Epic 3

ROI Samurai

Learn to manage a sizeable performance marketing spends across multiple platforms and mediums. Enhance your knowledge of performance marketing, media planning, campaign management, ROI tracking, attribution and conversion optimisation.

Organic Media Odyssey
Step into the shoes of an ROI Samurai and embark on a quest to conquer the digital landscape. Armed with your analytical skills and strategic mindset, you'll delve into the world of data analytics, campaign optimization, and performance tracking. Unleash your expertise in deciphering key metrics, identifying trends, and making data-driven decisions to ensure every digital campaign yields maximum returns on investment. As an ROI Samurai, you'll navigate through the intricacies of online advertising platforms, unlock the secrets of conversion optimization, and unleash your mastery over the digital realm. Prepare to wield your analytical sword and claim victory as the ROI Samurai in this epic pursuit of digital success.

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Lecture 1
Nitish Mathur

Nitish Mathur

Founder & CEO @ 3CANS | Account-Based & Growth Marketing | Best Selling Author

Unveiling the Performance Marketing Landscape

Learning Outcomes
  • Understand the concept of performance marketing and its significance in modern digital marketing strategies.
  • Gain insights into the various performance marketing channels, including search engine marketing (SEM), social media advertising, affiliate marketing, and email marketing.
  • Learn how to set up and manage performance marketing campaigns on different platforms, optimizing them for maximum results.
  • Acquire practical skills in using performance marketing tools and platforms to track and analyze campaign performance and return on investment (ROI).
  • Explore the importance of data-driven decision-making in performance marketing, utilizing key performance indicators (KPIs) to measure campaign success.
  • Learn how to segment target audiences and create personalized marketing messages for improved engagement and conversions.
  • Understand the concept of A/B testing and its role in optimizing performance marketing campaigns for better results.
  • Explore the role of landing pages and website optimization in enhancing the effectiveness of performance marketing efforts.
  • Learn how to allocate budgets effectively across different performance marketing channels to maximize ROI.
  • Understand the ethical considerations and regulations related to performance marketing, including data privacy and advertising standards.
  • Acquire skills in analyzing competitor performance marketing strategies to identify opportunities and stay ahead in the competitive landscape.
  • Learn how to integrate performance marketing with other digital marketing channels and strategies for a cohesive marketing approach.
Lecture 2
Nitish Mathur

Nitish Mathur

Founder & CEO @ 3CANS | Account-Based & Growth Marketing | Best Selling Author

Embracing the Performance Mindset

Learning Outcomes
  • Understand the concept of the performance mindset and its significance in achieving personal and professional growth.
  • Recognize the importance of setting clear and measurable goals in both individual and team-based marketing initiatives.
  • Develop skills in adopting a data-driven approach to decision-making, relying on analytics and key performance indicators (KPIs) to drive marketing strategies.
  • Learn how to embrace a test-and-learn mentality, using A/B testing and experimentation to optimize marketing campaigns and tactics.
  • Cultivate a proactive attitude towards learning from successes and failures, leveraging feedback to continuously improve marketing efforts.
  • Gain insights into the role of agility and adaptability in responding to changing market dynamics and customer preferences.
  • Explore the connection between the performance mindset and innovative thinking, fostering creative solutions to marketing challenges.
  • Develop effective communication and collaboration skills, fostering a performance-driven culture within marketing teams.
  • Understand the value of accountability and taking ownership of marketing initiatives, driving results through personal responsibility.
  • Learn how to manage time and resources efficiently, optimizing productivity and performance in marketing activities.
  • Reflect on the role of resilience and perseverance in overcoming obstacles and setbacks in marketing endeavors.
  • Embrace the spirit of continuous improvement, seeking opportunities to refine and enhance marketing strategies based on performance insights.
Lecture 3

