Performance Marketing Professional Program

• Performance Marketing Professional Program is a 5-month practical training path for learners who want to build job-ready skills in paid advertising, measurable growth, lead generation, e-commerce campaigns, analytics, conversion optimization and client-ready reporting.

• The program starts with marketing and performance foundations, then moves into audience research, competitor analysis, campaign planning, budgeting, Google Ads, Meta Ads, Instagram, LinkedIn, YouTube, display campaigns, landing pages, tracking, attribution, SEO support, retention and automation.

• Students learn how to connect business objectives with campaign structure, audience strategy, budget allocation, creative planning, conversion tracking, landing page experience, reporting discipline and optimization decisions.

• The course emphasizes real marketing execution through campaign briefs, buyer personas, keyword maps, paid search plans, Meta ad funnels, landing page audits, UTM sheets, pixel setup plans, dashboards, CRO reports, lead funnels and e-commerce growth plans.

• Learners practice Google Ads, Meta Ads, social media ads, display/video strategy, conversion tracking, GA4 awareness, CRM follow-up, WhatsApp/email retention, SEO content support, marketplace ads and AI-assisted workflows.

• The training is designed for practical confidence: students learn how to plan campaigns before spending, diagnose poor results, reduce wasted budget, improve lead quality, communicate performance clearly and prepare portfolio work for jobs or freelancing.

• By the end of the program, learners can present a complete performance marketing capstone with strategy, research, ad copy, campaign structure, tracking plan, landing page recommendations, dashboard mockup, optimization report and client-style explanation.

• Build a strong foundation in performance marketing by understanding business objectives, online customer journeys and measurable growth.

• Learn the meaning of performance marketing through measurable campaigns, paid channels, conversion goals, ROI focus and result-based decision making.

• Understand business objectives such as awareness, traffic, leads, sales, app installs, retention, remarketing and revenue growth planning.

• Study the marketing funnel including top, middle and bottom funnel campaigns with audience intent, messaging, offers and conversion actions.

• Map customer journeys across first touch, product research, comparison, trust building, purchase decision, repeat purchase and referrals.

• Learn key metrics including impressions, reach, frequency, clicks, CTR, CPC, CPM, CPA, CPL, ROAS, conversion rate, LTV and CAC.

• Explore digital channels such as search ads, social ads, display, video, email, WhatsApp, SEO support, influencer awareness and marketplaces.

• Understand audience basics including demographics, interests, behavior, intent, custom audiences, lookalike audiences, exclusions and remarketing pools.

• Learn offer and positioning through pain points, benefits, proof, urgency, trust signals, pricing, guarantees and clear call-to-action planning.

• Lab outcome: analyze sample businesses, map funnel stages, calculate basic metrics, compare channels and prepare campaign objective notes.

• Learn how to identify the right audience, understand market demand, study competitors and prepare a strong marketing plan before launching ads.

• Practice market research through industry demand, audience problems, customer questions, seasonal trends, buying triggers and opportunity mapping.

• Build customer personas using demographics, income, location, device behavior, interests, objections, motivation and preferred communication style.

• Study competitor analysis through ad examples, landing pages, offers, pricing, reviews, creative angles, keywords and funnel strengths.

• Learn search intent research across informational, commercial, transactional, local, branded and competitor intent for campaign planning.

• Use social listening awareness through comments, reviews, hashtags, community questions, product feedback and message mining for ad copy.

• Segment audiences into cold, warm, hot, existing customers, repeat buyers, abandoned visitors and high-value customer groups.

• Define value propositions using unique selling points, benefit stacks, proof points, objections, credibility and reason-to-buy statements.

• Plan creative angles such as problem-solution, testimonial, comparison, offer-led, founder-led, product demo and educational angles.

• Lab outcome: create buyer personas, competitor research sheet, offer comparison table, keyword intent map and campaign brief document.

• Create structured paid marketing plans that define goals, audiences, budgets, creatives, tracking and expected outcomes before launch.

