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EXPO Katowice S.A.

Facebook Marketing & Ads


Facebook Marketing & Ads

Do you want to use the full potential of Facebook in your marketing strategy? Wondering how to effectively manage your ads, increase engagement and get to know your customers better? Join us for an intensive two-day training course that will give you the practical knowledge and skills you need to use this social media giant effectively. From the secrets of Facebook’s algorithm, to the latest tools and technologies, to advanced remarketing strategies and analytics – after this training, no aspect of Facebook Marketing will be a mystery to you.

Target group

The training is aimed at:

  • Social Media Managers: Professionals who already have experience in managing social media profiles and want to intensify their Facebook activities.
  • Business owners and start-ups: Individuals running their own businesses who want to manage their Facebook advertising campaigns more effectively or better understand the activities undertaken by external agencies.
  • Marketing freelancers: Freelance professionals who want to expand their offerings to include more advanced Facebook-related services.
  • Team Leaders and Marketing Team Managers: Individuals who want to deepen their knowledge of advanced tools and techniques to better manage their team and use their budget more effectively.
  • Analysts and Data Specialists: Individuals interested in better understanding Facebook analytics and metrics that can help optimise campaigns.
  • E-commerce Specialists: Those responsible for online shops who want to better integrate their operations with the Facebook platform, including shops and product catalogues.
  • Customer Service Professionals: Individuals who want to understand how to use Facebook for better communication and customer service.

Training methods

The training will focus on in-depth theoretical analysis supported by multimedia presentations and extensive training materials. Each module will include a detailed discussion of various aspects of the platform, from algorithms to remarketing strategies. The training will conclude with a Q&A session, during which participants will be able to ask specific questions and address any concerns. In addition, at the end of the training, participants will receive electronic access to the training materials and supplementary materials to help them apply the knowledge they have acquired in practice.

Training program

8:00 – 09:00 Facebook in contemporary marketing strategy

  • The evolution of Facebook: From its beginnings to today
  • Context in the social media ecosystem: What do you need to know?
  • The mobile era and its importance
  • Facebook as part of a marketing strategy

9:00 – 9:30: Secrets of the Facebook Algorithm

  • How does Facebook’s latest algorithm work?
  • Popular myths about Facebook
  • Maximising organic reach

09:30 – 09:45: Coffee break

09:45 – 10:30: The key to consistent communication

  • Choosing and configuring your Fanpage layout
  • Elements of an effective Facebook profile
  • Acquiring your first fans

10:30 – 12:30 How to increase engagement?

  • Creating engaging content and posts
  • Effective copywriting techniques
  • Working with influencers and competitions
  • Real-Time Marketing Tools

12:30 – 13:15 Lunch break

13:15 – 13:45: Innovative Engagement Methods

  • Use of events and Facebook groups
  • Video and Facebook Live opportunities
  • AI applications to support marketing activities

13:45 – 14:15: Customer Relationship Management

  • Customer service on Facebook
  • Crisis management
  • Tools for Facebook Managers

14:15 – 14:30 What lies ahead? The future of Facebook

  • Trends and forecasts for the coming months


14:30 – 14:45 Coffee break

14:45 – 16:00 Introduction to Facebook Ads

  • Why are Facebook ads effective?
  • Tools in the Ads Manager panel
  • Facebook ad formats
  • Selection of advertising targets and targeting
  • Optimisation and rate management
  • Best practice and case studies

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

Benefits of training


At the end of the training, each participant will receive a certificate to confirm the skills and knowledge acquired in Facebook Marketing & Ads.


Barbara Piekarz

Barbara Piekarz

She has specialised in marketing and PR since 2010, both in corporate departments and running her own business since 2019. She has extensive training and certifications in online marketing. She specialises in social media management, effective online advertising campaigns and deep web analytics. Her goal is to ensure that clients use digital tools effectively, optimising strategy and actions to achieve the best return on investment. By working with her, clients guarantee themselves technical support and a committed business partner.

Trainings EXPO Katowice S.A.

Individual training

If you have not found a training course in our offer that perfectly suits your company’s needs, we encourage you to contact us. We will create a personalised offer for you, taking into account the specific needs and preferences of your company.