Created with our PERFORMANCE MEDIA - Red & Yellow...performance media agency What you’ll learn •...
Transcript of Created with our PERFORMANCE MEDIA - Red & Yellow...performance media agency What you’ll learn •...
CAREER BOOSTING SHORT COURSE
PERFORMANCE MEDIAMaster performance media that drives commercial success
Learn how to use:
Created with our knowledge partner
Red & Yellow has been teaching business leaders to think creatively since 1994
Duration: 10 weeks
Time commitment: 8-10 hours / week
A highly respected Red & Yellow Certificate
Cost: R13 500 *payment plans available
THE COURSE DETAILS
Master the skills and ability to leverage Performance Media to more effectively
market yourself or your brand, and achieve the best results/outcomes. Learn how
to drive focused, well planned, and cleverly executed campaigns with compelling
calls-to-action that drive desired consumer behaviour shifts. This course will
teach you how to use digital channels and platforms as a powerful promotional
tool by targeting the right audiences - based on demographics, occupation,
interests and locations.
CAREER BOOSTING SHORT COURSE
Who should take this course? • Digital marketers
• Brand managers
• Content managers
• Marketing strategists
• eCommerce start-ups
• Small businesses owners
• Anyone wanting to work in a
performance media agency
What you’ll learn• Understand the difference between
paid search and programmatic display
advertising and how to align with
your digital marketing strategy.
• Understand how to use and get the
maximum benefit from the Google
stack (Marketing Platform, Analytics
360, Search Ads 360, data studio,
Google shopping platform).
• How to leverage insights from
tracking and analysing data to
optimise and improve campaign
performance.
• Learn how to set-up, implement, track
and optimise effective campaigns in
the Google Marketing platform.
PERFORMANCE MEDIA a word from people who know... “...paid is no longer optional for social media
marketing...it hasn’t been for a long time
for the smartest marketers.…embrace the
fact that social paid promotion is probably
the most sophisticated marketing tool ever
created. There is a steep learning curve to
doing it right.
- Mark Traphagen, Content Strategy
Director at Perficient Digital
MODULE 1: DIGITAL PAID MEDIA STRATEGY
• What is paid media and why do we use it?
• Plan a media strategy that factors in the customer journey and delivery formats
• Understand paid search and programmatic display
• Get on top of the Google Marketing platform
MODULE 2 : THE BASICS OF PAID SEARCH
• How to set up the account
• What terms like Quality Score and Ad Rank mean
• How to research and match keywords
• How to craft ads and refine sitelinks
MODULE 3 : ADVANCED PAID SEARCH
• Thinking mobile and dynamic search ads
• Targeting audiences and how to remarket across video, search and customer lists
• Setting up Google Shopping Campaigns
• Understanding DoubleClick Search, and how to set up and manage ads and budget in Search
Ads 360
How it unfolds…The first week is dedicated to orientation. You’ll get to
familiarise yourself with the online learning platform (virtual classroom),
understand how everything works, meet the humans that’ll support you
during this upskilling process, and be introduced to the uniquely human
skills that are so essential for career success in the 21st Century.
THE LEARNING JOURNEY
Aligned with the real world: courses are developed in response to market needs or skills gaps brought on by this rapidly-changing world.
Relevant: we collaborate with industry experts to ensure the content is relevant, value-adding and delivers real-life learnings and practical applications.
A great learning experience: course material is enriched with exclusive videos, live tutorial sessions with knowledgeable humans, and interesting case studies that bring the theory to life,
Complete with real humans who have your back: there is a team committed to supporting you, and providing deeper subject-matter expertise.
We develop online courses that are:
THE LEARNING JOURNEY CONTINUED...
MODULE 4 : PROGRAMMATIC DISPLAY
• The difference between traditional vs Programmatic Display, as well as what Native
advertising entails
• What Programmatic advertising is all about, and the components of a programmatic buy
• How to research and implement Display, along with the creative guidelines to be aware of
• Ad servers vs DSP (demand side platform)
MODULE 5 : DISPLAY DETAILS
• Planning a Display Campaign within your media strategy
• Various targeting strategies for viewability and audience types
MODULE 6 : TRACKING AND TAGGING
• Why it’s important to track
• What is tagging
• How to use analytics and campaign integration with tags
MODULE 7: OPTIMISATION AND BID MANAGEMENT
• What optimisation is and why it’s important
• How to track performance against goals
• What bid management means, and how to optimise for different campaign types
MODULE 8 : GOOGLE MARKETING PLATFORM
• The benefits of the GMP and how to optimise SEM (search engine marketing)
• How to get the most out of the Google Stack - Search Ads 360, display & video 360; Analytics
360 and the data studio
Included:quick quizzes,
practical assignments & live sessions
to help you along the way.
