Advanced Facebook Advertising Course

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Holiday Inn Peterborough - West

Thorpe Wood



United Kingdom

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Refund Policy

Refunds up to 7 days before event

Event description


Course length: 1 day (9.30am - 5.00pm) includes lunch and refreshments


Following the Advanced Facebook Advertising course, you will be able to:

  • Use a data-driven approach to test, measure and improve ad and campaign performance

  • Utilise the right Facebook ad platform to run your activity

  • Use a variety of tactics to maximise audience targeting

  • Understand which ad types and content best fulfil your campaign goals

  • Optimise your budgets and ROI using proven techniques

  • Build your customer database or fanbase using real-world tactics

All attendees receive digital copies of course material and four weeks post course support online.

Who this course is for?

Don't be frightened by the "Advanced" title. If you already have some basic knowledge of Facebook and a basic awareness of what Facebook Advertising is about, then that makes you advanced! This is for you if you want to take your knowledge and skills to a level where you can confidently run a professional grade campaign.

It's not for you if you know very little about Facebook generally (as an individual user) and don't even have a personal account! If you've used Facebook for a few years for personal use - you will be ok!

Delegates are asked to bring a laptop with their Facebook advertising login details.

Course overview

Facebook has fast become the dominant channel for social media advertising. However, despite the many ad formats and targeting options available, success using Facebook advertising is not always easy to achieve.

This advanced Facebook advertising course goes beyond the basics, teaching attendees unique ways to target audiences, optimise budgets and measure and benchmark success. It'll also give you insight into the various Facebook ad platforms, how to run experiments and use a data-driven approach to maximise performance.

You'll walk away inspired, and with a new set of strategies and tactics to use immediately.

Course programme

Setting The Scene

  • A review of the latest Facebook developments

  • Which Facebook ad platform am I using?

  • Why use the Facebook Ads Manager vs Business Manager

  • Managing expectations: benchmarking your expected performance

Setting Up Campaign Tracking & Attribution Modelling

  • Advanced ad tracking using the Google URL Builder

  • Ensuring your Facebook pixel tracking is set up and working

  • Understanding social performance using Google Analytics

  • Algorithmic formulas to measure what success looks like

  • Monitoring and benchmarking individual ad performance

  • Management and reporting tools

Maximising Targeting and Audience Options

  • Awareness, consideration and conversion - understanding the consumer pathway

  • Building customer profiles using advanced targeting options

  • Improving audience engagement with video versus graphic ads

  • Running AB split testing campaigns

  • Creating and leveraging the value of cost effective content

Understanding and Setting Up Custom Audiences

  • Maximising return from your customer data

  • Handling your “customer file”: uploading segmented customer data to Facebook

  • Advanced remarketing strategies with Facebook

  • Understanding how lookalike audiences work: options and challenges

Advertising Costs and Options

  • CPC, CPM and CPA - methodologies to maximise the value of your budgets

  • Understanding why to use frequency caps

  • Maximising “Boosted Posts” using pre-created lists

Apps, Competitions & Building Your Customer Database

  • Contact forms - pros and cons

  • The role of Facebook apps to increase your email database

  • Facebook Canvas explained

Testimonials from previous attendees:

"Having attended Lee Gilbert's digital marketing course, for a whole day, I can confirm that his delivery of essential tools, tips and strategies, was exemplary. There is no doubt that Lee is a consummate expert and speaker, and is certainly the 'go-to' professional for digital marketing." – Carole Spiers

"Over 18 years ago, before I met Lee, the vast majority of the sales of my businesses were coming from offline activities (direct mail, direct sales, exhibitions, telesales etc.) now the vast majority of all our sales start with an Internet based ‘connection with the client’ in some form or other. Will I ever get to know what Lee knows about the web? I doubt it. If you need to know and understand the power of the ‘right’ strategy or just avoid the common mistakes so many people are unwittingly making. Then... You’re in the right place at the right time with the right man! I wish you even more success than he’s created for me." – Peter Thomson

"Lee Gilbert persuaded me to hire his services only minutes after being introduced to him. It has been fantastic working together. Besides his sociable and assertive style, he generally knows better. Such a tip goldmine. Lee's influence and his team's support have been instrumental to turnaround our e-commerce and both our visibility and traffic on the web." – Cedric Moulin, Retail & Strategy Director

"Lee's knowledge of the digital landscape and how to position your business online is excellent. I've been working with him for a little while now and found him to be hugely knowledgable, always approachable and exactly the person I need in my corner to help grow my online business. In short, if you're looking to raise the digital profile of your business, Lee is the person to get in touch with. Highly recommended!" – Simon Gray, Managing Director, Career Codex

"Lee has been very proactive in assisting with all areas of our digital marketing. He’s always more than willing to go beyond the agreed arrangements if he feels it is beneficial to our business. Very knowledgeable and attentive, I would recommend Lee to anyone looking for someone to help them kick-off or developing an existing online marketing strategy." – Mark Purdy, Marketing & Ecommerce Director, Vivobarefoot

"Lee came highly recommended and within 20 minutes of meeting him I knew we were going to hire him to run our marketing campaigns. Since then, he has helped us generate a steady stream of leads in a tough market sector something we didn’t think was possible. I have no hesitation in recommending Lee, just not to my competition! Buy him a coffee and give him 20 minutes, you’ll see what I mean." – Rob Lipscombe, Partner, Advanced Talent Strategies

