odule 1: Introduction to Performance Marketing

Duration: 3 Days

Topics Covered

• Introduction to Performance Marketing
• What is Performance Marketing?
• Performance Marketing vs Traditional Marketing
• Different Ways of Performance Marketing
• Search, Social, Display, Video & Shopping Marketing
• Understanding the Performance Marketing Funnel
• Campaign Objectives
• Important Performance Marketing Metrics
• Impressions
• Reach
• Clicks
• CTR
• CPC
• CPM
• Conversions
• CPA
• ROAS
• ROI
• CPL
• Understanding Customer Journey
• Key Observations & Industry Benchmarks
• Introduction to Campaign Planning

Practical

• Analyze real advertising campaigns
• Identify campaign objectives and KPIs
• Create a basic performance marketing plan

Module 2: Google Ads – Search Advertising

Duration: 5 Days

Topics Covered

• Introduction to Google Ads
• How Google Ads Works
• Google Ads Account Setup
• Google Ads Dashboard
• Campaign Structure
• Campaign Objectives
• Keyword Research
• Google Keyword Planner
• Understanding Search Intent
• Keyword Match Types
• Broad Match
• Phrase Match
• Exact Match
• Negative Keywords
• Search Ads
• Responsive Search Ads
• Headlines & Descriptions
• Ad Extensions / Assets
• Landing Page Relevance
• Quality Score
• Ad Rank
• Bidding Strategies
• Conversion Tracking

Practical

• Keyword research
• Create keyword groups
• Build a Search Campaign
• Create ad copies
• Set campaign budgets
• Campaign optimization exercise

Module 3: Google Ads – Display, Video, PMax & App Campaigns

Duration: 5 Days

Topics Covered

• Google Display Ads
• Display Campaign Structure
• Audience Targeting
• Placement Targeting
• Remarketing
• YouTube Video Ads
• Video Campaign Types
• YouTube Ad Formats
• Video Targeting
• Performance Max Campaigns
• How Performance Max Works
• Performance Max Assets
• Audience Signals
• Google Shopping Integration
• App Campaigns
• Asset Groups
• Creative Requirements
• Google Ads Reporting
• Campaign Performance Analysis

Practical

• Create Display campaign structure
• Create YouTube campaign
• Build Performance Max campaign
• Analyze live campaign data
• Optimize campaigns based on performance

Module 4: Meta Ads – Facebook & Instagram Advertising

Duration: 6 Days

Topics Covered

• Introduction to Meta Ads
• Facebook & Instagram Advertising Ecosystem
• Meta Business Suite
• Business Manager
• Meta Ads Manager Dashboard
• Campaign Structure
• Campaign
• Ad Set
• Ad
• Campaign Objectives
• Traffic Campaigns
• Engagement Campaigns
• Lead Generation Campaigns
• Sales Campaigns
• Audience Creation
• Custom Audiences
• Lookalike Audiences
• Retargeting
• Placements
• Budget & Bidding
• Meta Pixel
• Conversion API – Introduction
• Creative Hub
• Commerce Manager
• Meta Ads Reporting & Analysis

Practical

• Create Meta Business account structure
• Create Facebook/Instagram campaign
• Create audiences
• Create ad sets
• Create advertisements
• Analyze campaign performance

Module 5: LinkedIn & X (Twitter) Ads

Duration: 3 Days

LinkedIn Ads

• Introduction to LinkedIn Advertising
• LinkedIn Campaign Manager
• LinkedIn Ads Dashboard
• Campaign Objectives
• B2B Advertising
• Audience Targeting
• Job Title & Industry Targeting
• Lead Generation Ads
• Sponsored Content
• LinkedIn Ad Creation
• Budget & Bidding
• Reporting & Analytics

X (Twitter) Ads

• Introduction to X Ads
• X Ads Dashboard
• Campaign Objectives
• Audience Targeting
• X Ad Formats
• Campaign Creation
• Ad Copy & Creative
• Budget & Bidding
• Campaign Analysis

