Academy / Digital Marketing Foundations
Digital advertising fundamentals · 20 min
Build the 30-day plan
In this lesson
- Ship a budgeted plan with kill criteria
A split a junior can defend
Write dollars first, then the sentence that defends them. Example shape — not a required answer: most of the $3,000 on inventory-intent Search, a smaller brand-protect pocket, a Meta test only if you name the first hook and the appointment KPI, and a leftover test pocket with a Friday kill date. A kill rule is “if we cannot name a booked appointment source by day 10, pause the Meta pocket and move it to Search” — not “if CTR is 2% we scale.” Do not attach RSA worksheets, match-type trees, or a 3×2 creative board; those are later courses. Do not forecast ROAS. Dana needs a plan she can run Monday and stop without a meeting.
Meta · Official resource
Meta Blueprint
Official free Meta ads training. Then design Northfield’s test yourself — do not paste a Blueprint module as your assignment.
Exercise
Campaign strategy
Fill a $3,000 week-one split table for Dana — dollars, job of the money, and the intent you are buying. Majority must sit on high-intent Search. A smaller Meta pocket is allowed only if you name the first creative test and the appointment KPI. Display, PMax, or “brand awareness video” as the whole budget fails. Write two tests (one Search, one Meta-or-offer) and one kill rule that a junior can execute without a meeting: a number + an action. Do not write RSA headlines, match types, or a 3×2 Meta board — those are later courses. Do not invent CTR, CPA, or ROAS.
Deliverable: $3,000 split table (job + intent) + 2 tests + 1 junior-executable kill rule. No invented performance numbers.
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Module 4 check
Assignment
Campaign strategy
Fill a $3,000 week-one split table for Dana — dollars, job of the money, and the intent you are buying. Majority must sit on high-intent Search. A smaller Meta pocket is allowed only if you name the first creative test and the appointment KPI. Display, PMax, or “brand awareness video” as the whole budget fails. Write two tests (one Search, one Meta-or-offer) and one kill rule that a junior can execute without a meeting: a number + an action. Do not write RSA headlines, match types, or a 3×2 Meta board — those are later courses. Do not invent CTR, CPA, or ROAS.
Deliverable: $3,000 split table (job + intent) + 2 tests + 1 junior-executable kill rule. No invented performance numbers.
Write at least a short brief (80+ characters). A mentor reviews for a pass.
Assignment
Integrated marketing plan
Staple the four artifacts into one memo Dana can run Monday: the 4-box ICP, the 8-row signal table (unknowns stay unknown), the cleaned AI page, and the $3,000 split. Opening sentence must name the conversion event (booked appointment) and the anti-ICP you will not buy. Closing sentence must name the kill rule. Two pages max. No fabricated results, ranks, or “we will 2x sales.” This is still Northfield — Cedar & Stone is the capstone, not a find-replace here.
Deliverable: ≤2 pages that reuse your four artifacts. Opens with conversion event + anti-ICP. Closes with the kill rule. No invented results.
Write at least a short brief (80+ characters). A mentor reviews for a pass.
Ask the tutor
The tutor will guide you. It will not finish graded work for you.