Performance Marketing Course

Lesson 1 • The Conversion Funnel

Explains awareness-to-purchase stages and how performance tactics map to each stage. Provides the strategic framework used throughout later chapters.

Lesson 2 • What Performance Marketing Is

Defines performance marketing by its pay-for-outcome model and contrasts it with awareness-based advertising. Establishes the conceptual baseline for the entire course.

Lesson 3 • Core Metrics and KPIs

Introduces the universal measurement vocabulary: CPC, CPM, CPA, ROAS, and LTV. Students connect each metric to a specific business objective.

Lesson 4 • Regulatory and Ethical Foundations

Covers consumer data privacy principles, disclosure requirements, and ad platform policies. Ensures compliant campaign execution from day one.

Lesson 1 • Tracking Technology Fundamentals

Explains pixels, tags, cookies, and server-side tracking and how each captures user behaviour. Provides the technical literacy needed to set up and audit any campaign.

Lesson 2 • Analytics Platforms and Dashboards

Covers web analytics setup, UTM parameter strategy, and custom dashboard creation. Connects raw data to actionable campaign insights.

Lesson 3 • Incrementality and Experimentation

Introduces holdout tests and lift measurement to isolate true campaign impact beyond attributed conversions. Prepares students for advanced measurement in later chapters.

Lesson 4 • Conversion Tracking Setup

Walks through defining conversion events, placing tracking code, and verifying data accuracy. Directly enables the measurement of every tactic taught in subsequent chapters.

Lesson 1 • Search Campaign Optimisation

Covers search term report analysis, A/B ad testing, and Quality Score improvement tactics. Optimisation loops taught here apply to all paid channels in later chapters.

Lesson 2 • Bidding Strategies and Budget Management

Compares manual CPC, target CPA, target ROAS, and maximise-conversion strategies with their trade-offs. Students learn to match bidding strategy to campaign maturity and goals.

Lesson 3 • Campaign and Ad Group Structure

Teaches account hierarchy, match types, and single keyword ad group principles for maximum relevance. Proper structure directly controls Quality Score and cost efficiency.

Lesson 4 • Keyword Research and Strategy

Covers intent classification, keyword tools, and competitive gap analysis to build a high-value keyword list. Keyword strategy is the foundation of every search campaign built later.

Lesson 1 • Social Ad Formats and Creative

Covers image, video, carousel, and collection formats and the creative principles that drive performance. Creative quality is the top variable in social ad cost and conversion rates.

Lesson 2 • Social Bidding and Budget Optimisation

Teaches auction dynamics, campaign budget optimisation, and cost-cap vs. bid-cap strategies. Budget decisions on social directly affect delivery volume and cost per result.

Lesson 3 • Social Campaign Testing and Iteration

Introduces structured creative testing, audience split tests, and statistical significance thresholds. Systematic testing is the engine of continuous social performance improvement.

Lesson 4 • Campaign Objectives and Funnel Mapping

Maps platform campaign objectives (awareness, traffic, conversions) to funnel stages and business goals. Correct objective selection determines how platforms optimise delivery.

Lesson 1 • Programmatic Campaign Optimisation

Covers bid shading, viewability optimisation, placement blocklists, and performance reporting. Ongoing optimisation separates efficient programmatic buyers from wasteful ones.

Lesson 2 • Programmatic Ecosystem Overview

Explains DSPs, SSPs, ad exchanges, and the real-time bidding process that connects them. Understanding the ecosystem prevents wasted spend and enables smarter buying decisions.

Lesson 3 • Retargeting and Remarketing Campaigns

Teaches pixel-based and list-based retargeting, audience segmentation by behaviour, and sequential messaging. Retargeting is the highest-ROI display tactic for most performance advertisers.

Lesson 4 • Audience Targeting in Programmatic

Covers contextual, behavioural, and data-management-platform-based targeting methods for display. Precise targeting reduces wasted impressions and improves campaign efficiency.

Lesson 1 • Copywriting for Conversions

Teaches value proposition framing, benefit-led headlines, objection handling, and CTA writing. Persuasive copy reduces friction and directly lifts conversion rates.

Lesson 2 • Landing Page Design Principles

Covers message match, visual hierarchy, trust signals, and mobile-first design for high-converting pages. Page design is the direct link between ad spend and revenue generated.

Lesson 3 • A/B Testing and Experimentation

Explains hypothesis formation, test design, sample size calculation, and result interpretation for CRO. Rigorous experimentation prevents false conclusions and wasted development effort.

Lesson 4 • Form and Checkout Optimisation

Analyses form field reduction, progress indicators, error handling, and checkout flow design. Reducing form friction is one of the highest-leverage CRO interventions available.

Lesson 1 • Scaling Campaigns Profitably

Explains horizontal scaling (new audiences) and vertical scaling (higher budgets) with efficiency guardrails. Scaling without a framework leads to CPA degradation and wasted spend.

Lesson 2 • Performance Reporting and Stakeholder Communication

Builds skills in executive reporting, insight narrative, and data visualisation for non-technical audiences. Clear reporting builds stakeholder trust and secures future budget.

Lesson 3 • Forecasting and Goal Setting

Covers bottom-up forecasting, scenario modelling, and target-setting frameworks tied to business outcomes. Accurate forecasts align marketing investment with revenue expectations.

Lesson 4 • Media Planning Fundamentals

Covers reach, frequency, GRP concepts, and channel mix planning tied to funnel objectives. A sound media plan ensures budget is deployed where it generates the highest return.

Lesson 1 • Competitive Intelligence and Market Positioning

Teaches auction analysis, share-of-voice tracking, and competitor creative research to sharpen strategy. Competitive awareness prevents reactive spending and reveals untapped opportunities.

Lesson 2 • Advanced Audience Strategy

Covers predictive audiences, suppression lists, CRM integration, and identity resolution for precision targeting. Advanced audience management reduces waste and improves personalisation at scale.

Lesson 3 • Strategic Planning and Roadmapping

Guides students through annual performance marketing planning, OKR alignment, and test-and-learn roadmaps. Strategic planning converts tactical skills into sustained business impact.

Lesson 4 • Marketing Mix Modelling

Introduces MMM as a strategic complement to attribution for understanding long-run channel contribution. MMM enables budget decisions that platform-level attribution cannot support alone.