Module Topics / Sub-topics Skills / Outcomes

Module 1: Foundations of Paid Social Media• What is paid social media & its role vs organic
•⁠ ⁠Ad platforms overview (Facebook/Instagram, LinkedIn, Twitter/X, TikTok, Snapchat, YouTube etc.)
•⁠ ⁠Key ad metrics (CPC, CPM, CPA, CTR, ROAS) & basic budgeting
•⁠ ⁠Legal/ethical considerations, policies Trainees will understand what paid social is, why it’s used, and how to choose platforms & set budgets.

Module 2: Market & Audience Research for Ads

• Understanding buyer personas & customer journeys
•⁠ ⁠Audience targeting options (demographics, interests, behaviors, custom, lookalike)
•⁠ ⁠Competitor ad research & benchmarking
•⁠ ⁠Using insights from analytics / platform data Learners can define precise target audiences and learn what competitors are doing; better ad targeting.

Module 3: Ad Creative & Copywriting

• Ad types & formats per platform (single image, carousel, video, story, reel, collection etc.)
•⁠ ⁠Visual design principles (branding, design rules, thumbnails etc.)
•⁠ ⁠Writing effective copy: headlines, CTAs, offers
•⁠ ⁠Designing for mobile-first; A/B testing creatives Learners will be able to produce engaging ad content that resonates; test variants to improve performance.

Module 4: Setting Up & Running Campaigns

• Setting campaign goals (brand awareness, traffic, leads, sales etc.)
•⁠ ⁠Budgeting & bidding strategies (manual, automatic, bid caps)
•⁠ ⁠Ad setup walkthrough per platform (Facebook Ads Manager, TikTok Ads, LinkedIn etc.)
•⁠ ⁠Using pixels / tracking codes / UTM parameters for attribution and tracking Learners will be able to launch and manage paid media campaigns across key platforms.

Module 5: Optimization, Scaling & Retargeting

• How to monitor and interpret ad metrics (CPL, CPA, ROAS etc.)
•⁠ ⁠Use of retargeting / remarketing strategies (website visitors, ad engagers etc.)
•⁠ ⁠Scaling budgets & audiences while maintaining ROAS
•⁠ ⁠A/B test variants (creative, headlines, audiences)
•⁠ ⁠Managing ad fatigue & creative refresh Trainees can optimize live campaigns to get better performance; avoid wasted ad spend.

Module 6: Analytics & Reporting • Platform insights (FB/IG, LinkedIn, TikTok, etc.)

•⁠ ⁠Google Analytics integration & cross-platform behavior tracking
•⁠ ⁠Building reports & dashboards
•⁠ ⁠Interpreting metrics & giving actionable insights
•⁠ ⁠Return on Ad Spend / Return on Investment calculation Participants will be able to measure campaign success, report accurately, and make data-driven decisions.

Module 7: Advanced Techniques & Trends • Lookalike audiences, custom audiences, audience segmentation

•⁠ ⁠Dynamic creative & automated creative optimization
•⁠ ⁠Video advertising & short-form content strategies
•⁠ ⁠Ad placement strategies & budget allocation
•⁠ ⁠Emerging platforms & ad types (shop-ads, live commerce etc.)
•⁠ ⁠Using AI / tools for prediction, creative, or bidding (where allowed) Learners can apply newer / more complex tactics to stay ahead; use tools to improve efficiency.

Module 8: Projects / Workshops • Real / mock campaign from scratch: planning, audience, setting budget, creating creative

•⁠ ⁠Live optimization & performance tweaking
•⁠ ⁠Troubleshooting common ad issues (disapproval, low CTR, high cost)
•⁠ ⁠Peer review or mentor feedback
•⁠ ⁠Preparing campaign proposals & justifying budget Learners build practical experience; will have portfolio / proof of work.

Module 9: Certification & Career / Business Application • Overview of certifications (Meta Blueprint, Google Ads, etc.)

•⁠ ⁠Pricing your services (if freelance / agency)
•⁠ ⁠Legal, policy & compliance (platform policies, data privacy)
•⁠ ⁠Scaling up: team, budgets, cross-channel / omnichannel integration
•⁠ ⁠Client pitches & case studies Participants are ready to work professionally (in-house / agency / freelance), or use paid ads to grow a business.