COURSE OVERVIEW

  • icon1 day course
  • icon Certificate of Attendance
  • iconPrivate
    info-icon

Meta's advertising platform has changed more in the past two years than in the previous ten. With Andromeda's AI now controlling targeting, placements, bidding and budget allocation by default, the planner's job has shifted: success no longer comes from operating the machine, but from deciding what to feed it and being able to defend those decisions with data.

This one-day course teaches you to plan Meta campaigns end to end: gathering insights, setting objectives and KPIs, designing audience strategies, sizing budgets, forecasting results and building the measurement plan that proves it all worked.

You'll work through a realistic client brief across the day and leave with a completed one-page media plan — plus the template to reuse on your own accounts.

Our Facebook Advanced: Media Planning course is offered as a private training session that can be delivered virtually or at a location of your choice in Australia.

This course can be taken on its own, but if you're new to Facebook Advertising or just starting out using Meta as an ad platform, we recommend starting with our Introduction to Facebook Advertising course first.

If you also build and optimise campaigns in-platform, we recommend you take it alongside our Facebook Ads: Media Buying course, which takes a signed-off media plan and turns it into a live campaign.

What you’ll learn

By the end of this course, you will be able to:

  • iconExamine data and insights from multiple sources: platform tools, market data and first-party data to inform campaign strategy
  • iconConstruct sophisticated paid strategies considering business objectives, audience segments, bidding strategies, budgets and placements
  • iconTranslate and analyze past Meta campaigns to improve future strategies
  • iconFormulate KPIs and set realistic, defensible targets
  • iconForecast campaign results from research findings and data points, and present forecasts clients can trust
  • iconRecommend creative formats, volumes and approaches that meet business goals

Course agenda

Meta's Advertising Landscape

  • The changing landscape: AI, Andromeda and the automation shift
  • Meta's advertising ecosystem, including Threads
  • Why creative is the new targeting
  • The marketing funnel and where planning fits
  • Legal, compliance and brand considerations

The Media Plan & Meta Advantage+

  • What media planning is and the anatomy of a media plan
  • Meta's forecasting tools
  • The Advantage+ suite: Sales, Leads and App campaigns
  • Advantage Campaign Budget best practice for campaign efficiency
  • Optimization control best practice: when to override automation, and when to trust it
  • Brand safety controls and guardrails

Insights, Objectives & KPIs

  • Gathering insights and data: Meta Ads Library, Audience Insights, Google Trends and your first-party data
  • Analyzing past campaigns: pattern recognition and building a learning agenda
  • Aligning objectives to the marketing funnel and the wider media mix
  • The six campaign objectives and when to recommend each
  • The KPI framework: from business goal to guardrails
  • Scenario-based planning

Audiences, Budgets & Forecasting

  • Audience strategy in the AI era: broad targeting, custom and lookalike audiences, and the exclusion strategy
  • Audience strategy by funnel stage, and how to determine the size of your audience
  • Which placements to recommend: Advantage+ vs manual
  • Budget allocation models and the learning-phase minimum
  • Bid strategies and what they mean for your forecast
  • How to forecast different budgets based on data points: building a projection table
  • Flighting and phasing

Measurement Planning

  • Building a full-funnel measurement plan
  • Pre-setup considerations: Pixel, Conversions API, SDK and CRM sources
  • The tracking decision framework by business type
  • Attribution windows and how to choose them
  • Measurement solutions: Brand Lift, Conversion Lift and marketing mix modelling

Reporting & Campaign Performance Monitoring

  • Metrics that matter
  • Custom report views, breakdowns and segmentation
  • The retrospective analysis framework: using data and insights to inform campaign planning
  • Common reporting mistakes

Creative Strategy

  • The new creative playbook: diversity over volume, and vertical-first design
  • When to use different creative formats
  • Creative sources: UGC, creator content and AI creative tools
  • Dynamic Creative Optimization: when to recommend it
  • How Advantage+ matches creative to audiences

Putting It All Together

  • From plan to creative brief
  • The recommended campaign structure
  • The one-page media plan template

Who it’s for

This course is perfect for you if you’re already planning or running Facebook advertising campaigns, but want to learn how to gather and use data to improve performance.

If you’re completely new to Facebook Advertising, you might want to check out our Introduction to Facebook Advertising course beforehand.

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