Module 1: Introduction to Campaign Management

Overview of Campaign Management in Advertising: In this module, participants will gain

a fundamental understanding of campaign management in the context of advertising and
online media marketing. They will learn about the importance of campaign management, its
role in achieving marketing objectives, and how it fits within the broader advertising
landscape.

Role and Responsibilities of a Campaign Manager: This section will cover the specific
responsibilities and roles of a campaign manager. Participants will learn about their key

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functions, including campaign strategy development, execution, monitoring, and reporting.
They will also understand how a campaign manager interacts with various stakeholders

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within an organization.

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Key Industry Trends and Terminology: Keeping up with industry trends is vital in
advertising. This module will introduce participants to the latest trends, innovations, and

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emerging technologies in the field. Additionally, it will cover essential industry terminology,

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ensuring that participants can effectively communicate within the industry.
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Module 2: Ad Serving Systems
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Understanding Ad Serving Systems: Participants will delve into the world of ad serving
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systems, gaining a comprehensive understanding of their purpose and functionality. They

will learn how ad serving systems facilitate the delivery of digital ads to target audiences and
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the role they play in campaign management.

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Hands-on experience with DoubleClick Campaign Manager (Google Campaign

Manager): This hands-on component of the module will provide practical training in using
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DoubleClick Campaign Manager, a widely used ad serving system. Participants will learn
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how to set up and manage campaigns using this platform, gaining valuable real-world skills.
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Introduction to DoubleClick Bid Manager (Google Display & Video 360): This section
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introduces participants to DoubleClick Bid Manager, another essential tool in campaign

management. They will understand its capabilities, how it complements other ad serving
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systems, and when to use it for specific campaign goals.

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Module 3: Working with 3rd Party Vendors

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Collaboration with 3rd Party Vendors: This module focuses on the critical aspect of
working with third-party vendors. Participants will learn how to establish effective
partnerships with vendors like Innovid, Pointroll, Sizmek, and others. They will explore best
practices for vendor collaboration, from negotiation to performance evaluation.

Best Practices for Vendor Partnerships: Participants will discover best practices for
maximizing the value of third-party vendor relationships. This includes contract negotiation,
quality assurance, and ongoing communication to ensure smooth campaign operations.
Module 4: Pixel Management and Basics

Pixel Tracking and Management: This module delves into the world of pixel tracking and
management. Participants will learn how to implement and manage pixels for campaign
tracking and measurement. They will understand the importance of accurate pixel
implementation and the role it plays in campaign success.

Implementing Pixel Tracking for Campaigns: Practical guidance on how to implement

pixel tracking for campaigns will be provided. This includes step-by-step instructions on
setting up tracking pixels and ensuring they function correctly.

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Troubleshooting Pixel Issues: Campaign managers need to be equipped to troubleshoot

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pixel-related problems. This section covers common issues and provides troubleshooting
strategies to ensure accurate tracking and reporting.

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Module 5: Tools and Software Proficiency

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Introduction to Web Debugging Tools (Charles Proxy, Firebug, Fiddler): Participants
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will become familiar with essential web debugging tools such as Charles Proxy, Firebug, and
Fiddler. They will learn how to use these tools for diagnosing and resolving technical issues
related to campaign management.
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Ad Server Familiarity: In this section, participants will gain a deeper understanding of ad

servers and their role in campaign management. They will learn how to navigate ad server
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interfaces, set up campaigns, and monitor ad delivery.

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Media Agencies and Their Role: Understanding the role of media agencies is crucial.
Participants will learn how media agencies operate and collaborate with clients, providing
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insights into the broader advertising ecosystem.

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Module 6: Communication and Presentation Skills

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Developing Excellent Written and Oral Communication: Effective communication is key

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in campaign management. This module focuses on enhancing both written and oral
communication skills, helping participants convey ideas, updates, and reports clearly and
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professionally.
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Presentation Skills for Campaign Reports: Participants will learn how to create and
deliver compelling presentations for campaign reports. This includes structuring reports,
using visual aids, and presenting data in an understandable manner.

Building Interpersonal Skills: Interpersonal skills are vital in campaign management, given
the need for collaboration with diverse teams and stakeholders. This section will help
participants build strong interpersonal skills, fostering effective communication and
teamwork.
Module 7: Analytical Environment

Working in an Analytical and Results-Oriented Environment: This module introduces

participants to the analytical nature of campaign management. They will learn how to work in
a results-oriented environment, with a focus on data-driven decision-making.