Decoding Campaign Objectives

Learning Outcomes
  • Understanding Marketing Objectives: Students will grasp the significance of well-defined marketing objectives and how they align with overall business goals.
  • Differentiating Campaign Objectives: Students will be able to distinguish between various types of campaign objectives, such as brand awareness, lead generation, customer acquisition, and customer retention.
  • Setting SMART Goals: By the end of this lecture, students will master the art of setting Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals for marketing campaigns.
  • Mapping Objectives to Metrics: Students will learn how to link campaign objectives to key performance indicators (KPIs) and relevant marketing metrics.
  • Evaluating Success Metrics: Upon completion of this lecture, students will be proficient in evaluating the success of marketing campaigns based on the achievement of predefined objectives and KPIs.
  • Adjusting Strategies: Armed with the knowledge from this lecture, students will be able to adapt and refine marketing strategies based on campaign performance and objectives.
  • Communicating Objectives to Stakeholders: Students will develop effective communication skills to articulate campaign objectives clearly to clients and team members.
  • Critical Thinking and Decision Making: Through interactive exercises and case studies, students will enhance their critical thinking abilities to make informed decisions while aligning objectives with strategies.
  • Client Relationship Building: This lecture will also emphasize the importance of understanding and addressing client objectives to build strong and lasting client relationships.
  • Project Management: Students will gain insights into the significance of setting clear campaign objectives during project planning and management phases.

Lecture 4

Mastering the Facebook Blueprint

Learning Outcomes
  • Navigating the Facebook Blueprint: Students will gain a comprehensive understanding of the Facebook Blueprint platform and its role in providing in-depth learning resources for Facebook and Instagram marketing.
  • Facebook Ad Formats: By the end of this lecture, students will be well-versed in various Facebook ad formats, such as carousel ads, video ads, slideshow ads, and more.
  • Audience Targeting: Students will learn how to leverage Facebook's powerful audience targeting capabilities to reach specific demographics, interests, behaviors, and custom audiences.
  • Ad Placement Strategies: Upon completing this lecture, students will be proficient in selecting the most suitable ad placements to maximize reach and engagement.
  • Budget Optimization: This lecture will equip students with the knowledge to optimize ad budgets effectively for improved campaign performance.
  • Creative Best Practices: Students will master creative best practices to design engaging and visually appealing ad creatives that resonate with the target audience.
  • A/B Testing: By the end of this lecture, students will understand the significance of A/B testing and how to implement it to refine ad performance.
  • Campaign Measurement and Analytics: This lecture will focus on measuring ad performance using Facebook Analytics and other relevant tools.
  • Remarketing and Retargeting: Students will explore advanced remarketing and retargeting techniques to re-engage users who have interacted with previous ads or the brand's website.
  • Campaign Optimization: Armed with the knowledge from this lecture, students will be able to optimize Facebook ad campaigns based on data-driven insights and performance metrics.
  • Ad Policy Compliance: This lecture will cover Facebook's advertising policies, ensuring students understand the guidelines for creating compliant and effective ad campaigns.
  • Evaluating Return on Investment (ROI): Students will learn how to assess the ROI of Facebook ad campaigns and measure their impact on business objectives.
Lecture 5
Nitish Mathur

