Generated $11 Million Potential Pipeline for Global Network Security Client
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This course goes beyond ad setup to focus on strategy, integration, and campaign optimisation across multiple digital channels. Learn to audit existing campaigns, conduct in-depth audience research, develop a strategic performance advertising plan, and make data-driven decisions to scale your lead generation efforts effectively.
Whether you’re a mid-level marketer, business owner, consultant, or team leader, this hands-on training empowers you to lead performance marketing campaigns with confidence and clarity.
Pre-requisites
Basic Knowledge of Performance Advertising and Marketing Concepts: Learners should have a foundational understanding of core digital marketing concepts, such as SEM, social media marketing, and paid advertising. This can be demonstrated by completing introductory-level digital advertising courses or having equivalent work experience.
Experience in Advertising or Related Field: Learners should have at least 1 year of experience in advertising, communications, or a related role where they have been exposed to basic advertising strategies and tools. Experience in a digital advertising capacity is highly recommended.
Familiarity with Digital Marketing Tools: Learners should be comfortable using basic digital advertising tools such as SEO, Content Marketing, Google and Meta Ad platforms.
Access to an Organisation or Host Company: Learners are recommended to have access to a company where they can apply the digital advertising strategies and audits developed throughout the course. Company-sponsored learners will use their own organisation, while non-sponsored learners will use case studies provided in class.
Basic Analytical Skills: Learners should have basic analytical skills, including understanding performance metrics, interpreting data, and making data-driven decisions.
Comfort with Presenting: Learners should be comfortable delivering simple presentations as they will be required to present their strategic advertising plans during the course.
Target Audience
This course is ideal for professionals looking to enhance their strategic planning capabilities in performance marketing, including:
Marketing professionals in agencies or corporate teams transitioning to strategic roles
Business owners and entrepreneurs aiming to build in-house lead generation capabilities
Digital marketing specialists seeking to deepen their performance marketing skills
Consultants and freelancers offering performance-based services to clients
Career changers with some digital advertising knowledge moving into a performance-focused role
Organisation-sponsored learners developing customised leadgen strategies for their companies
Course Highlights
In this course, you will learn how to:
Develop a strategic, multi-channel lead generation campaign tailored to your organisation
Build detailed customer personas to guide creative messaging and targeting
Set measurable performance targets aligned with business goals
Optimise campaign performance using meaningful analytics and data-driven methods
Course Objectives
By the end of the class, you will be able to:
Evaluate performance marketing strategies effectiveness against campaign objectives using advertising campaign evaluation tools and methods to establish new campaign objectives
Develop ideal target audience profiles for leadgen campaign activation
Design effective creative assets and messaging to generate optimal engagement and performance for a brand’s products and services
Design performance marketing communications structures to drive and meet campaign objectives and performance targets.
Synthesise performance marketing strategies and campaign objectives through evaluating performance metrics.
Assess agency management and team scaling practices to recommend leadgen strategies for improved team integration and operational plans.
Certification
A Certification of Completion will be issued upon achieving at least 75% attendance for the course.
Course Outline
Instructional Methods: Lecture, Demonstration and modelling, Practice and feedback, Case study
Performance Metrics Selection – identifying and selecting the appropriate metrics and targets to measure campaign effectiveness
Content Development – Develop Blogs, Case Studies, Testimonials and Video using lead magnet
Instructional Methods: Lecture, Demonstration and modelling, Practice and feedback, Case study
Topics Covered
How to optimise your paid leadgen campaigns (Ads, Email, SEO, Social, etc.)
Understanding Targeting and Bid capabilities
Transitioning from manual bidding to automated bidding
Cross-channel performance advertising reporting
How to create reports that matter to the respective key stakeholders
Instructional Methods: Lecture, Demonstration and modelling, Group Discussion, Case study
Topics Covered
Building In-House vs. Outsourcing Agency Teams – evaluating the benefits and drawbacks of building in-house teams versus working with external agencies
Developing ideal team structure of a successful media planning/buying team
Evaluating operational performance for better client-agency integration
Performance Evaluation – tools and methods for evaluating campaign performance and agency’s performance to enhance client-agency collaboration
Agency Management Practices – best practices for managing agency relationships and ensuring alignment with campaign goals
