Course Incubator

How to Sell Online Courses with Facebook Ads

Turn browsers into learners with the power of targeted ads

The online courses marketplace is full to the brim right now. In today’s digital age, online learning has become the norm and everybody with some wisdom to share is out there promoting their online course.

In this environment, effective marketing that hits the spot with potential learners is essential. It bridges the gap between the valuable education you’re offering and the people that are desperate to learn from you. However, without intentional and strategic marketing, even the most exceptional online course may be missed – which will mean both you and your potential students lose out!

Great marketing is successful because it’s found in the places where your potential students spend their time. It works as a beacon that helps navigate learners to your amazing course in the sea of online content. It creates awareness of what’s unique about your course and highlights the transformational skills and experiences they can learn from you.

Marketing that’s well executed also builds trust and credibility and gives your students confidence that they’ll get the most out of their time and financial investment. An effective online course marketing campaign will establish your course as a go-to resource and build a loyal community of learners. The success of your online course comes down to how well you market to and connect with your target audience.

Why Facebook Ads are so powerful for online courses

In the highly competitive world of online education, Facebook Ads stand out as a powerful platform that has the potential to reach a large and highly targeted audience. Because of its massive base of users and savvy ad targeting capabilities, Facebook ads for online courses are a no-brainer!

They give you an amazing opportunity to put your online course in front of people who want to learn and are prepared to pay for that privilege. One reason why Facebook ads for an online course are such a powerful option is that they let you define your target audience very precisely by drilling down into their interests, demographics, behaviors, and even their past online activities.

This on-point targeting gives you two main benefits:

  1.   You don’t waste your ad spend reaching people who aren’t good prospects for your course.
  2.   You can be confident your success rate will be higher because your course is presented to those who aren’t just potential learners – they’re also likely to be interested in the content of your course.

Facebook Ads uses a smart algorithm-driven approach to optimize the delivery of ads to people who are most likely to engage with your content. This will make your marketing efforts as efficient as possible.

But wait, there’s more!

Facebook Ads also offer you the ability to retarget potential students by presenting ads to those who have interacted with your content or visited your website before. This powerful tool lets you remind potential learners about your course and encourages them to take the next step, which could be to sign up for a free trial or register and pay for your course.

Facebook Ads offer two vital ingredients for marketing your online course:

  •  Reach (lots of people)
  •  Targeting (people who are likely to want to learn from you).

This makes Facebook Ads for an online course an essential tool in your marketing toolbox. And, of course, we all know that Facebook is global, which means that you can reach out way beyond geographical boundaries to offer your course to a worldwide audience.

What we’ll unpack in this article

If you don’t have experience with Facebook Ads for online courses, we get that you might feel a bit daunted about the task ahead. Don’t worry – we’ll unpack the key elements bit by bit for easy understanding.

Here’s what we’ll cover:

  • Understanding your audience
  •  Setting up Facebook Ads Manager
  • Creating compelling ad content
  • Building effective ad campaigns
  • Designing lead magnets that convert
  • A/B testing and optimization
  • Budgeting and bidding
  • Retargeting and follow up
  • Monitoring and analyzing results.

Understanding Your Audience

Defining Your Target Audience for Online Courses

Before you launch a Facebook Ads campaign to promote your online course, it’s essential to define your target audience, as this will lay the groundwork for your marketing efforts. Knowing who you’re appealing to will remove the guesswork and make sure your message resonates with people who are the most likely to benefit from and engage with your course content.

Audience demographics will give you key insights into who your potential learners are. Start by considering factors like age and gender. Also consider if you’re targeting young professionals who want to advance their careers, retirees who are exploring new hobbies, or college students who want to supplement their education. Your course’s tone, style, and relevance will influence the age group you’re targeting.

Location is another important demographic factor. Are you offering a course that’s relevant around the world, or is it more relevant at a local level? For example, the language you’re delivering your course in will influence which language speakers fall in your target audience.

The level of education you’re offering is also significant because this determines the baseline knowledge of your audience. For example, are you developing a beginner-level course or an advanced masterclass? Understanding the educational background of your target audience will help you tailor your course content more accurately.

Similarly, your audience’s psychographics will paint a more holistic picture of your ideal learners. Consider their interests and hobbies. What do they do for leisure and what online communities are they a part of? Aligning your course with their interests can make your ads more appealing and relatable.