Nitish Mathur

Founder & CEO @ 3CANS | Account-Based & Growth Marketing | Best Selling Author

Google Ads and YouTube Advertising

Learning Outcomes
  • Introduction to Google Ads: Understand the fundamentals of Google Ads and its role in online advertising.
  • Google Ads Account Setup: Learn how to set up and configure a Google Ads account for effective campaign management.
  • Keyword Research and Selection: Explore keyword research techniques to identify relevant and high-converting keywords.
  • Creating Compelling Ad Copy: Develop skills in crafting persuasive ad copy that drives clicks and conversions.
  • Understanding Ad Extensions: Familiarize yourself with different ad extensions and how they can improve ad performance.
  • Google Display Network Advertising: Gain insights into the Google Display Network and its potential for reaching a broader audience.
  • YouTube Advertising Formats: Explore various YouTube ad formats, including TrueView, bumper ads, and sponsored cards.
  • Targeting on Google Ads: Understand different targeting options for precise ad delivery to the intended audience.
  • Bid Strategies and Budget Management: Learn effective bid strategies and budget allocation techniques to optimize campaign performance.
  • Quality Score and Ad Rank: Discover how Quality Score and Ad Rank impact ad placement and cost.
  • Measuring Ad Performance: Acquire the ability to measure and analyze campaign performance metrics for data-driven decision-making.
  • YouTube Channel and Video Optimization: Learn how to optimize YouTube channels and videos to increase visibility and engagement.
  • Remarketing with Google Ads: Explore remarketing strategies to re-engage website visitors and past ad viewers.
  • YouTube Analytics: Gain proficiency in using YouTube Analytics to analyze video performance and audience behavior.
  • Creating Effective YouTube Video Ads: Develop skills in creating captivating and impactful YouTube video ads.
  • Campaign Optimization Techniques: Learn advanced campaign optimization techniques to improve the efficiency and effectiveness of Google Ads and YouTube advertising efforts.
Lecture 6
Nitish Mathur

Nitish Mathur

Founder & CEO @ 3CANS | Account-Based & Growth Marketing | Best Selling Author

Leveraging the Power of LinkedIn

Learning Outcomes
  • Understanding LinkedIn's Role in B2B Marketing: Gain insights into the importance of LinkedIn as a powerful platform for B2B marketing and professional networking.
  • LinkedIn Profile Optimization: Learn how to optimize LinkedIn profiles to create a compelling and professional online presence.
  • Building and Expanding Your LinkedIn Network: Develop strategies to build a valuable network of connections that align with your marketing objectives.
  • Creating and Publishing Engaging Content: Acquire skills in crafting and publishing engaging content to establish thought leadership and attract a relevant audience.
  • LinkedIn Company Pages and Showcase Pages: Explore the benefits of LinkedIn Company Pages and Showcase Pages for brand visibility and lead generation.
  • Effective LinkedIn Publishing: Learn how to leverage LinkedIn's publishing platform to share valuable insights and industry knowledge.
  • LinkedIn Groups and Engagement: Understand how to participate in LinkedIn Groups and effectively engage with a targeted audience.
  • LinkedIn Advertising and Sponsored Content: Discover LinkedIn's advertising options and sponsored content to reach a specific audience segment.
  • LinkedIn Sales Navigator: Explore the features and benefits of LinkedIn Sales Navigator for lead generation and sales prospecting.
  • LinkedIn Analytics and Insights: Gain proficiency in using LinkedIn Analytics to measure the performance of content and engagement.
  • Personal Branding on LinkedIn: Develop strategies to build a strong personal brand and establish yourself as an industry expert.
  • LinkedIn Lead Generation Strategies: Learn effective lead generation strategies on LinkedIn, including InMail campaigns and lead capture forms.
  • Building and Nurturing Relationships: Understand the importance of building and nurturing professional relationships on LinkedIn for long-term success.
  • Using LinkedIn for Content Distribution: Discover how to leverage LinkedIn to distribute and promote content to a targeted audience.
  • LinkedIn Influencer Marketing: Explore the benefits of LinkedIn influencer marketing and how to collaborate with industry influencers.
  • Measuring LinkedIn Campaign Performance: Acquire the ability to measure and analyze LinkedIn campaign performance to optimize results and ROI.
Lecture 7

