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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/social-media-advertising-fundamentals
课程评论：没有评论
课程名称：社交媒体广告基础知识 概述：本课程深入探讨社交媒体上的付费广告。学习如何在Facebook和Instagram等平台上开始广告投放，开发有效的广告。了解如何通过撰写创意简报，与设计团队合作，捕捉广告活动的核心要素，并理解隐私政策对广告的影响。通过完成一个项目，您将撰写创意简报，并提供交付给设计团队的资产，最终创建您首个社交媒体广告。 学习目标： • 确定何时以及为何投资社交媒体的付费广告 • 理解社交媒体广告的构成及其与自然帖文的不同之处 • 评估在何种平台上开展社交媒体广告活动以及有效广告的要素 • 为社交媒体广告撰写引人注目的视觉效果和文案 • 学习如何通过创意简报有效协作 • 建立数据、基于数据的广告和隐私保护的基础理解 • 直接通过Facebook商业页面和Instagram商业账号构建广告 • 有效利用Instagram故事广告与客户连接 • 撰写创意简报并创建社交媒体广告 本课程面向希望学习如何在社交媒体上创建和管理广告的人。学习者无需具备市场营销经验，但需具备基本的互联网导航技能，并渴望参与和连接社交媒体。拥有Facebook或Instagram账户将是加分项，理想情况下，学习者应已完成该项目的第一课（社交媒体营销导论）和第二课（社交媒体管理）。 课程大纲： 第1部分：社交媒体广告简介 描述：在第一周，您将学习何时以及为何应该投资付费广告，以及构成付费社交媒体广告的五个要素。 第2部分：创建有效的社交媒体广告 描述：在第二周，您将学习如何独立或与团队一起创建有效的社交媒体广告。 第3部分：社交媒体上的数据、隐私与政策 描述：在这一周，您将了解什么是基于数据的广告、常见数据格式以及数据的收集方式，用户隐私如何得到保护，以及广告主必须遵守的规则。 第4部分：开始在Facebook和Instagram上投放广告 描述：这一周，您将学习如何从Facebook商业页面构建广告活动，以及如何从Instagram商业账户和Instagram故事中创建活动。 第5部分：为社交媒体广告创建创意简报 描述：在这一周，您将应用在本课程中学到的所有知识，撰写创意简报并基于此制作广告。
Part: 1
Title:Introduction to Social Media Advertising
Description:In week 1, you will learn why and when you should invest in paid advertising as well as the five components that make up a paid social media ad.
Part: 2
Title:Creating Effective Ads on Social Media
Description:In week 2, you will learn how to create an effective social media ad both independently and with either an external or internal team.
Part: 3
Title:Data, Privacy and Policies on Social Media
Description:This week you will learn what data-based advertising is, common data formats, and how data is collected. You will also learn about user privacy, how it is protected, and rules advertisers must adhere to.
Part: 4
Title:Getting Started with Advertising on Facebook and Instagram
Description:This week you will learn how to build an ad campaign from your Facebook Business Page and how to create a campaign from your Instagram Business Account and in your Instagram Stories.
Part: 5
Title:Create a Creative Brief for Your Social Media Ad
Description:This week you will be applying all that you have learned in this course by writing a creative brief and producing an ad based on it.
This course takes a deep dive into paid advertising on social media. Learn how to start advertising on platforms like Facebook and Instagram by developing effective ads. Learn how to work with design teams by capturing the essence of your ad campaign in a creative brief, and understand how privacy policies may affect your ads. Complete the course with a project where you will produce a creative brief with assets you would deliver to a design team for your ad campaign. You’ll also create your first social media ad. By the end of this course you will be able to: • Determine why and when to invest in paid advertising on social media • Understand the anatomy of a social media ad and how they differ from organic posts • Evaluate on which platforms to run social media ad campaigns and what makes an ad effective • Craft compelling and effective visuals and copy for social media ads • Learn how to collaborate effectively with others through creative briefs • Build foundational understanding for data, data-based advertising and privacy protection • Build an ad directly from your Facebook Business Page and your Instagram Business Account • Use Instagram Stories Ads effectively to connect with customers • Write a creative brief and create a social media ad This course is intended for people who want to learn how to create and manage ads on social media. Learners don't need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media. Having a Facebook or Instagram account helps and ideally learners have already completed course 1 (Introduction to Social Media Marketing) and 2 (Social Media Management) in this program.
