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Course Content
Module 1
Get a clear overview of digital advertising, the key differences between Facebook and Google Ads, and how ads fit into the customer journey. You'll also learn to set goals and track the right metrics for campaign success.
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Introduction to Digital Advertising
Module 2
Learn how to set up and navigate Facebook Business Manager and Ads Manager. Understand campaign objectives, audience targeting (Core, Custom, Lookalike), smart budgeting, and ad placements to run impactful campaigns.
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Facebook Ads Fundamentals
Module 3
Want to learn how to design scroll-stopping visuals and write persuasive copy that converts? This module covers the AIDA model, Canva design basics, Facebook ad policies, and how to run A/B tests to find what works best.
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Effective Facebook Ad Creatives
Module 4
Learn how to track, analyse, and improve your Facebook ad performance. From understanding key metrics like CTR and ROAS to using Facebook Pixel for conversion tracking, this module equips you with the tools to scale winning campaigns and fix underperforming ones with confidence.
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Facebook Ads Optimisation and Analytics
Module 5
Learn how to track, test, and tweak your Facebook ad campaigns using key metrics, conversion tracking tools like Facebook Pixel, and proven optimisation techniques. Then, dive into Google Ads — from setting up your first campaign to choosing the right ad type, finding winning keywords, and writing ads that convert.
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Google Ads Fundamentals
Module 6
Make your Google Ads work smarter with tracking, targeting, and performance tools. This module covers conversion tracking, Google Analytics integration, improving Quality Scores, using negative keywords, and leveraging smart bidding strategies for better ROI.
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Google Ads Optimisation and Analytics
Module 7
Learn how to create powerful, cross-platform ad campaigns that work together to boost visibility and conversions. This module covers how to retarget effectively across both Facebook and Google, smartly split your budget, and stay compliant with key ad policies.
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Integrating Facebook and Google Ads Strategies
Module 8
In this final module, students will put their learning into action by creating and presenting a full digital advertising strategy for a real or hypothetical product or service. They’ll develop campaign goals, define target audiences, craft ad creatives, allocate budgets, and project outcomes using both Facebook and Google Ads. The module concludes with each student pitching their strategy to the class for peer and instructor feedback; just like a real client presentation.
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Capstone Project and Presentation
Digital Advertising: Mastering Facebook Ads and Google Ads

    Project Brief:

    • Students will select a product or service (real or hypothetical) and develop a comprehensive advertising strategy utilising both Facebook and Google Ads.
    • The strategy should include campaign objectives, target audience profiles, ad creatives, budget allocation, and expected outcomes.

    Presentation:

    • Each student will present their strategy to the class, simulating a client pitch.
    • Peers and instructors will provide feedback.
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