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10 Sessions March 11 – April 24, 2025. See registration page for session times in your time zone. Presentation content will be recorded.
Learning approach:
- 7 of 10 sessions will be 2 hours in length, with time for individual campaign development during the session and participant breakouts for small-group discussion and application
- The other 3 sessions are 60-minute instructor-led small group feedback sessions to refine participant ad campaigns. (More of these may be scheduled in response to demand and number of registrants.)
- 4 assignments throughout the course will advance your organization’s ad approach and will receive individual feedback from an instructor. You will be able to choose the assignment appropriate to your level of beginner or intermediate.
- By the end of the apprenticeship, you will have successfully set up and run a real ad campaign and will receive feedback on your results.
- It is strongly encouraged that participants get verified by Meta to run social/political ads before program start.
Session 1 – Orientation and Setup for Beginners
- A walk through Ads Manager
- Understanding pixels
- Getting verified
- Tracking results and metrics setup
Session 2 – Getting set up problem-solving
- Troubleshooting with an instructor in small groups
Session 3 – Strategy, Landing Pages, Call-to-Action
- Intermediate-level participants join in
- Apprenticeship overview
- How to use online ads to achieve your goals in issue, community, union and electoral organizing
- Choosing calls to action to meet your campaign goals
- How ads can drive real action to build power
- Planning the follow-up flow for your campaign
- Topics include: Landing pages; lead generation; events; donations; petitions; lead follow-up via Messenger, broadcast and peer-to-peer text; and more; how to navigate restrictions on political and social issues ads
- Assignment 1: ad campaign strategy
Session 4 – Metrics, Source Tracking and Online to Offline Organizing
- How to measure impact and what are “above” and “below” average results
- How to track what we need to optimize our return on investment
- How to use online ads for lead generation in worker and community organizing
- How Ad Manager connects to other messaging, community-building, and outreach tools we use
- How can online ads and online conversations drive home visits, phone calls, or workers coming to my events
- A continuation of Session 3, including discussion of strategy assignments
Session 5 – Targeting
- How to set up ad targeting effectively, especially for specific geographies and hard-to-reach populations
- Choosing the right targeting for your campaign strategy and call to action
- Targeting based on interests & demographics
- Re-targeting techniques including the range of custom audiences (and value-based lists), lookalike audiences
- Assignment 2: Develop your campaign’s metrics and targeting
Session 6 – Copy & Creative (text, images and video)
- Images, videos, headlines, and copy that grab attention and drive action
- Current trends and best practice tips
Session 7 – Testing and Optimisation
- How to test and improve ad campaigns
- How to troubleshoot when a campaign isn’t performing well
- How to track what’s working
- Message testing approaches and metrics appropriate for even small and medium ad campaigns
- Assignment 3 – draft copy & creative; advanced participants assignment 3 includes A/B testing
Session 8 – Assignment feedback session
Each participant will create ad visuals, text, and targeting for a campaign run via Ad Manager before the session. Instructors will review in advance and walk through examples and feedback, offering suggestions to improve the targeting and creative of the campaigns. Each participant will then launch the campaign and be ready to review results and get recommendations for optimization in Session 10.
Session 9 – Ads Beyond Meta
- When to consider other social channels (e.g. especially LinkedIn and YouTube)
- Comparing ads on the Google vs. Meta platforms
- Discussion and review of last session’s assignment
Session 10 – Assignment feedback session
After launching the campaign previously reviewed with the instructor, participants will complete an assignment reviewing results. Instructor will review in advance and walk through examples and feedback in small group critiques, suggesting potential changes to the campaign based on the metrics from the first round.
Schedule
Session # | Asia-Pacific, Africa, Europe, MENA cohort time [see time in your timezone] 1 – 3 pm Kenya (EAT). Ideal for participants in Africa, Europe, MENA day or Asia, Pacific evening. | Americas cohort time [see time in your timezone] 1-3pm New York (ET). Ideal for participants in the Americas or Europe evening. |
1 | Tuesday, March 11, 2025 | Thursday, March 13, 2025 |
2 | Wednesday, March 12 | Friday, March 14 |
3 | Tuesday, March 18, 2025 | Thursday, March 20, 2025 |
4 | Tuesday, March 25, 2025 | Thursday, March 27, 2025 |
5 | Tuesday, April 1, 2025 | Thursday, April 3, 2025 |
6 | Tuesday, April 8, 2025 | Thursday, April 10, 2025 |
7 | Tuesday, April 15, 2025 | Thursday, April 17, 2025 |
8 | Wed, April 16, 2025 | Friday, April 18, 2025 |
9 | Monday, April 21, 2025 | Thursday, April 24, 2024 |
10 | Tuesday, April 29, 2025 | Thursday, May 1, 2025 |
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