Draft: Neither the schedule nor the content has been decided. The sessions may change.
Assign several channels, such as search, social media, email and ads, along the path from when customers first hear of you to when they buy, divide the budget among them, and revise the plan based on the results of experiments. You will learn how each channel works, using figures on the media most used in Japan. You will design an experiment that changes only one thing (an A/B test) and write up what the results do and do not show. Finally, you will put together a campaign plan and an analysis report that includes the experiment. The sessions are mapped to the scope of the Google Ads (Search) and Google Analytics certifications and Meta's entry-level certification.
01Part 1: Combining channels
Session 1Assigning several channels from first contact to purchase
Session 2Paid, owned and earned: three kinds of media
02Part 2: How each channel works
Session 3Starting from what people are looking for: search intent and SEO
Session 4Search where AI answers with a summary
Session 5How search ad prices are set: the auction
Session 6Deciding whom to reach with social media ads
Session 7Reaching past customers again: email and CRM
03Part 3: Making the plan
Session 8The campaign plan and dividing the budget
Session 9Midterm: presenting the plan
04Part 4: Measuring, testing and revising
Session 10Deciding first what to count: designing measurement
Session 11Changing only one thing: designing an A/B test
Session 12What experiment results do and do not show
Session 13Redividing the budget based on the results
Session 14Consent and data sent to third parties: the rules for collecting data
Session 15Presenting the analysis report