What you’ll learn
Browse lesson plan
Lesson 1 : Social Ad Strategy: Simplified
Lesson 1: It’s All About Alignment
Lesson 2: The Simple Campaign Setup We Use to Drive Most Small Business Campaigns
Lesson 1: Think Business First, Not Social
Lesson 2: Social Doesn't Have to Be the Hero
Lesson 3: You Can Only Have One Goal Per Campaign
Lesson 1: Budgets Simplified
Lesson 2: Scaling Your Results
Lesson 1: Understanding the Social Ad Landscape
Lesson 2: Picking the Right Platform Mix for Your Goal(s) and Your Audience(s)
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
Lesson 1: Social Ad Creative
Lesson 2: A Simplified Approach to Testing & Learning
Lesson 4: Finding Inspiration from Facebook’s Ad Library
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?)
Lesson 1: Optimization: Everyone's Favorite Word
Lesson 1: Guided Tour of Facebook’s Business Manager
Lesson 2: Guided Tour of Facebook’s Ads Manager
Lesson 1: A Blueprint for a Test & Learn Campaign
Lesson 1: More Resources!
Download: Social Ad Planning + Performance Tracking Templates
The only course you & your team need to understand paid social strategy.
Who will benefit?
Entrepreneurs
Managers and Executives
Marketing Professionals

Anyone
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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!
Nice words from our students:
FAQs
I teach paid social strategy through the lens of Facebook and Instagram, since these platforms are typically the primary focus of our clients' spends. The strategy principles you'll learn, though, are applicable to every social ad platform (LinkedIn, TikTok, Pinterest, Twitter).
Many other courses skip straight to tactical instruction with a focus on launching campaigns quickly and diving into platform nuances. This course is focused on teaching the core strategy you need to know to build profitable campaigns on any platform, first.
The course is video and audio recorded over slides. There are clear visuals, straight forward bullet points (no jargon) and step-by-step walkthroughs on everything from strategy to Ads Manager. You also get all of the custom planning templates I've built for my clients, including:
Social Advertising Media Plan (for creating a high-level strategy)
Test & Learn Paid Social Campaign Blueprint (you'll launch your first campaign with this)
Ad Creative Assets Planning Template (for organizing all ads needed for a campaign)
Live Campaign Tracker Template (makes monitoring performance and campaign pacing easy)
Building your first party data is now more important than ever. For many of our clients, growing email lists through social ads is a primary or secondary goal of our media spend. Email has long been one of the most valuable marketing channels and even prior to iOS updates, we have typically included email list growth as a key component of our e-commerce and B2B clients' funnels.
We recommend a minimum of $500 in media with a focus on upper/mid-funnel objectives. With this media spend, we can test multiple audiences, platforms, placements and creative — giving you a solid performance blueprint you can use to evaluate paid social's role in your funnel and build out a higher budget campaign.
Email me at jenny@goodhelp.co!