Tried to learn paid social before? Don't worry — this course is different.


    We’ll break down the core components of successful media planning first, then we’ll dive into the nuances of planning across social channels. If you don't understand the basics of building a successful digital media sales funnel, social platform-specific nuances are just distraction.


    This course will focus on planning and managing Facebook and Instagram campaigns since these are the most commonly used social ad platforms and we've found that by limiting our focus to these two, the strategy is much easier to explain and retain. But don't worry, if you learn to plan across Facebook and Instagram, you'll find planning across any social platform to be quite similar.


    Social advertising strategy is actually pretty straight forward (unless you try to fill each sentence with tons of unnecessary jargon). We'll stick to words we all know and take the time to explain any industry insider language you truly need to know.


    We love to learn big with small budgets. That’s perfect for entrepreneurs, but it's also perfect for digital media professionals who are eager to learn with real, live campaigns. Ask your boss for $50 a month. That’s all you need to learn.

Course Curriculum

  • 2

    Module 2: Social Ads, Simplified

    • Lesson 1 : Social Ad Strategy: Simplified

  • 3

    Module 3: What Drives a Profitable Social Ad Campaign?

    • Lesson 1: It’s All About Alignment

    • Lesson 2: The Simple Campaign Setup We Use to Drive Most Small Business Campaigns

  • 4

    Module 4: Campaign Goals: Let’s Get Real

  • 5

    Module 5: Budget! Answering the (Way Less than a) Million Dollar Question

    • Lesson 1: Budgets Simplified

    • Lesson 2: Scaling Your Results

  • 6

    Module 6: Social Platform Mix: How to Pick the Platforms That Are Best for Your Goal(s) and Your Audience(s)

    • Lesson 1: Understanding the Social Ad Landscape

    • Lesson 2: Picking the Right Platform Mix for Your Goal(s) and Your Audience(s)

  • 7

    Module 7: Social Ad Targeting: How to Build Audiences for Each Part of Your Funnel

    • Lesson 1: Social Targeting Simplified: Here are the 3 Audience Types You Need to Know/Understand

    • Lesson 2: Persona Targeting 101

    • Lesson 3: Custom Audiences 101

    • Lesson 4: Lookalike Audiences 101

    • Lesson 5: How Audiences Do/Don’t Work Together

    • Demo: Let’s Build an Audience in Ads Manager

  • 8

    Module 8: Social Ad Creative: What Matters, What Doesn’t + A Simplified Approach to Testing & Learning

    • Lesson 1: Social Ad Creative

    • Lesson 2: A Simplified Approach to Testing & Learning

    • Lesson 4: Finding Inspiration from Facebook’s Ad Library

  • 9

    Module 9: Campaign Performance Monitoring/Reporting

    • Lesson 1: Attribution: What Is It and What Do You Need to Know

    • Lesson 2: Key Performance Checkpoints

    • Lesson 3: Proxy Metrics: What Are They (+How Can They Help?)

  • 10

    Module 10: Campaign Optimizations: How They Work + Common Pitfalls

    • Lesson 1: Optimization: Everyone's Favorite Word

  • 11

    Module 11: Navigating Facebook’s Business Manager/Ads Manager

    • Lesson 1: Guided Tour of Facebook’s Business Manager

    • Lesson 2: Guided Tour of Facebook’s Ads Manager

  • 12

    Module 12: Test & Learn

    • Lesson 1: A Blueprint for a Test & Learn Campaign

  • 13

    Module 13: Keep Going! Free Online Resources to Keep Building Your Social Ad Strategy Knowledge

    • Lesson 1: More Resources!

  • 14

    Module 14: Templates!

    • Download: Social Ad Planning + Performance Tracking Templates

But wait, there's more.

You'll also get access to all of the campaign planning and reporting templates we use to manage our paid social clients' campaigns.

  • Social Advertising Media Plan Template

  • Social Audience Library Template

  • Social Ad Creative Assets Planning/Tracking Template

  • Social Advertising Live Campaign Tracker Template

Meet Your Course Instructor

Founder, Good Help, Co.

Jenny McCoy

Hi, I'm Jenny! After more than a decade in digital strategy leadership roles for brands like IFC and MTV, I founded my digital marketing consultancy, Good Help, Co. in 2017 where I've planned and managed +$20 million in social ad campaign spends. I quickly realized that my clients didn't just want me to build their social advertising strategies, they wanted to learn the strategy themselves. Dozens of corporate training sessions and +500 webinar attendees later, I decided to make this material more accessible by creating this online course. The approach taught in this course has been tried and tested with big brands and small businesses alike — and it works!

See What Our Students and Clients Say

  • Emma, Social Advertising Strategy 101 Webinar Attendee

    "Thank you, Jenny, for taking the time to put this together. I have been learning social ads for the past three months and you have put all the pieces together."

  • Krystal P., Social Advertising Strategy 101 Webinar Attendee

    "Jenny is an excellent and natural teacher. Even if you don’t work directly in media strategy, it’s still a great resource for being a better cross-functional partner to the media folks in your orbit."

  • Alina H., Social Advertising Strategy 101 Webinar Attendee

    "Thank you so much for presenting such a comprehensive workshop – it's the best I've ever come across, and I've been trying to learn more about paid social for at least a couple of years (all of my experience is in organic social)."

  • Rich S., Corporate Training Client Lead

    "Jenny went above and beyond to equip our team with the tools we needed for success and continues to be a highly valuable and respected resource long after the initial training!"

Frequently Asked Questions

  • Who is this course for?

    1. Entrepreneurs who want to understand how to build a digital sales funnel 2. Digital media professionals who want to learn a new skill 3. Anyone who wants to understand how social ads work!

  • What's included with this course?

    In addition to lifetime access to our instructional video library, you'll also get access to all of our most valuable resource materials, including media plan and reporting templates (with formulas populated for you).

  • What is the goal of this course?

    You can easily access tons of free video tutorials to show you HOW to create social ad campaigns, but this course walks you through the strategy that makes campaigns actually work. At the end of the course, you'll be given a blueprint to create your own Test & Learn social ad campaign, so you can quickly put your learnings to work.

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