PERFORMANCE MARKETING CRASH COURSE

COURSE OBJECTIVE

By the end of the course, a student who starts with no prior knowledge of digital marketing should be able to:

Understand a business, brand, product and customer
Understand how paid advertising works
Identify the right audience
Develop communication and creative strategies
Understand marketing metrics and business economics
Set up Meta and Google advertising accounts
Set up basic tracking
Create Meta and Google advertising campaigns
Analyse campaign performance
Identify why a campaign is performing poorly
Optimise and scale campaigns
Prepare reports and explain performance to a client or manager
Use AI to support research, copywriting and creative production

Phase 1: Marketing Psychology & Basic Ad Math

Brand positioning, audience awareness levels (unaware to highly aware), and product hooks.
Performance marketing metrics: Demystifying CPM, CTR, CPC, CPA/CAC, AOV, ROAS, and ROI with real-world scenarios.

Phase 2: Creative Strategy & Briefing

High-converting creative formats: UGC, founder-led, review, carousel, and static angle design.
Design mechanics: Color combinations, text-safe zones, and product placement rules.
Team workflows: Standardizing creative briefs, aspect ratios (1:1, 9:16, 16:9), and asset handover specs.

Phase 3: Technical Setup & Tracking

Meta Business Manager setup: Ad accounts, Instagram/WhatsApp integration, pixels, and CAPI setup.
Google infrastructure: GA4 setup, Google Tag Manager basics, and conversion tracking installation.

Phase 4: Meta Ads Execution & Optimization

Funnel strategy: Direct-to-offer vs. TOF/MOF/BOF full-funnel approaches.
Hands-on campaign builds: Lead generation (Instant Forms), E-commerce conversion, and local traffic setups.
Data analysis: Setting up custom reporting columns, diagnosing creative fatigue, and handling sudden performance drops.

Phase 5: Google Ads & Search Intent

Keyword strategy: Intent types (Transactional vs. Informational), match types, and keyword planner trends.
Campaign builds: Search campaigns, Performance Max (PMax) asset groups, and YouTube video ads.

Phase 6: Analytics, AI & Client Workflow

UTM tracking, attribution basics, and reading user pathways in GA4.
Leveraging generative AI tools for fast ad copy variations and image concepting.

Fees & Course Duration

No. of Classes: 12-14 Classes

Weekdays: Tuesday, Friday & Sunday

Time: 09:00 PM to 10:15 PM

Fee: ₹7,500/-

Manikant Singh

Founder | Digital Marketing Mentor | D2C Brand Builder

I’m Manikant Singh, a digital marketing professional with over 16 years of experience working with 100+ brands across different industries. Over the years, I’ve managed campaigns, built marketing strategies, scaled businesses, made mistakes, experimented with platforms, and learned what actually works beyond what textbooks and online tutorials teach.

I started Marketing Shiksha with a simple purpose: to share this practical experience with people who want to build a career in digital marketing or grow their own business.

Here, I’ll talk about Performance Marketing, Meta Ads, Google Ads, SEO & AEO, Analytics, AI in Marketing, D2C growth, lead generation, marketing strategy, and brand building, but with a strong focus on real-world implementation.

My objective is simple: Marketing Shiksha will not just teach you how digital marketing tools work. I want to teach you how to think like a marketer, make better decisions, and use marketing to generate actual business results.