CAREER BOOSTING SHORT COURSE

PERFORMANCE MEDIAMaster performance media that drives commercial success

Learn how to use:

Created with our knowledge partner

Red & Yellow has been teaching business leaders to think creatively since 1994

Duration: 10 weeks

Time commitment: 8-10 hours / week

A highly respected Red & Yellow Certificate

Cost: R13 500 *payment plans available

THE COURSE DETAILS

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 behaviour 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.

CAREER BOOSTING SHORT COURSE

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

What you’ll learn• Understand the difference between

paid search and programmatic display

advertising and how to align 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 analysing data to

optimise and improve campaign

performance.

• Learn how to set-up, implement, track

and optimise effective campaigns in

the Google Marketing platform.

PERFORMANCE MEDIA a word from people who know... “...paid is no longer optional for social media

marketing...it hasn’t been for a long time

for the smartest marketers.…embrace the

fact that social paid promotion is probably

the most sophisticated marketing tool ever

created. There is a steep learning curve to

doing it right.

- Mark Traphagen, Content Strategy

Director at Perficient Digital

MODULE 1: 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

MODULE 2 : 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 sitelinks

MODULE 3 : ADVANCED PAID SEARCH

• Thinking 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

How it unfolds…The first week is dedicated to orientation. You’ll get to

familiarise yourself with the online learning platform (virtual classroom),

understand how everything works, meet the humans that’ll support you

during this upskilling process, and be introduced to the uniquely human

skills that are so essential for career success in the 21st Century.

THE LEARNING JOURNEY

Aligned with the real world: courses are developed in response to market needs or skills gaps brought on by this rapidly-changing world.

Relevant: we collaborate with industry experts to ensure the content is relevant, value-adding and delivers real-life learnings and practical applications.

A great learning experience: course material is enriched with exclusive videos, live tutorial sessions with knowledgeable humans, and interesting case studies that bring the theory to life,

Complete with real humans who have your back: there is a team committed to supporting you, and providing deeper subject-matter expertise.

We develop online courses that are:

THE LEARNING JOURNEY CONTINUED...

MODULE 4 : 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)

MODULE 5 : DISPLAY DETAILS

• Planning a Display Campaign within your media strategy

• Various targeting strategies for viewability and audience types

MODULE 6 : TRACKING AND TAGGING

• Why it’s important to track

• What is tagging

• How to use analytics and campaign integration with tags

MODULE 7: 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 optimise for different campaign types

MODULE 8 : GOOGLE MARKETING PLATFORM

• The benefits of the GMP and how to optimise 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

Included:quick quizzes,

practical assignments & live sessions

to help you along the way.

Learn from global leaders in Performance MediaTogether with industry input from our knowledge

partner and our smart education team, we’ve designed

an original, 21st Century relevant course.

Knowledge Partner Industry experts

We’ve partnered with NMPI, an award-winning digital

agency with over 14 years of experience in strategising,

creating and delivering complex campaigns for clients

around the globe. Combining innovative technology

with smart digital expertise, NMPi works closely with

clients on targeted campaigns based on rich data and

insights to deliver optimal results. They’ve won a ton of

awards, are leaders in the field and highly respected in

the industry.

Weekly assignments build on each other (scaffold). Together

with the final research project, the outcome will be a new set

of skills and the know-how to implement immediately.

(Voilà - a beautiful new skill mastered!)

Creative Thinking

Critical Thinking

Persuasion

Social Intelligence

Adaptability

The reality is that AI and robots will replace many of the jobs we know

today. The likes of NASA and Google are already ahead of the game in

their early recognition of the importance of ‘soft’ skills.

Our courses and programmes are designed to prepare humans for this

unknown world, by combining topic-specific knowledge and know-how,

as well as a selection of the 10 uniquely human skills we’ve identified

that will set us apart from ‘robots’:

Learning you won’t get anywhere else!

*UNIQUELY HUMAN SKILLS

Leadership

Empathy

Conflict resolution

Critical thinking

Adaptability

Creative thinking

Social intelligence

Persuasion

Negotiation

Mindfulness

OUR HUMAN TOUCH

Uniquely Human Skillskey to this course:

+

SarahFadlar

Vuyani Kelly Zubeida

Phakamisa

A dedicated team available on email, phone and online

forum to support, encourage and assist you.

AvantiCourse Coordination

Team Manager

THE RED & YELLOW DIFFERENCE

Our promiseAn incredible, different-from-the-norm learning experience that combines the best of ‘online’

with the best of ‘real world’ to ensure you have industry-relevant knowledge, the practical

know-how to implement, and the human skills essential for the future.

The leading benefits of online learning are time-flexibility, convenience and the ability

to study anywhere in the world. To offer the best of both worlds, we’ve transformed our

online platform into a ‘virtual classroom’ learning experience you won’t get anywhere

else - combining human interactions, input from our academic staff and industry gurus,

with all the convenience you need.

Real humans have your backThere is a team of real, live people (not bots) dedicated to getting students over the finish-line, and ensuring they have the

best, most value-adding learning experience. Our Course Coordination team are your motivational cheerleaders and there

to assist with any admin related queries. And our knowledgeable team of Instructional Designers and subject matter experts

are always available for more course specific questions.

Original, carefully-curated and relevant contentRather than opting for the easy option of “reselling” content created by others, we create our own course content to ensure

it delivers on the expectation that a Red & Yellow certificate is the mark of a genuinely competent, capable graduate who is

able to add value from day one.

ONLINE LEARNING + the ‘human touch’ you’ll only get from us

Video content + live sessions with subject matter expertsWe’ve dialed up the blended learning aspect so that you have an even more rewarding learning experience. You get to ask

industry experts all your questions and pick their brains on your challenges.

NEXT STEPS

SIGN UP NOW AND SECURE YOUR PLACE

1. Visit redandyellow.co.za/course/performance-media to sign up now

2. Select “Book and pay now” to pay the full price upfront.

3. Fill out the quick registration form and pay via credit card, EFT or Snapscan

Need a payment plan? We have options - check out our handy payment plans

www

HAVE QUESTIONS?

Give one of our amazing Career Advisors a call at +27 872 273 283

or pop us an email registrations@redandyellow.co.za

DIARISE THIS LIFE-CHANGING DATE

Pop the start date into your calendar and get ready for 10 of the most

important life-changing weeks. We can’t wait to see what you achieve!

Get in touch +27 872 273 283

redandyellow.co.za

Follow us: @redandyellowed

welcome@redandyellow.co.za

HAVE YOUR SAY

We care deeply about our students’ learning

experience, so we’ve built 3 feedback-opportunities into

the process. We look forward to

your input!

In 2016, digital display ad spending will

eclipse search ad spending in the U.S. for

the first time. Combined, the categories

of video, sponsorships, rich media and

“banners and other” will account for the

largest share of digital ad spending: 47.9%,

worth $32.17 billion.

- emarketer.com

Have a group of individuals you’d

like to put on this course?

We’re always keen to play a bigger role in educating more

people. So if you have a few people you believe could

benefit, we’ll find a way to make it work for all parties.

Contact: Steven Fine, Business Development Consultant

Email: steven.fine@redandyellow.co.za

Phone: +27 872 273 283