Also, identify pain points that your course can address for your learners. What challenges or problems is your target audience facing? How can your course provide solutions to these? Address these pain points in your Facebook Ads messaging to get their attention and resonate with their needs.

Psychographics also includes considering your audience’s aspirations and motivations. What do your potential learners hope to achieve? What is motivating them to look for educational content? If your course aligns with their aspirations, it’s more likely to spark their interest.

Creating Buyer Personas to Tailor Ad Content

By bringing all these elements together, you can create a detailed buyer persona, which is a semi-fictional representation of your ideal learner. It can help if you give your persona a name and a background story and flesh out their demographics, psychographics, pain points, and motivations.

Personas become the touchstone for all your marketing decisions. They help you craft your ad content, choose visuals, and design the ad campaign in a way that resonates with the persona you’ve created to address their unique needs and desires.

Setting Up Facebook Ads Manager and Meta Business Suite

facebook ads campaign setup

Facebook Ads Manager

The first option is Ads Manager, which is a tool that lets you create Facebook Ads, choose your audience, manage your budget, and set when and where they run across Facebook’s family of apps. It also tracks how well your campaigns are performing against your marketing goals. The Ads Manager app for iOS and Android lets you keep an eye on your campaign while you’re on the go.

Simply go to ‘Go to Ads Manager’ on the Ads Manager page to set up your account and get started. This option is ideal for promoting your course, as it gives you more control and leverage over your audience, tracking, and locations (see the options available in the step-by-step section at the end).

Meta Business Suite

As the name suggests, Meta Business Suite is an integrated and powerful platform that lets you manage all your marketing and advertising activities on Facebook and Instagram. With Meta Business Suite, you can also release feed posts and stories on Facebook and Instagram without having to swap between accounts.

You can also schedule your content for a time when your prospective audience is most engaged, save posts and stories as drafts, and upload creative material to the media library.

Meta Business Suite also lets you read and respond to messages and comments quickly and easily across Facebook, Messenger, and Instagram from a single place. You can even create automated responses for faster replies, including outside your usual working hours.

Setting up your Meta Business Suite account is as easy as clicking ‘Get Started’ on the Meta Business Suite home page and following the easy-to-follow prompts.

Once your Facebook Ads account is set up, you’re on your way to building Facebook Ads for your online course. Once you’re in Ad accounts, you simply follow the steps to create an account and build campaigns and ad sets targeted at the audience and personas you’ve previously identified.

From Ad accounts, you can also configure your payment methods and choose your preferred currency and payment options, taking your budget and target audience into account. This will ensure your transactions run seamlessly and set the stage for future campaigns. It will also give you insights into the financial aspects of your Facebook Ads campaign strategy.

In the competitive and fast-moving world of online education, a well-configured Ad account will be the engine that drives your course’s visibility, engagement, and success.


Create Compelling Facebook Ad Content

Choose Attention-Grabbing Headlines and Ad Copy

When you’re developing Facebook Ads for an online course, attention-grabbing headlines and ad copy is essential to capture your audience’s interest and prompt them to take action. The most successful Facebook ads headlines are eye-catching, clear, and concise, and well-written headlines can improve click-through rates substantially.

To achieve this, you can use proven techniques like posing questions, presenting a bold solution, or generating curiosity. For example, “5 Ways to Improve Your Relationship Today,” immediately communicates value and immediacy and encourages your audience to engage. There are many online resources to help you craft great headlines.

The ad copy that goes with your headline should be just as compelling. Outline the specific benefits your course offers and address potential pain points your audience is experiencing.

Facts and figures can substantiate your claims. For example, “Join our [Course Name] to boost your [Skill/Outcome] by [X]% in just [Time Frame]. Say goodbye to [Pain Point] forever!” This approach aligns with proven psychological triggers, and it motivates potential learners to explore your course further.