The Art of Media Planning and Buying

Learning Outcomes
  • Understanding Media Planning and Buying: Gain an in-depth understanding of the media planning and buying process and its importance in marketing campaigns.
  • Media Objectives and Strategies: Learn how to set clear media objectives and develop effective media strategies based on target audience and campaign goals.
  • Media Research and Audience Analysis: Explore various media research tools and techniques to conduct audience analysis and identify the most relevant media channels.
  • Media Budget Allocation: Acquire skills in allocating media budgets strategically to maximize reach and impact within budget constraints.
  • Media Buying Process: Learn about the media buying process, including negotiation, rate card evaluation, and securing the best media placements.
  • Traditional vs. Digital Media Buying: Understand the differences between traditional media buying and digital media buying, and when to use each approach.
  • Media Metrics and Measurement: Discover key media metrics and KPIs to measure the effectiveness and success of media campaigns.
  • Programmatic Advertising: Learn about programmatic advertising and its role in automated media buying and targeting.
  • Media Buying Platforms and Tools: Explore various media buying platforms and tools to optimize media campaigns and target specific audience segments.
  • Negotiation and Relationship Building with Media Suppliers: Develop negotiation skills and build strong relationships with media suppliers to secure the best deals.
  • Media Planning for Different Channels: Understand how to create tailored media plans for different channels, including TV, radio, print, digital, and social media.
  • Optimizing Media Campaigns: Learn how to continuously monitor and optimize media campaigns based on real-time performance data.
  • Cross-Channel Media Integration: Discover how to integrate media across different channels to create a cohesive and effective marketing strategy.
  • Media Buying Ethics and Compliance: Understand the ethical considerations and compliance regulations in media buying.
  • Media Crisis Management: Develop strategies for handling media crises and negative publicity.
  • Media Planning and Buying for Specific Campaign Objectives: Gain insights into media planning and buying for specific campaign objectives, such as brand awareness, lead generation, and product launches.
Lecture 8
Nitish Mathur

Nitish Mathur

Founder & CEO @ 3CANS | Account-Based & Growth Marketing | Best Selling Author

Tracking and Analytics

Learning Outcomes
  • Understanding Tracking and Analytics: Gain a comprehensive understanding of the importance of tracking and analytics in performance marketing.
  • Setting up Tracking Tools: Learn how to set up tracking tools like Google Analytics and Facebook Pixel to monitor campaign performance.
  • Key Performance Indicators (KPIs): Identify and define relevant KPIs for different marketing objectives, such as conversion rate, click-through rate, and return on ad spend (ROAS).
  • Data Analysis and Interpretation: Acquire skills in data analysis and interpretation to extract meaningful insights from campaign data.
  • Attribution Models: Understand various attribution models and their impact on measuring the effectiveness of different marketing channels.
  • Conversion Funnel Analysis: Learn how to analyze the conversion funnel and identify areas for optimization to improve campaign performance.
  • A/B Testing and Experimentation: Explore the concept of A/B testing and how to use it to test different ad creatives, landing pages, and audience segments.
  • Segmentation and Audience Targeting: Understand the importance of audience segmentation and how to use tracking data to optimize audience targeting.
  • Tracking Mobile and Cross-Device Performance: Learn techniques to track and measure the performance of mobile and cross-device campaigns.
  • Real-Time Reporting: Discover how to set up real-time reporting to monitor campaign performance and make data-driven decisions.
  • Data Visualization: Develop skills in presenting data in a visually compelling and easy-to-understand format.
  • Performance Optimization Strategies: Gain insights into performance optimization strategies based on data analysis and tracking insights.
  • Measuring Return on Investment (ROI): Understand how to calculate and measure ROI for performance marketing campaigns.
  • Marketing Dashboards: Learn how to create and use marketing dashboards to monitor and track key metrics.
  • Data Privacy and Compliance: Understand the importance of data privacy and compliance with relevant regulations.
  • Reporting and Communication: Develop skills in effectively communicating campaign performance to stakeholders and clients.
Lecture 9

