Course: Paid Advertising Professional

Paul — Tue, 04 Apr 2017 06:28:49 +0000

COURSE DESCRIPTION

Paid Advertising is the most reliable source of traffic generation if you have an unlimited budget. Unfortunately, clients do not have an unlimited budget and getting a campaign to produce a positive ROI can be very challenging. To operate at the director level, supervising paid advertising campaigns, is not something you need to have years of experience and certifications to do. The paid advertising model is very simple no matter what paid digital medium you are utilizing. Certain numbers have to add up in order for a campaign to be successful, and when numbers do not add up you will know exactly what to do after taking this course.

This course will teach you how to be a professional paid advertising consultant and how to integrate your consulting skills into your consultancy, creating billable consulting services to your clients. A large part of the battle is the strategy, model and structure in which you operate as a consultancy. AMI has placed a large emphasis on a systematic business model to how you consult and provide paid advertising marketing services....View More

First, you learn how to audit existing paid advertising marketing campaigns. Then you will learn how to create a paid advertising marketing blueprint. Next is sourcing and aligning with software and service providers. Last but not least, you will learn how to setup and provide ongoing consulting services in parallel to 3rd parties executing the marketing campaigns. This consulting model allows you to be utilized at the highest and most professional level, as a consultant. It also provides a universal marketing structure to fit any 3rd party paid advertising marketing provider into and execute marketing campaigns.

Unfortunately, the vast majority of paid advertising campaigns never return a positive marketing ROI for the client. The most common reason a service provider will give is, you need to spend more money. Many business owners end up spending a tremendous amount of money on paid advertising without ever producing a positive ROI. It is your responsibility to change this and this course will give you the power to do just that.

LESSONS

Lesson 1 Introduction to Paid Advertising

What is paid advertising

How to identify the importance of paid advertising to your client

What does a typical retail campaign cost

How much can I make on paid advertising?

Is this something I should white label?

Will my client actually make an ROI on paid advertising?

Lesson 2 Analyzing Paid Advertising Existing Efforts - Audit Service

Data gathering process

Software assistance

Audit checklist and process

Interpreting work reports

Interpreting retargeting and “reach” value

Establishing true cost per click

Establishing cost per conversion

The raw basic data that talks

Interpreting work reports

Acceptable marketing progress

Making final recommendations

Reporting format

Billable hours and cost

Lesson 3 Paid Advertising Blueprint

Why a blueprint is essential to every campaign

Blueprint created from an audit

Blueprint created with no formal audit

Checklist & data gathering process

Competition analysis

Working with a budget

Factoring any marketing services into the budget

Strategizing key components in marketing campaign

Campaign strategy
Landing pages for campaign
Cost per conversion tolerance

Establishing marketing benchmarks and goals

Advising plan of action if benchmarks and/or goals fail

PDM blueprints as a consulting service - billing options

Lesson 4 Paid Advertising Services - Sourcing, Working & Pricing w/ 3rd Parties

Sourcing and evaluating service providers

Gauging 3rd party quality and performance

Managing client and 3rd party communication

Setting up 3rd party provider with client

Choosing how you will work with 3rd party
- Transparent model campaign setup workflow
Managing client expectations when working w 3rd party
Most common tasks required for 3rd party setup
Charging your client for 3rd party setup – consulting service or white label

Lesson 5 Paid Advertising Campaign Setup & Ongoing Consulting - Director Role

Paid Advertising campaign setup

Handling setup with or without blueprint
Factoring in work already done by client or previous vendors
Recommended universal campaign setup checklist
Finalizing marketing goals and benchmarks
Establishing ongoing monthly consulting tasks – if applicable
Handling billing between 3rd party and client
Understanding the communication process from 3rd party to client
Making sure project managers are able to handle tasks w/ 3rd party
Outlining exact task responsibilities between you and client’s project manager
Training project manager according to PDM blueprint / marketing goals – if applicable
Billing client for setup alone

Paid Advertising campaign ongoing consulting

Outlining and estimating time required for your tasks
- Monthly quality audit
- Monthly performance audit
- Written recommendations and documented analysis
- Estimated time to interface with 3rd party or client staff
Training project manager on reports to present monthly
Making key decisions based on campaign goals and benchmarks
Charging your client for ongoing campaign consulting

Lesson 6 Paid Advertising Campaign Setup & Ongoing Management - Project Manager Role