Develop effective social advertising campaigns for Facebook and Instagram and reach your desired target audiences. You’ll learn how to strategically plan ads, create compelling content, and optimize campaigns based on relevant metrics. Along the way, you’ll use AI to efficiently develop ideas, copy, creative assets, and analytics.
-
Certificates: "Social Advertising" Certificate
-
Examination: Praxisbezogene Projektarbeit mit Abschlusspräsentation
-
Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
-
Language of Instruction: German
-
Duration: 2 Weeks
Paid Social Basics and Strategy (approx. 2 days)
Social Ads and How They Differ from Social Posts
Role in the Marketing Mix: Awareness, Consideration, Leads, Sales
Paid Social vs. Search: Push/Discovery vs. Intent Funnel and Campaign Logic (TOFU/MOFU/BOFU), Offer and Messaging Architecture
KPI Basics and Interpretation in a Social Context (CPM, CTR, CPC, CVR, CPA, ROAS)
Target Audience and Platform Selection
Meta Ads Manager: Setup, Campaigns, Retargeting, Automation (approx. 3 days)
Asset and Account Management, Roles and Access, Interface and Structure
Objectives, Budgeting, Placements, and Formats
Audiences: Core, Custom, Lookalikes
Creating, publishing, and monitoring ads
Retargeting Basics in the Meta Ecosystem
AI-powered campaign planning and creating a campaign structure
Creatives, Copywriting, and AI for Social Ads (approx. 2 days)
Creative-First: Hooks, Value Propositions, Proof, CTAs
Best Practices for Images, Videos, Carousels, and Reels
Production Workflow
AI-powered creation and optimization of copy, creatives, and variations
Ad Policies and Brand Safety
Tracking and Reporting: From Measurement to Optimization (approx. 2 days)
Pixels/Events, Conversions, Attribution (Click/View)
Conversions API – Basics and Options
UTM Parameters and Reporting Basics
Conversion Logic: Landing Pages, Instant Forms, Lead Quality, and CRM Integration
Optimization and Testing: Creative Fatigue
KPI Metrics: Interpretation, Data Quality, Diagnostic Questions
Reporting: Storyline, Recommendations, Next Steps
AI in Reporting
Project Work (approx. 1 day)
To reinforce what has been learned
Presentation of the project
Changes are possible, the course content is updated regularly.
Upon completing the course, you’ll be able to integrate social advertising as an integral part of the marketing mix and plan, implement, and optimize advertising campaigns on Facebook and Instagram in a targeted manner. You’ll develop a clear campaign strategy based on your offering, target audience, and message; create compelling ad variations; and use metrics and reporting to communicate results clearly and inform decision-making. You’ll make effective use of artificial intelligence to more quickly generate ideas, creative assets, text variations, and analytics.
Specialists and executives in online marketing, social media, branding, e-commerce, and communications, as well as anyone who wants to get started in social advertising or deepen their knowledge of the field.
With in-depth knowledge of social advertising, you’ll expand your career opportunities. You’ll be able to strategically plan digital advertising campaigns, implement them in a way that’s tailored to specific target audiences, and optimize them based on data—for example, in marketing departments, agencies, or e-commerce companies, as well as working as an independent social advertising consultant. Even as a career starter, you’ll gain a practical foundation to establish yourself in this dynamic field.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).