Maximising ROI with Budget Strategies

Learning Outcomes
  • Understanding Budget Allocation: Gain a comprehensive understanding of the importance of budget allocation in maximising return on investment (ROI) for marketing campaigns.
  • Budget Planning: Learn how to plan and allocate budgets for different marketing channels and campaigns.
  • ROI Forecasting: Acquire skills in forecasting ROI based on budget allocation and projected campaign performance.
  • Cost-Per-Acquisition (CPA) Optimisation: Understand how to optimise cost-per-acquisition to improve campaign efficiency and ROI.
  • Budget Scaling: Learn techniques to scale budgets for successful campaigns and drive higher returns.
  • Budget Testing: Explore the concept of budget testing to determine optimal budget levels for different campaigns.
  • Budget Reallocation: Understand the importance of budget reallocation based on campaign performance and KPIs.
  • Understanding ROAS (Return on Ad Spend): Learn how to measure and evaluate ROAS as a key metric for budget optimisation.
  • Budget Constraints and Opportunities: Identify budget constraints and explore opportunities for cost-effective marketing strategies.
  • Risk Mitigation: Understand how to mitigate risks associated with budget allocation and campaign performance.
  • Budget vs. Revenue Forecasting: Acquire skills in forecasting revenue based on budget allocation and marketing strategies.
  • Performance Measurement: Learn how to measure the impact of budget strategies on overall campaign performance.
  • Budget Optimisation Tools: Explore budget optimisation tools and techniques to streamline budget allocation.
  • Data-Driven Decision Making: Develop skills in data-driven decision making to optimise budget strategies.
  • Seasonal Budgeting: Understand how to adjust budget allocation based on seasonal trends and consumer behaviour.
  • Adaptability and Flexibility: Learn the importance of adaptability and flexibility in budget strategies to respond to changing market conditions.
Lecture 10

AI-Driven Retargeting and Remarketing

Learning Outcomes
  • Understanding Retargeting and Remarketing: Gain a deep understanding of retargeting and remarketing concepts, and their significance in digital marketing campaigns.
  • Retargeting vs. Remarketing: Differentiate between retargeting and remarketing strategies and identify suitable scenarios for each.
  • AI and Machine Learning in Marketing: Explore how AI and machine learning technologies are utilized in retargeting and remarketing campaigns.
  • Data Collection and Segmentation: Learn how to collect and segment user data for effective retargeting and remarketing strategies.
  • Personalization Strategies: Understand how to leverage AI-driven personalization techniques to deliver tailored ads and messages to potential customers.
  • Behavioral Targeting: Acquire skills in behavioral targeting to deliver relevant ads based on user interactions and preferences.
  • Dynamic Product Remarketing: Explore dynamic product remarketing to showcase personalized product recommendations to potential customers.
  • Optimizing Ad Creatives: Learn how AI-driven tools can optimize ad creatives for higher engagement and conversion rates.
  • Frequency Capping: Understand the importance of frequency capping to avoid ad fatigue and improve ad performance.
  • Cross-Platform Remarketing: Explore cross-platform remarketing strategies to reach potential customers across various digital channels.
  • Budget Allocation and ROI: Learn how to optimize budget allocation for retargeting and remarketing campaigns to maximize ROI.
  • Testing and Optimization: Acquire skills in A/B testing and optimization techniques to enhance retargeting and remarketing campaign performance.
  • Customer Journey Mapping: Understand how to map the customer journey and deploy AI-driven strategies at different touchpoints.
  • Performance Measurement and Analytics: Learn how to measure the success of retargeting and remarketing campaigns using key performance indicators (KPIs).
  • Ad Compliance and Data Privacy: Understand the importance of ad compliance and data privacy regulations in AI-driven marketing.
Lecture 11

Understanding Attribution and Conversion Optimisation

Learning Outcomes
  • Importance of Attribution: Understand the significance of attribution models in measuring the effectiveness of marketing channels and campaigns.
  • Types of Attribution Models: Explore various attribution models, including first-click, last-click, linear, time decay, and multi-touch, and their applications.
  • Data Collection and Analysis: Learn how to collect and analyze data to attribute conversions accurately to marketing touchpoints.
  • Customer Journey Mapping: Understand how customer journey mapping plays a vital role in attribution and conversion optimization.
  • Conversion Funnel Analysis: Acquire skills in analyzing the conversion funnel to identify drop-off points and optimize conversion rates.
  • A/B Testing for Conversion Optimization: Learn how to conduct A/B tests to optimize landing pages and improve conversion rates.
  • Personalization and Conversion: Explore how personalized experiences can impact customer conversion rates.
  • UX and Conversion Rate Optimization (CRO): Understand the relationship between user experience (UX) and CRO for improved conversions.
  • AI-Driven Conversion Optimization: Discover how AI and machine learning technologies can optimize conversions by predicting user behavior.
  • Optimizing CTAs and Form Fields: Acquire techniques to optimize call-to-action (CTA) buttons and form fields for higher conversions.
  • Mobile Optimization: Understand the importance of mobile optimization for enhancing conversions on mobile devices.
  • E-commerce Conversion Strategies: Learn specific strategies to optimize conversions for e-commerce websites.
  • Landing Page Optimization: Acquire skills in designing high-converting landing pages using AI-driven insights.
  • Analyzing Attribution Reports: Understand how to interpret attribution reports and make data-driven decisions for conversion optimization.
  • Conversion Rate KPIs: Identify and measure key performance indicators (KPIs) for evaluating conversion rate success.
Lecture 12