• Learn campaign brief preparation including business goal, product, audience, offer, conversion action, landing page, budget, deadline and reporting frequency.

• Define KPIs such as impressions, clicks, leads, purchases, cost per result, conversion rate, ROAS, revenue and pipeline quality.

• Understand budget strategy including daily budget, lifetime budget, testing budget, scaling budget, reserve budget and budget allocation by funnel stage.

• Study media buying structure across campaigns, ad sets, ad groups, keywords, placements, creatives, schedules and bidding choices.

• Prepare testing plans for audience test, creative test, keyword test, landing page test, offer test and controlled learning periods.

• Learn bidding awareness including manual and automated bidding, learning phase, bid limits, cost controls and optimization signals.

• Plan creative requirements such as ad sizes, video length, hooks, headlines, descriptions, CTA, thumbnails, brand assets and compliance checks.

• Build launch checklists covering pixel status, conversion event, UTM links, landing page speed, payment or form test, budget, targeting and approvals.

• Lab outcome: build a media plan, allocate a sample budget, define KPIs, prepare a launch checklist and create a testing roadmap.

• Learn paid search fundamentals and build Google search campaigns that connect high-intent users with relevant offers.

• Understand Google Ads account structure including account, campaign, ad group, keyword, ad, asset, conversion action and billing awareness.

• Study search campaign objectives such as leads, calls, website traffic, sales, local actions, brand protection and competitor awareness.

• Practice keyword research with seed keywords, long-tail keywords, branded terms, service terms, location terms and negative keyword discovery.

• Learn match types including broad, phrase and exact awareness, search terms report, query quality, irrelevant traffic control and intent refinement.

• Write ad copy with strong headlines, benefit-focused descriptions, keyword relevance, trust signals, offers and clear calls to action.

• Use ad assets such as sitelinks, callouts, structured snippets, calls, location awareness, lead forms and extensions to improve ad usefulness.

• Understand Quality Score concepts including expected click-through rate, ad relevance, landing page experience and practical improvement actions.

• Learn bidding and optimization with maximize clicks, conversions awareness, target CPA/ROAS concepts, daily budgets and campaign learning signals.

• Lab outcome: create search campaign structure, keyword list, negative list, ad copy set, extensions plan and optimization checklist.

• Build practical paid social campaigns for awareness, lead generation, engagement, website traffic and conversions across Meta, Instagram and LinkedIn.

• Understand paid social role in demand creation, remarketing, lead generation, product discovery, brand recall and community-driven growth.

• Learn Meta campaign structure including campaign, ad set, ad, objective, placements, optimization event, audience, budget and creative variations.

• Study Instagram ad awareness through reels, stories, feed, explore placements, vertical video, creator-style creatives and mobile-first messaging.

• Understand LinkedIn ads for B2B targeting, job title, company size, industry, lead forms, content offers and higher-value lead planning.

• Practice audience targeting with core interests, custom audiences, website visitors, engaged users, customer lists, lookalike audiences and exclusions.

• Plan creatives with hooks, thumb-stopping visuals, product demos, testimonials, before-after, educational posts and offer-led messaging.

• Write ad copy formats such as short copy, long copy, primary text, headline, description, CTA, emotional trigger, credibility and urgency.

• Learn lead generation workflow through instant forms, website forms, lead quality questions, CRM handoff, follow-up speed and rejection reason tracking.

• Lab outcome: build Meta campaign plan, prepare ad copy variations, plan audiences, write lead form questions and review social ad metrics.

• Understand display and video channels, creative formats, placements, remarketing strategy and brand-safe campaign planning.

• Learn display advertising role in reach, remarketing, product recall, content consumption, assisted conversions and visual brand presence.

• Study YouTube campaign awareness including skippable ads, in-feed video, bumper ads, video reach, video views and conversion-focused video strategy.

• Practice video creative basics such as first three seconds, hook, problem, demo, proof, offer, CTA, captions, aspect ratios and thumbnail planning.

