ADS COURSE - MODULE 1 TO MODULE 4
MODULE 1 — INTRODUCTION TO FACEBOOK & INSTAGRAM ADS
Welcome to Facebook & Instagram Advertising
Before we create our first advert, you need to understand what advertising actually is and how it works.
Don't worry about complicated terms.
This module is simply about understanding the basics.
LESSON 1 — WHAT ARE FACEBOOK & INSTAGRAM ADS?
Facebook and Instagram ads are paid advertisements that businesses use to show their products or services to people on Facebook and Instagram.
For example, imagine you sell:
Men's Shoes
You can create an advert showing your shoes.
Meta can then show that advert to people who may be interested in buying shoes.
Instead of waiting for people to discover your business, you are paying to put your business in front of potential customers.
LESSON 2 — HOW DOES ADVERTISING WORK?
The basic idea is very simple:
YOU
You have a product or service.
↓
YOUR AD
You create an image, video and message explaining what you're offering.
↓
YOUR AUDIENCE
You choose the type of people you want to reach.
↓
META
Facebook and Instagram show your advert to people based on the settings you choose.
↓
CUSTOMER
Someone sees your advert and takes an action.
That action could be:
Sending you a WhatsApp message
Visiting your website
Filling out a form
Calling your business
Buying a product
Booking a service
That's the basic advertising process.
LESSON 3 — ORGANIC VS PAID CONTENT
There are two common ways businesses reach people on social media.
ORGANIC
You make a normal post on Facebook or Instagram.
Your followers may see it.
You don't directly pay Meta to distribute that post as an advertisement.
For example:
"New shoes available! Send us a message to order."
You post it on your Instagram page.
PAID
You pay Meta to promote your message to a selected audience.
For example:
New Men's Shoes Available
You create an advert and choose who you want to reach.
You could choose people in:
Port Harcourt
who are within a certain age range and may be interested in fashion.
LESSON 4 — WHY DO BUSINESSES RUN ADS?
Businesses run ads because they want to achieve a specific result.
For example:
GET MORE CUSTOMERS
A restaurant wants more people to order food.
GET WHATSAPP MESSAGES
A fashion business wants people to message them about available products.
GET WEBSITE VISITORS
A business wants people to visit its website.
GET LEADS
A real estate company wants people interested in buying property to provide their contact details.
GET SALES
An online store wants people to purchase products.
PROMOTE A SERVICE
A cleaning company wants people to book cleaning services.
LESSON 5 — ADS ARE NOT MAGIC
This is one of the most important things to understand.
Running an advert does not automatically guarantee sales.
You can spend money on an advert and get poor results.
Why?
Because many things affect the result.
For example:
Your product
Your price
Your offer
Your advert
Your audience
Your landing page
Your website
How you respond to customers
Your competition
So don't think:
"If I spend ₦10,000, I must make ₦50,000."
It doesn't work that way.
Your job is to test, learn and improve.
LESSON 6 — WHAT MAKES A GOOD AD?
A good advert should answer three simple questions:
1. WHAT ARE YOU OFFERING?
Tell people what you're selling.
Example:
Professional Business Websites
2. WHY SHOULD THEY CARE?
Give them a reason to be interested.
Example:
Get a professional website that helps customers find and contact your business.
3. WHAT SHOULD THEY DO?
Tell them what to do next.
Example:
Send us a WhatsApp message today.
LESSON 7 — UNDERSTAND YOUR CUSTOMER
Before creating an advert, think about the person who is most likely to buy.
For example, imagine you sell wedding dresses.
Your customer may be:
Someone planning a wedding
Interested in fashion
Looking for wedding dresses
Living in the area you serve
Your advert should speak directly to that person.
Don't simply create an advert and show it to everyone without thinking.
Ask yourself:
Who is most likely to buy this?
LESSON 8 — WHAT DO YOU NEED BEFORE RUNNING AN AD?
Before you create your first campaign, you should have a few things ready.
1. A Facebook Account
You'll need a Facebook account to access Meta's advertising tools.
2. An Instagram Account
If you want your ads to appear on Instagram, connect your Instagram account.
3. A Facebook Page
Your business should have a Facebook Page.
4. Something to Advertise
This could be:
Product
Service
Course
Event
Website
Business
5. An Advert
You need something people will see.
This could be:
Image
Video
Carousel
Text
6. A Destination
Where should people go after seeing the advert?