Customer Interaction and Client Management: Participants will gain insights into
customer interaction and client management. They will understand how to engage with
clients, meet their expectations, and build lasting relationships.

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Module 8: Digital Campaign Setup and Management

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Advertising Campaign Setup and Best Practices: This section covers the fundamentals

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of campaign setup, including campaign objectives, target audience selection, creative asset
integration, and budget allocation. Participants will also learn best practices for campaign

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setup.

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Traffic Management for Online Media Marketing: Traffic management is a critical aspect
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of campaign execution. Participants will explore the process of delivering ad creatives to
publishers, ensuring that campaigns run smoothly.
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Report Generation and Interpretation: Participants will learn how to generate

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comprehensive campaign reports and interpret the data. They will gain skills in analyzing key
performance indicators (KPIs) and making data-driven decisions.
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Module 9: Platforms and Tools

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Handling DV360, Amobee, and Trade Desk: This module provides in-depth training on
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using platforms like DV360, Amobee, and Trade Desk. Participants will become proficient in
these tools, understanding how they support campaign management.
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Efficient Workflow Management: Efficiently managing workflows is crucial for meeting

campaign deadlines. Participants will learn how to organize tasks, allocate resources, and
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streamline processes for maximum efficiency.

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Meeting Deadlines and Service Level Agreements: Meeting deadlines and adhering to
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service level agreements (SLAs) is essential in the fast-paced world of advertising. This
module will cover strategies for ensuring timely campaign execution.

Module 10: Media Planning and Programmatic Campaigns

Understanding the Campaign Brief: Participants will learn how to interpret and understand
campaign briefs, which serve as the foundation for successful campaign planning.
Generating Programmatic Media Plans: This section focuses on creating programmatic
media plans that align with client objectives. Participants will learn how to select the right
media channels and formats to achieve campaign goals.

Optimizing Campaigns for Client Objectives: Optimization is a continuous process in

campaign management. Participants will discover strategies for optimizing campaigns to
meet and exceed client objectives.

Module 11: Campaign Monitoring and Optimization

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Monitoring Campaign Success using Analytics and KPIs: Participants will explore the
use of analytics and key performance indicators (KPIs) to monitor campaign performance.

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They will understand how to use data to make informed decisions and track progress.

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Ongoing Management of Campaign Budgets: Effective budget management is vital to
campaign success. This module provides insights into managing campaign budgets,

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ensuring financial objectives are met.

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Implementing Optimization Strategies: Participants will learn how to identify areas for
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optimization in campaigns and implement strategies to enhance performance. This includes
adjusting targeting, creative, and other variables.
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Module 12: Account Management and Client Interaction

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Managing Accounts Across a Portfolio of Clients: Account management is a core

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responsibility of campaign managers. Participants will learn how to manage multiple client
accounts effectively, providing a high level of service and support.
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Building Effective Client Relationships: This section focuses on relationship building with
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clients. Participants will learn how to communicate, address client needs, and maintain
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positive, long-term relationships.

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Collaboration with Client Teams: Effective collaboration with client teams is essential for
campaign success. Participants will understand the dynamics of working with clients and
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their teams to achieve common goals.

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Module 13: Campaign Performance Analysis

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Analyzing Results and Identifying Trends: Participants will gain skills in analyzing
campaign results and identifying trends in performance data. They will learn how to draw
valuable insights from data analysis.

Providing Recommendations for Campaign Improvement: This section covers the

process of formulating and presenting recommendations for campaign improvement based
on data analysis. Participants will develop the ability to suggest strategic changes to meet
and exceed client goals.
Meeting and Exceeding Client Goals: The ultimate aim of campaign management is to
meet and surpass client goals. Participants will learn how to align campaign strategies with
client objectives, ensuring client satisfaction.

Module 14: Programmatic Deal Types

Execution of Different Programmatic Deal Types: This module explores the various
programmatic deal types and their applications. Participants will gain an understanding of
how to execute different deal types, such as private marketplaces and open exchanges.

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Adapting to Industry Changes and Innovations: The advertising industry is dynamic and
continually evolving. Participants will learn how to stay current with industry changes and

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adapt to new technologies and trends.

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Module 15: Technical Skills (for Experienced Candidates)

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Handling Adserving Technology Vendors (DFA, Sizmek, Atlas): For experienced
candidates, this module covers the use of ad-serving technology vendors like DFA, Sizmek,
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and Atlas. Participants will gain proficiency in these tools.

