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NICF WSQ Facebook Marketing and Advertising Course

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

Check your funding eligibility (up to 90% subsidies) and reserve your seat

Modes of Delivery:
In-Person or Online Classroom

Duration: 24 Hours (3 Days)

Accredited by SkillsFuture Singapore (WSQ)

Lifetime Access to Course Resources

1-Year Access to E-Learning Videos

Complimentary Refresher and Clinic Sessions

Corporate Clients

Be assured of the highest quality of training in the classroom.

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 trainees 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, trainees will gain practical knowledge and develop confidence in creating and managing Facebook marketing campaigns.

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.

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

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

Course Outline

This course comes with 1-year free access to the e-learning course videos.

Download the full course brochure here.

Topic 1: Introduction to Facebook & Facebook Marketing

Instructor-led | Mode of delivery (Presentation)

  • 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 & Dont's
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?

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-3017-1.1 Marketing Campaign Management under the National Infocomm Competency Framework (NICF) and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the NICF WSQ Facebook Marketing and Advertising course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the NICF WSQ Skills Framework ICT-SNM-3017-1.1 Marketing Campaign Management.
Course Codes: TGS-2021004113 / TGS-2021003217

Pre-requisites

Basic computer knowledge.

Face-to-face classroom learning mode: Each trainee will be provided a windows laptop. Trainees may however opt to bring their own laptops opt to bring their own laptops and use their own Facebook Adverts account (optional).

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.

Trainer

John Tay Digital Marketing

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.

Koh Yoet Siang (YS) Trainer Equinet Academy

Koh Yoet Siang (YS)

YS is the Digital Director at Republic Asia, a 360° marketing agency. He has more than a decade of marketing experience and has worked across 15 industry verticals, both at the client-side and agency-side. Collectively, that agency has worked on more than 210 digital projects, ranging from SEO/SEM, web/ mobile app developments to digital advertising and media plans.

*Only one trainer will be facilitating per class.

Testimonials

“The course and trainer have exceeded my expectations. I really like that it was a very hands-on course, navigating through the entire Facebook in Ads creation. The trainer was extremely patient in handling the tech issues the class face or the questions we have.”

Madeline Puah

“I highly recommend this course to anyone looking to gain real-world knowledge and practical skills on how to leverage Facebook marketing and advertising for their organisation. The trainer was friendly, highly knowledgeable, very experienced (including real-life industry application experience) and made learning fun for all.”

Seng Pei Ping, Edmund

“The course was very comprehensive, with a highly detailed guide. It also offers great resources, along with a great instructor. ”

Valerie Ng

Post-Training Support

On top of having access to your trainer’s contact, you will also enjoy the following post-training benefits:

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 1 year after the course.

Clinic Sessions

Unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years.

Alumni Support Group

Be part of a support group where you can post questions, discuss, and get feedback from the community.

Career Assistance

Fast track your career in digital marketing through our job placement assistance program.

Lifetime Course Membership Access

Gain lifetime access to constantly updated course resources via the learning portal.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.
Signing up for in-person classroom learning? Read the additional safety measures.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates
Enhanced safety measures in place aligning to MOH's guidelines.

Course Duration:
3 Days (9am - 6pm)

Course Schedules:
25 - 27 Jun 2021 (Fri, Sat, Sun), 9am - 6pm Limited seats
27 - 29 Aug 2021 (Fri, Sat, Sun), 9am - 6pm Limited seats
17 - 19 Sep 2021 (Fri, Sat, Sun), 9am - 6pm Limited seats
27 - 29 Oct 2021 (Wed, Thu, Fri), 9am - 6pm Full house
17 - 19 Dec 2021 (Fri, Sat, Sun), 9am - 6pm
28 - 30 Dec 2021 (Tue, Wed, Thu), 9am - 6pm Limited seats
25 - 27 Jan 2022 (Tue, Wed, Thu), 9am - 6pm
25 - 27 Feb 2022 (Fri, Sat, Sun), 9am - 6pm

(Click on the course dates above to register online)
Online Classroom Course 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:
18 - 20 May 2021 (Tue, Wed, Thu), 9am - 6pm Full house
26 - 28 Jul 2021 (Mon, Tue, Wed), 9am - 6pm Full house
28 - 30 Sep 2021 (Tue, Wed, Thu), 9am - 6pm Limited seats
15 - 17 Oct 2021 (Fri, Sat, Sun), 9am - 6pm Limited seats
24 - 26 Nov 2021 (Wed, Thu, Fri), 9am - 6pm Full house
3 - 5 Dec 2021 (Fri, Sat, Sun), 9am - 6pm
18 - 20 Mar 2022 (Fri, Sat, Sun), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$990 nett

Course fee after eligible SSG Subsidies:

From S$99.00 nett after 90% SSG Subsidies

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$990 $99
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.


Self-Sponsored Singapore Citizens and Singapore PRs – Up to 50% Funding Capped at $15/hour:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$990 $630
(Nett course fee payable after SSG funding) 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

Company Sponsored (SMEs):

Enhanced Training Support for SMEs (ETSS) – 90% funding (Up to $50/hour):
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$990 $99
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding (Up to $15/hour):
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$990 $630
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)


SkillsFuture Mid-career Enhanced Subsidy (MCES) – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$990 $99
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check eligible grant amount and nett payable course fees via the grant calculator.

FAQs

Questions? Check out the frequently asked questions below.

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 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.
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 session 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 Facebook marketing campaigns after the course, can I consult the trainer?

Yes, you may most certainly book unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years 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.

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 the 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.

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

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 complete this 3-question survey or claim your free 5-step Digital Marketing Strategy Guide. 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.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.

From

S$99.00 Nett

after 90% Subsidies inclusive of GST. Original Course Fee: S$990.00

WSQ Facebook Marketing and Advertising

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

Check your funding eligibility (up to 90% subsidies) and reserve your seat

From S$99.90 nett
After 90% subsidy