the_information_nexus/smma/ads_manager_plan.md

Google and Meta Ads Learning Plan

Phase 1: Foundation (Beginner Level)

Google Ads

1. Google Ads Fundamentals: Set up and grasp the foundational concepts of a Google Ads account.

   • Google Ads Search Certification
     • Key Takeaway: Understand search advertising basics, campaign creation, and targeting techniques.

2. Google Ads Display Basics: Learn about Display campaigns, formats, and targeting.

   • Google Ads Display Certification
     • Key Takeaway: Grasp display advertising essentials, design principles, and audience targeting.

Meta (Facebook) Ads

1. Meta Ads Fundamentals: Dive into the primary features of the Meta Ads platform.
   • Facebook Certified Digital Marketing Associate
     • Key Takeaway: Understand Meta Ads, campaign creation, and performance monitoring.

---

Phase 2: Intermediate Level

Google Ads

1. Video and YouTube Ads: Craft compelling video campaigns.

   • Google Ads Video Certification
     • Key Takeaway: Learn video advertising essentials, YouTube campaign creation, and optimization techniques.

2. Shopping Ads: Essential for e-commerce enthusiasts.

   • Google Ads Shopping Certification
     • Key Takeaway: Delve into e-commerce advertising, product listing ads, and merchant center functionalities.

Meta (Facebook) Ads

1. Media Buying and Planning: Efficient techniques for media buying and planning.
   • Facebook Certified Media Buying Professional
   • Facebook Certified Media Planning Professional
     • Key Takeaway: Understand ad buying types, bidding strategies, and optimizing for reach and frequency.

---

Phase 3: Advanced Level

Google Ads

1. Campaign Optimization: Refine your campaigns for optimal ROI.

   • Google Ads Optimization Score Guide
     • Key Takeaway: Evaluate campaign performance and discover optimization strategies and tools.

2. Automation and Scripts: Use automation for efficiency and advanced insights.

   • Google Ads Scripts
     • Key Takeaway: Basics of scripting, task automation, and custom report generation.

Meta (Facebook) Ads

1. Advanced Targeting: Use Custom and Lookalike Audiences for enhanced targeting.

   • Facebook Custom Audiences Guide
     • Key Takeaway: Create and refine custom audiences, utilize lookalikes for broader audience reach.

2. Creative Strategy and Optimization: Improve ad engagement with enhanced creatives.

   • Facebook Certified Creative Strategy Professional
     • Key Takeaway: Best practices for ad creatives, A/B testing techniques, and performance analytics.

---

Ongoing Learning

• Stay Updated:

  • Participate in online forums, official blogs, and webinars.
  • Analyze standout campaigns for inspiration.
  • Forums to check: Google Ads Community, Facebook Advertisers Group.

• Networking:

  • Connect with peers on platforms like LinkedIn and Twitter.
  • Join industry-specific groups on LinkedIn or Facebook.

• Hands-on Practice:

  • Set up and run experimental campaigns.
  • Practice A/B testing.
  • Obtain feedback on campaigns through trusted sources.

• Tools and Analytics:

  • Explore tools like Google Analytics, Data Studio, and Facebook Analytics.
  • Grasp the relevance of A/B testing tools for ad optimization.

• Feedback Mechanisms:

  • Monitor campaign performance using analytics tools.
  • Gain insights from peers or mentors.

Industry News

Staying informed with the latest trends and updates in digital advertising is paramount. The digital landscape is ever-evolving, and a successful advertiser adapts to these changes. Here's how you can keep up:

1. Trusted Digital Advertising News Websites:

• Search Engine Land: A daily publication that covers all facets of the digital marketing world.
• Marketing Land: Focuses on broader digital marketing, but with essential advertising insights.
• AdWeek: Centric to brand marketing and often features insightful case studies.
• Digiday: Offers a perspective from digital agencies, publishers, and platforms.
• ClickZ: In-depth analysis and commentary on digital marketing.

2. Newsletters:

Regular updates right to your mailbox can help you stay on top.

• Think with Google: Offers insights and trends directly from Google.
• Content Marketing Institute Newsletter: While it leans towards content, the intersection with advertising is frequent.
• Facebook Business News: Official updates from Meta's advertising platform.

3. Industry Conferences and Webinars:

• Google Marketing Live: Google's annual update on their advertising products.
• SMX (Search Marketing Expo): Major event for search marketers.
• AdWorld Conference: One of the most significant online advertising events.

4. Social Media and Industry Influencers:

• Gary Vaynerchuk: A leading voice in digital marketing.
• Larry Kim: Known for his insights on Google Ads and digital advertising.
• Jon Loomer: Expertise in Facebook (Meta) advertising.

5. Industry Reports:

• eMarketer: Comprehensive source for digital marketing data.
• Mary Meeker's Internet Trends: An in-depth annual report on internet trends.

6. Join Online Forums and Communities:

• r/advertising: A subreddit dedicated to advertising topics.
• Warrior Forum: Good for insights on affiliate marketing and advertising.

Tips for Effective News Consumption:

• Set Aside Regular 'Update' Time: Designate a time each week for industry news.
• Engage with Content: Share, comment, or write about your views.
• Curate with Tools: Use platforms like Feedly or Pocket to organize content.

---

Complementary Skills:

1. Marketing Principles:

• Books:
  • "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger.
  • "Influence: The Psychology of Persuasion" by Robert B. Cialdini.
  • "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath & Dan Heath.

2. Content Marketing:

• Courses:
  • HubSpot's Content Marketing Certification Course.
  • Coursera's Content Strategy for Professionals.
• Blogs:
  • CopyBlogger: A leading resource for content marketing advice.
  • Content Marketing Institute: Offers insights into content trends.

3. SEO (Search Engine Optimization):

• Courses:
  • Moz's Beginner Guide to SEO.
  • Udemy's Complete SEO Training.
• Tools:
  • SEMrush: Comprehensive SEO tool.
  • Ahrefs: Tool for backlink analysis and more.

4. Analytics:

• Courses:
  • Google Analytics Academy.
  • Udemy's Google Analytics Course.
• Tools:
  • Mixpanel: User analytics platform.
  • Hotjar: Provides heatmaps, user recordings, and feedback.

5. Marketing Automation:

• Courses:
  • Udemy's Marketing Automation & Email Marketing Course.
• Tools:
  • HubSpot: Inbound marketing and sales platform.
  • Mailchimp: Marketing automation platform and an email marketing service.

6. UX/UI Principles for Landing Pages:

• Courses:
  • Coursera's UI/UX Design Specialization.
• Blogs:
  • Smashing Magazine: Focused on web design and development.
  • A List Apart: Covers topics on web content, design, and culture.

7. Branding:

• Courses:
  • Udemy's Branding Course.
  • Coursera's Brand Management.

8. A/B Testing and Conversion Rate Optimization (CRO):

• Courses:
  • CXL's Conversion Rate Optimization Minidegree.
• Tools:
  • Optimizely: Platform for website and app experimentation.
  • VWO (Visual Website Optimizer): A/B testing and conversion optimization platform.