II - Advanced Digital & Paid Marketing Professional (APM Pro)- 3 months

Course Curriculum

Module 1: Digital Marketing Landscape

• Understanding digital channels & the ecosystem

• Paid vs organic media

• The Sigma funnel model: Awareness → Engagement → Conversion → Retention

• How algorithms and ad delivery systems work
  Project: Analyze 3 real ad campaigns (Instagram + YouTube + Google)

Module 2: Consumer Psychology & Copywriting

• Audience research and segmentation

• Crafting marketing personas

• Psychology of attention and persuasion

• The AIDA framework (Attention → Interest → Desire → Action)

• ✨ AI Touch: Using ChatGPT for ad copy & headline ideas
  Project: Create 3 audience personas + ad copy sets for a mock product

Module 3: Marketing Funnel Design

• Types of funnels: Awareness, Lead Gen, Product Launch

• Landing page optimization

• Funnel-building tools (Canva, Notion, Systeme.io, WordPress)

• Lead magnets, automation basics, and nurturing
  Project: Design your own 3-step marketing funnel

Module 4: Meta (Facebook + Instagram) Ads

• Business Manager setup & Pixel integration

• Ad campaign structure (CBO vs ABO)

• Targeting: custom, saved & lookalike audiences

• Creative optimization & ad fatigue management

• A/B testing for ad creatives and audiences
  Project: Run a ₹500–₹1000 Meta campaign + report performance

Module 5: Google Ads & YouTube Ads

• Google Ads fundamentals: Search, Display, Video

• Keyword research & match types

• Quality score, bidding, and ad rank

• YouTube Ads: targeting, placements & video strategy

• ✨ AI Touch: Using tools like ChatGPT & Keywords Everywhere for keyword & title generation
  Project: Launch a Search + YouTube ad combo campaign

Module 6: LinkedIn, Twitter & Emerging Platforms

• LinkedIn B2B Ads & content funnel

• Twitter (X) Ads & trend hijacking

• Short-form ad platforms: Snapchat, Pinterest, Quora

• Understanding multi-platform integration
  Project: Build a cross-platform mini campaign

Module 7: Retargeting, Funnels & Automation

• Setting up retargeting pixels

• Email marketing & WhatsApp workflows

• Lead nurturing strategies

• Funnel automation tools (Zapier, Mailchimp, WA API)
  Project: Create and automate a retargeting funnel

Module 8: Analytics & Data Interpretation

• Google Analytics 4 setup

• Key performance metrics: CTR, CPC, CPA, ROAS, LTV

• Attribution models & conversion tracking

• Building reports for clients or stakeholders
  Project: Prepare a professional ad report with insights & recommendations

Module 9: Scaling & Optimization

• Ad scaling without burning ROAS

• Refreshing creatives and funnels

• Split testing strategy: message, audience, creative

• ✨ AI Touch: Using AI dashboards for performance forecasting
  Project: Optimize a campaign and increase ROAS by 20%+

Module 10: Influencer, Content & Brand Integration

• Running influencer-led paid collaborations

• Blending organic & paid strategies

• Building brand narratives across channels

• PR & user-generated content (UGC) integration
  Project: Design an influencer + paid campaign plan for a brand3

Module 11: Client Management & Agency Readiness

• How agencies structure teams & pricing

• Creating digital marketing proposals

• Building client dashboards

• Professional communication & reporting standards
  Project: Create a client proposal deck with estimated ad spend and ROI plan

Module 12: Final Project – The Sigma Campaign

• Plan and execute a 360° digital campaign

• Include Meta + Google + Funnel + Analytics

• Present campaign strategy, performance & learnings
  Capstone Presentation:
  🎯 “Pitch Your Digital Strategy” – presented to a mock brand/investor panel

A Flagship course where we learn all about paid ads and analytics. Any Individual who is looking to get placement into a digital marketing role can benefit from this. We understand how to run paid campaigns on all major social media platforms. From picking our content to market on, to picking our audience, picking a platform, deciding a budget, and most importantly, understanding analytics. Knowing how your ad is performing is what separates a professional from others. In APM Pro, we are going to dive deep into the analytics tab and Geek over it for weeks!