Use High-Quality Visuals, Videos, and Graphics

Good visuals are not just a nice-to-have in your Facebook ads; they are a key element that will significantly impact the effectiveness of your marketing campaigns. Here’s why:

  1. Cognition speed: Visuals are processed by the human brain much faster than text. In today’s fast-paced digital environment, capturing your audience’s attention quickly is essential. When users scroll through their Facebook feeds, they make split-second decisions about which content to engage with. High-quality visuals can grab their attention almost instantly, making them more likely to stop and explore your ad further.
  2. Memorability: People are more likely to remember information when it’s presented visually. This is because visuals engage with multiple senses at once and create a stronger impression. When your Facebook ad features memorable visuals, your brand and message become more ingrained in the viewer’s memory. This can lead to better brand recall and increased likelihood of conversion when they are ready to make a purchase decision.
  3. Emotional Connection: Visuals have the power to evoke emotions, and emotions are a significant driver of consumer behavior. When you choose visuals that resonate with your target audience’s aspirations, desires, and pain points, you create a deeper emotional connection, which can lead to increased engagement, click-through rates, and conversions. People are more likely to engage with content that makes them feel something, and visuals are a potent tool for achieving this.
  4. Video’s Impact: Videos, in particular, are powerful in the world of Facebook advertising. They can tell a story, showcase product features, or provide a glimpse into your brand’s personality in a way that static images can’t. According to Instapage, videos can increase purchase intent by 97% and brand association by 139%. This highlights how impactful videos can be in increasing purchase intent and brand association. They provide a dynamic and immersive experience that can leave a lasting impression on your audience.
  5. Brand Identity: Consistency in design and color schemes across your Facebook ads reinforces your brand identity. When users consistently see your brand’s visual elements, they start associating them with your brand. This creates brand recognition and trust. It’s important to maintain a consistent visual style across all your marketing materials, as this helps to build a strong and recognizable brand presence.
  6. Cohesive Ad Experience: Good visuals, when paired with engaging content, create a cohesive and memorable ad experience. This means that visuals should complement the message you want to get across. A well-designed ad with striking visuals and a clear, compelling message is more likely to capture your viewer’s attention and keep them engaged. It also ensures the viewer understands the core of your product or service.
  7. Competitive Advantage: In a crowded digital landscape, visually appealing and distinctive ads will set you apart from your competitors. When your Facebook ads stand out in aesthetics and content quality, you will capture attention and establish yourself as a credible and professional brand.

Read: How to use webinars to sell your online course


Highlight the Value Proposition of Your Online Course

It’s also essential to clearly spell out the value proposition of your online course. To do this successfully, make sure you address your audience’s needs and aspirations and focus on what sets your course apart from your competitors.

Use data where you can, to reinforce your points. For example, “Our [Course Name] has helped [Number of Students] achieve [Notable Result]. Experience [Benefit] with our proven curriculum.”

Also, personalize your value proposition, so it hits the spot with different segments of your target audience. If your course has multiple benefits, create variations of your ad copy to highlight each one. By aligning your value proposition with the specific needs and motivations of your audience, you increase the likelihood they will engage with your course and become paying students.

Incorporate Social Proof and Testimonials

Social proof is a psychological phenomenon that drives people to copy the actions of others in uncertain situations. In marketing, social proof covers a similar concept: when people shop, they look for reviews, recommendations, and ways that others have used a product before making their decision.

Deploying this concept by using testimonials and success stories can significantly influence potential learners. To illustrate this, research from BrightLocal found that 79% of consumers trust online reviews as much as personal recommendations.

Using genuine customer testimonials to highlight the way your course has transformed their lives can be very persuasive. Include the specific outcomes that were achieved, for example, career advancements or skill improvements. Adding visual cues like profile pictures of satisfied customers can make the testimonials more relatable and trustworthy.

Also, use before-and-after anecdotes that demonstrate how your course solved real-life challenges for your learners. Relatable stories resonate deeply with prospective learners and reassure them that your course can deliver the benefits you’re promising. By infusing your ad copy with genuine social proof, you build credibility and foster trust, which will help drive conversions.

 Building Effective Campaigns for Facebook Ads

ad creative for facebook ads campaign

Choose the Right Campaign Objective

Choosing an appropriate campaign objective for Facebook Ads for your online course is like choosing the direction of a journey – it shapes your path to success. Your campaign objective becomes the guiding star that aligns your efforts with your overarching goals.

In Facebook advertising, sales objectives and leads objectives, for example, are two distinct campaign objectives that serve different purposes and target different stages of the customer journey. 