Knowledge of HTML, Flash, and JavaScript: Understanding basic web technologies like
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HTML, Flash, and JavaScript is important for troubleshooting and optimizing campaigns.
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Participants will gain technical skills in these areas.

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Excel Proficiency (for Experienced Candidates): For experienced candidates, this

module focuses on enhancing Excel proficiency, which is valuable for data analysis and
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reporting in campaign management.

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Module 16: Professionalism and Teamwork

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Maintaining a Positive Attitude and Professional Demeanor: Participants will learn the
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importance of maintaining a positive attitude and professional demeanor in the workplace.

This includes effective time management and adaptability.
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Teamwork and Collaboration within the Workplace: Effective teamwork and collaboration
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are crucial for successful campaign management. This module explores strategies for
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working seamlessly with team members and colleagues.

Module 17: Final Projects and Assessments

Practical Project: Campaign Setup and Management: Participants will apply their
knowledge and skills by completing a practical project that involves setting up and managing
a campaign. This project serves as a real-world simulation of their responsibilities.
Assessment of Skills and Knowledge: This section includes assessments and evaluations
to measure participants' understanding and proficiency in various aspects of campaign
management.

Module 18: Graduation and Certification

Graduation Ceremony: The course concludes with a graduation ceremony, acknowledging

participants' successful completion of the program.

Awarding of Campaign Management Certification: Participants will be awarded a

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campaign management certification, recognizing their expertise in the field and their
readiness for professional roles in campaign management.

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 Advance Level Module
Module 1: Fundamentals of Paid Search Advertising

Introduction to Paid Search Advertising: In this introductory module, participants will be

immersed in the world of Paid Search Advertising. They will gain an understanding of what
paid search is, its significance in the digital marketing landscape, and how it complements
organic search strategies. The module sets the stage for a deeper dive into paid advertising.

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Overview of Paid Search Platforms (Google Ads, Microsoft Ads): Participants will
become acquainted with the major paid search advertising platforms, such as Google Ads

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and Microsoft Ads. They will explore the features, strengths, and differences between these
platforms to make informed decisions when planning campaigns.

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Setting Up and Managing Paid Search Campaigns: This module equips participants with

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the essential knowledge and skills required to create and manage paid search campaigns

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effectively. They will learn how to set campaign goals, establish budgets, and utilize
campaign management tools for optimal results.
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Keyword Research and Selection: Keyword research is at the core of successful paid
search campaigns. Participants will delve into the intricacies of keyword research, selection,
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and targeting. They will gain the ability to identify high-performing keywords that align with
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campaign objectives.
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Ad Copywriting and Creative Best Practices: Crafting compelling ad copy is crucial for
attracting and engaging potential customers. This section provides insights into ad
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copywriting techniques, creative best practices, and strategies for improving ad quality.
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Understanding Google Analytics for Campaign Insights: Google Analytics is a powerful

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tool for tracking and measuring campaign performance. Participants will learn how to set up
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Google Analytics, interpret key metrics, and extract actionable insights to enhance campaign
effectiveness.
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Module 2: Advanced Paid Search Techniques

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Account Audits and Campaign Optimization Strategies: This module focuses on

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enhancing campaign performance through account audits and optimization strategies.

Participants will learn how to conduct in-depth audits and implement changes that drive
better results.

Quality Score and Ad Rank Optimization: Quality Score and Ad Rank are pivotal factors
affecting ad visibility and cost in paid search. Participants will explore strategies for
optimizing Quality Scores and Ad Ranks to improve ad placements.
Bidding Strategies and Budget Allocation: Effective bidding is essential for cost control
and campaign success. This section delves into bidding strategies, automated bidding, and
budget allocation techniques to achieve campaign goals efficiently.

Ad Extensions and Ad Formats: Ad extensions and formats play a crucial role in ad

visibility and user engagement. Participants will learn how to utilize ad extensions and select
ad formats that align with campaign objectives.

Conversion Tracking and Measurement: Measuring conversions is central to campaign

success. This module covers the implementation of conversion tracking, setting up
conversion actions, and measuring the impact of conversions on campaign performance.

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A/B Testing and Experimentation: Continuous improvement is a cornerstone of paid
search advertising. Participants will understand the significance of A/B testing and

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experimentation, learning how to test ad variations and landing pages to determine what
works best.