Learn from global leaders in Performance MediaTogether with industry input from our knowledge
partner and our smart education team, we’ve designed
an original, 21st Century relevant course.
Knowledge Partner Industry experts
We’ve partnered with NMPI, an award-winning digital
agency with over 14 years of experience in strategising,
creating and delivering complex campaigns for clients
around the globe. Combining innovative technology
with smart digital expertise, NMPi works closely with
clients on targeted campaigns based on rich data and
insights to deliver optimal results. They’ve won a ton of
awards, are leaders in the field and highly respected in
the industry.
Weekly assignments build on each other (scaffold). Together
with the final research project, the outcome will be a new set
of skills and the know-how to implement immediately.
(Voilà - a beautiful new skill mastered!)
Creative Thinking
Critical Thinking
Persuasion
Social Intelligence
Adaptability
The reality is that AI and robots will replace many of the jobs we know
today. The likes of NASA and Google are already ahead of the game in
their early recognition of the importance of ‘soft’ skills.
Our courses and programmes are designed to prepare humans for this
unknown world, by combining topic-specific knowledge and know-how,
as well as a selection of the 10 uniquely human skills we’ve identified
that will set us apart from ‘robots’:
Learning you won’t get anywhere else!
*UNIQUELY HUMAN SKILLS
Leadership
Empathy
Conflict resolution
Critical thinking
Adaptability
Creative thinking
Social intelligence
Persuasion
Negotiation
Mindfulness
OUR HUMAN TOUCH
Uniquely Human Skillskey to this course:
+
SarahFadlar
Vuyani Kelly Zubeida
Phakamisa
A dedicated team available on email, phone and online
forum to support, encourage and assist you.
AvantiCourse Coordination
Team Manager
THE RED & YELLOW DIFFERENCE
Our promiseAn incredible, different-from-the-norm learning experience that combines the best of ‘online’
with the best of ‘real world’ to ensure you have industry-relevant knowledge, the practical
know-how to implement, and the human skills essential for the future.
The leading benefits of online learning are time-flexibility, convenience and the ability
to study anywhere in the world. To offer the best of both worlds, we’ve transformed our
online platform into a ‘virtual classroom’ learning experience you won’t get anywhere
else - combining human interactions, input from our academic staff and industry gurus,
with all the convenience you need.
Real humans have your backThere is a team of real, live people (not bots) dedicated to getting students over the finish-line, and ensuring they have the
best, most value-adding learning experience. Our Course Coordination team are your motivational cheerleaders and there
to assist with any admin related queries. And our knowledgeable team of Instructional Designers and subject matter experts
are always available for more course specific questions.
Original, carefully-curated and relevant contentRather than opting for the easy option of “reselling” content created by others, we create our own course content to ensure
it delivers on the expectation that a Red & Yellow certificate is the mark of a genuinely competent, capable graduate who is
able to add value from day one.
ONLINE LEARNING + the ‘human touch’ you’ll only get from us
Video content + live sessions with subject matter expertsWe’ve dialed up the blended learning aspect so that you have an even more rewarding learning experience. You get to ask
industry experts all your questions and pick their brains on your challenges.
NEXT STEPS
SIGN UP NOW AND SECURE YOUR PLACE
1. Visit redandyellow.co.za/course/performance-media to sign up now
2. Select “Book and pay now” to pay the full price upfront.
3. Fill out the quick registration form and pay via credit card, EFT or Snapscan
Need a payment plan? We have options - check out our handy payment plans
www
HAVE QUESTIONS?
Give one of our amazing Career Advisors a call at +27 872 273 283
or pop us an email [email protected]
DIARISE THIS LIFE-CHANGING DATE
Pop the start date into your calendar and get ready for 10 of the most
important life-changing weeks. We can’t wait to see what you achieve!
Get in touch +27 872 273 283
redandyellow.co.za
Follow us: @redandyellowed
HAVE YOUR SAY
We care deeply about our students’ learning
experience, so we’ve built 3 feedback-opportunities into
the process. We look forward to
your input!
In 2016, digital display ad spending will
eclipse search ad spending in the U.S. for
the first time. Combined, the categories
of video, sponsorships, rich media and
“banners and other” will account for the
largest share of digital ad spending: 47.9%,
worth $32.17 billion.
- emarketer.com
Have a group of individuals you’d
like to put on this course?
We’re always keen to play a bigger role in educating more
people. So if you have a few people you believe could
benefit, we’ll find a way to make it work for all parties.
Contact: Steven Fine, Business Development Consultant
Email: [email protected]
Phone: +27 872 273 283