Online learning from an accredited institution
Performance Marketing Course
In partnership with global award-winning agency Incubeta, Red & Yellow presents a 10-week online short course in next-level Performance Marketing. Learn the latest skills in targeting the right audiences at the right time to deliver on increased ROI, and gain industry tips and techniques to get results for your brand or business using paid (performance) marketing.
“Exceptionally helpful team to new users. The content is great and relevant to modern day work and is easily implementable in work situations. The theory-to-practical ratio is great as you get to put what you learnt into practice.”
Michelle Ramkalawan
Team Leader: Digital & External Communications IMETA at CHEP
In partnership with global award-winning agency Incubeta, Red & Yellow presents a 10-week online short course in next-level Performance Marketing. Learn the latest skills in targeting the right audiences at the right time to deliver on increased ROI, and gain industry tips and techniques to get results for your brand or business using paid (performance) marketing.
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 behavior 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
Get the Performance Marketing Certificate that guarantees career success.
Master performance marketing that drives commercial success.
Our courses are designed to accelerate opportunities and give a boost to your CV. A Red & Yellow Certificate proves that you have what it takes. The feedback we get from the industry is that many HR practitioners move our grads to the top of the applicant pile.
What you’ll learn
- Understand the difference between paid search and programmatic display advertising and how to align this 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 analyzing data to optimize and improve campaign performance.
- Learn how to set up, implement, track, and optimize effective campaigns in the Google Marketing platform.
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
Knowledge Partner
We’ve partnered with Incubeta, an international team of experts in technology, marketing, data, and creative with 20+ years of experience in the digital space.
Incubeta is a market-leading specialist that uses the power of digital to unlock and amplify business growth potential through bespoke, localized digital solutions with global expertise.
Incubeta has proven through working with top-tier brands that they are leading experts in helping advertisers tackle complex projects such as in-housing, personalization, data activation, and advanced digital media.
Red & Yellow courses are made to future-proof your career
Our courses are designed to accelerate opportunities and give a boost to your CV. Top businesses across industries recognise Red & Yellow graduates as having the practical skills and the theoretical background to hit the ground running with confidence and creative flair.
Course curriculum:
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
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 site links
Advanced Paid Search
- Thinking of 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
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)
Display Details
- Planning a Display Campaign within your media strategy
- Various targeting strategies for viewability and audience types
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 optimize for different campaign types
Optimisation and Bid Management
Google Marketing Platform
- The benefits of the GMP and how to optimize 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
Meet your team:
This course was created by, and benefits from, our full-time lecturers’ years of experience in the field – both in lecturing and in industry. They know how to nurture talent and bring out the best in students, resulting in many award-wins over the years.
About Red & Yellow
Creative thinking is the most important skill. Artificial Intelligence and robots are going to replace some of the jobs we know today.
Red & Yellow is the business school where talented people go to develop the career skills they need to thrive in this digital world.
R&Y unlocks creative thinking to build brilliant careers and organisations using Commercial Logic and Creative Magic.
We are vision-led and values-driven and we are developing the next generation of changemakers, creators and innovators.
We believe creative thinking is the most important skill of the future and it must be supported by uniquely human abilities such as leadership, adaptability and social intelligence.
We are a Creative School of Business that provides you with the commercial logic to grow successful organisations and more importantly the creative magic to set them apart.
We are teaching the great creators, inventors, leaders and entrepreneurs for the 21st Century.
We will be the most creative business school in the world.
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Although the internet provides new scope for creative approaches to advertising, we see its advantages when we realise how trackable, and therefore measurable, internet advertising is. It is possible to track all interactions with the ad itself: the number of impressions served, how many clicks it received, post-click AdView data, and how many unique users were reached. This leads to valuable data that can be used to make sensible, effective business decisions.
Data tracking is the process of selecting specific metrics and events to track, then collecting, organising, and analysing the resulting data. Once you’ve analysed the data, you can apply your insights to improve business performance and customer experience (Baker, 2021).
Tracking, analysing, and optimising is vital to the success of all marketing efforts. Digital marketing enables easy, fast tracking and the ability to optimise frequently. When you use real data to make decisions, you’re likely to make the best choices for your business and digital channels.
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