Definition of performance marketing vs. traditional marketing

Key channels: Paid search, social, display, affiliate

Metrics that matter: CTR, CPC, CPA, ROAS

Role of Meta Ads and Google Ads in a performance marketing funnel

Analyze a business funnel (e.g., e-commerce) to identify growth opportunities through paid ads.

Campaign structure: Campaign → Ad Set → Ad

Campaign objectives: Awareness, Traffic, Engagement, Leads, Sales

Ad placements: Feed, Stories, Reels, Messenger, Audience Network

Budgeting basics: Daily vs Lifetime, bid strategies

Hands-on Activity: Create a Meta Ads account (or Business Manager demo account) Select a campaign objective for a sample product Decide budget and placements for that campaign

Core audiences: demographics, location, interests, behaviors

Custom audiences: website visitors, email lists, app users

Lookalike audiences: expanding reach to similar users

Retargeting strategies: abandoned carts, engagement-based retargeting

Hands-on Activity: Build one custom audience and one lookalike audience using a sample dataset Define a target audience for the sample campaign

Ad formats: single image, carousel, video, collection

Copywriting essentials: headline, primary text, CTA

Creative best practices: image size, text ratio, video length

A/B testing: variations of copy and creatives

Hands-on Activity: Create two ad creatives for the sample campaign: one image, one carousel Draft ad copy targeting the defined audience

Set up Campaign → Ad Set → Ad using learned objectives, budget, and placements

Apply audience targeting

Upload creatives and copy

Launch the campaign in a sandbox/demo environment

Capture screenshots of the setup for portfolio submission