For example:
Website
Facebook Page
Lead Form
7. A Budget
You need money to run a paid advert.
You can start with a small test budget.
LESSON 9 — DON'T START WITH A HUGE BUDGET
As a beginner, you don't need to immediately spend a large amount of money.
Start small.
Your first goal is not necessarily to make a huge profit.
Your first goal is to learn what works.
For example, you might test an advert with a small daily budget.
If the advert performs well, you can consider increasing the budget.
If it performs poorly, you can make changes and test again.
LESSON 10 — THE ADVERTISING MINDSET
Successful advertising requires testing.
You might create:
Ad A
and it performs poorly.
Then you create:
Ad B
and it performs better.
That's normal.
You learn from the results.
Don't immediately assume:
"Facebook ads don't work."
Instead ask:
"What can I change?"
Maybe you need:
A better image
A better video
A better offer
Different wording
A different audience
A better landing page
Advertising is a process of testing and improving.
MODULE 1 PRACTICAL TASK
Before moving to Module 2, choose one thing you would like to advertise.
It can be your:
Business
Product
Service
Course
Website
Another business you are helping
Write down:
What am I advertising?
Who is most likely to buy it?
Where should interested people go?
WhatsApp / Website / Phone / Form / Other
What do I want people to do?
Message / Buy / Book / Call / Sign Up
How much can I afford to spend testing the advert?
MODULE 1 CHECKPOINT
Before moving forward, make sure you understand these five things:
1. What are Facebook and Instagram ads?
Paid advertisements used to promote products, services or businesses.
2. Why do businesses run ads?
To reach potential customers and achieve a specific goal.
3. What is an audience?
The people you want your advert to reach.
4. What is the goal of an advert?
The action you want people to take, such as messaging, visiting a website or making a purchase.
5. Do ads guarantee sales?
No. You need to test, measure and improve your advertising.
YOUR GOAL FOR MODULE 1
By the end of this module, you should understand one simple idea:
Facebook and Instagram advertising is about putting the right offer in front of the right people and encouraging them to take the right action.
Once you understand that, you're ready to start setting up the tools you'll use to run your first advert.
NEXT MODULE
MODULE 2 — SETTING UP YOUR META ACCOUNTS
In the next module, we'll prepare your Facebook Page, Instagram account and Meta advertising tools so you can start creating real campaigns.
MODULE 2 — SETTING UP YOUR META ACCOUNTS
What You Will Learn
Before you can run Facebook and Instagram ads, you need to prepare your accounts.
In this module, we'll set up the basic things you need:
Facebook account
Facebook Page
Instagram account
Meta Business tools
Ads Manager
Don't worry if some of these names sound complicated.
We'll explain each one simply.
LESSON 1 — YOUR FACEBOOK ACCOUNT
Your personal Facebook account is used to access Meta's business and advertising tools.
You don't need to use your personal profile as your business page.
Think of it this way:
Your Facebook account → gives you access to your business tools.
Your Facebook Page → represents your business.
What you need to do
If you already have a Facebook account:
Use your existing account.
If you don't have one:
Create a Facebook account first.
Make sure the information on your account is accurate and that you can access the email or phone number connected to it.
LESSON 2 — CREATE A FACEBOOK PAGE
A Facebook Page is the public profile for your business.
For example:
Berlain Wolf Tech
could have a Facebook Page where customers can:
Learn about the business
See posts
Contact the business
Visit the website
Send messages
Creating your Page
Look for the option to create a Page on Facebook.
You'll be asked for information such as:
Page Name
Example:
Noble Fashion
Category
Choose the category that best describes the business.
Examples:
Clothing Store
Restaurant
Marketing Agency
Real Estate Company
Education
Beauty Salon
Description
Write a short description explaining what the business does.
Example
Noble Fashion provides quality men's and women's clothing in Port Harcourt.
LESSON 3 — COMPLETE YOUR FACEBOOK PAGE
After creating the Page, add the important information.
Add:
Business name
Profile picture or logo
Cover image
Description
Phone number
WhatsApp
Website
Location
Business hours
You don't have to make the Page perfect yet.
The important thing is to make sure the information is correct and professional.
LESSON 4 — CREATE OR PREPARE YOUR INSTAGRAM ACCOUNT
If the business doesn't already have Instagram, create an account.
Use the business name where possible.
For example:
@noblefashion
If the exact username isn't available, choose something simple and related to the business.
Example:
@noblefashionph
or
@noblefashion_ng
Try to keep the username easy to remember.