Practical

• Create a B2B LinkedIn campaign plan
• Create an X advertising campaign structure

Module 6: Conversion Rate Optimization & Microsoft Clarity

Duration: 4 Days

Topics Covered

• Introduction to CRO
• What is Conversion Rate Optimization?
• Understanding User Behaviour
• Landing Page Optimization
• Landing Page Structure
• Call-to-Action Optimization
• Form Optimization
• Trust Elements
• Mobile Optimization
• Page Speed & User Experience
• A/B Testing
• Conversion Funnel Analysis
• Heatmaps
• Session Recordings
• Microsoft Clarity
• Clarity Dashboard
• Identifying User Drop-Offs
• Finding Conversion Problems
• CRO Reporting

Practical

• Analyze a landing page
• Set up Microsoft Clarity
• Study heatmaps and recordings
• Identify CRO opportunities
• Create a landing page optimization checklist

Module 7: E-commerce & D2C Performance Marketing

Duration: 5 Days

Topics Covered

• Introduction to E-commerce Marketing
• D2C Business Model
• E-commerce Customer Journey
• Performance Marketing Funnel for E-commerce
• Google Shopping Ads
• Merchant Center
• Product Feed
• Product Listings
• Shopping Campaign Structure
• Performance Max for E-commerce
• Meta Ads for E-commerce
• Catalog Ads
• Dynamic Product Ads
• Retargeting
• Cart Abandonment Campaigns
• Customer Acquisition Cost
• Customer Lifetime Value
• ROAS & Profitability
• Scaling E-commerce Campaigns

Practical

• Create an e-commerce marketing funnel
• Shopping campaign planning
• Product feed analysis
• Retargeting strategy
• E-commerce scaling exercise

Module 8: Google Analytics 4 & Marketing Analytics

Duration: 4 Days

Topics Covered

• Introduction to Google Analytics 4
• GA4 Account & Property Setup
• Data Streams
• Events
• Conversions
• User & Traffic Acquisition
• GA4 Reports
• Engagement Reports
• Monetization Reports
• User Acquisition
• Traffic Acquisition
• Google Analytics Explore
• Advertising Reports
• Attribution
• Campaign Tracking
• UTM Parameters
• Connecting Google Ads with GA4
• Understanding Marketing Performance Data

Practical

• GA4 setup
• Create events and conversions
• Build reports
• Analyze traffic sources
• Analyze campaign performance
• Create a marketing analytics report

Module 9: Creating Winning Ads & Creative Strategy

Duration: 4 Days

Topics Covered

• What Makes an Advertisement Successful?
• Understanding the Target Audience
• Customer Pain Points
• Offer Creation
• Value Proposition
• Ad Copywriting
• Headlines
• Hooks
• Call-to-Action
• Creative Strategy
• Image Ads
• Video Ads
• UGC Ads
• Testimonial Ads
• Problem-Solution Ads
• Before & After Concepts
• Creative Testing
• A/B Testing
• Winning Ad Frameworks
• Ads That Scale – Part 1
• Ads That Scale – Part 2

Practical

• Create multiple ad concepts
• Write Google ad copies
• Create Meta ad copy
• Develop video ad scripts
• Build a creative testing plan
• Analyze winning and losing creatives

Module 10: Campaign Optimization, Reporting & Scaling

Duration: 5 Days

Topics Covered

• Performance Marketing Optimization
• Campaign Auditing
• Budget Optimization
• Bid Optimization
• Audience Optimization
• Keyword Optimization
• Creative Optimization
• Landing Page Optimization
• Conversion Optimization
• Understanding Campaign Data
• Identifying Winning Campaigns
• Identifying Poor-Performing Campaigns
• Scaling Strategies
• Horizontal Scaling
• Vertical Scaling
• Budget Scaling
• ROAS Improvement
• CPA Reduction
• CPL Optimization
• Client Reporting
• Performance Marketing Dashboard
• Monthly Reporting
• Live Campaign Analysis
• Performance Marketing Strategy

Final Practical Project