本课程是 Facebook 社交媒体营销专业证书专项课程的一部分

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483 个评分

Anke Audenaert

14,314 人已注册

提供方

Facebook 社交媒体营销专业证书Facebook

课程信息

80,265 次近期查看

This course provides you with the skills to optimize your social media marketing efforts. Learn to evaluate and interpret the results of your advertising campaigns. Learn how to assess advertising effectiveness through lift studies and optimize your campaigns with split testing. Understand how advertising effectiveness is measured across platforms and devices, learn how to evaluate the ROI of your marketing, and master how to communicate your social media marketing results to others in the company.  
By the end of this course, you will be able to:
• Analyze dashboards and evaluate ROI from your social media marketing efforts
• Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models
• Implement an A/B test to optimize your campaign
• Present and communicate the results of your campaign to a team

This course is for people who want to learn how to analyze their campaign marketing results, optimize their campaigns, and effectively communicate findings to their teams. Learners don't need marketing experience but should have basic internet navigation skills and be eager to participate and connect on social media. Having a Facebook or Instagram account helps, and ideally, learners have already completed the four previous courses in this program.

This course will be followed by the Facebook Social Media Marketing Capstone course, the final course of this certification, in which learners will take the Digital Marketing Associate Certification Exam and complete a Capstone project to receive their Facebook Social Media Marketing Professional Certificate.

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第 5 门课程（共 6 门）

Facebook 社交媒体营销

初级

Learners don't need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media.

完成时间大约为8 小时

英语（English）

字幕：英语（English）, 西班牙语（Spanish）, 巴西葡萄牙语, 阿拉伯语（Arabic）

您将学到的内容有

Understand different techniques used to optimize marketing campaigns, such as attribution and marketing mix models

Implement an A/B test to optimize your campaign

Analyze dashboards and evaluate the ROI from your social media marketing efforts

Present and communicate the results of your campaign to a team

您将获得的技能

Marketing OptimizationDigital MarketingDigital AnalyticsMarketing StrategyCommunication

可灵活调整截止日期

根据您的日程表重置截止日期。

可分享的证书

完成后获得证书

100% 在线

立即开始，按照自己的计划学习。

第 5 门课程（共 6 门）

Facebook 社交媒体营销

初级

Learners don't need marketing experience, but they have basic internet navigation skills and are eager to participate and connect in social media.

完成时间大约为8 小时

英语（English）

字幕：英语（English）, 西班牙语（Spanish）, 巴西葡萄牙语, 阿拉伯语（Arabic）

讲师

授课教师评分

4.89/5 （169 个评分）

Anke Audenaert

CEO & Co-Founder Aptly, Adj. Professor, UCLA Anderson School of Management

162,207 个学生

16 门课程

提供方

Facebook

Facebook builds technologies that help people connect with friends and family, find communities, and grow businesses. On successful completion of the Facebook Social Media Marketing Certificate, you'll instantly have a personal portfolio of work to showcase your talents to prospective digital marketing employers.

教学大纲 - 您将从这门课程中学到什么

内容评分98%（2,275 个评分）

周

周 1

完成时间为 4 小时

Evaluate Your Marketing Results Against Goals

This week you’ll learn all about how to align metrics with your marketing goals and data analysis techniques. You’ll gain an understanding of common terms, such as return on investment and lifetime value, and learn how to calculate them.

完成时间为 4 小时

14 个视频（总计 80 分钟）, 7 个阅读材料, 4 个测验

14 个视频

Introduction to the Facebook Social Media Marketing Professional Certificate6分钟

Measure and Optimize Social Media Marketing Campaigns Course Introduction2分钟

Introduction to Anke Audenaert2分钟

Careers in Digital Marketing5分钟

Evaluate Your Marketing Results Against Goals Overview1分钟

Align metrics with common marketing goals8分钟

Data and Reports to Evaluate Performance7分钟

Understanding ROAS and ROI12分钟

Understanding Cost per Result10分钟

Understanding Customer Lifetime Value9分钟

ROAS and ROI Example4分钟

Cost per Result Example3分钟

Customer Lifetime Value Example4分钟

Evaluate Your Marketing Results Against Goals Conclusion1分钟

7 个阅读材料

Measure and Optimize Social Media Marketing Campaigns Course Syllabus10分钟

How to Be Successful in This Course10分钟

Professional Certificate Job Search Resources Overview10分钟

User Interface Note: Professional Certificate Content10分钟

Community Guidelines10分钟

Reporting in Facebook Ads Manager Overview10分钟

Terms and Formulas10分钟

4 个练习

ROAS & ROI Practice Quiz20分钟

Cost Per Result Practice Quiz10分钟

LTV Practice Quiz10分钟

Evaluate Your Marketing Results Against Goals Quiz20分钟

周

周 2

完成时间为 2 小时

Measure Your Advertising Effectiveness

In the second week, you’ll learn how to evaluate the success of your advertising campaigns. You’ll learn to evaluate campaign results reports and you’ll learn how lift studies can help you determine the impact of your campaign.

