Performance Marketing Essentials («PME»)

1 Performance marketing basics

• What is performance marketing?
• Funnel thinking and performance measurement
• Use of AI in performance marketing

2 SEO with AI

• Basics of organic search and modern ranking factors
• Keyword analyses: tools, technical testing and optimization

3 Google Ads

• Campaign structure and AI features (Performance Max)
• Keyword match types and ad texts
• Creating a search campaign

4 Meta ads and LinkedIn ads

• Campaign planning and setup
• A/B testing with ad variants

5 Analytics & tracking

• Use of Google Analytics and conversion pixels
• Where can I find what in Google Analytics 4?

6 Strategy conclusion

• How do I use these tools appropriately?

• Short inputs with best practices and live demos
• Hands-on exercises in small groups
• Interactive Q&A sessions and case studies

• Entry-level marketing professionals who want to learn AI-supported performance strategies
• Managing directors and marketing managers of SMEs who want to learn how to promote their business
• Social media managers who want to better understand ads

You already have access to the following accounts:

• Google Ads
• Meta Ads

In this course we work with ChatGPT Plus. If you do not have your own account, one will be assigned to you for the course day.

Please bring your own laptop. You can use it to save what you have been shown and learned directly in your environment and use it immediately for your daily work in the company.
If you do not have a laptop, we can provide you with a computer. Please contact info@digicomp.ch after registering for the course.

In this course we work with ChatGPT Plus. If you do not have your own account, one will be assigned to you for the course day.