This module provides an understanding of B2B marketing and its significance in lead generation campaigns. You will explore how LinkedIn advertising works, including audience identification techniques, different ad formats, targeting options, and campaign types to develop effective B2B lead-generation strategies. Further, you will gain insights into running advertising campaigns on Meta platforms, including Facebook and Instagram. You will learn how to select audiences using demographic, behavioral, and interest-based targeting and understand the different ad formats. Finally, the module covers optimization techniques for LinkedIn and Meta, focusing on strategies to improve campaign performance and maximize return on investment (ROI). Through practical exercises and real-world applications, you will develop the skills needed to create, manage, and optimize successful B2B marketing campaigns on social media.

This module will introduce you to the essential concepts of how shopping campaigns work on Google and the fundamentals of Influencer marketing. It covers key topics like Google Merchant Centre, running shopping campaigns on Google, and finding and evaluating influencers for influencer marketing. The module will also help you understand the various metrics that you should use to determine the effectiveness of shopping and influencer marketing campaigns. Through hands-on exercises and practical examples, this module will equip you with the knowledge and skills to optimize campaigns using precise strategies.

The module includes a final project based on the concepts covered in the course. In this module, you will also attempt a graded quiz to test and reinforce your understanding of concepts.