• Plan placements and audiences using topics, keywords, custom segments, remarketing users, in-market audiences and exclusion awareness.

• Understand remarketing strategy for page visitors, product viewers, cart abandoners, lead form starters, video viewers and engagement audiences.

• Learn frequency control to avoid ad fatigue, balance reach and repetition, use sequential messaging and plan creative refreshes.

• Understand brand safety through placement exclusions, sensitive content avoidance, policy awareness, claim review and safe creative approval workflow.

• Learn measurement concepts such as view-through awareness, assisted conversions, video views, engagement rate, cost per view and remarketing contribution.

• Lab outcome: write video script, design remarketing sequence, create placement checklist and prepare display creative requirements.

• Learn how landing page experience, messaging, user flow and conversion design directly affect ad performance and campaign profitability.

• Understand landing page role in message match, offer clarity, user trust, conversion action, tracking readiness and mobile-first experience.

• Study page structure including headline, subheadline, hero section, benefits, features, proof, testimonials, pricing awareness, FAQ and CTA placement.

• Design conversion elements such as forms, buttons, WhatsApp click, call button, checkout flow, lead magnet, demo booking and thank-you page.

• Build trust signals through reviews, case studies, certifications, client logos, refund policy, secure payment, contact details and clear ownership.

• Learn mobile optimization including readable text, fast loading, simple navigation, sticky CTA awareness, thumb-friendly buttons and form simplicity.

• Understand page speed awareness through image size, scripts, hosting, cache, heavy plugins, tracking scripts and impact on ad conversions.

• Practice form optimization with fewer fields, smart questions, validation, spam protection, CRM fields, source tracking and lead quality balance.

• Learn A/B testing and CRO diagnosis with headline tests, offer tests, CTA tests, form tests, layout tests, heatmap awareness and user feedback review.

• Lab outcome: audit landing page, rewrite hero copy, improve CTA structure, create CRO checklist and design a lead-generation landing page.

• Build the measurement foundation required to understand campaign results, lead sources, conversion paths and optimization decisions.

• Learn tracking mindset by measuring clicks, sessions, leads, purchases, calls, WhatsApp actions, form submissions and revenue events.

• Understand UTM structure including source, medium, campaign, content, term, naming discipline, consistent reporting and avoiding messy campaign data.

• Study GA4 awareness including events, conversions, traffic acquisition, landing pages, engagement metrics, explorations and reporting limitations.

• Learn pixel concepts such as Meta pixel, Google tag awareness, event matching, conversion API awareness, browser limitations and data quality signals.

• Plan conversion setup for thank-you pages, button clicks, form submits, purchase events, phone clicks, lead status and offline conversion awareness.

• Understand tag management through container awareness, trigger concepts, variable concepts, testing, preview mode, publishing discipline and documentation.

• Learn attribution basics including last click, data-driven awareness, assisted conversions, first touch, multi-touch limitations and platform bias.

• Build dashboard planning with KPIs, spend, leads, revenue, CPL, CPA, ROAS, channel comparison, trend notes and decision-ready summaries.

• Lab outcome: create UTM sheet, plan conversion events, audit tracking flow, build reporting template and explain attribution trade-offs.

• Understand how organic visibility, content planning and website quality support paid performance, brand credibility and long-term business growth.

• Learn SEO role in performance marketing by lowering dependency on paid traffic, improving trust, supporting search intent and strengthening landing page quality.

• Practice keyword planning across informational, commercial, transactional, branded, local and competitor keyword awareness for content mapping.

• Understand on-page basics such as title, meta description, headings, URL, internal links, image alt text, schema awareness and content clarity.

• Plan content funnels using blogs, comparison pages, guides, case studies, landing pages, product pages, FAQs and lead magnet assets.

• Learn local SEO awareness through Google Business Profile, reviews, NAP consistency, service pages, location keywords and call-focused conversions.

• Use content for ads through hooks, pain points, testimonials, educational snippets, product demos, landing page copy and remarketing material.

