Ad Manager training

Lesson 1 • User Roles and Access Permissions

Covers admin, advertiser, analyst, and custom role configurations. Proper permissions prevent data loss and unauthorised spend.

Lesson 2 • Account Hierarchy and Structure

Explains the relationship between ad accounts, campaigns, ad sets, and ads. Understanding this hierarchy is prerequisite to all campaign creation tasks.

Lesson 3 • Core Terminology and Metrics Glossary

Defines impressions, reach, frequency, CPM, CPC, CTR, and conversion metrics. Shared vocabulary enables accurate interpretation of all subsequent reporting.

Lesson 4 • Billing, Payment, and Account Settings

Walks through payment methods, billing thresholds, invoicing, and spend limits. Correct setup prevents campaign interruptions due to billing failures.

Lesson 1 • Demographic and Interest Targeting

Covers age, gender, location, language, and interest-based targeting parameters. These are the baseline inputs for every audience definition.

Lesson 2 • Custom Audiences from First-Party Data

Teaches uploading customer lists, email hashes, and phone numbers to create matched audiences. First-party data yields higher match rates and lower costs.

Lesson 3 • Website and App Retargeting Audiences

Builds audiences from pixel events and app SDK signals to retarget past visitors. Retargeting typically delivers the highest conversion rates in a funnel.

Lesson 4 • Lookalike and Expansion Audiences

Generates new prospecting audiences modelled on seed audiences. Lookalikes scale reach while preserving relevance to proven customer profiles.

Lesson 1 • Bid Strategy Selection

Compares lowest cost, cost cap, bid cap, and target ROAS strategies. Bid strategy choice governs the trade-off between volume and cost control.

Lesson 2 • Campaign Budget Optimisation Settings

Configures campaign-level budget distribution across ad sets. CBO shifts allocation dynamically to best-performing sets, reducing manual management.

Lesson 3 • Ad Set Configuration and Scheduling

Sets targeting, placements, schedule, and optimisation events at the ad-set level. Ad-set settings directly control who sees ads and when.

Lesson 4 • Campaign Naming Conventions and Taxonomy

Establishes structured naming systems for campaigns, ad sets, and ads. Consistent taxonomy enables fast filtering, reporting, and team collaboration.

Lesson 1 • Dynamic and Catalog-Based Ad Formats

Automates personalised ad delivery using product catalog feeds and audience signals. Dynamic ads scale creative production and improve relevance at the individual level.

Lesson 2 • Lead Generation and Native Form Ads

Configures in-platform lead forms with pre-filled fields and custom questions. Native forms reduce friction and typically outperform landing-page lead capture.

Lesson 3 • Video Ad Formats and Specifications

Details in-stream, feed, and story video specs including length, codec, and thumbnail requirements. Video drives higher engagement but requires precise technical compliance.

Lesson 4 • Collection, Instant Experience, and Canvas

Builds immersive full-screen ad experiences combining video, images, and product feeds. These formats increase dwell time and lower bounce rates for e-commerce.

Lesson 1 • Event Diagnostics and Discrepancy Resolution

Uses Events Manager diagnostics to identify misfires, duplicates, and missing events. Resolving discrepancies ensures the algorithm receives clean optimisation signals.

Lesson 2 • Pixel Installation and Verification

Installs the base pixel via direct code, tag manager, or partner integration. Verified pixel firing is the prerequisite for all conversion-based campaign objectives.

Lesson 3 • Conversions API and Server-Side Tracking

Implements server-side event sending to supplement browser-based pixel data. Server-side tracking recovers signal lost to ad blockers and browser restrictions.

Lesson 4 • Standard and Custom Event Configuration

Maps business actions to standard events and builds custom events for unique conversions. Accurate event taxonomy drives algorithm optimisation and reporting fidelity.

Lesson 1 • Pre-Launch Review and Approval Process

Runs a structured pre-flight checklist covering targeting, creative, tracking, and budget. Catching errors before launch prevents wasted spend and policy violations.

Lesson 2 • Delivery Monitoring and Health Indicators

Tracks delivery rate, auction competitiveness, and learning phase status in real time. Early detection of delivery issues prevents budget waste and missed goals.

Lesson 3 • Ad Review and Policy Compliance

Explains the automated and human review process and common rejection reasons. Understanding policy prevents delays and account-level penalties.

Lesson 4 • Pausing, Editing, and Restarting Campaigns

Covers the impact of edits on the learning phase and best practices for making changes. Uninformed edits reset learning and degrade short-term performance.

Lesson 1 • Funnel Performance Analysis

Analyses top-of-funnel, mid-funnel, and bottom-of-funnel metrics together. Funnel analysis reveals where audiences drop off and where budget should shift.

Lesson 2 • Reporting Interface and Column Customisation

Configures the Ads Manager reporting view with custom column sets and breakdowns. Custom columns surface the metrics that matter for each specific campaign objective.

Lesson 3 • Custom Reports and Scheduled Exports

Builds saved report templates and automates scheduled email exports. Automated reporting reduces manual effort and ensures stakeholders receive consistent data.

Lesson 4 • Audience and Placement Breakdowns

Segments performance by age, gender, device, placement, and region. Breakdown analysis uncovers high-performing segments for targeting refinement.

Lesson 1 • A/B Testing Framework and Setup

Designs controlled experiments isolating single variables across audiences, creatives, or placements. Valid test design is the foundation of evidence-based optimisation.

Lesson 2 • Scaling Strategies for Winning Campaigns

Applies horizontal and vertical scaling methods to grow spend without degrading ROAS. Structured scaling preserves algorithm stability while increasing reach.

Lesson 3 • Audience Optimisation and Refinement

Narrows or expands audiences based on breakdown performance and overlap data. Audience refinement improves relevance scores and reduces wasted impressions.

Lesson 4 • Creative Optimisation and Fatigue Management

Monitors frequency, relevance scores, and engagement decline to detect creative fatigue. Timely creative refresh prevents performance decay on active campaigns.