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Coursera

Marketing Analytics with Meta

Meta via Coursera

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Overview

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This course explores Meta Marketing Analytics Tools. You'll learn how to create ads using Meta Ads Manager, utilize Meta experiments, optimize ads through A/B testing, integrate data from campaigns and perform an analysis to evaluate the results. By the end of this course you will be able to: • Create an ad in Meta Ads Manager • Evaluate campaign results • Conduct an A/B Test to compare ad campaigns and see which performs best • Conduct a Brand Lift test to measure how your ads impact brand awareness or recall • Conduct a Conversion Lift test to measure the incremental impact your ad has on conversions • Identify how and when to use Marketing Mix Modeling to achieve your desired outcomes • Implement a full analysis process from hypothesis to recommending measurement solutions, performing an analysis, generating insights and presenting results This course is for people who want to use Meta Ads Manager to run tests, learn what works, and optimize advertising strategies to improve ad performance.

Syllabus

  • Fundamentals of Meta Ads Manager
    • In the first week you will be given an overview of Meta Ads Manager. You will learn how to create an ad campaign with Meta Ads Manager, including how to navigate the ad auction, determine your target audience, select the appropriate objective, and develop your ad creative.
  • Analyzing Campaign Results
    • This week you will learn how to navigate and customize reports in Facebook Ads Manager. You will learn how to analyze the reports and evaluate your campaign outcomes against your goals.
  • Running Experiments with Meta
    • In week 3, you’ll learn how to run Conversion Lift and Brand Lift tests on Facebook Ads Manager. You’ll learn how to evaluate the results of these tests and how these results can inform the future of your campaign.
  • Optimizing Your Marketing Mix
    • This week you will learn how to optimize your marketing by running effective A/B tests. You’ll also learn about Marketing Mix Modeling integrated with data you’ve gathered from Facebook Ads Manager and how it can be used to optimize the effectiveness of your marketing efforts.
  • Marketing Analytics in Action
    • In the final week, you will dig deeper into how to best assess your goals and KPIs through formulating and testing hypotheses. You’ll learn how to use test results to formulate next step recommendations for your marketing campaigns. Later in the week you’ll be given a template to create presentations for communicating your results effectively to stakeholders as well as best practice tips for conducting the presentation itself.

Taught by

Anke Audenaert

Reviews

5.0 rating, based on 1 Class Central review

4.8 rating at Coursera based on 201 ratings

Start your review of Marketing Analytics with Meta

  • Kai
    You really go in depth into
    - campaign structure in Facebook Ads Manager
    - bidding approaches
    - how to create an Ad in Facebook Ads Manager
    - evaluate your campaigns and ads
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