• Understand technical awareness including page speed, mobile usability, crawlability, indexing, broken links, redirects and duplicate content risks.

• Build trust through author credibility, policies, proof, social presence, consistent branding and helpful user-focused content.

• Lab outcome: prepare keyword map, write content brief, audit an SEO page, create ad-to-content journey and plan remarketing content.

• Learn how retention channels improve lead conversion, customer value, repeat sales and marketing profitability.

• Understand retention role in improving lead response, reducing wasted ad spend, increasing repeat purchase, building trust and improving lifetime value.

• Learn CRM basics including lead source, status, owner, follow-up date, notes, tags, pipeline stages and marketing-to-sales handoff.

• Build lead nurturing flows such as welcome sequence, product education, objection handling, proof, offer reminder, call scheduling and reactivation.

• Study email marketing awareness including subject line, preview text, segmentation, personalization, deliverability, list hygiene and unsubscribe rules.

• Understand WhatsApp marketing with opt-in, templates, broadcast discipline, quick replies, catalog links, follow-up scripts and support handoff.

• Plan automation flows such as welcome flow, abandoned cart, lead follow-up, post-purchase, review request, win-back and festival campaign awareness.

• Segment audiences into new leads, qualified leads, customers, inactive users, high-value buyers, repeat visitors and campaign source groups.

• Write follow-up copy with clarity, benefit, timing, urgency, trust, objection removal and one clear action per message.

• Lab outcome: design CRM pipeline, write follow-up messages, create email flow map, prepare WhatsApp scripts and measure lead response quality.

• Learn practical campaign planning for e-commerce sales, service leads, product catalogs and marketplace growth.

• Understand e-commerce funnel stages including product discovery, category browsing, product page, cart, checkout, purchase, post-purchase and repeat order.

• Learn catalog marketing with product feed awareness, product titles, images, pricing, availability, collections and dynamic remarketing concepts.

• Study shopping campaign awareness including product listing quality, merchant feed basics, product groups, negative keywords and ROAS planning.

• Build lead generation funnels using lead magnet, landing page, form, call, WhatsApp, CRM follow-up, qualification, proposal and closing loop.

• Plan service business ads with local targeting, service keywords, call extensions awareness, trust proof, appointment booking and lead quality checks.

• Understand marketplace ads through product visibility, sponsored listings, keyword targeting, reviews, pricing, stock and campaign reporting.

• Improve conversion quality through spam filtering, lead scoring, sales feedback, refund rate, payment failure, cart abandonment and order confirmation.

• Plan remarketing for viewed product, added to cart, initiated checkout, past buyer, cross-sell, upsell and seasonal offer audiences.

• Lab outcome: build e-commerce ad plan, service lead funnel, product feed checklist, lead quality sheet and remarketing audience map.

• Complete the course with marketing automation awareness, AI-supported execution, reporting discipline, audits and portfolio-ready campaign plans.

• Use AI in marketing for campaign ideas, copy variations, audience research, creative briefs, reporting summaries and human review discipline.

• Build automation workflows for recurring reports, lead alerts, CRM updates, UTM builders, approval checklists and campaign documentation habits.

• Apply optimization frameworks that diagnose tracking, audience, creative, offer, landing page, budget, bid and follow-up before scaling spend.

• Prepare reporting structure with executive summary, spend, results, learnings, issues, next steps, creative performance and budget recommendation.

• Practice client communication by explaining metrics simply, setting realistic expectations, documenting changes, justifying decisions and avoiding false promises.

• Develop audit skills for account structure review, tracking review, landing page review, creative review, keyword review and funnel leakage review.

• Plan the capstone by choosing a business, defining goals, researching competitors, creating personas, building media plan and preparing tracking plan.

• Prepare deliverables such as campaign structure, ad copy, creative brief, landing page suggestions, KPI sheet, dashboard mockup and performance report.

• Lab outcome: prepare final campaign plan, optimization report, AI prompt library, marketing dashboard and portfolio presentation.