Video:

• Importance of campaign structure: campaign → ad set → ad.
• Concept of A/B testing creatives and audiences.
• Example: Testing two ad headlines, measuring CTR and conversions.
• Key takeaway: structured campaigns + testing = faster optimization.

Workbook:

• Exercise: Set up 2 ad variations for testing.
• Case Study: Service business tests two messaging strategies and finds one leads to 3x higher leads.
• Best practices: one goal per campaign, track conversions, iterate.

Video:

• Fast creative testing is key: short loops, multiple variations.
• TikTok for brand awareness + demand generation.
• LinkedIn for B2B targeting.
• Key takeaway: test fast, iterate faster, measure real results.

Workbook:

• Exercise: List 3 TikTok creatives & 2 LinkedIn ads to test this week.
• Case Study: B2B client uses LinkedIn lead gen form → reduces cost per lead by 40%.
• Mini checklist: budget allocation, audience definition, A/B testing plan.

Video:

• Difference between cold targeting, warm audiences, and remarketing.
• Example: Retarget users who visited pricing page but didn’t submit form.
• Key takeaway: remarketing multiplies ROI, cold targeting builds awareness.

Workbook:

• Exercise: Map your current audience → cold/warm/hot.
• Example flows: Instagram ad → landing page → remarketing ad.
• Case Study: Local service business recovers 50% of abandoned leads using remarketing.

Video:

• Key metrics: CPA, ROAS, conversion rate, lead quality.
• How to read Meta Ads Manager and interpret performance.
• Example: Campaign generating clicks but no conversions → adjust targeting or landing page.
• Key takeaway: optimization is continuous, based on measurable outcomes.

Workbook:

• Exercise: Record top 3 performing ads, measure CPA/ROAS.
• Checklist: weekly review of campaigns, identify underperforming ads.
• Case Study: E-commerce brand shifts budget to high-converting campaigns → +30% sales, -20% CPA.