria I need to meet in order to attend this course?

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

If you have no prior experience in social media marketing, attending the WSQ Social Media Marketing course prior to this course is recommended, although not a requirement.

Are there any funding or government subsidies for this course?

You may be eligible for up to 90% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

For more information on all available course funding/grants/subsidies, you may check out this FAQ page.

How do I sign up?

You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

I’m still unsure whether this course can help me meet my objectives.

If you’re unsure about your learning objectives, you may try out this 3-question survey using the Course Selector Tool or download the Course Selector Guide (PDF).

If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Facebook Marketing and Advertising Course

COMPANIES WHO HAVE ATTENDED OUR COURSES

COMPLIMENTARY REFRESHER

POST-TRAINING SUPPORT

LIFETIME COURSE MEMBERSHIP ACCESS

COURSE DESCRIPTION

TARGET AUDIENCE

CERTIFICATION

PRE-REQUISITES

COURSE OUTLINE

COURSE HIGHLIGHTS

COURSE OBJECTIVES

Trainer

WHY LEARN AT EQUINET?

TESTIMONIALS

COURSE FEES

COURSE SCHEDULES

FREQUENTLY ASKED QUESTIONS (FAQS)

SIGN UP FOR THIS COURSE

Learn How to Create Impactful Facebook Advertising Campaigns. Measure, Optimise, and Improve Your Facebook Advertising ROI Today

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