Module 1: Introduction to Meta Advertising

Topics Covered:

• What is Meta Ads?
• Overview of Meta Platforms (Facebook, Instagram, Messenger, Audience Network)
• Importance of Paid Advertising
• Difference Between Organic and Paid Reach
• Role of Meta Ads in Digital Marketing

Explanation:
Meta Ads allow businesses to promote their products or services on Facebook and Instagram. It helps reach a highly targeted audience quickly and effectively through paid campaigns.

Module 2: Understanding Meta Business Suite

Topics Covered:

• Overview of Meta Business Suite & Ads Manager
• Creating and Managing Business Pages
• Setting Up Ad Accounts
• Adding Team Members and Permissions
• Business Settings Overview

Explanation:
Meta Business Suite is a single dashboard to manage your Facebook and Instagram pages, messages, and ads. It’s essential for professional ad management and campaign tracking.

Module 3: Meta Ads Manager Overview

Topics Covered:

• Navigating the Meta Ads Manager
• Understanding the Ad Structure:
  • Campaign Level
  • Ad Set Level
  • Ad Level
• Ad Creation Workflow

Explanation:
Ads Manager is the control center for all your campaigns. You’ll learn how to create, edit, and monitor ad performance effectively across different levels.

Module 4: Understanding Campaign Objectives

Topics Covered:

• Awareness Campaigns (Brand Awareness, Reach)
• Consideration Campaigns (Traffic, Engagement, Video Views, Lead Generation)
• Conversion Campaigns (Sales, Website Purchase, App Install)
• Choosing the Right Objective for Your Goal

Explanation:
Every Meta ad campaign starts by choosing an objective. This defines the campaign’s purpose — whether it’s to increase brand visibility, get website traffic, or boost sales.

Module 5: Audience Targeting

Topics Covered:

• Types of Audience: Core, Custom, and Lookalike
• Demographics (Age, Gender, Location, Language)
• Interest-Based Targeting
• Behavior and Connection Targeting
• Creating Custom Audiences (Website Visitors, Leads, etc.)
• Creating Lookalike Audiences

Explanation:
Meta’s audience targeting system allows advertisers to reach the right people at the right time. Learning how to create and refine target audiences ensures ad success and higher ROI.

Module 6: Budget and Bidding Strategies

Topics Covered:

• Campaign Budget vs. Ad Set Budget
• Daily vs. Lifetime Budgets
• Bidding Strategies (Lowest Cost, Cost Cap, Bid Cap)
• Ad Scheduling and Delivery Optimization

Explanation:
Budgeting and bidding control how much you spend on ads and how your budget is distributed. Understanding these ensures you get maximum results without overspending.

Module 7: Ad Creative and Design

Topics Covered:

• Types of Meta Ads:
  • Image Ads
  • Video Ads
  • Carousel Ads
  • Collection Ads
  • Story Ads
  • Reels Ads
• Ad Copywriting Tips (Headlines, Description, CTA)
• Creative Best Practices
• Designing Ads using Canva / Meta Creative Hub

Explanation:
Creative design is the most powerful part of an ad. A visually appealing ad with the right message attracts users and drives better engagement and conversions.

Module 8: Pixel Setup and Conversion Tracking

Topics Covered:

• What is Meta Pixel?
• Setting Up and Installing Meta Pixel on Websites
• Tracking Events (Page View, Add to Cart, Purchase, etc.)
• Custom Conversions
• Event Manager Overview

Explanation:
The Meta Pixel tracks user behavior on your website after they click your ad. It helps measure ad performance, optimize conversions, and create retargeting audiences.

Module 9: Retargeting Campaigns

Topics Covered:

• What is Retargeting?
• Retargeting Website Visitors, Leads, and Video Viewers
• Creating Custom and Dynamic Retargeting Ads
• Retargeting Strategies for E-commerce

Explanation:
Retargeting helps bring back visitors who didn’t complete an action on your website (like purchase or signup). It’s one of the most effective ways to increase conversions.

Module 10: A/B Testing and Ad Optimization

Topics Covered:

• What is A/B Testing (Split Testing)?
• Testing Ad Creatives, Audiences, and Placements
• Performance Analysis
• Ad Optimization Techniques
• Scaling Winning Campaigns

Explanation:
A/B testing allows you to compare different versions of your ads to see which performs best. Optimization ensures your campaigns are continuously improving and cost-efficient.

Module 11: Meta Ads Policies and Compliance

Topics Covered:

• Meta Advertising Policies and Guidelines
• Restricted Content and Common Rejection Reasons
• Avoiding Account Bans or Ad Disapproval
• Following Best Practices

Explanation:
Understanding and following Meta’s ad policies helps keep your ad account safe and ensures your campaigns run smoothly without getting flagged or banned.

Module 12: Analytics and Reporting

Topics Covered:

• Understanding Ads Manager Reports
• Key Metrics (CPC, CTR, CPM, ROAS, CPA)
• Analyzing Ad Performance
• Creating and Exporting Reports
• Tracking ROI and Conversions

Explanation:
Analyzing ad reports helps measure success. You’ll learn how to read important metrics to improve your campaigns and show results to clients or management.

Module 13: Advanced Meta Ads Strategies

Topics Covered:

• Full-Funnel Ad Strategy (Awareness → Retargeting → Conversion)
• Dynamic Product Ads (DPA)
• Lead Form Optimization
• Integrating Meta Ads with WhatsApp and Messenger
• Campaign Automation (Rules, Custom Metrics)

Explanation:
Advanced strategies help you manage professional campaigns that deliver consistent sales. You’ll learn to automate tasks and use advanced ad types for better results.

Module 14: Practical Meta Ads Project

Tasks:

• Create a Real Business Page and Ad Account
• Run Awareness, Engagement & Conversion Campaigns
• Set Up Pixel and Track Results
• Create a Full Ad Report

Explanation:
In this module, students get hands-on experience running real campaigns. This practical training helps them understand how to apply theory to real-world situations.

Module 15: Freelancing & Job Preparation

Topics Covered:

• Building a Meta Ads Portfolio
• Freelancing on Upwork, Fiverr, and Freelancer
• Interview Preparation & Common Questions
• Career Paths in Meta Advertising

Explanation:
This module prepares students for real career opportunities — whether they want to work as a freelancer, join an agency, or handle in-house digital marketing campaigns.