Handle the trade-offs in paid social advertising between speed, cost and assurance explicitly rather than implicitly.
Building Paid Advertising Strategies on Social Platforms
Develop the judgement and the documentation needed to run paid social advertising properly.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on paid social advertising before speaking to anyone. Attribution in this strand of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. Most organisations already have a policy on this area of marketing and commercial practice; far fewer can show it working. It establishes a shared vocabulary for paid social advertising so that teams can disagree productively about it. Participants come from operational and oversight roles, and both perspectives on the practice within marketing and commercial practice are used deliberately. The professional literature on this strand of marketing and commercial practice converges on a small set of controls that reliably work. Participants finish able to explain paid social advertising to a non-specialist audience without losing precision. Exercises escalate in difficulty, ending with the ambiguous situations that make the marketing and commercial practice capability hard in practice. The final module sets out how progress on this area of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
Assign clear ownership for each element of paid social advertising across the functions involved.
Protect the brand while pursuing short-term targets in paid social advertising.
Set measurable objectives for paid social advertising tied to revenue rather than reach.
Define the audience for paid social advertising precisely enough to exclude people.
Build the internal capability for paid social advertising rather than depending on external support indefinitely.
Set the attribution model for paid social advertising and understand its limits.
Who Should Attend
Business development managers pursuing opportunities in paid social advertising.
Marketing managers responsible for paid social advertising.
Specialists advising senior management on paid social advertising.
Agency and consultancy staff supporting clients on paid social advertising.
Team leaders and supervisors who put paid social advertising into practice day to day.
Brand and communications specialists shaping paid social advertising.
Course Modules
Paid social advertising: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on paid social advertising
- Describe the buyer for paid social advertising specifically enough to name who is excluded.
- Compare the cost of paid social advertising with the cost of its absence.
- Script the three most common objections in paid social advertising and the responses.
- Remove steps in paid social advertising that add effort without adding assurance.
Session 2Keeping paid social advertising alive after the initial push
- Review whether short-term tactics on paid social advertising are damaging the brand.
- Benchmark the organisation's paid social advertising against comparable operations.
- Set objectives for paid social advertising in revenue terms with a timeframe.
- Agree the indicators that will show whether paid social advertising is improving.
Paid social advertising: channels, content and creative
2 sessions · 8 pointsSession 1Reading the current state of paid social advertising honestly
- Decide what will be stopped to create capacity for paid social advertising.
- Define the handover point between marketing and sales in paid social advertising.
- Design the retention action triggered when a customer of paid social advertising goes quiet.
- Assign responsibility for keeping documentation of paid social advertising current.
Session 2Qualifying out of paid social advertising early and without guilt
- Plan the sequence in which improvements to paid social advertising will be introduced.
- Verify six months later that changes to paid social advertising have held.
- Distinguish symptoms from causes when paid social advertising underperforms.
- Rehearse the briefing on paid social advertising that would follow an incident.
Paid social advertising: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Measuring paid social advertising when attribution is imperfect
- Write down the assumptions underpinning the approach to paid social advertising.
- Prepare the summary of paid social advertising that senior management will read.
- Set the discount authority for paid social advertising and require justification.
- Document the sales process for paid social advertising so a new joiner can follow it.
Session 2Where the buyer actually decides on paid social advertising
- Agree what will be standardised in paid social advertising and what will not.
- Test creative for paid social advertising at small scale before full commitment.
- Set the review interval for paid social advertising and who attends.
- Choose the next segment for paid social advertising and state why it is next.
Paid social advertising: the customer journey and decision points
2 sessions · 8 pointsSession 1The paperwork for paid social advertising that is actually needed
- Build the report on paid social advertising that answers whether to spend more or less.
- Structure pricing for paid social advertising against perceived value.
- Build the content that answers the buyer's real question about paid social advertising.
- Agree the attribution model for paid social advertising and state its known limits.
Session 2Testing the message on paid social advertising before spending
- Write the positioning claim for paid social advertising and test whether a competitor could say it too.
- Establish who is informed, consulted and accountable in paid social advertising.
- Measure lifetime value from paid social advertising, not just first purchase.
- Check that records of paid social advertising answer the questions likely to be asked.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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