"Great, no nonsense SEO. Very clear and concise and most importantly gets results." – Pierre Mayer, Managing Director, Nordic Balance at the In and Out

"Excellent service - Lee provides all the help and guidance you will ever need for amping your digital marketing strategy ... if you are reading these reviews then stop reading and start engaging Lee and his team." – Tim Knight, Chief Marketing Officer, CloudApps

"A real expert! Lee really does know digital marketing inside out and back to front." – Michael Brook, Owner, MyExpertiseOnline

"Many people claim to be experts in their chosen field, but few are. Lee Gilbert is definitely the leading Internet Marketing Consultant in the UK and he really knows how to help people make money. I first listened to him speak at a conference and apart from being a very good and knowledgeable speaker, he is also a master of his art. Before I met Lee I thought I knew what I needed to grow my business but since working with him I have been attracting leads on a daily basis, building my database with quality contributions and growing new revenue streams." – Steve Mills, Director

"Excellent service - Lee provides all the help and guidance you will ever need for your digital marketing strategy" – Gill Smith, Director, The Business Kitchen

"Lee is the doyen of digital marketing!" – Nick Horton, Director, ProfitBox

"Great practical knowledge and massive experience of real-life digital marketing." – Clive Hook, Programme Director, Clearworth

"Great value, hugely knowledgeable and results-driven... a top bloke too!" – Andrew Whitaker, Director, EnrichYou

"Totally knows his stuff!! Lee makes use of the very latest in digital marketing techniques - before most others have even heard of it!" – Jagjivan Matharu, The Home of Benefits Management

"Lee is a real expert in using the web for marketing. Not only does he know his stuff, he implements it without a huge drama. Lee applies marketing knowledge with flair; full of different ideas, testing, gathering data and improving actions depending on the results. The trouble is, most people claiming to offer what Lee provides are all talk and not much action. Lee is the opposite. I wish I'd started working with him when I first met him." – Graham Speechley, Director, Business Leaders Group

"An excellent, results driven service and highly recommended. I have now transferred numerous campaigns over for Lee to handle and improve. Highly knowledgeable and I look forward to a long mutual beneficial partnership." – Kevin Thompson, Managing Director, The Removal Team

"Lee comes highly recommended with great credentials and so far has lived up to all expectations. He has an excellent knowledge of the concept I wanted and understood our requirements well. I can't wait to work with him again and wouldn't hesitate to recommend him and his team to friends and colleagues." – Dr Elizabeth White, Director, The Therapy Centre

"I have worked with Lee for 3 years and his advice and guidance has taken us to new levels of operation way beyond where we were previously. His knowledge of internet marketing is excellent and he is able to bring together all the strings of an internet marketing campaign effortlessly and to great effect. He is so much more than most providers operating in the area of web presence. He completely lives up to his strapline "The Serious Players' Webmaster". If you are serious then you MUST consult Lee. Lee delivers whilst others often just threaten to." – Mike Withey, Director

"Lee is an expert in Internet Marketing, for years I have been searching for someone who understands this area and can deliver it in a language I can understand. He gets great Results and is on the top of his game. I would have no hesitation in recommending him, he is now working with other business / friends, who feel the same way. Lee will take your business to the top level, he is a class act, his company are making a difference to my business." – Bernie De Souza

"I have just spent an enlightening weekend with Lee (in the business sense of course) on developing and implementing his successful marketing strategies and how you fully maximise internet marketing and your web presence. There is no doubt in my mind that Lee is the expert in this field so much so that I am so looking forward to working with him over the next 12 months and beyond." – David Rowley, Business Development Manager, Intelligent Money

"Lee is simply brilliant. I first heard him as a speaker in late-2010 and it was clear he knew his stuff. I hired Lee a few months later to do some consultancy work and it was worth every penny. He had dozens of ideas and action points and helped us implement them thoroughly. It is very likely that I will be engaging Lee's services again in the future." – Mark Wickersham, Director, AVN

"What I love about Lee is his sensible, down to earth approach on how to generate results online. He has the ability to look at a business and know exactly what it needs to achieve the desired objective! If you want online results...Lee is your man!" – Leigh Aston, Owner, The Sales Consultancy

"Lee Gilbert is a very knowledgeable authority on digital marketing, but more importantly, he delivers real tangible results. Having presented his web marketing strategies and methods to both our internal team and our franchise network, he's able to stand up and articulate his activities and ideas in a very simple language, which makes the complex easy for people to understand. Lee came highly recommended to us and he's certainly lived up to that recommendation, and continues to do so. If you're looking for a master of digital marketing then Lee Gilbert is that person! His depth of knowledge, research, and understanding of the digital marketing environment is superb. I also enjoy his down-to-earth grasp of getting to the real need which means he's able to advise you on the most effective pathway to get you to your ideal outcome." – Carl Jarvis, Marketing Director

"WOW! Have just had a 1 day session with Lee and have gleaned so many useful insights from our time together - got some really practical, quick-fix ideas and tips to enhance our email marketing activity, improve our social media strategy, accelerate our SEO stuff and a whole load of straight-talking, no-nonsense, sound advice from a thoroughly nice guy, who's a real expert in his field. Thanks Lee - will most certainly recommend you and will have no hesitation in knocking on your door again!" – Marie Cross, Director, First Impression Training Ltd.

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Date and Time


Holiday Inn Peterborough - West

Thorpe Wood



United Kingdom

View Map

Refund Policy

Refunds up to 7 days before event

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