Meta Media Buying Course

20 lessons, from fundamentals to operator-level fluency. ~20 min each. Fully self-paced — start whenever you like, but designed to be taken in order: each day builds on the last.

How this course works. Twenty short daily lessons, five per week, each a single tight argument with a payoff. Every day adds one piece to the same machine — Week 1 lays the foundations (auction, structure, objectives, the learning phase), Week 2 the levers (budgets, bidding, audiences, placements, signal), Week 3 creative (the #1 lever, testing and iteration), and Week 4 scale and efficiency. The lessons cross-reference each other on purpose, so read in order.
Companion course. This is the demand (buying) side. Its sibling, the 20-day Creatives course, covers the supply side — the creative genome, persona-led creative, the hi-fi/lo-fi fork, AI production at volume, and the creative learning loop. The two courses call back to each other by name. Great creative feeding a well-run buying system is the whole machine.

Week 1 · Foundations

01What Media Buying Actually IsThe real job: paying a platform to reach the right people, then driving the cost per result down. 02The Auction, Opened UpThe engine room — how Meta picks a winner every time your ad could show, and why bid isn't price. 03Account Structure (Campaign → Ad Set → Ad)The three nested levels and which decision lives at each — get this wrong and nothing downstream works. 04Objectives & What They Optimize ForTelling the machine what to want — the objective is the single most consequential setting you choose. 05The Learning PhaseWk 1 capstoneWhy a fresh ad set is unstable, what it costs to reset it, and how to feed it enough signal to stabilise.

Week 2 · The Levers

06Budgets — CBO vs ABOWho decides where the money goes — let the algorithm allocate, or hold the reins ad set by ad set. 07Bid Strategies & Cost ControlsThe dial between "spend it all" and "protect my margin" — when to cap the price and when to let it run. 08Audiences — Broad, Custom, Lookalike, Advantage+Why broad now beats hand-built targeting in most accounts, and where custom audiences still earn their keep. 09PlacementsWhere your ads actually show — and why letting Advantage+ placements roam usually wins the auction. 10The Signal Layer — Pixel, CAPI, EventsWk 2 capstoneThe invisible plumbing everything depends on — no clean signal means a blind algorithm and wasted spend.

Week 3 · Creative

This week is the buyer's-eye view of creative — enough to run a creative-led account. For the supply side in full depth (the craft of building, labelling and compounding winners), its sibling the Creatives course takes the same loop apart day by day; each lesson below points to its deeper counterpart.

11Why Creative Is the #1 LeverWith targeting and bidding automated, the creative is the new targeting — your biggest remaining lever. 12Creative Testing FrameworksHow to run tests that actually read — isolate the variable so a winner tells you why it won. 13Reading Creative DiagnosticsHook rate, hold, CTR, CVR — the chain that turns "this ad failed" into "it failed at the hook, fix that." 14The Iteration LoopTurn each winner into the next batch's brief — the compounding loop that beats creative fatigue. 15Advantage+ Sales Campaigns End-to-EndWk 3 capstoneBuild a full Advantage+ Sales campaign from objective to live ad — every Week 1–3 lever in one place.

Week 4 · Scale & Efficiency

16Scaling Without Breaking LearningHow to add budget without resetting the learning phase — raise the ceiling without spooking the system. 17Diagnosing CPA / ROAS ProblemsA diagnostic tree for "my results got worse" — find the precise cause instead of making random changes. 18Measurement & AttributionWhy reported numbers overstate your impact — attribution windows, iOS, and reading the dashboard honestly. 19IncrementalityThe only question that ultimately matters: what did your ads actually cause that wouldn't have happened anyway? 20The Operator's WorkflowCourse capstoneThe daily and weekly routine that ties it all together — what a calm, in-control operator checks and when.
✦ Assessment & diploma

Each week ends with a quick module check (Days 5, 10, 15, 20). Finish with the final exam — 15 questions, 80% to pass — and earn your personalised iMentiX diploma, generated instantly in your browser.

Take the final exam →
Take it offline or on a schedule. Download the full course (.zip) — every lesson is self-contained, no internet or login needed — or add the study plan to your calendar (.ics): one lesson per weekday at 08:00 in 30-minute blocks, each event linking straight to that day's lesson.
Tool names, prices and limits change fast — last verified June 2026; always check current details in the product.

Meta jest znakiem towarowym Meta Platforms, Inc. iMentiX jest niezależnym dostawcą edukacji i nie jest powiązany z Meta ani przez nią rekomendowany.

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