Paid Social For the Win: Facebook + Instagram Advertising | May 25

Facebook is a juggernaut with over 2.27 billion monthly active users and Instagram now has over 1 billion monthly active users. In this workshop you will get insights and practical lessons from the field, you’ll learn how to make the most of the Facebook advertising ecosystem (Facebook, Instagram, Messenger, Whatsapp, Audience Network) in this fast-paced, hands on class.

We’ll focus on highly specific hacks that will help you cut through the noise and acquire new users to grow your business. From the anatomy of a high-converting ad to optimization tips to suggested resources, you’ll come out of this workshop knowing a more clever and effective way to run Facebook ads.

General Assembly’s classes, workshops & events are for recreational purposes and are not regulated by the bureau of proprietary school supervision.

If this class is recorded, students will be sent the recording link within 7 days after class completion by email. Students are encouraged to download and save any shared materials (worksheets, deck if applicable) during class for later reference as they are not be shared by email.

• Learn the anatomy of a successful Facebook + Instagram ad campaign
• Learn how to set up a placement optimized campaign across the Facebook advertising ecosystem (Facebook, Instagram, Messenger, Whatsapp, Audience Network) to reach your audience where they are spending the most time.
• Understand bidding and how to set up A/B tests.
• Explore Custom Audiences and set up several of your own in your business account.
• Learn how to optimize your ads.
• Find out how to interpret key success metrics like CPA, CTR, and CVR to drive decision-making.
• Be able to keep your house in order when tracking and reporting results.

Set up Facebook Business Manager and make sure you have access to an Ad Account. - You will need access to a laptop or computer with a working webcam and microphone as well as a strong internet connection. - This class will occur completely online using Zoom. - Class setup information will be emailed to all students signed up around 24 hours before (and again an hour before) your class launches. - Each individual class participant must have purchased a ticket.

Melina Peterson is the founder of Cornerlight Digital—a social media advertising consultancy—where she helps both startups and global brands optimize their paid social strategy. She is also the creator of the lifestyle site 5thfloorwalkup.com, which has been featured in publications like Refinery29 and Apartment Therapy.

Prior to launching Cornerlight Digital, Melina was an Associate Director at SocialCode, managing the agency’s largest fashion + beauty clients such as Gap Inc., Estee Lauder Companies, Barneys New York and Tory Burch. Before SocialCode, Melina worked brand side at GUESS? Jeans, overseeing the global brand’s digital advertising and social media.

In addition to teaching courses at General Assembly, Melina works with startup accelerators and co-working spaces to help entrepreneurs navigate the digital space and better understand how they can leverage digital marketing to grow their business. She has international marketing experience, working with clients and partners in North America, Europe, and the Middle East.