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Alluvere Commerce

Alluvere Commerce – Product-Led Marketing Across Google, Meta, E-commerce & Quick Commerce

Sell Smarter, Everywhere.

Alluvere Commerce is a specialized program designed for one clear goal: teaching you how to sell products online across every major performance-driven platform. From mastering Google Shopping and Meta Catalog Ads, to building visibility and conversions on e-commerce (Amazon, Flipkart, Myntra) and quick commerce (Blinkit, Zepto, Instamart, BigBasket) marketplaces — this course brings it all together.

Course Curriculum

Marketing Fundamentals
  • Definition of Marketing
  • Understanding marketing principles: 4Ps, STP, AIDA
  • Branding fundamentals: brand positioning, tone, identity
  • Traditional vs digital marketing: comparison and use-cases
  • Consumer behavior

Module 1: Foundational knowledge

  • Web design fundamentals: An introduction to essential concepts like user interface (UI) and user experience (UX) design, color theory, typography, and visual hierarchy.
  • Planning and strategy: Defining a website’s purpose, target audience, and content. This includes creating a content strategy and wireframing the site’s layout.
  • Essential terminology: Understanding key terms such as domain names, web hosting, SSL certificates, and content management systems (CMS). 

Module 2: WordPress development without code

  • Setting up WordPress: Learning how to purchase a domain and hosting and then installing WordPress with a single click.
  • WordPress dashboard: Getting familiar with the WordPress admin panel for managing all aspects of the site.
  • Themes: Exploring the WordPress theme library to select and install a pre-designed template. This section also covers customizing the theme to match a brand’s identity.
  • Plugins: Discovering and installing essential plugins to add functionality, such as contact forms, image galleries, and SEO tools, without writing code.
  • Page builders: Mastering popular drag-and-drop page builders like Elementor or the native Gutenberg block editor to design custom pages and layouts.
  • Creating content: Adding and editing posts and pages, structuring navigation menus, and organizing content with categories and tags.
  • WooCommerce setup (optional): For those interested in e-commerce, this section covers installing and configuring WooCommerce, the popular e-commerce plugin for WordPress. 

Module 3: Shopify development without code

  • Account setup and tour: Creating a Shopify account and navigating the dashboard, including key settings for a new online store.
  • Store branding and design: Choosing and customizing a Shopify theme to fit a brand’s aesthetic. This includes editing colors, fonts, and the homepage layout.
  • Product and collection management: Adding products to the store, including variants (e.g., size and color), and organizing them into collections.
  • Store policies and pages: Creating necessary pages like “About Us,” “Contact Us,” and important legal pages such as refund and privacy policies.
  • Payments, shipping, and taxes: Setting up payment gateways, configuring shipping rates and zones, and handling tax settings.
  • App store and integrations: Exploring the Shopify App Store to add extra features, such as customer reviews, marketing tools, or loyalty programs.
  • Order processing: Learning how to manage and fulfill orders, handle test orders, and manage customer information. 

Module 4: Launching and managing your website

  • Bringing your site live: Connecting a custom domain name to your finished Shopify or WordPress website.
  • Analytics and performance: Setting up tools like Google Analytics to track website traffic and user behavior.
  • Search engine optimization (SEO) basics: Learning on-page SEO best practices and implementing meta tags to help search engines find your site.
  • Website maintenance and security: Understanding how to perform regular updates and backups to keep your website secure.
  • Taking payments (for Shopify): Integrating payment providers and testing the checkout process. 

Module 5: Monetization and growth strategies

  • E-commerce strategies: For Shopify, this covers concepts like dropshipping and leveraging social media channels for sales.
  • Marketing tools: An overview of email marketing, creating discount codes, and using built-in marketing features on both platforms.

Module 1: Introduction to Google Merchant Center and Shopping Ads

  • What is Merchant Center?: An overview of the platform’s purpose and how it fits into the broader Google advertising ecosystem.
  • Benefits of Shopping ads: Understanding the advantages of product-focused ads versus traditional search ads.
  • Setting up an account: A step-by-step guide to creating and configuring a new Merchant Center account.
  • Business information and verification: Adding business details and verifying your website URL. 

Module 2: Creating and optimizing your product feed

  • Product feed requirements: Learning the attributes needed for each product, such as id, title, description, link, and image_link.
  • Feed creation methods: Creating a feed manually, with a spreadsheet, or by connecting a store platform like Shopify.
  • Feed submission: Submitting a product feed to Merchant Center.
  • Product optimization: Writing compelling product titles and descriptions to improve ad performance.
  • Google product categories: Using Google’s predefined product categories to improve relevance. 

Module 3: Advanced feed management

  • Feed troubleshooting: Identifying and fixing common errors, disapproved products, and policy violations.
  • Feed rules: Using automated rules to modify and enhance product data.
  • Promotions and custom labels: Utilizing special features like promotions and custom labels to manage and segment inventory.
  • Inventory updates: Keeping product data current, including pricing and availability, in real-time. 

