Dream course on Performance marketing: With a project BootCamp:
10 sessions LIVE course
Course Title:
Dream course on performance marketing with Apurv.
Dates and timings (in IST):
11th January: 11 AM - 2 PM
18th January: 11 AM - 2 PM
19th January: 11 AM - 2 PM
25th January: 11 AM - 2 PM
1st Feb: 11 AM - 2 PM
2nd Feb: 11 AM - 2 PM
8th Feb: 11 AM - 2 PM
15th Feb: 11 AM - 2 PM
16th Feb: 11 AM - 2 PM
22nd Feb: 11 AM - 2 PM
Course Overview:
The course is designed to provide you a hands-on understanding of performance marketing.
Theory knowledge is not sufficient in performance marketing. You need to understand fundamentals well and see how these fundamentals are executed.
Execution is the keyword here.
I will give you tasks to complete in these sessions and if you are serious about completing these tasks, you will be one of the finest performance marketers in the market.
But if you are not willing to put in the hard-work, no one can help you. So learn from me, execute with me and learn on the go.
This course will cover various aspects of performance marketing, including digital advertising, analytics, conversion optimization, and campaign management.
You will develop the skills necessary to plan, implement, and optimize performance marketing campaigns effectively.
- Module 1:
Introduction to Performance Marketing
Overview of Performance Marketing
Business metrics that performance marketing should drive
Cost models in performance marketing
Introduction to the 9-step performance marketing framework
- Module 2:
1st step of the performance marketing framework: Goal/Objective identification
How to choose the correct campaign goals or objectives.
How to connect the campaign objectives with business outcomes
In-depth understanding of Google ad objectives
In-depth understanding of Meta ad objectives
- Module 3:
2nd step of the performance marketing framework: Identifying your target audience
Explanation of P1, P2 and P3 audiences
Workshop: Identification of P1, P2 and P3 audiences of a real brand
Building MVS (Minimal Viable Segment) of your business. How Airbnb, Uber, Spotify did it and what lessons to take from it
How audience targeting changed after iOS 14
The impact of user privacy on audience targeting
The available targeting options on Meta ads and how to choose what targeting is ideal for you
The available targeting options on Google ads and how to choose what targeting is ideal for you
- Module 4:
3rd step of the performance marketing framework: Channel identification
Understanding the logic of Google ads (Search ads, Display ads, Performance max, Demand generation ads, Shopping ads, YouTube ads)
Understanding the logic of Meta ads (Advantage+ suite and manual campaigns)
Understanding the logic of Affiliate marketing and how to choose the right affiliates, where to place affiliate marketing in the mix
- Module 5:
3rd step of the performance marketing framework: Channel identification
SEO: How modern SEO works and the role of AI overviews, SearchGPT in SEO
How to make your website Search engine and OpenAI friendly
How do search engines like Google and SearchGPT work?
How to crack the pillars of SEO- Meaning, Relevance, Quality, Usability, Context
Advanced SEO- Structured data, schema.org, Content diversification, CWV.
- Module 6:
3rd step of the performance marketing framework: Retention Marketing
What is retention marketing and what KPIs it track?
The channels in retention marketing- Email, SMS, Notifications
How to identify and crack the audience segmentations like (New customers, Loyal customers, Need attention, Hibernating, About to sleep, At risk, Can’t lose them, Champions)
How to drive- traffic to registrations, registrations to purchases, repeat purchases with retention marketing capability
Complete reporting format of retention marketing.
- Module 7:
4th Step of the performance marketing framework: Content strategy
What is performance-led content?
How to plan for content that drives sales?
Top secret- The content themes to drive awareness with examples
The content themes to drive consideration with examples
The content themes to drive conversions with examples
How to plan content for B2B with examples.
Google search ad copy framework, the role of AI, pros and cons of AI in Google ad copies
What are the emotional triggers you can use to drive sales
5th Step of the performance marketing framework: Landing page setup
The landing best practices for the lead generation businesses.
- Module 8:
6th step of the performance marketing framework: Budgeting
How to decide the budget for the awareness campaign
How to decide the budget for consideration campaign
How to decide the budget for the conversion campaign
How to decide the budget for different audience cuts
How to make a media plan
How to regulate the budgets once the campaign goes live, what metrics to check and corresponding tweaks
7th Step of the performance marketing framework: Launch campaign
Quick Hands-on view of launching Google and Meta ads
Deep diving into all the bidding strategies on Google ads (tCPA, tRoAS, Maximise conversions, Maximize Conversion value, Maximise clicks, Manual CPC, Target impression share, CPM, tCPM, vCPM, CPV)
- Module 9:
8th step of the performance marketing framework: Tracking performance
Metrics to check while doing awareness, consideration and conversion based campaigns and how to connect them back to campaign/business objectives
Website level metrics to check closely to drive user insights
CRM-level metrics to keep audience health in check
9th Step of the performance marketing framework: Optimize campaigns
Identifying the challenge businesses face on digital: Efficiency and Scale
17 ways to solve efficiency problems of a business (low RoAS)
7 ways to solve scale problem of a business (Stagnant sales)
- Module 10:
Optimising Google ad campaigns for advanced businesses- Conversion optimisation, custom events, etc.
Optimising Performance max campaigns
Optimising Meta ad Advantage+ campaigns
Optimising Meta ad Manual campaigns (Interest-based)
4 reporting templates of real businesses
Final project: Develop and present a performance marketing campaign
Commonly asked questions about this course:
- Will I get the recording of the sessions?
Yes, you will get the recording of each session and handouts after select sessions.
- How is the course delivered?
The course will be delivered through a combination of online lectures, case studies, interactive discussions, and practical exercises.
You will have access to online resources and reading material.
The course will culminate in a final project where You will develop and present a performance marketing campaign.
- Are there any prerequisites for the course?
There are no specific prerequisites for this course.
However, a basic understanding of digital marketing concepts and familiarity with online advertising platforms would be beneficial.
- Will this be a 1:1 session or in a group?
This will be conducted in a group.
If you want to take the same course 1:1, you can DM apurv on Instagram (apurv_sngh)
- What will be the Date & time of the session?
- What If I do not turn up for the lecture because of a problem?
You will be given the option to join the same session with another batch.
- What are the commercials?
Below are the commercials for the Dream course on Performance marketing:
Payment terms:
100% course fee to be paid before the first session.