This course is part of the Meta Social Media Marketing Professional Certificate

4.9
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1,320 ratings

Anke Audenaert

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Part of the Bachelor of Applied Arts and Sciences degree
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Meta Social Media Marketing Professional CertificateMeta

About this Course

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This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company.  
By the end of this course, you will be able to:
• Analyze dashboards and evaluate ROI from your social media marketing efforts
• Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
• Implement an A/B test to optimize your campaign
• Present and communicate the results of your campaign to a team

This course is for people who want to learn how to analyze their campaign marketing results, optimize their campaigns, and effectively communicate findings to their teams. Learners don't need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Having a Facebook or Instagram account helps, and ideally, learners have already completed the four previous courses in this program.

This course will be followed by the Meta Social Media Marketing Capstone course, the final course of this certification, in which learners will take the Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Meta Social Media Marketing Professional Certificate.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 5 of 6 in the

Meta Social Media Marketing Professional Certificate

Beginner Level

Learners don't need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media.

Approx. 8 hours to complete

English

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What you will learn

Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
Implement an A/B test to optimize your campaign
Analyze dashboards and evaluate the ROI from your social media marketing efforts
Present and communicate the results of your campaign to a team

Skills you will gain

Marketing Optimization
Digital Marketing
Digital Analytics
Marketing Strategy
Communication

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Course 5 of 6 in the

Meta Social Media Marketing Professional Certificate

Beginner Level

Learners don't need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media.

Approx. 8 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.87/5 (439 Ratings)

Anke Audenaert

CEO & Co-Founder Aptly, Adj. Professor, UCLA Anderson School of Management

400,981 Learners

25 Courses

Offered by

Start working towards your Bachelor's degree

This course is part of the 100% online Bachelor of Applied Arts and Sciences from Meta. If you are admitted to the full program, your courses count towards your degree learning.

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Syllabus - What you will learn from this course

Content Rating98%(5,898 ratings)

Week1

Week 1

4 hours to complete

Evaluate Your Marketing Results Against Goals

4 hours to complete

14 videos (Total 80 min), 7 readings, 4 quizzes

14 videos

Introduction to the Facebook Social Media Marketing Professional Certificate6mMeasure and Optimize Social Media Marketing Campaigns Course Introduction2mIntroduction to Anke Audenaert2mCareers in Digital Marketing5mEvaluate Your Marketing Results Against Goals Overview1mAlign metrics with common marketing goals8mData and Reports to Evaluate Performance7mUnderstanding ROAS and ROI12mUnderstanding Cost per Result10mUnderstanding Customer Lifetime Value9mROAS and ROI Example4mCost per Result Example3mCustomer Lifetime Value Example4mEvaluate Your Marketing Results Against Goals Conclusion1m

7 readings

Measure and Optimize Social Media Marketing Campaigns Course Syllabus10mHow to Be Successful in This Course10mProfessional Certificate Job Search Resources Overview10mUser Interface Note: Professional Certificate Content10mCommunity Guidelines10mReporting in Facebook Ads Manager Overview10mTerms and Formulas10m

4 practice exercises

ROAS & ROI Practice Quiz20mCost Per Result Practice Quiz10mLTV Practice Quiz10mEvaluate Your Marketing Results Against Goals Quiz20m

Week2

Week 2

2 hours to complete

Measure Your Advertising Effectiveness

2 hours to complete

7 videos (Total 41 min), 2 readings, 2 quizzes

7 videos

Measure Your Advertising Effectiveness Overview1mWhat Are Experiments?4mUsing Experiments to Measure Advertising Effectiveness6mExperiments to Measure Ad Effectiveness on Facebook12mCreating a Brand Survey Test and a Holdout Test8mInterpreting the Results of Brand Surveys and Holdout Tests5mMeasure Your Advertising Effectiveness Conclusion1m

2 readings

Understanding the Facebook Pixel, SDK and Offline Conversions10mData and Privacy in Online Advertising10m

2 practice exercises

Introduction to Advertising Effectiveness Measurements Practice Quiz10mMeasure Your Advertising Effectiveness Quiz20m

