Learn performance marketing, one track at a time

Track 1

Performance marketing basics

What performance marketing is, how the main pricing models work, how to keep lead quality up and how to bring your cost per acquisition down.

You'll be able to:

• Explain how paying for results differs from paying for reach
• Pick between CPA, CPL, CPS and CPC for a campaign
• Spot the levers that bring cost per acquisition down

6 lessons · about 63 min

1. 1What performance marketing is, and the one number behind it9 min · lesson with exercise and quick check
2. 2CPA, CPL, CPS or CPC: choosing a pricing model10 min · lesson with exercise and quick check
3. 3Setting a target CPA from your margins11 min · lesson with exercise and quick check
4. 4Tracking and attribution basics: pixels, postbacks and last click11 min · lesson with exercise and quick check
5. 5Cost per lead campaigns and lead quality10 min · lesson with exercise and quick check
6. 6How to reduce your cost per acquisition12 min · lesson with exercise and quick check

Track 2

Affiliate marketing for advertisers

Launching a programme, choosing a network, network or in-house, where cashback and voucher sites fit, and spotting bad traffic before you pay for it.

You'll be able to:

• Plan an affiliate programme launch step by step
• Choose between a network and running it in-house
• Recognise fraud and poor-quality traffic before paying for it

6 lessons · about 24 min

1. 1Launching and scaling an affiliate programme4 min · guide
2. 2How to choose an affiliate network in the UK4 min · guide
3. 3Affiliate network or in-house programme?4 min · guide
4. 5Cashback and voucher affiliates3 min · guide
5. 6Affiliate fraud and traffic quality5 min · guide
6. 7Case study: 200 invalid leads on an £8 CPL campaign4 min · guide

+ 1 more lesson on the way

Track 4

Programmatic, DSP and connected TV

How programmatic buying and a DSP work, how brands use connected TV, and a worked example of bringing a programmatic CPA down.

You'll be able to:

• Explain how a DSP buys impressions in real time
• Decide when connected TV fits a performance plan
• Read a programmatic report and find where CPA can fall

3 lessons · about 13 min

1. 1What programmatic advertising is and how a DSP works4 min · guide
2. 4Connected TV advertising explained6 min · guide
3. 5Worked example: cutting programmatic CPA by 15%3 min · guide

+ 2 more lessons on the way

Track 5

Retargeting and conversion

The difference between retargeting and remarketing, recovering abandoned baskets and building journeys that suit your sector.

You'll be able to:

• Tell retargeting and remarketing apart and use each well
• Recover abandoned baskets without wasting spend
• Build retargeting journeys that suit your sector

3 lessons · about 10 min

1. 1Retargeting vs remarketing3 min · guide
2. 3From abandoned carts to approved sales5 min · guide
3. 4Retargeting journeys by sector2 min · guide

+ 2 more lessons on the way