LESSON 5 — CHANGE TO A PROFESSIONAL INSTAGRAM ACCOUNT
For business advertising, it's useful to have a professional Instagram account.
Instagram provides professional account options designed for businesses and creators.
Follow Instagram's current setup instructions to switch your account to a Professional/Business account where appropriate.
This gives you access to useful business features and insights.
LESSON 6 — CONNECT FACEBOOK AND INSTAGRAM
Connecting your Facebook Page and Instagram account makes managing your business easier.
It also allows Meta to use the connected accounts when creating and managing advertising campaigns.
What you want:
Facebook Page
↕
Instagram Account
Both should represent the same business.
For example:
Facebook: Noble Fashion
Instagram: @noblefashion
LESSON 7 — UNDERSTANDING META BUSINESS TOOLS
Now let's talk about the tools you'll use.
Meta has several business tools.
The names and layout can change over time, but the basic idea remains the same.
Meta Business Suite
This is where you can manage things such as:
Facebook
Instagram
Messages
Posts
Basic business activity
Insights
Think of it as your business control center.
LESSON 8 — UNDERSTANDING ADS MANAGER
Ads Manager is where you'll create and manage your advertisements.
This is where you will eventually:
Create campaigns
Choose objectives
Select audiences
Set budgets
Create adverts
Launch campaigns
Check results
Think of Ads Manager as the place where you control your advertising.
You don't need to understand everything inside it yet.
We'll learn it step by step in the next modules.
LESSON 9 — ADD A PAYMENT METHOD
Before you can run a paid advert, Meta needs a way to charge you for your advertising spend.
Depending on your account and country, Meta may provide different payment options.
Go into your Meta advertising/payment settings and check which options are available to you.
Important
Make sure:
Your payment information is correct
Your payment method is active
You understand your advertising budget
You don't add more money than you can afford to spend
Never give your payment information to another person simply because they claim they can "activate" your ads account.
LESSON 10 — KEEP YOUR ACCOUNT SECURE
Your advertising account is connected to your money and business.
Protect it.
Use:
A strong password
Two-factor authentication
A secure email address
A secure phone number
Never share your Facebook password or verification codes with someone you don't trust.
If you work with a freelancer or employee, use Meta's available business permissions rather than giving them your personal login details.
MODULE 2 PRACTICAL TASK
Now prepare your accounts.
Create or access your Facebook account
Create your Facebook Page
Add your business name
Add your logo
Add your description
Add your contact information
Create or access your Instagram account
Switch to a professional account if appropriate
Add your business name
Add your profile picture
Add your bio
Add your contact information
Connect
Connect your Facebook Page and Instagram account
Access Meta Business Suite
Find Ads Manager
Check your payment options
Secure your accounts with two-factor authentication
MODULE 2 CHECKPOINT
Before moving on, you should understand:
Facebook Account
Your personal account gives you access to Meta's tools.
Facebook Page
Your Page represents your business publicly.
Your Instagram account represents your business on Instagram.
Meta Business Suite
Used to manage your business activities across Facebook and Instagram.
Ads Manager
Used to create and manage your advertising campaigns.
YOUR GOAL FOR MODULE 2
By the end of this module, you should have your basic Meta setup ready.
You don't need to know how to create an advert yet.
For now, your goal is simply:
Get your accounts ready → Connect your business → Find Ads Manager → Prepare for advertising.
NEXT MODULE
MODULE 3 — UNDERSTANDING META ADS
Next, we'll open Ads Manager and explain the three most important parts of every campaign:
Campaign → Ad Set → Ad
Once you understand these three things, Meta Ads will become much easier to understand.
MODULE 3 — UNDERSTANDING META ADS
What You Will Learn
When you first open Meta Ads Manager, it can look confusing.
You may see terms like:
Campaign
Ad Set
Ad
Objective
Audience
Placement
Budget
Don't worry.
In this module, we'll break everything down into simple terms.
The most important thing to remember is:
CAMPAIGN → AD SET → AD
These are the three main levels of a Meta advertising campaign.
LESSON 1 — WHAT IS A CAMPAIGN?
A campaign is the main container for your advertising.
At the campaign level, you tell Meta:
"What am I trying to achieve?"
For example, you might want:
More WhatsApp messages
More website visits
More leads
More sales
More engagement
Example
Imagine you sell shoes.
