NAT10904003: Plan Manage and Optimise Paid Social Media Advertising

Assessment Task 1

Paid Social Media Advertising Strategy and Web Asset Tracking

Contents

1.0 Business Overview
1.1 Benefits of Paid Social Media Advertising
1.2 Campaign Structures
1.3 – 1.4 Paid Social Media Advertising Strategy

2.1 Create Ad Account
2.2 Track Web Assets
2.3 Create Pixel
2.4 Install and Test Pixel
2.5 Build a Thank You Page
2.6 Create a Custom Conversion
2.7 Test a Custom Conversion

TRAINER WEBINAR – Assessment 36298/01

Task One
Watch our trainer webinar video for a greater understanding of what is required to successfully complete this assessment.

Assessment Task 2

Build, Manage and Optimise a Paid Social Media Advertising Campaign

Contents

3. Campaign Planning

• 3.1 Ad Formats

• 3.2 Campaign Details

• 3.3 Campaign Level

• 3.4 Budget and Schedule

• 3.5 Core Audience

• 3.6 Custom Audience

• 3.7 Lookalike Audience

• 3.8 Placements

4. Creative Development

• 4.1 Ad Format and Creative

• 4.2 Ad Copy and A/B Test

5. Campaign Management

• 5.1 Ad Community Management

• 5.2 Customise Columns

• 5.3 Campaign Data

• 5.4 Measure and Optimise Performance

Additional Resources

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Trainer Webinar – Assessment 36298/02

Task Two

Watch our trainer webinar video for a greater understanding of what is required to successfully complete this assessment.

Assessment Requirements – Brief Summary

The assessment is divided into two major tasks, each requiring both technical and strategic knowledge of paid social media advertising:

Assessment Task 1: Paid Social Media Advertising Strategy and Web Asset Tracking

• Provide a business overview.

• Identify benefits of paid social media advertising.

• Outline campaign structures.

• Develop a complete paid social media advertising strategy.

• Create and configure an ad account.

• Track web assets using pixels.

• Build a thank-you page and set up a custom conversion.

• Test custom conversion for accuracy.

Assessment Task 2: Build, Manage and Optimise a Paid Social Media Advertising Campaign

• Develop a campaign plan covering formats, budget, schedule, and targeting.

• Define audiences (core, custom, and lookalike).

• Decide on ad placements.

• Create ad creatives, including copy and A/B testing.

• Manage ads and community engagement.

• Analyse campaign data with customised columns.

• Measure performance and optimise campaign outcomes.

Step-by-Step Approach Guided by the Academic Mentor

Step 1: Understanding the Assessment Brief

The mentor first reviewed the assessment tasks with the student, breaking them into manageable sections. This ensured clarity on what each part required and how the student could connect theory with practice.

Step 2: Developing the Business Overview and Strategy

• The mentor guided the student to select a suitable business case.

• Together, they identified the benefits of paid advertising and aligned them with the business objectives.

• The campaign structure and strategy were drafted to show clear targeting and measurable goals.

Step 3: Setting Up Technical Tracking (Task 1, Sections 2.1–2.7)

• The mentor explained how to create an ad account and why tracking web assets is critical.

• Pixel creation, installation, and testing were demonstrated step by step.

• A practical exercise was conducted for building a thank-you page and setting up a custom conversion, ensuring the student understood how it supports lead measurement.

Step 4: Planning the Campaign (Task 2, Section 3)

• The mentor walked the student through campaign planning, including ad formats, budget allocation, and scheduling.

• The process of defining different audiences (core, custom, lookalike) was explained using examples to highlight real-world application.

Step 5: Creative Development (Task 2, Section 4)

• The mentor showed how to design creatives aligned with the campaign objective.

• Guidance was provided on writing engaging ad copy and conducting A/B tests to identify the most effective variations.

Step 6: Campaign Management and Optimisation (Task 2, Section 5)

• The mentor illustrated the role of ad community management in maintaining engagement.

• Columns for campaign reporting were customised to suit performance tracking.

• Students were guided to interpret campaign data and apply optimisation techniques for improved results.

Final Outcome and Learning Objectives Achieved

By the end of the assessment:

• The student produced a comprehensive paid social media strategy supported by technical set-up and campaign planning.

• They gained hands-on knowledge of account creation, pixel installation, conversion tracking, and audience targeting.

• They developed creative ad assets and learned how to test and refine them.

• They acquired skills in campaign management, data interpretation, and optimisation techniques.

Learning objectives achieved included:

• Applying theoretical knowledge to practical campaign planning.

• Demonstrating proficiency in web asset tracking and audience segmentation.

• Developing analytical skills for measuring and optimising ad performance.

• Gaining confidence in executing a complete paid social media advertising campaign from start to finish.

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