08:00 – 08:30 Basics of buying advertising space on Facebook
- Auction mechanisms: reach and frequency
- The impact of iOS 14 and 15 updates: what’s worth knowing?
08:30 – 09:15 Technology Support for Advanced Campaigns
- Facebook Pixel principles
- Conversion API: how to collect more data?
- Google Tag Manager: a combo of possibilities
- Using SDKs in mobile apps
09:15 – 09:30 Coffee break
09:30 – 10:15 Facebook shop and product catalogue setup
- Shop setup and elements
- Product catalogue management
- Dynamic Ads (DPA) and the magic of remarketing
10:15 – 10:45 Creativity in advertising campaigns
- Innovative ideas for posts and adverts
- Strategies for acquiring leads
- Original audience groups and organic posts
- Use of the Ad Centre in creatives
10:45 – 11:00 Marketing on Messenger and the use of bots
- Customer service through Messenger
- Conversation automation
- Introduction to Facebook Bots
11:00 – 11:45 Artificial Intelligence and the Metaverse
- AI tools for the social media manager
- Optimising your work with AI
- Introduction to Metaverse and its potential
11:45 – 12:30 Sales funnels and remarketing strategies
- Activities in B2C and B2B industries
- Use of custom audience groups
- Integration with Google Analytics
12:30 – 13:15 Lunch break
13:15 – 13:45 Optimisation of Advertising Campaigns
- ROAS tracking and cost effectiveness
- Automatic rules and their application
- A/B testing and manual performance testing
13:45 – 14:45 Performance monitoring and analysis
- Types of reports and indicators on Facebook
- Analysis of organic activity and content effectiveness
- Audience insights
14:45 – 15:00 Coffee break
15:00 – 15:30 Additional support tools
- Recommended plug-ins and applications
- Tools to make the Social Media Manager’s job easier
15:30 – 15:00: Q&A session and individual consultations