Week3

Week 3

2 hours to complete

Optimize Your Ad Campaigns

2 hours to complete

7 videos (Total 49 min), 1 reading, 2 quizzes

7 videos

Optimize Your Ad Campaigns with A/B Testing Overview8mSet Up an A/B Test7mInterpret Results of an A/B Test4mMeasuring Across Channels with Media Mix Models6mMeasuring Across Channels with Attribution14mChallenges When Measuring Across Channels6mOptimize Your Ad Campaigns Conclusion1m

1 reading

Summary of Attribution Models 10m

2 practice exercises

Optimize within a Campaign with A/B Testing Practice Quiz10mOptimize Your Ad Campaigns Quiz20m

Week4

Week 4

2 hours to complete

Communicate Your Marketing Results

2 hours to complete

7 videos (Total 49 min), 2 readings, 2 quizzes

7 videos

Presenting Your Campaign Results10mPresenting Your Campaign Results (Applied)7mTelling a Clear Story With Data6mCommunicating in a Presentation9mExample: MFreshFlowers12mCommunicate Your Marketing Results Conclusion1mCongratulations!1m

2 readings

Template for a Presentation10mStudy App: Prepare for the Meta Digital Marketing Associate Certification Exam10m

2 practice exercises

Telling Your Full Campaign Story Practice Quiz10mCommunicate Your Marketing Results Quiz20m

Reviews

4.9

339 reviews

5 stars
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TOP REVIEWS FROM MEASURE AND OPTIMIZE SOCIAL MEDIA MARKETING CAMPAIGNS

by NMMar 14, 2021

Anke Audenaert is an excellent instructor, always well prepared to break down all concepts into simple, memorable and easy to understand blocks of a bigger and interesting story.

by RRJan 28, 2021

An extremely important course on the art of measuring and optimizing social media marketing campaigns along with super tips on presentation do's and don'ts! UNMISSABLE for social media marketers!

by KNMay 25, 2022

It was very helpful to enhance my knowledge on facebook advertising. Specially on the experiments. Also had good knowledge on presentation skills. Thank you very much.

by ZHJun 20, 2021

Very, very good course. I learned so much which can I apply in my future plans to increase my outcome and also it gave me a lot of information which will help me in my campaigns.

View all reviews

About the Meta Social Media Marketing Professional Certificate

Want to turn your passion for social media into a career? In this program, you’ll learn how to create a social media presence on Facebook and Instagram that people want to follow! Social media marketing jobs are amongst the most in-demand skills for organizations of all sizes. Whether you’re completely new to digital marketing or you’ve been tinkering with social media platforms for your own business, you’ve come to the right place. This six-course program designed by experts at Meta and Aptly will provide an introduction to digital marketing and all the major social media platforms such as Facebook, Instagram, LinkedIn, YouTube, TikTok and more to prepare you with the skills and tools needed to grow an engaging social community and run effective social media advertising.

Upon successful completion of the program, you’ll: Get exclusive access to the Meta Career Programs Job Board—a job search platform that connects you with 200+ employers who have committed to sourcing talent through Meta’s certificate programs, as well as career support resources to help you with your job search. Earn both a Professional Certificate and the Meta Digital Marketing Associate Certification, showcasing your skills in social media marketing and the use of Meta Ads Manager to potential employers. The Professional Certificate is now ACE® recommended. You can learn more here. This specialization is also offered in Arabic, Portuguese, and Spanish.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Certificate?
When you enroll in the course, you get access to all of the courses in the Certificate, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Can I receive university credit for completing this course?
It is possible to receive university credit for completing the entire Meta Social Media Marketing Professional Certificate. You can earn up to 2 college credits at participating colleges and universities nationwide for completing the certificate, because The Meta Social Media Marketing Professional Certificate is now ACE® recommended. We’ll provide more information on how you can share proof of completion to your school once you complete the certificate program. Please note that the decision to accept specific credit recommendations is up to each institution and is not guaranteed. Read more about ACE Credit College & University Partnerships here.

More questions? Visit the Learner Help Center.

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Measure and Optimize Social Media Marketing Campaigns

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