SOLD OUT! MELBOURNE - Facebook + Instagram Advertising for Business

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THE CLUSTER

LEVEL 17, 31 QUEEN ST

Melbourne, VIC 3000

Australia

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MELBOURNE - Facebook + Instagram Advertising for Business

Take your social media presence to new levels with Facebook and Instagram Advertising. Social
Media advertising is one of the most targeted, cost-effective ways to reach your target market and
audience, and make the most of what you are already doing on socials. To ensure your advertising
dollar goes as far as possible, it’s important to understand how the advertising platform works, how
Facebook and Instagram ads work from the one Facebook platform, how to find your audience,
understand what advertising opportunities are available to you, be aware of advertising guidelines,
and know where to find the insights that give you information into how your ads are performing.

Join us for a Hands on and Interactive BYO Laptop training where you will be taken through Facebook
Business Manager and all its features and ad formats, and how to use the Facebook ad platform to
also target your instagram audience and cross-promote.

MORNING - WHAT YOU WILL LEARN…

● Recapping and re-defining your Advertising objectives
● Reviewing your target market on Facebook + Instagram (Insights + Google
Analytics) (demographics)
● Reviewing your brand voice on Facebook + Instagram (how will you talk, whose
content will you share)
● Facebook + Instagram Advertising Introduction and statistics
● Facebook + Instagram Advertising landscape - organic vs paid
● Introduction to Facebook Business Manager & how to get started
● The all important Facebook pixels - why you should set yours up (and how to
email your developer these details), using the Facebook pixel helper and
ensuring yours is firing
● Further conversion tracking inside Facebook & Google Analytics
● Audiences - Saved, Custom, and lookalike - what they are, how to create them
and tap into your website users, data audiences, engagement audiences +
more!
● Understanding the opportunities for advertising inside the audience insights tool
- discover people you can advertise to!
● Linking your Instagram account with Facebook Business Manager
● The structure of Facebook Business Manager - campaigns, ad sets, ads

OUTCOME: You will understand how to use Facebook Business Manager to run
Facebook + Instagram Ads, why you should get Facebook pixels installed on
your ASAP, how to get started with running individual and collective Facebook
and Instagram ads to your saved, custom audiences and more!

AFTERNOON SESSION

● Best practice in running Facebook + Instagram ads separately, and collectively.
● How to effectively name your campaigns/ad sets/ads for best monitoring and
reporting
● The types of Facebook Business Manager Ad objectives
● Understanding your Ad placement options - Facebook, Instagram, Audience
Network, Messenger - where is the best place for your ads & the creative
limitations for each (video duration etc.)
● Budget & Schedule - Lifetime budgets vs daily budgets - which one should you
choose and when? How much should you expect to spend? How to optimise for
ad delivery, automatic vs manual bidding, when you get charged (CPC vs
impressions vs views)
● Ad scheduling - whether to run ads all the time or on a set schedule
● Ad creative - Your ad text to induce a set action - using emoticons, calls to
action, link shorteners, what gets people clicking and how to get Facebook
testing your ad creative before you spend too much money (using dynamic
creative)
● Different Ad Formats - Choosing from carousel, single image, single video,
slideshow, canvas, collection, dynamic product ads
● Images - Sizes required if you wish to use your own (and how to fast track this
in Canva), text overlay rules + the text overlay tool, Facebook’s free stock
image option, what makes a good image + testing images.
● Video - ideal duration, tools you can use to create Facebook + Instagram ads
● Examples of HIGH PERFORMING Facebook + Instagram ads (and why they
work)
● Page & links - Destination link + Display Link, URL Parameters, making sure
you turn your pixel on to track the ad
● Facebook’s ad policies (including Instagram) - things you need to know
● How to analyse your Facebook + Instagram ads performance - reporting
options inside Facebook Business Manager, frequency, relevancy, tracking
conversions, adjusting your performance columns and breakdown depending on
what data you want to see.
● How to export data from your Facebook Business Manager or customise your
report
● Other free and paid tools you can use to create & manage your Facebook +
Instagram Ads
● Industry benchmarks and measurements - what should you be aiming for?
● Automated rules, lead funnels and more fun stuff we can teach you via a
private Facebook + Instagram Advertising consult!
● And much more….

OUTCOME: You will understand how to mobilise a Facebook and Instagram
campaigns via Facebook Business Manager and how to analyse their
performance on an ongoing basis.

WHO SHOULD ATTEND AND PREREQUISITES
● People who are already established on Facebook with a business page and who
have been doing boosted posts for some time and who are looking to take their
Facebook advertising knowledge to a more professional level
● People who have a Business Instagram account and have already begun
posting
● People who would like to understand Facebook + Instagram Advertising,
Facebook Business Manager and all its possibilities
● People who have a reasonable marketing budget (at least $500/month, ideally
$1000/month) to spend on Facebook and Instagram Ads, and who want to get
the highest return on investment possible
● People who want to understand whether their Facebook and Instagram ads are
working and what they can do to improve things

WHAT YOU NEED TO HAVE IN PLACE BEFORE
YOU COME TO THE WORKSHOP

● Must have a FB Ads account setup and linked to the FB Page they wish to
manage - either as an Ads Admin or via Business Manager
See here for instructions: HELP ME SET THIS UP
● Must have a Business Instagram profile
● Customer Lists
● Have access to your Website to install pixel (your IT manager or web developer
might help to install prior to session)
● An idea of what you wish to advertise (e.g. product/service for sale, opt-in,
video, etc)
● Images, video, copy, etc to use to create your ads
Students should have a strong working knowledge of either Mac or Windows. Please
bring a laptop. You will not be able to access the full functionality on an ipad or mobile.


ABOUT YOUR PRESENTER - STACEY MURRAY

stacey murray


Stacey Murray is an experienced Social Media Trainer and Community Manager with a particular interest in helping small businesses reach their objectives. Stacey’s background includes lecturing and tutoring at tertiary college level, social media coverage of large trade events and working with numerous businesses to increase their reach and build a conversation with their customers. A lover of all things Twitter and Facebook, Stacey loves presenting to and working with groups, large and small. When not online, Stacey is passionate about her family, her cat and liquorice allsorts.

IMPORTANT DISCLAIMERS

Timing: We suggest you arriveat 830am for a 9am start. This allows you time to park, set up, get on WiFi, network with other attendees and the trainer and resolve any issues to start promptly at 9am.

BYO Equipment At these interactive workshops we encourage you to bring your own laptop (not iPad or tablet). You will have the opportunity to network with others, so bring business cards!

Cancellation Policy: Should you be unable to attend, a substitute delegate is always welcome at no extra charge. An admin fee will apply for missed trainings. Regrettably no refunds can be made except if the event minimum numbers are not reached.

Minimum numbers: This workshop requires a minimum of 5 attendees to go ahead – if the minimum attendee number is not reached, a full refund or credit of the training fee paid, will be given to attendees who have already paid. Accommodation and travel is booked at the risk of the attendee.

SMILE! Your attendance at events may be digitally recorded through photographs and/or video recordings. Images may be used on our websites, publications, social media or by other media and marketing channels. If you do not wish your image to be published, please notify staff before the event.

DATA - Your contact details may be entered onto our database as a result of your registration for this event so we may send you follow up material, and any important updates/announcements and remain in touch post event. You can unsubscribe at any time.

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Date and Time

Location

THE CLUSTER

LEVEL 17, 31 QUEEN ST

Melbourne, VIC 3000

Australia

View Map

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