The main goal of a sales objective is to drive immediate conversions and sales. This means getting Facebook users to make a purchase or take a specific action that leads directly to revenue generation, like completing an e-commerce purchase, signing up for a subscription, or making a booking. You could also direct prospects through a direct sales funnel or video sales letter (VSL).

The main goal of a leads objective, however,  is to collect contact information from potential customers, like email addresses or phone numbers. This will help you build a database of leads that can be nurtured and eventually converted into customers through follow-up marketing efforts. These efforts could include directing leads to an eBook, webinar, or valuable newsletter, for example.

If you’re in the initial stages of building brand recognition or sparking engagement, objectives like ‘Traffic’ or ‘Engagement’ could be helpful. These objectives will clarify your thinking and channel your efforts toward maximizing clicks, website visits, and overall user interaction. This will lift your course’s visibility and get your audience to interact. 

Ad Targeting Options

Using the full potential of Facebook’s targeting options for your online course ads can be compared with a finely layered painting. Demographics paint the initial brushstrokes, including elements such as age, gender, and geographic location. Delving deeper, your audience’s interests and behaviors add intricate detailing and offer insights into their passions, preferences, and online activities.

Investing your Facebook Ads budget on a broad audience and a bundle of interests works well if you’re using a Lookalike that’s overused, or not delivering results.

Custom Audiences and Lookalike Audiences

Custom Audiences and Lookalike Audiences in Facebook Ads unwrap the magic of hyper-personalization and let you build ad campaigns that feel tailor-made for each individual viewer. Custom audiences come from your existing contacts, like email subscribers, previous customers, and website visitors.

Lookalike Audiences introduces strategic replication. Here, Facebook has a good look at your existing customer base and then builds a parallel audience that mirrors it. This approach to targeting improves the chances that your campaign will strike a harmonious chord with potential learners who are similar to your existing satisfied participants. The key here is that you will need to have a customer list already developed.

We recommend trying interest-based campaigns in another ad set for maximum reach and impact if you don’t have any existing customer lists. Lookalike can also under-deliver when the frequency is getting too high while you’re scaling up, so it’s important to mix your Lookalike and Interest strategies.

Facebook Pixel for Tracking and Optimization

The Facebook pixel (Meta pixel) is a piece of code for your website that lets you measure, optimize, and build audiences for your ad campaigns. You could think of it as an analytics tool that’s your trusty sidekick that lets you measure the effectiveness of your advertising by understanding the actions that people take on your website and which audience they’re a part of.

Implementing Facebook Pixel is like placing a smart detective on your site who watches what your audience does – like looking at different pages, signing up for offers, or purchasing products and services. Good tracking is essential for successful Facebook Ads campaigns – the more data Facebook gets back from your website, the better. The events you use must also be clear and follow Facebook guidlines.

You get to see which pages are popular, how many people are signing up for your course, and who’s buying what. This data is helpful because it helps you fine-tune your ads. You can figure out which ads people are interested in, and which ones are getting ignored, so you can fine-tune your Facebook Ads campaign to reach more of the right people. This, in turn, means more learners will sign up for your course.

Note that, with the release of iOS 14.5, Apple introduced changes that impact how Facebook and other advertising platforms can track user interactions and events on their mobile devices, particularly when it comes to collecting data for advertising purposes. This change has significant implications for Facebook advertisers and how they can measure user interactions with their ads.

One of the changes in this iOS update is a new privacy feature that requires apps, including Facebook, to request user permission before tracking their activities across other apps and websites. When users with iOS 14.5 or later update their devices, they can choose to restrict the tracking of events that happen within their device’s browser or apps. As a result, advertisers may not receive complete data about user interactions.

To mitigate these challenges and keep effective ad tracking, many advertisers are choosing server-side, rather than only browser-side, tracking methods to ensure they still receive accurate data for campaign optimization and measurement.

Creating a Facebook Ad campaign

When you log in to Facebook ads, you’ll see your various campaigns listed by name.

facebook ads campaign control pannel explanation 1


You’ll also see many columns, including Delivery (which campaigns are in review and active) Amount spent, Budget, Impressions, CPM (cost per 1,000 impressions), Results and Cost per Result. 

facebook ads create campaign 1

You can customize the columns you see and choose to see the insights you’re interested in.

