Part B: Course Detail

Teaching Period: Term1 2024

Course Code: MKTG9337C

Course Title: Plan, manage and optimise paid social media advertising

School: 525T Business & Enterprise

Campus: City Campus

Program: C5425 - Diploma of Social Media Marketing

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Marina Garbuio

marina.cook@rmit.edu.au

Nominal Hours: 80

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

There are no pre-requisites for this unit.

Course Description

This unit describes the performance outcomes, skills and knowledge required to plan, manage and optimise paid social media advertising campaigns with the aim of achieving marketing objectives for an organisation.

It requires the ability to develop paid social media advertising strategies; to build paid social media advertising campaigns and to create effective social media advertisements.   It also requires the ability to optimise delivery of the paid social advertisements to maximise returns.

The unit applies to individuals who plan, manage and optimise paid social media advertising campaigns for an organisation. This includes business owners who manage their own marketing and advertising activities, and employees, freelancers and marketing consultants who manage paid social media advertising campaigns for an organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

NAT10904003 Plan, manage and optimise paid social media advertising

Element:

1. Develop a paid social media advertising strategy

Performance Criteria:

1.1 Evaluate benefits of paid social media advertising and limits of organic reach and apply findings to the strategy
1.2 Identify the goal and desired action for each audience/buyer stage in the social media advertising funnel and incorporate this in the strategy
1.3 Document the paid social media advertising strategy including social media platforms, audiences and budget
1.4 Include metrics to measure the financial return on paid social media advertising

Element:

2. Set up tracking code

Performance Criteria:

2.1 Identify the organisation's web assets to be tracked
2.2 Set up advertising account on a social media platform and source the tracking code
2.3 Install and test tracking code, and create a conversion event

Element:

3. Build paid social media advertising campaigns

Performance Criteria:

3.1 Compare the campaign structure of social media platforms and select the advertising platform to use
3.2 Select objective for each audience/buyer stage campaign in the paid social media advertising strategy
3.3 Assign advertising budget and select buying type
3.4 Create core, custom and lookalike audiences
3.5 Select placements for social media advertisements

Element:

4 Create effective social media advertisements

Performance Criteria:

4.1 Compare and select a social media advertising format
4.2 Develop the advertisement creative to meet the objectives in the paid social media advertising strategy
4.3 Write compelling advertising copy to maximise engagement and interactions
4.4 Implement A/B tests to compare advertisement variants and deliver the best results

Element:

5 Optimise advertisement delivery to maximise returns

Performance Criteria:

5.1 Organise timely community management of paid advertisements
5.2 Customise social media advertising platform dashboard to present relevant metrics
5.3 Compare data against target metrics to assess campaign performance
5.4 Measure return on advertising spend and cost-per metrics
5.5 Take corrective actions to help improve returns and optimise campaign delivery

Learning Outcomes



Details of Learning Activities

This unit describes the performance outcomes, skills and knowledge required to plan, manage and optimise paid social media advertising campaigns with the aim of achieving marketing objectives for an organisation.


Teaching Schedule

Week 10 22/4/2024

Module 1:

In this module, you will 

  • Learn what paid social media advertising is, and the opportunities it presents. 

  • Understand the difference between paid and organic social media marketing.

  • Know how to target your advertising to the different audience/buyer stages and customer types. 

  • Develop a paid social media marketing strategy. 

 Part of Assessment Task 1, Project
Week 11 29/4/2024

Module 2:

In this module, you will: 

  • Understand the difference between boosted posts and Facebook ads. 

  • Describe the benefits of Facebook advertising. 

  • Explain the advertising ​platform​s. 

  • Learn about the Facebook ads structure. 

  • Know how to design your Facebook campaigns based on the different ​audience/​buyer stages. 

 Part of Assessment Task 1, Project 1
Week 12 6/5/2024

Module 3:

In this module, you will 

  • Learn how a Facebook campaign is structured.

  • Understand the importance of selecting the correct objective at the Campaign level.

  • Identify and describe the three ways marketers can define and select their audience.

  • Identify the ad placement options and set the campaign’s budget and schedule.

  • Set up a Facebook ad.

  • Understand the importance of using inspiring, action-oriented images and media.

  • Create Facebook ad copy that is creative, pragmatic and strategic.

 Part of Assessment Task 1, Project 1
Week 13 13/5/2024

Module 4:

In this module, you will: 

  • Learn how to create, install, test and use the Facebook Pixel. 

  • Create standard events and custom conversions to measure conversions on your website or landing pages. 

