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](https://skillshop.exceedlms.com/student/path/18128-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](https://skillshop.exceedlms.com/student/path/18129-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](https://www.facebook.com/business/learn/certification/exams/410)
     - _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](https://skillshop.exceedlms.com/student/path/18130-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](https://skillshop.exceedlms.com/student/path/18131-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](https://www.facebook.com/business/learn/certification/exams/200-101)
   - [Facebook Certified Media Planning Professional](https://www.facebook.com/business/learn/certification/exams/200-201)
     - _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](https://support.google.com/google-ads/answer/9061541)
     - _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](https://developers.google.com/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](https://www.facebook.com/business/help/744354708981227)
     - _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](https://www.facebook.com/business/learn/certification/exams/400-101)
     - _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](https://support.google.com/google-ads/community), [Facebook Advertisers Group](https://www.facebook.com/groups/FacebookAdBuyers/).

- **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**](https://searchengineland.com/): A daily publication that covers all facets of the digital marketing world.
- [**Marketing Land**](https://marketingland.com/): Focuses on broader digital marketing, but with essential advertising insights.
- [**AdWeek**](https://www.adweek.com/): Centric to brand marketing and often features insightful case studies.
- [**Digiday**](https://digiday.com/): Offers a perspective from digital agencies, publishers, and platforms.
- [**ClickZ**](https://www.clickz.com/): 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**](https://www.thinkwithgoogle.com/intl/en-gb/): Offers insights and trends directly from Google.
- [**Content Marketing Institute Newsletter**](https://contentmarketinginstitute.com/): While it leans towards content, the intersection with advertising is frequent.
- [**Facebook Business News**](https://www.facebook.com/business/news): Official updates from Meta's advertising platform.

### **3. Industry Conferences and Webinars**:

- [**Google Marketing Live**](https://marketingplatform.google.com/about/onair/): Google's annual update on their advertising products.
- [**SMX (Search Marketing Expo)**](https://marketinglandevents.com/smx/): Major event for search marketers.
- [**AdWorld Conference**](https://adworldconference.com/): One of the most significant online advertising events.

### **4. Social Media and Industry Influencers**:

- [**Gary Vaynerchuk**](https://twitter.com/garyvee): A leading voice in digital marketing.
- [**Larry Kim**](https://twitter.com/larrykim): Known for his insights on Google Ads and digital advertising.
- [**Jon Loomer**](https://twitter.com/jonloomer): Expertise in Facebook (Meta) advertising.

### **5. Industry Reports**:

- [**eMarketer**](https://www.emarketer.com/): Comprehensive source for digital marketing data.
- [**Mary Meeker's Internet Trends**](https://www.bondcap.com/report/itr19/): An in-depth annual report on internet trends.

### **6. Join Online Forums and Communities**:

- [**r/advertising**](https://www.reddit.com/r/advertising/): A subreddit dedicated to advertising topics.
- [**Warrior Forum**](https://www.warriorforum.com/): 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](https://feedly.com/) or [Pocket](https://getpocket.com/) 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](https://academy.hubspot.com/courses/content-marketing).
  - [Coursera's Content Strategy for Professionals](https://www.coursera.org/specializations/content-strategy).
- **Blogs**:
  - [CopyBlogger](https://www.copyblogger.com/): A leading resource for content marketing advice.
  - [Content Marketing Institute](https://contentmarketinginstitute.com/): Offers insights into content trends.

### **3. SEO (Search Engine Optimization)**:

- **Courses**:
  - [Moz's Beginner Guide to SEO](https://moz.com/beginners-guide-to-seo).
  - [Udemy's Complete SEO Training](https://www.udemy.com/course/complete-seo-training-with-top-seo-expert-peter-kent/).
- **Tools**:
  - [SEMrush](https://www.semrush.com/): Comprehensive SEO tool.
  - [Ahrefs](https://ahrefs.com/): Tool for backlink analysis and more.

### **4. Analytics**:

- **Courses**:
  - [Google Analytics Academy](https://analytics.google.com/analytics/academy/).
  - [Udemy's Google Analytics Course](https://www.udemy.com/course/the-complete-google-analytics-course-for-beginners/).
- **Tools**:
  - [Mixpanel](https://mixpanel.com/): User analytics platform.
  - [Hotjar](https://www.hotjar.com/): Provides heatmaps, user recordings, and feedback.

### **5. Marketing Automation**:

- **Courses**:
  - [Udemy's Marketing Automation & Email Marketing Course](https://www.udemy.com/course/marketing-automation-email-marketing-for-beginners/).
- **Tools**:
  - [HubSpot](https://www.hubspot.com/): Inbound marketing and sales platform.
  - [Mailchimp](https://mailchimp.com/): Marketing automation platform and an email marketing service.

### **6. UX/UI Principles for Landing Pages**:

- **Courses**:
  - [Coursera's UI/UX Design Specialization](https://www.coursera.org/specializations/ui-ux-design).
- **Blogs**:
  - [Smashing Magazine](https://www.smashingmagazine.com/): Focused on web design and development.
  - [A List Apart](https://alistapart.com/): Covers topics on web content, design, and culture.

### **7. Branding**:

- **Courses**:
  - [Udemy's Branding Course](https://www.udemy.com/course/brand-identity-branding/).
  - [Coursera's Brand Management](https://www.coursera.org/learn/brand).

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

- **Courses**:
  - [CXL's Conversion Rate Optimization Minidegree](https://cxl.com/institute/online-mini-degree/conversion-optimization/).
- **Tools**:
  - [Optimizely](https://www.optimizely.com/): Platform for website and app experimentation.
  - [VWO (Visual Website Optimizer)](https://vwo.com/): A/B testing and conversion optimization platform.