Select your campaign objective e.g., Sales, Leads, Engagement etc.

facebook ads campaign objective for online course 1

Follow the prompts to set up your Campaign details, like Campaign name, Special ad categories, Campaign details, and A/B testing (which is recommended for intermediate or expert users).

facebook ads campaign details screenshot 2023 09 13 at 11.28.23

You’ll also see an option labelled Advantage campaign budget (otherwise known as CBO). This allows you to give you entire campaign a budget instead of assigning budget to individual ad sets. CBO allocates more spend on ads that work versus those that don’t. This option is simple to implement but it will make a big difference to your Facebook Ads results (see illustration below).

facebook ads abocbo

Campaign budget

Your daily budget is recommended to be at least $50 a day for a Sales campaign, otherwise the Facebook Ads algorithm won’t learn as fast and work out which audience works better, based on prospect interactions.

facebook ads advantage campaign budget

Creating Facebook Ad sets

Click on the option on the left hand menu to create a new ad set. 

facebook ads ad set set up

Choose an Ad set name and Conversion location e.g., Website, App, or both.

Next, choose a Performance goal. We recommend choosing Maximise number of conversions for optimal results.

For Pixel creation and optimization, select a pixel by going to Settings > Event Manager.

facebook ads pixel set up event for online course 1

Here, you can see the different pixels available. Select a pixel to reveal insights of various activities relating to that pixel. If you don’t create and select a pixel, Facebook won’t be able to determine how your ad set is performing, so it can’t optimise the ads. 

Select a Conversion event type. You can optimize your campaign based on this event. It’s important to choose the right event, or optimization won’t be as efficient. 

facebook ads pixel conversion event for online course 1

Budget & schedule

Set the start and end date for your ad set to run.

facebook ads budget and schedule screenshot


This is one of the most important sections when setting up your Facebook Ads.

Select Create new audience, then go to Custom Audiences. Or you can choose Use saved audience.

facebook ads advantage audience screenshot 1

When you choose Create Audience, you can choose your Custom Audience source.

facebook ads custom audience source screenshot

facebook ads custom audience screenshot

Once this is done, you can select Create Lookalike, based on the group of people you specified in your Audience.

facebook ads lookalike audience screenshot

In this step, you must specify a Lookalike audience location (you can choose multiple locations, although one is recommended to start with).

Also choose your audience size (1% is the most closed audience – as the percentage goes higher, the audience broadens).

Back in Ad Manager, you can target the Lookalike audience you want. We recommend to go broad with your selections at first.

You can also create a New Sales ad set using the Lookalike.

Age: We don’t recommend changing it from 18-65+

Gender: We recommend choosing All genders

Detailed targeting: Use this option if you don’t have a custom audience and you’re starting from scratch. We recommend going quite broad at first. Simply search for the criteria of the audience you’re wanting to reach.

As you enter audience criteria, you can see the size of the audience you’re reaching, as in the example below.

facebook ads advantage audienceinterest screenshot

Once you’ve selected your main topic, you can then hone in on additional criteria, such as Additional interests. You can create multiple ad sets that are designed to reach different audience demographics.

Language: You can select a preferred language, if required.Placements: We recommend using Advantage+ placements, rather than manual or custom placements.

facebook ads advantage placement screenshot 1

Creating Facebook Ads

Once you’ve followed these steps, you can then move onto creating ads, starting with the Ad name.

facebook ads creative instructions

Complete the various options, including:

  • Your Facebook Page or Instagram account.
  • Creative source – you can manually upload or select a creative source you’re your catalogue.
  • The format of your creative.
  • Add Primary text, Headline, and Description.
  • For Call to action – we suggest Learn more as a good starting option.
  • Destination – add your website URL and Display link.

For Tracking, make sure your Website events and Offline events are specified.

facebook ads tracking pixel 1

 Tracking campaign KPIs

There are some important KPIs that should be tracked for your campaigns.

On the Ads tab, you can see ROAS (Return on ad spend).

facebook ads dashboard roas column explanation

  • The aim is to remove ad creatives that are below the indicated ROAS and keep those performing above the ROAS.
  • Don’t turn off an ad if it’s recorded less than 5,000 impressions. Below this level Facebook won’t have enough impressions data to get a good sample on your conversion rate.
  • A quote acquisition campaign should have a frequency rate of 5-10 over the last 14 days.
  • For a cold campaign aim for a maximum frequency of 2. 
  • For retargeting campaigns, aim for a figure of about 10.
  • CTR is a key component of creative success. Aim for a score of 1-2.

