Professional Documents
Culture Documents
Performance
Marketing
in 2024
Rohit Kumar
01
Table of
content
Process 06
No middlemen 16
Become Top 1% 19
Learning Resources 21
Books Recommendation 23
02
& growth.
Linkedin
Instagram
01
03
One
Chapter one
Channel
Deep
04
Google Search Ad
Meta Ad
Youtube Ads
Reason
You will find the majority of the ad spends going into
these channels. Hence, every company first starts
performance marketing with these 3 core channels.
Learning from these 3 core channels can be
extrapolated to other ad platforms.
If you know Meta, you can crack Twitter and
Linkedin.
If you know Google Search Ads, you can crack
Bing.
05
all channels, i.e. Meta and Search all at once. They get
Reason
Fewer Variable
Meta ads.
Easy implementation
Learning Resourc
implement.
No
Chapter two
middlemen
07
No Middlemen
Yes, no Middlemen. Please don’t buy expensive courses
just to learn the basics of Search Ads.
Now, here are some of the resources for Search Ads and
Meta that I recommend:
08
Negative Keyword
Ad Extension
Bidding Strategie
Tracking Conversion
Meta Ads
If you want to start from zero:
Do the Media buying course from Met
Meta Certified Media Buying Professiona
Later, you can also check out the media buying
exam course.
13
CLAP
But, it’s not just about mastering
an ad platform with optimizations
and audiences, but also cracking
creatives, landing pages and pixel.
Performance marketing is no longer just abou
Media Planning & Buying
Landing Page
Whether search ads or meta ads, being great at
conversion rate optimisation
Here are some of the resources as starting point:
Instapage.co
Conversion Rate Optimizatio
Landing Page Example
Other Stu
Unbounc
Landing page Example
Other Stu
Growth.Desgn: Landing page Desig
CX
Landing page Blog
HotJar Blogs
Audienc
Covered in materials I have shared in
Google search ads & Meta Ads
Pixe
Check out the pixel section in the cheat
sheet below to understand what I mean.
(it’s in top left)
15
16
03
Chapter three
Process
17
Process
Now, as you are learning, you need to do 3 things
parallely:
Absor
Make Notes generously as you go.
I prefer handwritten notes for better retention.
As you are making the notes, parallelly execute the
knowledge
Execut
If you can have a running ad account acces
Wherever you are working, if there is a
performance marketing team reach out to
them. Ask if you can get the view access to
the account to learn and in return, you will
share a recommendation list of items they
can implement
As you go through the content of the
courses I have mentioned on Google & Meta,
start wandering & implementing it on the ad
platfor
Eg: If you are going through a concept of
quality score. Check in the ad platform
where to find the quality score column
etc. Check the score and see how you can
improve with the content you have
learned so far.
See if you can apply for internship(even if it’s
free) to get some running ad account access
to learn from.
18
Documen
Document your learnings on the go. I used to
publish my learning on Linkedin. And that was the
start of my LinkedIn journey.
04
19
Chapter Four
Become
Top 1%
20
Become Top 1%
Once you have gathered the basic knowledge of the
process I shared so far, below is the only thing that will
decide if you will become the top 1%.
Do as much as possible.
Link
Metric Impacte
Evaluation Dat
Outcom
My Learning(most imp
Next Steps
21
06
Chapter Six
Learning
Resources
22
Learning Resources
My Best Work
Here is the link to access below resources You can keep
returning to it, as I keep updating this list.
23
07
Chapter Seven
Books
Recommendation
24
Books Recommendation
Below are the books I recommend to build a strong, solid
learning around growth & marketing that will equip you to
become a great performance marketer.
Business
Growth
25
26
Reading Roadmap
27
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