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Module 3: Programmatic Advertising Principles

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Introduction to Programmatic Advertising: Participants will transition into the world of
programmatic advertising, gaining insights into the evolution of digital marketing and the rise
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of programmatic. This section introduces the programmatic landscape.
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Role of Programmatic in Digital Marketing: Understanding the role of programmatic in the

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broader digital marketing ecosystem is crucial. Participants will explore how programmatic
advertising fits into the marketing mix and its impact on efficiency and targeting.
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Ad Serving Systems: DoubleClick Campaign Manager (Google Campaign Manager)

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and DoubleClick Bid Manager (Google Display & Video 360): In this section, participants
will gain proficiency in using ad serving systems, specifically DoubleClick Campaign
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Manager (DCM) and DoubleClick Bid Manager (DBM). They will become familiar with the
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functionalities, capabilities, and advantages of these platforms.

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Campaign Management Methodology and Tools: Campaign management is a systematic

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process. This module covers the methodology and tools used for effective campaign
management, ensuring that participants are equipped to manage campaigns successfully.
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Key Performance Indicators (KPIs) in Programmatic Advertising: Understanding KPIs is

essential for assessing the success of programmatic campaigns. Participants will learn about
key performance indicators and how to set and monitor them throughout the campaign
lifecycle.

Module 4: Campaign Setup and Management in DoubleClick

Creating and Managing Campaigns in DoubleClick Campaign Manager (DCM): This

practical module provides hands-on experience in setting up and managing campaigns
within DoubleClick Campaign Manager (DCM). Participants will learn how to navigate the
platform, create campaigns, and manage creative assets.

Campaign Planning and Strategy: Effective campaign planning is the foundation of

successful programmatic advertising. Participants will explore the importance of campaign
strategy, targeting, and audience segmentation in the planning phase.

Ad Creative Testing and Troubleshooting: Ad creative is a critical component of

campaign success. This module covers best practices for ad creative testing,
troubleshooting common issues, and ensuring that creatives function correctly.

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Setting and Monitoring KPIs: KPIs drive campaign objectives. Participants will learn how

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to set and monitor KPIs specific to programmatic campaigns, enabling them to gauge
performance and make data-driven decisions.

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Communicating with Stakeholders and Clients: Effective communication is vital in

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programmatic advertising. This section focuses on how to communicate with internal and
external stakeholders, ensuring that campaign progress is transparent and any necessary

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adjustments are made.
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Reporting and Post-Campaign Analysis: This module concludes with a discussion of
reporting and post-campaign analysis. Participants will learn how to generate reports,
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analyze campaign performance data, and provide valuable insights for future campaign
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planning.
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Module 5: Collaboration with 3rd Party Vendors

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Working with Third-Party Vendors (Innovid, Pointroll, Sizmek, etc.): Collaboration with
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third-party vendors is common in programmatic advertising. Participants will gain the

knowledge and skills required to work with vendors such as Innovid, Pointroll, and Sizmek.
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Vendor Selection and Integration: Selecting the right vendors is critical for campaign
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success. This module covers the vendor selection process, integration, and evaluating
vendor performance.
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Quality Assurance and Performance Evaluation: Participants will explore quality

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assurance practices and performance evaluation of third-party vendors. They will learn how
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to ensure that vendors meet campaign requirements and standards.

Troubleshooting Third-Party Issues: Effective troubleshooting is essential when working

with third-party vendors. This section equips participants with the ability to identify and
resolve third-party issues that may arise during campaign execution.

Module 6: Pixel Management and Advanced Tracking

Advanced Pixel Tracking Techniques: Participants will delve into advanced pixel tracking
techniques that enhance the accuracy and depth of campaign tracking. They will learn how
to implement advanced tracking methods for improved insights.

Implementing Pixels for Enhanced Campaign Tracking: This module focuses on the
practical aspect of implementing pixels for enhanced campaign tracking. Participants will
gain hands-on experience in setting up tracking pixels correctly.

Troubleshooting Pixel Issues: Troubleshooting pixel-related problems is a valuable skill.

Participants will explore common pixel issues and learn how to diagnose and resolve them
to ensure accurate tracking.

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Distinguishing Between 1st and 3rd Party Tracking: This section clarifies the distinctions
between 1st party and 3rd party tracking, enabling participants to differentiate between the

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two and understand their implications for campaign tracking and billing.