Design Lead Magnets that Convert

lead magnet illustration facebook ads

Create Dedicated Lead Magnets for Your Course

When showcasing your online course, think of dedicated lead magnets (also known as landing pages) as your stage. They’re like an exclusive platform where your course takes the center spotlight. Lead magnets are like personalized invitations to your course, and they’re designed to give potential learners a sneak peek into what they can expect.

Lead magnets are designed to be the ultimate information hub for your online course. They hold everything a curious learner might want to know, including key elements like the course curriculum, cost, and transformational benefits.

And, just as a stage must be visually cohesive with the performance, it’s important to make sure your lead magnet’s design fits seamlessly with the visual elements and messaging of your Facebook Ads. This connection will enhance your course’s credibility and make your audience member’s journey from ad click to landing page a smooth and easy experience.

Include a Clear and Persuasive Call-to-Action (CTA)

Let’s try a different analogy now… Imagine your lead magnet as a treasure chest and your call-to-action (CTA) is the key that unlocks it. Using a persuasive CTA is like inviting your audience to open the chest and discover the jewels of your course. When visitors land on your page, the CTA should let them know exactly what action you want them to take, for example, sign up for your course or explore a free preview.

Crafting a good CTA is just like writing a captivating headline; it’s a short piece of text that holds immense power. Use words that build curiosity, excitement, and urgency in your CTA. Some examples include: “Embark on a Journey of Learning!” or “Unlock Your Potential Today!” These snippets should be invitations to transformation.

Remember too that placement of your CTA matters. Position it where it’s impossible to ignore and guide your visitors seamlessly toward the pivotal moment when they enroll in your online course.

Align Landing Page Content with Ad Messaging

Consistency is the glue that binds your marketing message together and your lead magnet should seamlessly continue the story that your Facebook Ads started. This cohesive journey will make sure your visitors don’t feel like they’ve stumbled into the wrong place.

For example, if your Facebook Ads promise a course that helps professionals take the next step in their careers, your landing page should reflect this. Use the same language, highlight the same benefits, and stick to the same tone. This alignment helps to build trust; it’s like reassuring your audience they’re in the right place.

Implement User-Friendly Design and Mobile Responsiveness

Let’s continue with the analogies… This time imagine your lead magnet as a welcoming, comfortable room. When visitors enter it, they should feel at ease and know intuitively where to go. Designing your landing pages with a good user experience in mind is like setting up an inviting room. You want it to be cozy, clutter-free, and tailored to their needs.

To achieve this in today’s mobile-first world, it’s important to make sure your lead magnets are mobile-responsive. People nowadays browse on various devices, and you don’t want potential learners struggling to navigate a page that’s not optimized for their screen.

Mobile responsiveness is like offering each visitor a comfy armchair, no matter if they’re using a smartphone or a laptop. Fast-loading pages also prevent frustration, as nobody likes or expects a slow website these days. A user-friendly design and mobile responsive landing page are like a warm handshake; it sets the tone for a positive relationship between your learners and your course.

Read: Selling Your Online Course with a Sales Funnel

A/B Testing and Optimization

optimisation facebook ads illustration

Once your Facebook Ads for online courses are up and running, you can’t just sit back and become complacent – it’s essential to test and optimize them for maximum impact. A/B testing involves creating multiple versions of each ad, each with slight variations in elements like headlines, visual imagery, ad copy, and CTAs.

Without optimization you’re almost guaranteed to not get results. As a guide, unless you’re investing less than USD2,000 initially, the Facebook pixel won’t have enough data to define your ideal audience and you won’t be able to effectively test interests and lookalikes.

Experiment with different combinations of headlines, imagery, ad formats, and CTAs to discover what resonates most strongly with your target audience. Regularly monitor the performance of your ad campaigns with Facebook Ads Manager and analyze metrics like click-through and conversion rates, and engagement. Based on this data, you can make informed adjustments to optimize your campaigns and continuously refine your ads based on real-time performance metrics.

Aside from testing the elements within the Facebook Ads for your online course, you can also conduct split testing and refine your targeting. As the name suggests, split testing involves testing various demographics, interests, and behaviors to uncover which of your audience segments are most receptive to your course offering. Refine your targeting based on these findings.

