Paid Social
Campaign structures, pixels, audiences and creative testing across Meta, TikTok and LinkedIn ads.
6 lessons · about 1 hours
Read it instead
Boosting a post isn't a strategy. Module 16 is paid social, done like a practitioner.
Money buys reach, targeting and speed. It also buys expensive mistakes. This module is Ads Manager from the inside: structure, tracking, audiences, testing, and reading results well enough to stop the budget leaking.
Lesson 1 is organic versus paid, and when money should enter the picture. Lesson 2 is inside Ads Manager: campaigns, ad sets, objectives, and how TikTok and LinkedIn rearrange the same furniture. Lesson 3 is pixels and the Conversions API, with consent in mind. Lesson 4 is audiences: broad, custom and lookalike. Lesson 5 is creative testing, budgets and bidding. And lesson 6 reads results, from CPM to return on ad spend.
Take the video shapes Meta recommends for the feed and for Reels. They're on screen now, with the date we last checked them. Every spec in this module is verified weekly, so your creative fits the placement it's paying for.
By the end, you can build a campaign with the right structure, track what it caused, and read a results screen without being fooled by it.
6 lessons. About 60 minutes. Level 3, module 16. Start with Organic vs Paid: When Money Enters the Picture.
What’s inside
- 01Organic vs Paid: When Money Enters the Picture
What paid social buys you that organic cannot, when to start spending, and why boosting is not a strategy. · 9 min
- 02Inside Ads Manager: Campaigns, Ad Sets & Objectives
The three-level campaign structure, how objectives change delivery, and how TikTok and LinkedIn rearrange the same furniture. · 10 min
- 03Pixels, the Conversions API & Knowing What Worked
How conversion tracking actually works, why the pixel alone is no longer enough, and a setup checklist with consent in mind. · 10 min
- 04Audiences: Broad, Custom & Lookalike
The three audience families, when each earns its keep, and how retargeting ladders warm traffic toward purchase. · 9 min
- 05Creative Testing, Budgets & Bidding Basics
Test one variable at a time, feed winners, and understand the auction well enough to leave the bidding alone. · 10 min
- 06Reading Results: CPM to ROAS, and the Money-Wasters
The five metrics that matter, a worked funnel from spend to return, and the classic ways budgets get burned. · 11 min