Your campaign could be:
Men's Shoes — WhatsApp Campaign
The main goal is to get people to contact you on WhatsApp.
LESSON 2 — WHAT IS AN AD SET?
The Ad Set is where you decide who should see your advert and how much you want to spend.
This is where you usually work with things like:
Audience
Location
Age
Gender
Budget
Schedule
Placements
Example
You are selling men's shoes in Port Harcourt.
Your Ad Set might target:
Location: Port Harcourt
Age: 21–45
Gender: Men
Budget: ₦5,000 per day
The campaign says:
"I want WhatsApp messages."
The Ad Set says:
"Show the advert to these people and spend this amount."
LESSON 3 — WHAT IS AN AD?
The Ad is what people actually see.
This is your:
Image
Video
Headline
Main text
Call-to-action
Link or destination
Example
Your advert could show a picture of your shoes.
The text might say:
New Men's Sneakers Available
Premium sneakers available in different sizes. Delivery available.
Chat with us on WhatsApp to order.
Then the customer sees your advert on Facebook or Instagram.
LESSON 4 — UNDERSTANDING THE THREE LEVELS
Let's put everything together.
Imagine you're advertising a restaurant.
CAMPAIGN
Goal: Get WhatsApp Messages
↓
AD SET
Location: Port Harcourt
Age: 18–45
Budget: ₦5,000/day
↓
AD
Image: Picture of food
Text: "Hungry? Order your favourite meals today."
Button: Send WhatsApp Message
That's it.
Think of it like this:
Campaign = WHAT do I want?
Ad Set = WHO should see it and HOW should I spend?
Ad = WHAT will they see?
LESSON 5 — WHAT IS AN OBJECTIVE?
An objective is the result you want from your campaign.
When you create a campaign, Meta asks you what you want to achieve.
For example:
Awareness
You want more people to know about your business.
Traffic
You want people to visit somewhere, such as your website.
Engagement
You want people to interact with your content.
Leads
You want people to provide their information or become potential customers.
Sales
You want to encourage purchases or conversions.
Meta's available objectives and interface can change, so always use the options currently shown inside your Ads Manager.
LESSON 6 — CHOOSE YOUR OBJECTIVE BASED ON YOUR GOAL
Don't choose an objective simply because it sounds good.
Choose the objective that matches what you actually want.
You want WhatsApp conversations?
Choose the objective/setup that is designed to generate messages or conversations, based on the options currently available in your account.
You want website visitors?
Choose Traffic when appropriate.
You want potential customers?
Choose Leads when appropriate.
You want purchases?
Choose Sales when appropriate.
The important thing is:
Your campaign objective should match the action you want people to take.
LESSON 7 — WHAT IS AN AUDIENCE?
Your audience is the group of people you want your advert to reach.
For example:
You sell women's clothing.
You might choose people based on:
Location: Lagos
Age: 20–45
Gender: Women
You can also use other targeting options when appropriate.
We'll learn audience targeting in much more detail in Module 5.
For now, just remember:
Audience = The people you want to reach.
LESSON 8 — WHAT ARE PLACEMENTS?
Placements are the places where your advert can appear.
Your advert may appear across Meta's platforms and surfaces, depending on the campaign and settings.
Examples can include:
Facebook Feed
Instagram Feed
Instagram Stories
Facebook Stories
Reels
Other Meta placements
Meta may recommend Advantage+ placements, which allow its system to distribute your advert across eligible placements.
Don't worry about choosing the perfect placement yet.
We'll discuss this later.
LESSON 9 — WHAT IS A BUDGET?
Your budget is how much money you're willing to spend on your campaign.
You may see options such as:
Daily Budget
How much you want to spend per day.
Example:
₦5,000 per day
Lifetime Budget
The total amount you want to spend during a set period.
Example:
₦50,000 over 10 days
Your available budget options can depend on the campaign setup.
LESSON 10 — WHAT IS A CALL-TO-ACTION?
A Call-to-Action, or CTA, tells people what you want them to do.
Examples include:
Shop Now
Learn More
Contact Us
Send Message
Book Now
Sign Up
Get Quote
Your CTA should match the goal of the advert.
Example
If you want WhatsApp messages:
Send Message
If you want people to buy:
Shop Now
If you want bookings:
Book Now
LESSON 11 — WHERE DOES THE CUSTOMER GO?
After someone clicks your advert, they need somewhere to go.
This is called your destination.
It could be:
The customer starts a conversation.
Website
The customer visits your website.
