Module 11: Ecommerce vs. Lead Generation

Course Overview

Module 11: Ecommerce vs. Lead Generation

Lessons:

1. Key Differences Between Ecommerce and Lead Generation Campaigns – How objectives and KPIs vary.
2. Strategy Development for Ecommerce – Targeting ROAS, product-specific ads, and cart abandonment strategies.
3. Strategy Development for Lead Generation – Focusing on CPL (Cost per Lead), form completions, and lead quality.
4. Ad Formats for Ecommerce and Lead Generation – Dynamic ads, product feeds, lead ads, etc.
5. Best Practices for Ecommerce – Upselling, retargeting, optimizing the checkout process.
6. Best Practices for Lead Generation – Lead nurturing, CRM integration, qualifying leads.
7. Common Mistakes in Ecommerce and Lead Generation Campaigns – Avoiding issues like irrelevant audiences and poor tracking.

Practical Assessment:

• Develop a PPC strategy for both an ecommerce client and a lead generation client, including campaign objectives, ad formats, and KPIs.