Digital Marketing & Performance Marketing Career Program
Learn how to plan, launch, measure and optimize digital campaigns that attract customers and generate measurable business results.
What you'll learn
Understand the digital marketing funnel, customer journey and campaign strategy.
Build audience, offer, messaging and channel strategies.
Plan and launch paid-search and paid-social campaigns.
Understand landing pages, conversion tracking and lead-generation workflows.
Read campaign metrics and make data-driven optimization decisions.
Use AI responsibly for research, ideation, content and campaign analysis.
Build a complete performance-marketing campaign plan.
Career opportunities
This course includes
Live instructor-led classes
Campaign planning exercises
Google Ads and Meta Ads foundations
Analytics and measurement
Landing-page exercises
AI-assisted marketing workflows
Capstone campaign
Certificate
Who it's for
- Students and fresh graduates
- Business and marketing professionals
- Entrepreneurs
- Freelancers
- Career switchers
Curriculum
12 modules · Live classes · Hands-on practice · Practical assignments
- Digital channels
- Customer journey
- Marketing funnel
- Owned, earned and paid media
Practical / Lab: Map a customer journey for a real business.
- Personas
- Pain points
- Value proposition
- Offer design
- Competitor research
Practical / Lab: Create a target-audience and offer brief.
- Content pillars
- Copywriting basics
- Creative formats
- Calls to action
- AI-assisted ideation
Practical / Lab: Create a campaign content plan.
- Search intent
- Keyword concepts
- Ad structure
- Landing pages
- Quality and relevance
Practical / Lab: Design a paid-search campaign structure.
- Platform roles
- Organic vs paid
- Content planning
- Community and engagement
Practical / Lab: Create a channel-specific content calendar.
- Search campaigns
- Keyword strategy
- Ad assets
- Bidding concepts
- Measurement
Practical / Lab: Build a mock Google Ads campaign.
- Campaign objectives
- Audience strategy
- Creative formats
- Budgeting and optimization
Practical / Lab: Build a mock Meta campaign.
- Message match
- Page structure
- Forms
- Trust signals
- A/B testing concepts
Practical / Lab: Audit a landing page and recommend improvements.
- Traffic and conversions
- UTM concepts
- GA4 basics
- Attribution basics
- ROI/ROAS
Practical / Lab: Build a campaign measurement plan.
- CTR, CPC, CPA, CPL and ROAS
- Budget allocation
- Creative testing
- Audience refinement
Practical / Lab: Diagnose an underperforming campaign.
- Research assistance
- Content ideation
- Analysis
- Personalization
- Quality control and responsible use
Practical / Lab: Create an AI-assisted campaign workflow with human review.
- Strategy
- Audience
- Channels
- Campaign structure
- Measurement
- Optimization plan
Practical / Lab: Present a complete multi-channel campaign for a fictional or approved business.
Requirements
- No prior marketing experience is required.
- Basic computer and internet skills are required.
- A laptop is recommended for practical campaign exercises.
- Real ad accounts are optional; training can be completed using controlled/mock campaign setups.
Program description
This is the broad entry program for learners who want a career in digital marketing with a strong performance orientation. It connects strategy to execution: audience research, campaign planning, paid media, landing pages, analytics and optimization.
Google's current Digital Marketing & E-commerce Career Certificate also emphasizes entry-level job skills across search, social, email, analytics, e-commerce and Google Ads. This program narrows that broad foundation toward practical campaign execution and measurable growth.
Capstone / final project
Final project: create a complete digital acquisition plan for a business, including target audience, offer, channel mix, Google/Meta campaign structures, landing-page recommendations, tracking plan and optimization strategy.
Recommended tools & platforms
Batches
New batches forming · limited seats
Mode
Live instructor-led training
Duration
12 weeks
24/7 support