Product Page
The customer views a specific product.
Lead Form
The customer submits their information.
Other Destination
Depending on your campaign.
Always think about what happens after the click.
A good advert can still perform poorly if the customer is sent to a confusing page.
LESSON 12 — PUTTING EVERYTHING TOGETHER
Let's imagine you're advertising a website design service.
CAMPAIGN
Goal: Generate leads
↓
AD SET
Location: Nigeria
Age: 23–45
Audience: Business owners and potential customers
Budget: ₦5,000/day
↓
AD
Image: Professional website design
Text:
Does your business need a professional website?
Get a modern website designed for your business.
CTA: Learn More
Destination: Website or lead form
This is how the different parts work together.
MODULE 3 PRACTICAL TASK
Create a simple imaginary campaign.
You don't have to publish it yet.
Choose a product or service.
Campaign
What do you want?
Audience
Who do you want to reach?
Location
Budget
Advert
What will people see?
Call-to-Action
What do you want them to do?
Destination
Where will they go?
MODULE 3 CHECKPOINT
Make sure you understand these:
Campaign
What do I want to achieve?
Ad Set
Who should see it, where, when and how should I spend?
Ad
What will people actually see?
Audience
Who am I trying to reach?
Budget
How much am I willing to spend?
CTA
What do I want people to do?
Destination
Where should they go after clicking?
SIMPLE WAY TO REMEMBER IT
CAMPAIGN
WHAT DO I WANT?
↓
AD SET
WHO SHOULD SEE IT?
WHERE?
WHEN?
HOW MUCH?
↓
AD
WHAT WILL THEY SEE?
Once you understand these three levels, Meta Ads Manager becomes much easier to navigate.
NEXT MODULE
MODULE 4 — CREATING AN ADVERT
Next, we'll learn how to create the actual advert — including the offer, image, video, text, headline and call-to-action that your customers will see.
MODULE 4 — CREATING AN ADVERT
What You Will Learn
In this module, you will learn how to create the actual advert that people will see on Facebook and Instagram.
A good advert doesn't need to be complicated.
You mainly need:
A good offer
A good image or video
Simple words
A clear reason to act
A clear call-to-action
Think of your advert as a salesperson on your phone screen.
Its job is to get someone's attention, explain what you're offering, and encourage them to take the next step.
LESSON 1 — WHAT ARE YOU ADVERTISING?
Before creating an advert, decide exactly what you're promoting.
It could be:
A product
A service
A course
A website
An event
A special offer
Your business
Don't advertise everything at once.
Example
If you own a fashion business, instead of saying:
"We sell everything fashion-related."
You could advertise one specific product:
Premium Men's Sneakers — ₦35,000
This makes the advert easier to understand.
LESSON 2 — CREATE A GOOD OFFER
An offer is what you're giving the customer.
It doesn't always have to be a discount.
Your offer could be:
A product
A service
A special price
Free delivery
A free consultation
A bonus
A limited-time promotion
A package
Example
Instead of:
"We build websites."
Try:
Professional Business Website — ₦100,000
Or:
Get Your Business Website From ₦100,000
The second version gives the customer something specific to consider.
LESSON 3 — GET PEOPLE'S ATTENTION
People scroll quickly on Facebook and Instagram.
Your advert needs to make them stop for a moment.
You can do this with:
A strong headline
Does Your Business Need a Website?
An interesting image
Show the product or result.
A useful statement
Turn Your Instagram Business Into a Professional Online Brand.
A question
Still Taking All Your Orders Through WhatsApp?
The goal isn't to trick people.
The goal is to make the right person interested.
LESSON 4 — WRITE SIMPLE AD COPY
Your ad copy is the text that appears with your advert.
Don't make it unnecessarily complicated.
A simple structure is:
PROBLEM
What problem does the customer have?
SOLUTION
What are you offering?
BENEFIT
Why should they care?
ACTION
What should they do?
EXAMPLE
Problem
Finding it difficult to get customers online?
Solution
We create professional websites for businesses.
Benefit
Give your customers an easy way to learn about your business and contact you.
Action
Send us a message to get started.
That's a simple advert.
LESSON 5 — WRITE FOR THE CUSTOMER
Don't make the advert only about your business.
Focus on what the customer gets.
Instead of:
"We have been building websites for 10 years."
Try:
"Get a professional website that makes it easier for customers to find and contact your business."
The second statement focuses more on the customer's benefit.
