- 社交媒体平台的基本了解
- 对数字营销概念的熟悉
- 具备内容创作经验者优先
观众
- 社交媒体经理
- Marketing专业人员
社交媒体活动创建是数字营销人员的一项基本技能，使企业能够有效地针对正确的受众、优化广告支出和推动参与度。
这种由讲师主导的现场培训（在线或现场）旨在对希望在主要社交媒体平台上创建、管理和优化广告活动的初学者和中级营销人员。
到这个培训结束时，参与者将能够：
- 制定社交媒体活动创建的结构化方法。
- 在 Facebook、Google 和 TikTok 上设置和管理广告活动。
- 定义活动目标并选择合适的广告格式。
- 确定和针对广告活动的理想受众。
- 利用分析和 A/B 测试优化广告性能。
- 有效分配预算以最大化投资回报。
课程格式
- 互动讲座和讨论。
- 大量练习和实践。
- 在实验室环境中进行实践性实施。
课程定制选项
- 要请求这门课的定制培训，请联系我们安排。
介绍Social Media Advertising
- 了解付费和自然覆盖范围
- 为你的活动选择正确的平台
- 广告格式和投放位置概述
定义活动目标
- 品牌知名度与转化率
- 流量、参与度和潜在客户生成目标
- 将活动目标与业务策略对齐
受众定位和细分
- 了解受众的人口统计信息
- 自定义受众和相似受众
- 重定向策略
Facebook 广告活动
- 设置 Facebook Business 经理账号
- 创建广告系列、广告组和广告
- 使用 Facebook Pixel 进行跟踪
Google 广告活动
- 了解 Google 广告结构
- 设置搜索、展示和视频广告
- 关键词研究和竞价策略
TikTok 广告活动
- 创建 TikTok 广告经理账户
- 选择广告格式（In-Feed、TopView、Spark Ads 等）
- 通过创意视频广告吸引观众
预算和竞标策略
- 每日预算和生命周期预算
- 每次点击费用 (CPC) 与每千次曝光费用 (CPM)
- 最大化广告支出效率
优化活动绩效
- A/B 测试广告创意
- 分析关键绩效指标 (KPI)
- 进行数据驱动的调整
衡量成功和报告
- 了解分析和洞察
- 生成用于活动评估的报告
- 解释指标以优化未来的活动
总结和结论
- 关键概念回顾
- 持续学习的资源
- 问答和讨论
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