Course curriculum

  • 1

    Section 1: Introduction to Performance Marketing

    • 1.1 Welcome to this unit

    • 1.2 Introducing performance marketing

    • 1.3 What this unit will cover

    • 1.4 What you’ll learn

    • 1.5 A note on completing this unit

    • 1.6 Section 1 quiz
  • 2

    Section 2: Understanding performance marketing

    • 2.1 Welcome to section 2

    • 2.2 Understanding performance marketing techniques

    • 2.3 Understanding channels and platforms

    • 2.4 Understanding social media advertising

    • 2.5 Understanding Search Engine Marketing (SEM)

    • 2.6 Understanding display advertising

    • 2.7 Understanding ad formats

    • 2.8 A guide to Instagram ad formats

    • 2.9 Using bidding strategies

    • 2.10 Understanding targeting approaches

    • 2.11 Understanding legislation

    • 2.12 Section 2 quiz
  • 3

    Section 3: Planning for performance marketing

    • 3.1 Welcome to section 3

    • 3.2 Interpreting a performance marketing brief

    • 3.3 Confirming requirements for a campaign

    • 3.4 Determining performance benchmarks

    • 3.5 Analysing creative requirements

    • 3.6 Creating campaign plans

    • 3.7 Performance marketing campaign plan template

    • 3.8 Presenting campaign plans

    • 3.9 Gaining approval

    • 3.10 Section 3 quiz
  • 4

    Section 4: Running a campaign

    • 4.1 Welcome to section 4

    • 4.2 Implementing performance marketing campaigns

    • 4.3 Creating campaign assets

    • 4.4 Launching a campaign

    • 4.5 Optimising with campaign objectives in mind

    • 4.6 Optimising the use of creative

    • 4.7 Taking advantage of other optimisations

    • 4.8 Managing budgets and timelines

    • 4.9 Addressing unforeseen challenges

    • 4.10 Creating interim performance reports

    • 4.11 Section 4 quiz
  • 5

    Section 5: Reporting on performance

    • 5.1 Welcome to section 5

    • 5.2 Collating campaign data

    • 5.3 Analysing campaign data

    • 5.4 Seeking feedback from the target audience

    • 5.5 Identifying successes

    • 5.6 Identifying areas of improvement

    • 5.7 Creating written reports

    • 5.8 Campaign performance report template

    • 5.9 Presenting your reports

    • 5.10 Tips for delivering better presentations

    • 5.11 Section 5 Quiz
  • 6

    Section 6: Performance Marketing Summary

    • 6.1 Welcome to section 6

    • 6.2 Key takeaways

    • 6.3 The future of performance marketing

    • 6.4 How to keep your knowledge up to date

    • 6.5 Getting certified

    • 6.6 Congratulations and what’s next
  • 7

    BONUS SECTION: Additional Resources

    • 7.1 Bonus section introduction

    • 7.2 Conversion Best Practices Toolkit

    • 7.3 How to Advertise on Instagram by HubSpot

    • 7.4 How to Drive More Leads From LinkedIn

    • 7.5 How to Advertise Better on LinkedIn

    • 7.6 Social Media Performance Benchmarks Guide

    • 7.7 LinkedIn Targeting Playbook

    • 7.8 Biggest PPC Trends of 2024

    • 7.9 PPC Expert Tips for Budgets, Testing and Optimisation

    • 7.10 Glossary of digital marketing terms