Performance Copy and Creatives

Master the art and science behind crafting high-converting ad copy and creatives tailored for different platforms and funnel stages. Learn what drives clicks and conversions through testing, personalization, and storytelling.

Topics Covered:

• Ad copywriting
• Creative testing
• Persuasive frameworks (AIDA, PAS)
• Visual hierarchy
• Messaging variants for funnels

Google Ads

Deep dive into planning, launching, and optimizing campaigns across the Google Ads ecosystem including Search, Display, Shopping, and YouTube. Focus on campaign structure, bidding strategies, ad extensions, and conversion tracking.

Topics Covered:

• Bidding strategy
• Demand generation
• Performance Max (PMax)
• YouTube Ads
• Keyword research
• Quality Score optimization

Meta Ads

Build and manage paid campaigns on Facebook, Instagram, and Audience Network with a full understanding of the platform’s targeting and optimization levers. Learn to build creatives for feeds, stories, and reels while mastering performance measurement.

Topics Covered:

• Audience segmentation
• Ad placement strategy
• Pixel setup
• Retargeting
• Campaign budgeting
• Creative optimization

Paid Social Media Marketing

Explore advanced paid strategies across platforms like LinkedIn, Bing, X (formerly Twitter), Pinterest, and Snapchat. Tailor campaigns based on platform behavior and buyer intent with a full-funnel approach.

Topics Covered:

• Platform-specific ad buying
• Targeting by interest/job role
• Ad formats
• Cross-channel retargeting
• Audience calibration

eCommerce and D2C Marketing

Learn how eCommerce and D2C brands acquire, convert, and retain users using a performance marketing flywheel. Get hands-on with tools, integrations, and conversion optimization tailored for online storefronts.

Topics Covered:

• Shopify/Meta integration
• Amazon Ads
• Product feed optimization
• Dynamic retargeting
• ROAS tracking

Mobile Advertising

Understand mobile-first campaign strategies across in-app networks, web environments, and app stores. Learn how mobile performance campaigns differ in targeting, measurement, and creative strategy.

Topics Covered:

• UAC campaigns
• MMP integration (AppsFlyer, Branch)
• Deep linking
• CPI/CPA optimization
• App store ad formats

Affiliate Marketing

Get a practitioner’s view into managing affiliate partnerships and optimizing them for scale and profitability. Learn about platform ecosystems, payout models, and fraud detection.

Topics Covered:

• Affiliate onboarding
• CPL/CPS models
• Campaign monitoring
• Affiliate CRM usage
• Fraud detection tools

Programmatic Advertising

Understand how real-time bidding works and how to plan, buy, and manage media via programmatic platforms like DV360. Learn about audience overlays, brand safety, and inventory control.

Topics Covered:

• DV360 campaign setup
• DSP navigation
• Inventory filtering
• PMP deals
• Brand safety tools
• Data layering

Connected TV and OTT Advertising

Explore performance-driven advertising on OTT and CTV platforms with a focus on targeting, tracking, and post-view impact. Learn to integrate these campaigns into larger funnel strategies.

Topics Covered:

• OTT platform planning
• CTV ad formats
• Household targeting
• Post-view attribution
• Cross-channel integration

Conversion Rate Optimization

Learn the science behind increasing conversions through UX testing, copy tweaks, landing page experiments, and funnel analysis. CRO is not just about A/B testing—it's about reducing friction and increasing trust.

Topics Covered:

• A/B & multivariate testing
• Heatmap analysis
• Landing page optimization
• Funnel drop-off analysis
• Behavioral insights

Attribution and Analytics

Develop fluency in attribution models, multi-channel analytics, and tools that help evaluate the ROI of your marketing spends. Understand how to shift from last-click to more advanced models.

Topics Covered:

• GA4 setup
• GTM implementation
• Attribution modeling (linear/time-decay)
• Channel-level ROI
• Looker Studio dashboarding