Facebook Advanced: Media Buying
Looking to learn advanced techniques to improve brand awareness and drive performance? Our course will teach you how to strategically plan and optimize your Facebook Advertising campaigns.
Book this courseCOURSE OVERVIEW
1 day course
Certificate of Attendance
Private
Meta's platform now runs on AI. Andromeda decides who sees your ads, where they appear, how much each impression costs and which creative wins and that has changed the media buyer's job entirely.
Success no longer comes from manual levers and micro-managed audiences; it comes from building campaigns the algorithm can learn from, feeding them clean data and strong creative, and knowing exactly when to step in.
This is a hands-on, in-platform day. You'll move from account set-up through to live optimization: building Business Manager correctly, constructing advanced audiences, implementing Pixel and Conversions API tracking, building a campaign structure that scales, and reading the signals that tell you when to act. Throughout the day you'll apply each stage to your own brand or a client you manage, so you leave with the start of a real campaign — not a worked example you'll forget.
Our Facebook Advanced: Media Buying course is offered as a private training session that can be delivered virtually or at a location of your choice in the US.
This course can be taken on its own; however, 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.
It also can be paired with our Facebook Ads: Media Planning course, which produces the signed-off media plan that a build like this brings to life. Take both if you own strategy and execution end to end. Some prior hands-on experience with Meta Ads Manager is helpful but not essential.
What you’ll learn
By the end of this course, you will be able to:
Set up and navigate Business Manager — accounts, assets, permissions and brand safety
Implement tracking across the Pixel, Conversions API, SDK and offline conversions, and improve event match quality
Brief and assess algorithm-ready creative, and recognize creative fatigue
Measure true impact with lift studies, report on what matters, and write insights that drive decisions
Build advanced audiences (Custom, Lookalike and value-based), apply exclusions and manage audience overlap
Build a campaign from the ground up: structure, budgets, bid strategies and placements
Optimize live campaigns, scale without breaking, and troubleshoot common performance issues
Course agenda
Meta Fundamentals & the Buying Landscape
- The AI-driven era: Andromeda, the automation shift, and what it means for buyers
- Meta's advertising ecosystem and your role as the advertiser
- Why creative is the new targeting
Accounts, Standards & Buying Options
- Business Center and Business Settings: structure, permissions and access levels
- Meta Advertising Standards, common rejection reasons and brand safety controls
- The three ways to buy: Auction, Reach & Frequency and TRP
- The six objectives and choosing the right optimization event
- Advantage+ explained: the suite, the four layers, and Advantage+ vs manual campaigns
Audience Building & Data Implementation
- How targeting has changed: audience signals vs restrictions
- Building Custom Audiences from your first-party data
- Lookalike and value-based audiences, and configuring Value Rules
- The exclusion strategy: who not to target
- Why signal quality matters: the Pixel, Conversions API, SDK and offline conversions
- Event Match Quality, domain verification and event prioritization
Campaign Build
- Campaign structure: the old way vs the new way
- The recommended architecture: scale + test
- Budgets (CBO vs ad set budgets), bid strategies and the learning phase
- Placements: letting Meta optimize
Creative for the Algorithm
- Creative diversity vs iteration: variety, not volume
- Building mobile-first, and varying messaging, visuals and placements
- Recognising and managing creative fatigue
- Partnership Ads, UGC and AI creative tools
- Copy best practices by placement
- Finding inspiration with Meta Ads Library
Optimization, Measurement & Reporting
- Opportunity Score, and when to intervene vs trust the algorithm
- Scaling without breaking, troubleshooting, and the levers you still control
- Automated rules and alerts
- Metrics that matter, and attribution beyond last-click
- Building reports that drive decisions, exporting data, and writing actionable insights
Who it’s for
This course is ideal if you’re already planning or running Facebook advertising campaigns, and want to learn how to set up and optimize campaigns to improve brand awareness and drive performance. However, if you’re completely new to Facebook Advertising, you might want to start with our Introduction to Facebook Advertising course.
BOOK THIS COURSE
Enquire for a team or large group
For private sessions call our sales team