完成时间为 2 小时

7 个视频（总计 41 分钟）, 2 个阅读材料, 2 个测验

7 个视频

Measure Your Advertising Effectiveness Overview1分钟

What Are Experiments?4分钟

Using Experiments to Measure Advertising Effectiveness6分钟

Experiments to Measure Ad Effectiveness on Facebook12分钟

Creating a Brand Survey Test and a Holdout Test8分钟

Interpreting the Results of Brand Surveys and Holdout Tests5分钟

Measure Your Advertising Effectiveness Conclusion1分钟

2 个阅读材料

Understanding the Facebook Pixel, SDK and Offline Conversions10分钟

Data and Privacy in Online Advertising10分钟

2 个练习

Introduction to Advertising Effectiveness Measurements Practice Quiz10分钟

Measure Your Advertising Effectiveness Quiz20分钟

周

周 3

完成时间为 2 小时

Optimize Your Ad Campaigns

In the third week, you’ll learn to optimize advertising using A/B testing and you’ll learn how attribution can help you to evaluate and optimize your advertising strategy across different platforms.

完成时间为 2 小时

7 个视频（总计 49 分钟）, 1 个阅读材料, 2 个测验

7 个视频

Optimize Your Ad Campaigns with A/B Testing Overview8分钟

Set Up an A/B Test7分钟

Interpret Results of an A/B Test4分钟

Measuring Across Channels with Media Mix Models6分钟

Measuring Across Channels with Attribution14分钟

Challenges When Measuring Across Channels6分钟

Optimize Your Ad Campaigns Conclusion1分钟

1 个阅读材料

Summary of Attribution Models 10分钟

2 个练习

Optimize within a Campaign with A/B Testing Practice Quiz10分钟

Optimize Your Ad Campaigns Quiz20分钟

周

周 4

完成时间为 1 小时

Communicate Your Marketing Results

This week, you’ll learn how to tell the full story of your campaign and communicate its results to a larger audience in an effective presentation. You’ll learn how to tell a clear story with data and focus on the insights that will help determine the next steps in your marketing efforts.

完成时间为 1 小时

7 个视频（总计 49 分钟）, 1 个阅读材料, 2 个测验

7 个视频

Presenting Your Campaign Results10分钟

Presenting Your Campaign Results (Applied)7分钟

Telling a Clear Story With Data6分钟

Communicating in a Presentation9分钟

Example: MFreshFlowers12分钟

Communicate Your Marketing Results Conclusion1分钟

Congratulations!1分钟

1 个阅读材料

Template for a Presentation10分钟

2 个练习

Telling Your Full Campaign Story Practice Quiz10分钟

Communicate Your Marketing Results Quiz20分钟

审阅

4.9

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来自MEASURE AND OPTIMIZE SOCIAL MEDIA MARKETING CAMPAIGNS的热门评论

由 RR 提供Jan 28, 2021

An extremely important course on the art of measuring and optimizing social media marketing campaigns along with super tips on presentation do's and don'ts! UNMISSABLE for social media marketers!

由 SE 提供Dec 27, 2020

This course was the most challenging of them all. There were a lot of math word problems in the first module and math was never a strong point for me in college. Overall, very informative course.

由 NM 提供Mar 14, 2021

Anke Audenaert is an excellent instructor, always well prepared to break down all concepts into simple, memorable and easy to understand blocks of a bigger and interesting story.

由 ZZ 提供Jun 20, 2021

Very, very good course. I learned so much which can I apply in my future plans to increase my outcome and also it gave me a lot of information which will help me in my campaigns.

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关于 Facebook 社交媒体营销专业证书

Whether you’ve been tinkering with social media platforms for your business already or are completely new to the field of digital marketing, you’ve come to the right place. This six-course program, developed by digital marketing experts at Aptly together with Facebook marketers, includes an industry-relevant curriculum designed to prepare you for an entry-level role in social media marketing.

After an introduction to digital marketing and major social media platforms, you’ll learn to establish an online presence, create posts, build a following, and manage your social media accounts. You’ll develop skills in creating and managing advertising campaigns in social media and learn to evaluate the results of your marketing efforts. Upon successful completion of the program, you’ll earn both the Coursera and the Facebook Digital Marketing Associate Certification, proving your skills in social media marketing and in the use of Facebook Ads Manager. Once you earn your Facebook Certification, you’ll get exclusive access to the new Facebook Certification Career Network. A job search platform that connects Facebook Certified professionals with 60+ top employers who have committed to sourcing talent through its certification programs. We’ll provide you with the link once you’ve completed all the courses and passed the exam. This specialization is also offered in Arabic, Portuguese, and Spanish.

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讲座和作业的访问权限取决于您的注册类型。如果您以旁听模式参加课程，则可以免费查看大多数课程资料。要访问评分作业并获得证书，您需要在旁听期间或之后购买证书体验。如果看不到旁听选项：
课程可能不提供旁听选项。您可以尝试免费试用，也可以申请助学金。
课程可能会改为提供'完整课程，没有证书'。通过此选项，您可以查看所有课程材料、提交所要求的作业，以及获得最终成绩。这也意味着您将无法购买证书体验。
我订阅此证书后会得到什么？
您注册课程后，将有权访问证书中的所有课程，并且会在完成作业后获得证书。您的电子证书将添加到您的成就页中，您可以通过该页打印证书或将其添加到您的领英档案中。如果您只想阅读和查看课程内容，可以免费旁听课程。

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Measure and Optimize Social Media Marketing Campaigns