Performance Marketing Basics

What You Will Learn

• 1 Learn the core principles, terminology, and business logic that define performance marketing and distinguish it from traditional advertising approaches.
• 2 Understand how to structure key performance indicators and attribution models to accurately measure the impact of every marketing channel.
• 3 Apply paid search fundamentals — including keyword strategy, ad copy, and Quality Score — to build profitable search campaigns from the ground up.
• 4 Explore paid social advertising across major platform types, learning how to target audiences, structure campaigns, and optimize for conversion outcomes.
• 5 Understand display advertising, programmatic buying, and retargeting strategies that re-engage audiences and scale reach cost-effectively.
• 6 Develop conversion rate optimization skills to turn existing traffic into measurable revenue through landing page design, testing, and user experience improvements.
• 7 Analyze email and marketing automation as performance channels, learning segmentation, lifecycle triggers, and deliverability best practices.
• 8 Build affiliate and partnership marketing programs that create scalable, commission-based revenue channels aligned with business goals.
• 9 Implement budget planning, bid management, and cross-channel allocation strategies to maximize return on ad spend across an entire marketing portfolio.
• 10 Create a performance marketing reporting framework that connects campaign data to business outcomes and supports data-driven decision-making at every level.