Super Early Bird Fee

Register and Pay
by 31 Aug '18

Early Bird Fee

Register and Pay
by 21 Sep '18

Regular Fee

Register and Pay
after 21 Sep '18

$995.00(USD) $1,095.00(USD) $1,295.00(USD)

Group Discount! Enjoy 10% off when you register for 3 or more
For groups of 3, 4th comes for free

  1. Super Early Bird and Early Bird promotion: Discount will only be valid if payment is received by stipulated date.
  2. Group Discount only applies to registrations from the same company registering at the same time, issued in a single invoice and of the same billing source.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for admission to the event.
  6. Walk-in delegates will only be admitted on the basis of space availability at the event and with immediate full payment.
  7. Fee includes lunch, refreshments and documentation.
  8. The organiser reserves the right to make any amendments that it deems to be in the interests of the event without any notice.
  9. Information provided will be used for event administration and updates on upcoming events. For more details, please visit:


A replacement is welcome if you are unable to attend. A full refund less 10% administrative charge will be issued for cancellation received in writing by 28 Sep 2018. A 50% refund and a set of documentation will be issued for cancellation received by 5 Oct 2018. Regrettably, no refund will be issued for cancellation received after 5 Oct 2018 or for “no show” participant. You will however receive a set of documentation.

Put your Money where your Market is

It’s no revelation that organic reach is declining. Without pumping in the dollars, you may not even be reaching your target audience.

But with competitors vying for the attention of the same target audience,
platform congestion, campaigns failing to take off, cost per action massively increasing,
not forgetting accounting to management on the ROI,

Can you Make Every Cent Count?

Join this hands-on 1-day workshop to acquire practical skills to maximise the effectiveness of your paid social advertising. Understand the anatomy of high-converting Facebook and Instagram ads, and master the use of Facebook Power Editor to create effective paid campaigns. Learn to set paid advertising goals, identify audience personas, select the right social media channel mix, and target custom and lookalike audience. Gain insights on targeting options for YouTube, LinkedIn, and Twitter. Find out how to measure the ROI of your paid social efforts and garner management buy-in.

Practical Hands-on Exercises

    • Build up your audience personas to increase your targeting effectiveness
    • Identify bottom-of-funnel content and create an always-on content strategy
    • Set up a campaign overview table to determine targeting and reach
    • Learn to create an effective paid social campaign from scratch
    • Convert your Instagram accounts to business accounts and optimise them
    • Build a measurement framework that works across all your paid social channels
    • Consolidate your paid social efforts in a streamlined report to present to management

Benefits of Attending

  • Grasp how paid social should differ from the rest of your marketing approaches
  • Align your paid social strategy and objectives with your customer personas
  • Determine the most effective social media channel mix for your audience profiles
  • Break down and understand the elements of a high-converting Facebook ad
  • Master the use of the Facebook Power Editor to optimise your Facebook and Instagram ads
  • Learn how to identify and target lookalike and custom audience
  • Discover how to leverage on key features of Instagram business accounts
  • Acquire tips and best practices for boosting and optimising Instagram paid ads
  • Bag simple tools that will help you create compelling Instagram Story ads
  • Gain insights on targeting options for YouTube, LinkedIn, and Twitter
  • Find out about useful industry benchmarks to measure against your own
  • Understand how to present results comprehensibly to garner management buy-in

Workshop Leader

Moby Siddique

Founder and Head of Strategy,

RedPandas Digital



Moby is an experienced digital marketing strategist with deep expertise in paid social advertising, inbound marketing, marketing automation, and digital strategy. He co-founded his firm, RedPandas Digital, where he heads strategy and provides consultancy and digital marketing services to B2B and B2C clients on digital marketing campaigns and strategy.


Moby’s diverse experience spans multiple industries and scales of business. Notable projects include creating and leading the digital strategy for Kennards Hire, an international equipment hire business, and developing the social media advertising and paid google media strategy for Samantha Wills, an ecommerce fashion brand featured on international fashion runways. Moby has also trained the marketing managers of Sydney Collective, a hospitality group that has some of Sydney’s most popular small hotels, bars, and function areas under its wing, across all areas of digital marketing (PPC, SEO, social media advertising, content marketing).

Who Should Attend

Mid to senior level executives responsible for social media, digital, marketing, communications, who are looking to start on paid social advertising or amp up their paid social advertising efforts



  • Session 1: Paid Social Media 101

    • Understand how your paid social approach should differ from the rest of your marketing approaches
    • Comparing approaches between paid search (e.g. Google) and paid social
    • Insights on paid social strategies: Always-on boosts, lead generation and funnels
    • Aligning objectives to social platforms: Facebook, Instagram, Twitter, YouTube and more
    • Pixels and tracking: How pixels are used to track paid social efforts
    • Case studies: Kennards Hire (B2B/B2C), Wimp 2 Warrior (B2C)
  • Session 2: Paid Social Strategy

    • Grasp an intimate picture of your customers through persona profiling
    • Align your paid social strategy with your customer personas
    • Determine the right channel mix for your organisation’s personas and profiles
    • Identify bottom-of-funnel content and plan always-on content
    • Case study: Kids Club Childcare (B2C)

    Exercises: Develop customer personas for effective targeting, and create a content strategy plan that includes bottom-of-funnel content, and always-on paid social content

  • Session 3: Paid Social for Facebook

    • Learn the basics of an effective campaign: 4 key questions to ask before every campaign
    • Analysing the anatomy of a high-converting Facebook ad
    • Master the Facebook Power Editor
    • Determining and targeting lookalike and custom audience
    • Case studies: Samantha Wills Jewellery (B2C), HubSpot (B2B)

    Exercises: Set up a campaign overview table to determine targeting and reach, and a step-by-step guide to creating an effective campaign from scratch

  • Session 4: Paid Social for Instagram

    • How to leverage on key features of Instagram business accounts
    • Tips and best practices for boosting Instagram paid ads
    • Optimising your Instagram Stories ads
    • Tools to create compelling Instagram Story ads
    • Case studies: Wimp 2 Warrior (B2C), HubSpot (B2B)

    Exercise: Convert Instagram accounts to business accounts, and optimise the use of it

  • Session 5: Insights on YouTube, LinkedIn, and Twitter Targeting

    • YouTube targeting options
    • Twitter targeting options
    • LinkedIn targeting options
    • Case studies: Kids Club Childcare (B2C), Symmetra (B2B)
  • Session 6: Reporting to Management and Key Stakeholders

    • Building a comprehensive measurement framework for your paid social channels
    • Useful industry benchmarks to measure against your own – Conversion rates, click through rates, and more
    • Presenting results to effectively garner management buy-in
    • Learn how to create a streamlined report that consolidates all your paid social efforts
    • AdEspresso power tips on social, maintenance and reporting

    To enhance your learning experience, it would be ideal if you:

    • Have administrative access to your organisation’s social media platforms – Facebook, Instagram, etc
    • Are armed with your organisation’s personas/profiles (if your organisation has identified them)
    • Prepare some visuals that are representative of your company’s products or services that you would like to post