Performance Media

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.
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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 Media
Mon, Feb 17 2020
£999 ex VAT
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Performance Media
Mon, Jun 22 2020
£999 ex VAT
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Upcoming courses
Performance Media
Mon, Feb 17 2020
£999 ex VAT
ADD TO BASKET
Performance Media
Mon, Jun 22 2020
£999 ex VAT
ADD TO BASKET
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