Budgeting and Bidding Strategies

With your Facebook Ads for online courses, it’s important to set an appropriate budget and adjust it as needed. For starters, determine your budget based on your campaign goals and available resources. It pays to start with a reasonable budget that allows you to run ads consistently, then adjust it as you gather more data and insights.


It’s also essential to select a bidding strategy that fits your campaign objectives. If your goal is conversions, using the ‘Conversion’ bid strategy can help optimize the outcomes for actions like course sign-ups or purchases.

As you gather data on how your ads are performing, allocate more budget to those that are generating better results. Similarly, prioritize the audiences that respond most positively to your campaigns. Scale up your successful Facebook Ads campaigns cautiously by gradually lifting your budget. Keep a close eye on your cost per conversion metrics and overall ROI to make sure that scaling doesn’t create diminishing returns.

Retargeting and Follow-Up

Another important post-launch activity for your online course Facebook Ads is to create retargeting campaigns to re-engage with potential customers. Here, you’re wanting to reconnect with those who interacted with your ads or visited your landing page before but didn’t convert. The key here is to remind them of your course’s benefits and encourage them again to take action.

Be sure to tailor your retargeting messages to remind your potential customers of the value they’ll get from your course. Think of and address any objections they might have and give them incentives to encourage them to enroll.

Part of your follow-up strategy could be to include email marketing and Facebook Messenger campaigns to nurture leads and keep them engaged. A good strategy is to give them additional insights, testimonials, and relevant content to further convince them of your course’s worth.

Monitoring and Analyzing Results

Monitoring and analyzing results is another important task associated with any Facebook Ads for online course campaigns. Facebook Ads Manager has great tools that give you access to key performance metrics like click-through and conversion rates, and ad spend. This data will give you powerful insights into the effectiveness of your campaigns.

You can also calculate your return on investment (ROI) by comparing the revenue generated from course sales against the total ad spend. This will help you determine the profitability of your Facebook Ads campaigns.

Also, regularly review the data collected from your campaigns to identify patterns and trends and use these insights to help you make data-driven decisions for ongoing campaign improvement and optimization.

The Final Word

Promoting and selling your online course through Facebook Ads involves some critical steps that will impact your campaign’s success:

Start your strategic planning with a clear understanding of your course’s unique value proposition and target audience. Define their demographics, psychographics, and pain points to create buyer personas.

Then set up your Facebook Ads Manager and Meta Business Suite accounts to efficiently manage your page, ad account, and assets.

Next, use the power of Facebook’s Audience Insights tool to gather data about your audience’s behaviors, preferences, and online activities. This will help you refine your targeting and messaging. And use Facebook Analytics to track user engagement and interactions, which will provide insights to enhance your campaigns.

Be sure to spend time crafting attention-grabbing headlines, visuals, and ad copy, and use A/B testing to experiment with different versions. This will help you optimize your content for maximum impact.

Next, design dedicated lead magnets that give your visitors comprehensive course information, aligned with the ad visuals and messaging you’re using in your Facebook Ads. Use clear and persuasive calls-to-action (CTAs) on your lead magnets to guide your visitors to enroll or access previews. Adopt a user-first approach for your lead magnets, to ensure mobile responsiveness and quick page loading times.

Use the power of Facebook to create custom and lookalike audiences for on-point retargeting and find new potential learners based on existing customer traits. Implement Facebook Pixel on your website to help you track user interactions, optimize your campaigns, and measure conversions accurately.

Finally, embrace data-driven decision-making using A/B testing and optimization, so you can refine your Facebook Ads for online courses to resonate with your audience.

By following these key steps, you can promote your online course effectively and improve your sales funnel. This will help you reach the right audience, drive engagement, and boost your learner enrollment.

Ready to Take Your Online Course to the Next Level?

Course Incubator specializes in marketing services for online course creators just like you. Book a discovery call today and let us help you devise a personalized marketing strategy that will turn your leads into enrollments. Don’t let marketing hurdles hold you back. Together, we’ll make your online course a resounding success!

Ant Tyler
Ant Tyler

Ant Tyler: A seasoned content writer and marketing expert, specializing in crafting strategic, sales-driving content. Experienced in both traditional and digital marketing landscapes, Ant helps brands flourish.

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