Navigating Performance Pitfall

Learning Outcomes
  • Identifying Performance Pitfalls: Learn to recognize common performance pitfalls in marketing campaigns, such as ad fatigue, audience saturation, and creative exhaustion.
  • Optimizing Budget Allocation: Understand how to allocate budgets effectively to avoid overspending on underperforming channels.
  • Ad Frequency Management: Acquire techniques to manage ad frequency and prevent audience fatigue and irritation.
  • Campaign Burnout Prevention: Learn strategies to prevent campaign burnout and maintain long-term performance.
  • Ad Creative Refresh Strategies: Explore methods for refreshing ad creatives to keep campaigns engaging and relevant.
  • Seasonality and Performance: Understand how seasonality impacts marketing performance and how to adapt strategies accordingly.
  • Competitor Analysis: Learn the importance of competitor analysis to stay ahead and avoid performance pitfalls.
  • Real-Time Performance Monitoring: Acquire skills to monitor campaign performance in real-time and take prompt action when needed.
  • Performance Metrics and KPIs: Identify key performance metrics and KPIs to gauge the success of marketing efforts.
  • Budget Reallocations: Understand when and how to reallocate budgets based on performance insights.
  • Customer Feedback Integration: Learn how to leverage customer feedback to improve campaign performance.
  • Performance Forecasting: Explore techniques for forecasting campaign performance to set realistic goals.
  • Optimization Technologies: Understand the role of AI-driven technologies in campaign optimization.
  • Ad Platform Insights: Learn to leverage insights provided by ad platforms for better performance management.
  • Scaling Successful Campaigns: Acquire strategies for scaling successful campaigns without compromising performance.
Lecture 13

Ad Account Compliance and Recovery

Learning Outcomes
  • Ad Account Compliance Guidelines: Understand the policies and guidelines set by various advertising platforms to ensure ad account compliance.
  • Ad Account Suspension: Learn the common reasons for ad account suspension and how to prevent violations.
  • Ad Policy Violations: Recognize potential ad policy violations and take preemptive measures to avoid them.
  • Appealing Account Suspensions: Understand the process of appealing ad account suspensions and the necessary steps for recovery.
  • Account Recovery Strategies: Acquire techniques to recover suspended or disabled ad accounts successfully.
  • Ad Content Best Practices: Learn best practices for creating ad content that adheres to advertising policies.
  • Compliant Landing Pages: Understand the importance of compliant landing pages and how to ensure they meet platform requirements.
  • Privacy and Data Protection: Comprehend the significance of user privacy and data protection in ad campaigns.
  • Ad Copy and Visual Compliance: Learn how to maintain compliance with ad copy and visual content.
  • Ad Placement and Targeting Compliance: Understand the guidelines for ad placement and audience targeting.
  • Monitoring and Auditing: Acquire skills to regularly monitor ad accounts for compliance and conduct internal audits.
  • Educating Team Members: Learn how to educate team members about ad compliance to maintain a compliant advertising environment.
  • Legal Considerations: Understand legal considerations related to advertising and how to ensure compliance.
  • Staying Updated with Policy Changes: Learn how to stay updated with platform policy changes and adjust strategies accordingly.
  • Building a Compliant Ad Strategy: Combine the knowledge gained to build and execute ad strategies that comply with platform policies.

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