LESSON 6 — USE A GOOD IMAGE
Your image is one of the first things people notice.
Your image should:
Be clear
Show what you're offering
Look professional
Be easy to understand
Match your advert
Example
If you're advertising shoes:
Show the shoes.
If you're advertising a restaurant:
Show the food.
If you're advertising website design:
Show examples of websites.
Don't use an unrelated image just because it looks attractive.
LESSON 7 — USING VIDEO
Video can also be used for advertising.
You don't need an expensive camera.
A simple phone video can work if the content is good.
Example
For a fashion business:
0–3 seconds: Show the clothing.
3–7 seconds: Show different designs.
7–10 seconds: Show the price or offer.
10–15 seconds: Tell viewers how to order.
Keep the video focused.
Don't try to explain everything.
LESSON 8 — CREATE A STRONG HEADLINE
The headline should quickly communicate the main idea.
Examples:
Professional Websites From ₦100,000
Get Your Dream Kitchen Today
Premium Sneakers Available Now
Book Your Home Cleaning Today
Learn How to Run Facebook Ads
Keep your headline simple.
The customer should understand what you're offering immediately.
LESSON 9 — USE A CLEAR CALL-TO-ACTION
Your advert needs to tell the customer what to do next.
Examples:
Send Us a Message
Shop Now
Book Now
Get a Quote
Learn More
Order Now
Example
If you're selling through WhatsApp:
Send us a WhatsApp message to order.
If you're selling through a website:
Click below to shop now.
LESSON 10 — CREATE DIFFERENT TYPES OF ADS
You don't always have to use the same format.
You can create:
IMAGE AD
One main image.
Good for simple products and services.
VIDEO AD
A short video showing the product, service or result.
CAROUSEL AD
Multiple images that people can swipe through.
Useful for:
Multiple products
Different services
Before-and-after images
Different features
Choose the format that makes sense for what you're advertising.
LESSON 11 — DON'T PUT EVERYTHING IN ONE AD
A common beginner mistake is trying to tell people everything.
For example, imagine you're advertising a restaurant.
You don't need to list:
Every meal
Every drink
Every location
Every staff member
Every service
Instead, focus on one message.
Example
Hungry? Try our freshly prepared meals today.
Then show the food.
Order Now
Simple.
LESSON 12 — YOUR AD SHOULD MATCH YOUR DESTINATION
This is very important.
If your advert says:
Order Now
but clicking the advert takes someone to a page where they can't order, that's a problem.
The advert and destination should match.
Example
Ad: Buy Men's Sneakers
↓
Destination: Product page where they can buy the sneakers.
Or:
Ad: Chat With Us
↓
Destination: WhatsApp.
Always think:
What happens after the customer clicks?
LESSON 13 — CREATE YOUR FIRST AD
Now let's create a simple advert.
Imagine you're advertising Berlain Wolf Tech website design.
Offer
Professional Business Website — ₦100,000
Main Text
Does your business need a professional website?
Get a modern, mobile-friendly website designed to help customers learn about your business and contact you easily.
Send us a message to get started.
Headline
Professional Website — ₦100,000
Call-to-Action
Send Message
Destination
That's a complete basic advert.
MODULE 4 PRACTICAL TASK
Choose a product or service and create your own advert.
Fill this out:
WHAT ARE YOU ADVERTISING?
WHAT IS THE OFFER?
WHAT PROBLEM DOES IT SOLVE?
WHAT IS THE MAIN BENEFIT?
WRITE YOUR AD TEXT
HEADLINE
CALL-TO-ACTION
DESTINATION
WhatsApp / Website / Lead Form / Other
CREATIVE
Image / Video / Carousel
MODULE 4 CHECKPOINT
Before moving on, ask yourself:
Can someone understand my advert in a few seconds?
Is the offer clear?
Does the image or video match the offer?
Have I explained why someone should care?
Is my call-to-action clear?
Does the destination match what I'm promising?
If the answer is yes, you have the basic structure of a good advert.
SIMPLE AD FORMULA
Remember:
ATTENTION
Get the person to stop scrolling.
↓
OFFER
Tell them what you're offering.
↓
BENEFIT
Explain why it matters.
↓
ACTION
Tell them what to do next.
This simple formula will be used throughout the rest of the course.
NEXT MODULE
MODULE 5 — FINDING THE RIGHT AUDIENCE
Next, you'll learn how to decide who should see your advert, including location, age, gender, interests and other targeting options.