Facebook marketing partner workshop: audience and hyper-segmentation
When designing a Facebook Ads campaign, most advertisers create interesting and well-produced content, but forget or relegate to a lower level a fundamental detail: the segmentation of the target audience.
As a result, campaign results can be wildly uneven. Sources claim that more than 60% of small business owners do not reach the right audience when running Facebook Ads campaigns.
However, when done correctly, it is guaranteed that the message reaches the right people, the users with the most interest and opportunity to buy the product or interact with the brand.
Certainly, there is no point in creating an advert with striking images and compelling text if the users who see the campaign do not fit the brand’s customer profile. They will not be interested in the message nor in the solution. In this way, the results will be negative, obtaining many impressions and few clicks.
In this way, the workshop aims to provide practical training on the fundamental points to take into account when defining audiences for Facebook Ads campaigns.
Competences
The overall objective of the workshop is to provide students with a general training on the most important concepts used within the campaigns developed with the Facebook tool.
This workshop deals with the most important aspects of segmenting your campaigns on Facebook’s advertising platform, helps you to understand how the different types of audiences work, and how to use them to adapt them to your particular case.
The workshop is aimed at beginners who have not worked with Facebook or those who, having developed campaigns, do not achieve the desired results due to lack of knowledge of the platform or general marketing knowledge.
As a result of the workshop, students will be able to define their own audiences clearly and understand why their campaigns are performing well.
The workshop serves as an approach to the sector for profiles related to marketing who want to know how to define the audiences that are targeted in Facebook. This workshop promotes, in particular, the knowledge of key elements in a fundamental business branch, the optimising spirit and the generation of ideas to achieve a proactive profile with basic knowledge on the subject.
The design of the studies has involved the definition of the general and specific competencies that students must acquire through the workshop. The design has been governed by the principles of an integral conception of teaching and its educational offer has been planned in such a way as to facilitate student learning. Likewise, its curricular organisation is based on interdisciplinary criteria, with the aim of the student acquiring the knowledge and competences of his or her specialisation, as a manager in the professional field corresponding to the specific sector in question.
The objectives of this workshop are the following ones:
- To complete the professional profile of students and digital workers in different areas in order to contribute to their interdisciplinarity.
- To learn the structure that allows the Facebook tool to segment audiences.
- To learn how to plan the initial aspects of an advertising campaign on Facebook and Instagram.
- To train in this area for a more complete specialisation in specific terms or to constitute a transversal profile in line with the current labour demand.
Basic competences
BC1. To have knowledge that provides a basis or an opportunity to be original in the development and/or application of ideas, often in a specialised context.
BC2. To be able to communicate conclusions, as well as the knowledge and the ultimate reasons behind them, to specialised and non-specialised audiences in a clear and unambiguous way.
BC3. To have learning skills that enable further study in a self-directed or autonomous manner.
General competences
GC1. To be able to identify and solve problems risen in the context of the tourism sector.
GC2. To know how to apply the knowledge acquired in the tourism sector, in order to improve competitiveness and/or entrepreneurship in the tourism destination.
GC3. To develop creative and innovative capacity, focused on providing new solutions to old problems in the sector, its organisations and contexts.
Specific competences
SC1. To identify through the buyer persona, the ideal client on which to design a Facebook Ads campaign.
SC2. To be able to adapt the commercial strategy in digital environments according to one or more buyer personas.
SC3. To strengthen a diverse and transversal professional profile with notions of digital marketing.
SC4. To understand the tools offered by Facebook for hyper-segmentation.
SC5. To identify the key elements that can lead to the success or failure of a campaign in its first definition stage.
Dynamics
The workshop will have a learning methodology based on “learning by doing” so that everything covered in each subject of the training can be put into practice. Practical exercises will be carried out under the guidance of the teaching staff so that the knowledge acquired will respond to the real day-to-day needs of the subjects covered in the workshop.
The teachers will be actively involved in the learning process to strengthen the link with the students and provide support in order to resolve doubts and raise scenarios that contribute to the student learning to generate ideas “out of the box”.
This workshop will be taught in a face-to-face format, with a total of 10 hours of classes, and computers provided by TTS will be available to achieve a complete learning process and to put into practice the examples and case studies presented by the teaching staff.
The dynamics of the Digital Marketing far away from lectures, and seek to approach a model of continuous interaction in which each participant can express themselves and feel part of the team. In this way, each person contributes to the generation of ideas and debates take centre stage, based on the theme of the workshop in question.
As a result of the workshop, a practical level test will be carried out to evaluate the knowledge acquired by the students.