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Billing and Delivery Tracking: Participants will learn how to manage billing and delivery
tracking, ensuring that campaigns are delivered on time and in accordance with billing

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requirements.
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Module 7: Social Media Advertising Integration
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Setting Up Campaigns in Facebook Business Manager: This module extends the

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knowledge base to social media advertising platforms. Participants will learn how to set up
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campaigns within Facebook Business Manager, a key platform for social media advertising.
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Leveraging LinkedIn Ads, Twitter Ads, Pinterest & Snapchat: Participants will explore
additional social media advertising platforms, including LinkedIn Ads, Twitter Ads, Pinterest,
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and Snapchat. They will gain insights into the unique features and opportunities each
platform offers.
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Aligning Campaigns with Media Plans and Client Briefs: Effective alignment with media
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plans and client briefs is essential for campaign success. Participants will learn how to
interpret client requirements and align campaigns accordingly.
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Weekly/Monthly/Quarterly/End of Campaign Reporting: Reporting at various intervals is

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a vital aspect of campaign management. Participants will become proficient in generating

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weekly, monthly, quarterly, and end-of-campaign reports to showcase campaign

performance.

Strategy Planning and Audience Targeting: This module covers strategy planning
discussions with clients, audience targeting strategies, ad format selection, bidding
strategies, and budget allocation based on client needs and objectives.
Module 8: Strategy Development and Brand Performance

Participating in Strategy Planning Discussions with Clients: Effective strategy planning

discussions are crucial for understanding and meeting client objectives. Participants will
learn how to actively engage in discussions with clients to create effective strategies.

Collaborating with Brand Owners and Internal Teams: Participants will explore the
dynamics of collaborating with brand owners and internal teams. They will understand how
to coordinate efforts and achieve campaign goals through collaboration.

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Sharing Knowledge and Mentoring Team Members: This module emphasizes the
importance of knowledge sharing and mentorship within the team. Participants will learn how

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to share their expertise and mentor team members, contributing to team growth.

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Working Towards Achieving Target KPIs and Campaign Objectives: Participants will
gain insights into the process of setting, tracking, and achieving target Key Performance

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Indicators (KPIs) and campaign objectives. They will learn to align campaign strategies with

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these goals.
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Budget Planning and Forecasting: Budget planning and forecasting are integral to
campaign success. This section covers how to plan and estimate budgets based on
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audience size and historical performance data.
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Module 9: Research and Insights for Brand Performance

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Conducting Regular Research for Improved Strategies: Participants will explore the
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importance of ongoing research to improve campaign strategies. They will learn how to stay
updated with industry changes and emerging trends.
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Identifying Performance Trends and Key Insights: This module focuses on the
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identification of performance trends and key insights from campaign data. Participants will
gain the ability to extract valuable insights to enhance campaign performance.
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Providing Recommendations for Campaign Enhancement: Effective data analysis leads

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to strategic recommendations. Participants will learn how to provide recommendations for

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campaign enhancement based on insights and data-driven findings.

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Applying Learnings to Future Campaigns: Continuous improvement is a cornerstone of

effective advertising. Participants will understand how to apply learnings from current
campaigns to future campaigns, ensuring ongoing success.

Adapting to Industry Changes and Innovations: The advertising industry is constantly

evolving. This module explores how to adapt to industry changes and innovations, staying at
the forefront of digital marketing trends.
Module 10: Final Projects and Assessments

Practical Project: Campaign Setup and Management: Participants will apply their
knowledge and skills by completing a practical project that involves setting up and managing
a campaign. This project serves as a real-world simulation of their responsibilities.

Assessment of Skills and Knowledge: This section includes assessments and evaluations
to measure participants' understanding and proficiency in various aspects of paid search and
programmatic advertising.

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Performance Evaluation: Participants will receive feedback and performance evaluations
based on their practical project and assessments, helping them understand their strengths

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and areas for improvement.

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Module 11: Graduation and Certification

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Graduation Ceremony: The course concludes with a graduation ceremony, acknowledging
participants' successful completion of the program.
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Awarding of Paid Search and Programmatic Advertising Certification: Participants will be
awarded a paid search and programmatic advertising certification, recognizing their
expertise in the field and their readiness for professional roles in paid advertising and
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programmatic advertising.
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Course Highlights:
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● Hands-on Experience with Leading Ad Platforms (Google Ads, Microsoft Ads)

● In-Depth Training on Ad Serving Systems (DoubleClick Campaign Manager,
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DoubleClick Bid Manager)

● Real-World Campaign Management Methodology
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● Collaboration with Third-Party Vendors

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● Advanced Pixel Tracking and Troubleshooting

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● Social Media Advertising Integration and Reporting

● Strategy Planning and Client Collaboration
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● Mentorship and Team Building

● Research and Insights for Performance Improvement
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● Final Project and Certification

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