All of our sessions are led by our friendly team of industry experts, with several years of experience activating and managing both large-scale and small-scale campaigns across Facebook, Instagram, Twitter, LinkedIn, Pinterest and Snapchat.



Josh has a background in psychology and consumer behaviour. Working in Paid Social and having a passion for teaching, he is excited to pass on his platform expertise.




Dan has worked across multiple paid social platforms and heads up the paid social apps project alongside the LinkedIn knowledge-sharing programme internally. He loves sharing his experience and recommendations.



Having delivered hundreds of campaigns across a range of verticals, Catherine will set you up for success in your training session.



Course Details

Paid Social 101

A top-level overview of paid social as an effective media strategy to reach users throughout the entire funnel. Break down common misconceptions around paid social; understand the paid social landscape and discover the opportunities for using social to reach millennials.

 Learning Outcomes:

  • Understand the paid social landscape and discover the opportunities for using social to reach millennials.
  • Identify the available platforms in the social space, and how they can work together to reach your target audience at the right time
  • Discover and explore the variety of ad formats available on social platforms, the types of messaging they offer, and how they can be used to create an effective and engaging ad campaign.

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Attribution for Paid Social Strategy

This session stands as introduction to how Facebook Attribution and other non-Facebook platforms can be used to measure Paid Social’s success in the context of the wider media mix. Aimed at beginners and beyond, it will leave you with the ability to understand the data available and make key campaign decisions as a result.

Learning Outcomes:

  • Understand the value of attribution when it comes to your Paid Social campaign decision-making process.
  • Learn how to make use of the specialised attribution reports available within Facebook Attribution and other non-Facebook platforms such as Campaign Manager and Google Analytics 360.
  • Understand how to read the data presented in these reports to gain the most useful insights and action change.

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Facebook/Instagram

Learn how to plan, build and buy media on Facebook and Instagram. Develop a toolkit for audience targeting, automation and analysis for improving performance.

Learning Outcomes:

  • Learn what you should take into consideration when creating your Facebook /Instagram strategies.
  • Develop a toolkit for audience targeting and creative best practice.
  • Understand how the pixel can be used to ensure your campaigns are set up to deliver.
  • Learn how to build campaigns to perfection in the platform.
  • Learn about automation and the levers available to improve performance through analysis.

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LinkedIn

An Introduction to LinkedIn; where the platform sits in the Paid Social space, audience capabilities and creative best practices. This session is for beginners – new to the platform, starting with the basics.

Learning Outcomes:

  • An introduction to the platform, covering the basics of need-to-know on Pinterest.
  • A closer look at how to use LinkedIn in your overall strategy, the audience present on the platform and the different ways to approach media activation.
  • Discussing creative best practice and ad formats, plus tips on how to improve performance once your ads are live.

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Pinterest

An Introduction to Pinterest; where the platform sits in the Paid Social space, audience capabilities and creative best practices. This session is for beginners – new to the platform, starting with the basics.

Learning Outcomes:

  • An introduction to the platform, covering the basics of need-to-know on Pinterest.
  • A closer look at how to use Pinterest in your overall strategy, the audiences present on the platform and the different ways to approach media activation.
  • Discussing creative best practice and ad formats, plus tips on how to improve performance once your promoted pins are live.

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Snapchat

An introduction to Snapchat; where the platform sits in the paid social space, audience capabilities and creative best practices.

Learning Outcomes:

  • An introduction to the social media app, how they compare to other social media platforms and why the platform is worth adding to your marketing mix.
  • A deep dive into how brands have used Snapchat to their advantage and the different buying objectives available on the app.
  • Identifying the different ways to reach Snapchat’s userbase. 
  • Looking at the different ad formats that Snapchat have on offer and the best way to tailor them to the app.

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Twitter

An introduction to advertising on Twitter exploring  where the platform sits in the Paid Social space, audience capabilities and unique creative formats. This session covers how Twitter is best utilised within a social media strategy.

 Learning Outcomes:

  • An overview of the buying mechanics on the platform and the impact pricing models and objective have on performance outcomes.
  • An outline of all the available ad formats on Twitter and where they’re most effective, from generating awareness to driving direct response.
  • Breaking down the vast targeting methods to illustrate the best ways to reach and engage a target audience, from interests and behaviours to topics of conversion.

Read the full course detail here: