Performance Marketing

Name: Performance Marketing
Price: 999.00 GBP

Master the skills to leverage paid media to market your brand or business, on this fully supported, 10-week online training course delivered by our partners Red & Yellow.

10 week online course

Discussion forums

Video lectures & Live tutorials

Weekly chat sessions

Engaging course notes

High-practical assignments

This course will teach you how to use digital channels and platforms such as Google Ads and Google Marketing Platform as a powerful promotional tool by targeting the right audiences, based on demographics, occupation, interests and locations.

After completing this course, you’ll be able to create focused, well planned, and cleverly executed campaigns with compelling calls-to-action that provide measurable results.

Designed with busy professionals in mind, this course provides the freedom to learn independently, but with full support. You will benefit from weekly chat sessions, a dedicated Course Coordinator and an expert Knowledge Officer just an email or phone call away.

Course overview

Who should attend:

This course is for anyone interested in managing and optimising effective paid search and display campaigns. This course is perfect for people who have little or no experience of paid media, such as small business owners or start-ups. You’ll also benefit if you have relatively good knowledge of paid media, such as digital marketers, brand managers, content marketers and marketing strategists.

Walk away with the ability to:

Learn the fundamentals of paid search
Discover how to set-up, track, budget and optimise paid search campaigns with acquisition in mind
Understand the difference between paid search and programmatic advertising
Understand use and get maximum benefit from the full Google stack
Learn how to leverage insights from tracking and analysing data to optimise campaign performance

Course Agenda

Module 1: Introduction to Paid Media

What is paid media and why do we use it?
How to plan a media strategy that factors in the customer journey and delivery formats
Understand paid search and programmatic display
Get on top of Google Marketing Platform

Module 2: The basics of paid search

How to set up a paid search account
What terms like Quality Score and Ad Rank mean
How to research and match keywords
How to create ads and insert sitelinks

Module 3: Paid search in depth

Creating mobile and dynamic search ads
Targeting audiences and remarketing across video, search and customer lists
Setting up Google Shopping Campaigns
Understanding Search Ads 360 including how to set up and manage ads and budgets

Module 4: Programmatic display

The difference between traditional vs programmatic display vs native advertising
What programmatic advertising is all about and the components of a programmatic buy
How to research and implement display, with creative guidelines
Ad servers vs DSP (demand side platform)

Module 5: Display in depth

Planning a display campaign within your media strategy
Targeting strategies for viewability and audience types

Module 6: Optimisation and bid management

What optimisation is and why it’s important
How to track performance against goals
What bid management means and how to optimise for different campaign types

Module 7: Tracking and tagging

Why it’s important to track campaigns
What is tagging?
How to use analytics and campaign integration with tags

Module 8: Google Marketing Platform (GMP)

The benefits of GMP and how to optimise
How to get the most out of the Google Stack - Search Ads 360, Display & Video 360; Analytics 360 and Data Studio

How the course works

The course is completely entirely online on the Red & Yellow learning platform. The course involves:

8 modules (1 per week)
8 assignments (1 per week, mix of quizzes and written questions)
1 research project (completed over the duration of the course)
8-10 hours of study per week (including reading the course notes, further research and assignments)
The first week is dedicated to familiarising yourself with the online learning platform (virtual classroom) and meet the team that’ll support you during this upskilling process. Then in weeks 2-10, you'll start delving into the learning modules.

Upcoming courses

Performance Marketing

Mon, Sep 27 2021

£999 ex VAT

ADD TO BASKET

Upcoming courses

Performance Marketing

Mon, Sep 27 2021

£999 ex VAT

ADD TO BASKET

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