Marketing Analytics with Meta (Coursera)

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.

This course is part of the Meta Marketing Analytics Professional Certificate.

What you'll learn

- How to plan and forecast your marketing efforts across different channels

- How to use marketing mix modeling and attribution to optimize your efforts

- How to evaluate and optimize your sales funnel

Syllabus

Fundamentals of Facebook Ads Manager

In the first week you will be given an overview of Facebook Ads Manager. You will learn how to create an ad campaign with Facebook 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 Facebook Experiments

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.