Learning library
Unit 2 · Media Planning and Budgeting · Module 13 of 40
Social Media Advertising
Learning objective
Structure paid social campaigns by objective, audience layer and creative format.
Concept summary
Social platforms sell objectives (reach, traffic, leads, conversions) with auction-based delivery. Performance depends on creative volume, audience breadth, signal quality from the pixel or conversions API, and clean campaign structure that avoids overlapping ad sets.
Application task
Design a three-tier social funnel with an objective, audience and creative angle for each tier.