Australian College of Business Intelligence

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

2.1 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

3.1 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

4.1 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

5.1 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

6.1 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