This session establishes a strong understanding of performance marketing fundamentals, introducing practical tools and frameworks. Heads of Marketing and Marketing Managers will leave with clear strategies to strengthen their firms’ core marketing capabilities.

Key Themes/Topics:

1. Paid Search Basics: Setting up Google Ads campaigns, keyword strategies, and understanding intent.

2. Paid Social Overview: Introduction to Meta and LinkedIn ads, audience building, and creative considerations.

3. Performance Creative Fundamentals: Crafting effective ad copy, visuals, and calls to action that convert.

4. Web Analytics Essentials: GA4 basics, understanding key metrics, and linking data to decision-making.

5. Planning and Execution: Creating a simple, actionable performance marketing roadmap to align with business goals.

Outcome: Learners will develop a practical foundation in paid search, paid social, and analytics, with tools they can immediately apply.

This session enhances the fundamentals from Part 1, focusing on optimisation and efficiency techniques. The emphasis is on scaling campaigns and improving ROI while managing budgets effectively.

Key Themes/Topics: 1. Optimising Paid Search: Refining campaigns with match types, negative keywords, and audience segmentation.

2. Advanced Paid Social Strategies: A/B testing, retargeting, and lookalike audiences for Meta and LinkedIn.

3. Creative Testing Frameworks: Designing and implementing structured creative testing for performance improvements.

4. Analytics for Optimisation: Setting up conversion tracking, using UTM parameters, and customising reports.

5. Cross-Channel Efficiency: Identifying synergies across paid search, paid social, and organic channels to maximise results.

Outcome: Learners will leave with actionable optimisation strategies and tools to improve campaign performance across channels. 

This session focuses on scaling campaigns and implementing advanced strategies to drive growth while balancing profitability and efficiency.

Key Themes/Topics:

1. Scaling Paid Search and Social: Advanced audience strategies, budget allocation for scaling, and avoiding diminishing returns.

2. Automating for Growth: Leveraging automated bidding strategies, dynamic ads, and AI-driven tools.

3. Performance Creative at Scale: How to adapt high-performing creatives for broader audiences and platforms.

4. Attribution and Measurement: Understanding advanced attribution models and using insights to inform strategy.

5. Aligning Marketing with Business Goals: Scaling efforts while staying aligned with business KPIs and revenue targets.

Outcome: Learners will gain confidence in scaling campaigns effectively and sustainably, with strategies that align with overall business objectives.

The final session focuses on future-proofing strategies and integrating cutting-edge techniques. Leaders will learn to drive innovation and navigate the challenges of an evolving digital landscape.

Key Themes/Topics:

1. AI and Machine Learning: Using advanced tools like Google’s Performance Max, predictive analytics, and generative AI for creative development.

2. Emerging Trends in Paid Social: Strategies for integrating new ad formats (e.g., Reels, Stories, and LinkedIn thought leadership ads).

3. Holistic Attribution Models: Combining online and offline data to get a complete picture of performance.

4. Performance Creative Mastery: Building storytelling-driven campaigns and implementing dynamic creative optimisation.

5. Navigating Industry Changes: Preparing for cookie deprecation, privacy shifts, and evolving platform policies.

Outcome: Learners will leave with advanced strategies to innovate within their firms, future-proof their marketing efforts, and lead their teams with confidence.