  • Identify sources of data to measure Facebook campaign performance. 

  • Select a primary metric and cost-per metric for each audience/buyer stage. 

  • Customise the Ads Manager dashboard to show relevant metrics that matter to you. 

  • Calculate return on advertising spend (RoAS).

  • Troubleshoot performance of ads and take corrective action. 

  • Conduct A/B testing to increase results and decrease costs. 

 Assessment Task 1 Project 1 SUBMISSION
Week 14 20/5/2024

Module 5:

In this module, you will 

  • Understand why Instagram is a beneficial place to advertise. 

  • Know how to set up an Instagram business account and access resources. 

  • Understand the different ad placement and format options. 

  • Understand how to implement paid advertising campaigns on Instagram only. 

  • Learn how to promote an organic post and access Insights. 

 Part of Assessment Task 2, Project 2
Week 15 27/5/2024

Module 6:

In this module you will: 

  • Understand LinkedIn advertising. 

  • Identify the five paid advertising options available on LinkedIn. 

  • Learn the seven steps to creating LinkedIn paid ad campaigns, including ad creative. 

  • Learn how to optimise your ad campaigns and use split testing. 

  • Learn how to measure your LinkedIn ads.  

 Part of Assessment Task 2, Project 2
Week 16 3/6/2024

Module 7:

In this module you will: 

  • Explore the benefits of paid advertising on X. 

  • Learn about the different ad formats. 

  • Learn how to use Quick Promote.

  • Understand how X campaigns are structured. 

  • Know the steps for setting up a campaign and publishing it. 

  • Describe best practices for X ads. 

  • Understand how to measure and optimise your X ad campaigns. 

 

Module 8

In this module you will: 

  • Understand the benefits of advertising on YouTube. 

  • Learn about YouTube resources.

  • Learn about the different advertising formats on YouTube. 

  • Create a Google Ads account and link it to your YouTube account. 

  • Know how to create a video campaign. 

  • Understand the structure of Google Ads campaigns. 

  • Learn how to measure YouTube ad performance. 

 Part of Assessment Task 2, Project 2
Week 17 10/6/2024

Module 9

In this module you will: 

  • Understand the benefits of TikTok advertising.  
  • Learn about the different types of TikTok advertising options. 
  • Know how to create a TikTok advertising campaign in the TikTok Business Manager.

 

Module 10

In this module you will: 

  • Understand the benefits of integrating influencer marketing into your paid social media strategy. 

  • Learn about the different types of influencer marketing campaigns. 

  • Know the most strategically important social media channelplatforms for influencer marketing. 

  • Identify the social media channelplatforms which offer social shopping. 

  • Learn how to create Instagram Shopping and a Facebook Shop. 

 Assessment Task 2, Project 2 SUBMISSION
Week 18 17/6/2024

Resubmissions

 


Learning Resources

Prescribed Texts


References


Other Resources

Available on Canvas


Overview of Assessment

Performance Evidence

The learner must show evidence of the ability to complete tasks outlined in elements and performance criteria of this unit, manage tasks and manage contingencies in the context of the job role. There must be demonstrated evidence that the learner has completed the following tasks: • developed at least one paid social media advertising strategy • built at least one paid social media advertising campaign • created at least one social media advertisement

Knowledge Evidence

The learner must be able to demonstrate essential knowledge required to effectively do the task outlined in elements and performance criteria of this unit, manage the task and manage contingencies in the context of a marketing related work role.

This includes knowledge of: • benefits of paid social media advertising • limits of organic reach • social media advertising funnel • paid social media advertising metrics • web assets • tracking code • conversion events • advertising platform campaign structure • core, custom and lookalike audiences • advertisement creative and formats • A/B tests • community management • target metrics

Assessment Conditions

Assessment may be conducted in a real or simulated environment using procedures, information and resources typical of a workplace. There are no prescribed method/s of assessment for this unit of competency. Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing field of work and may include access to: • relevant workplace documentation and resources • case studies or simulated working environments • real situations.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment Task 1 requires you to demonstrate your skills and knowledge by developing a paid social media advertising campaign by developing a strategy, setting up an ad account, tracking web assets using pixels and creating and testing a custom conversion. 

 

Assessment Task 2 requires you to look at ad formats as well as campaign details, budgets and schedules. You will create a lookalike audience and conduct A/B testing as well as undertake community management and measuring and optimising performance.


Assessment Matrix

Available on Canvas

Other Information

None

Course Overview: Access Course Overview