Module 4: Linking Merchant Center to Google Ads

  • Account linking: Connecting your Merchant Center account to your Google Ads account.
  • Campaign types: Identifying the best Shopping campaign type for your goals, including Smart Shopping campaigns.
  • Creating a campaign: Setting up and launching your first Shopping campaign in Google Ads.
  • Bidding and budget: Managing your Shopping campaign budget and bidding strategy. 

Module 5: Policy and performance monitoring

  • Shopping ad policies: Understanding and complying with Google’s policies to avoid account suspension and product disapprovals.
  • Performance metrics: Tracking key metrics related to your product performance, such as clicks, impressions, and conversions.
  • Insights and reports: Using Merchant Center’s reporting features to gain insights into product and competitor performance.
  • Data feed diagnostics: Reviewing diagnostics to find and resolve issues affecting your feed. 

Module 1: Introduction to Meta catalogs

  • What is a Meta catalog? Learn the purpose and function of a catalog as a container for all your product information on Facebook and Instagram.
  • Business tools overview: An introduction to the Meta Business Suite, Ads Manager, and Commerce Manager, the key tools used to set up and manage your catalogs and shops.
  • Choosing your setup method: Decide whether to upload products manually, connect a data feed (e.g., spreadsheet), or link with a partner platform like Shopify. 

Module 2: Catalog setup and product data

  • Creating a new catalog: A step-by-step guide to adding a new catalog to your Commerce Manager or Business Suite.
  • Uploading product information: Detailed instructions on how to add product attributes, including titles, descriptions, images, prices, and inventory availability.
  • Creating product sets and collections: Organize your catalog by creating curated product sets based on categories, sizes, or other attributes to streamline your ads and shops.
  • Troubleshooting: Identify and resolve common issues like data feed errors, incorrect product details, or products with policy violations. 

Module 3: Tracking and data integration

  • Setting up the Meta Pixel and Conversions API: Learn how to install and use these tools to track customer actions on your website, which is essential for dynamic ads.
  • Connecting data sources: Connect the Meta Pixel or Conversions API to your product catalog to enable relevant product recommendations and optimized ad delivery.
  • Audience creation: Use your catalog and pixel data to create custom audiences (people who interacted with your products) and lookalike audiences (people similar to your customers) for retargeting and prospecting campaigns. 

Module 4: Catalogue ad campaigns

  • Introduction to Advantage+ catalog ads: Understand how to use this campaign type to show automatically personalized ads to your target audience.
  • Dynamic retargeting: Learn to set up ads that show specific products to people who have viewed them on your website or abandoned their shopping cart.
  • Broad audience targeting: Discover how to effectively target new customers using your catalog with broader audience settings.
  • Ad creative and formats:
    • Design high-performing ad creatives, including single image/video, carousel, and collection ad formats.
    • Learn how to add personalization, like dynamic product text fields, into your ad designs.
  • Optimizing ad performance: Implement bidding strategies, adjust ad placements, and manage your budget to maximize return on ad spend (ROAS). 

Module 5: Commerce and advanced strategies

  • Setting up a Meta Shop: Learn how to create and customize a shop on your Facebook or Instagram profile for a native shopping experience.
  • Instagram Shopping: Understand how to tag products from your catalog in your Instagram posts and Stories.
  • Measuring and reporting: Analyze key metrics like click-through rate (CTR), cost-per-click (CPC), and ROAS in Ads Manager to evaluate and optimize your campaign results.
  • Scaling your campaigns: Learn advanced techniques for scaling successful campaigns and leveraging Advantage+ sales campaigns to increase efficiency and reach. 

Module 1: Foundational modules

  • Introduction to Google Shopping: Covers the basics of how Shopping ads work, their benefits for online businesses, and their role within the broader Google Ads ecosystem.
  • Google Merchant Center: Explains how to create and configure a Merchant Center account, including submitting essential business information and setting up tax and shipping settings.
  • Product feed management: Teaches how to create, format, and upload a high-quality product data feed. Topics include ensuring accurate product attributes, troubleshooting errors, and setting up automated feeds.
  • Linking accounts: Details the process of connecting a Google Merchant Center account to a Google Ads account to enable the creation of Shopping campaigns.
  • Google Shopping policies: Focuses on understanding Google’s policies for Shopping ads to avoid disapprovals and account suspension. 

Module 2: Campaign setup and strategy

  • Campaign types: Compares different Shopping campaign types, most notably standard Shopping campaigns and the automated Performance Max campaigns for retail.
  • Structuring campaigns: Covers strategies for organizing ad groups and product groups, such as by product category, brand, or other custom labels, to improve management and bidding.
  • Bidding strategies: Explains manual and automated bidding options, with an emphasis on using automated strategies to maximize ROI based on specific goals like sales or traffic.
  • Budgeting and scheduling: Teaches how to set and manage daily budgets and schedule ads for optimal performance and cost efficiency.
  • Targeting and remarketing: Explores using audience insights and targeting options to reach the right customers. It also covers setting up remarketing campaigns to re-engage users who previously interacted with your products. 

Module 3: Optimization and performance analysis

  • Feed optimization: Involves optimizing key product attributes like titles, descriptions, and images to increase visibility and click-through rates.
  • Performance monitoring: Explores using the Google Ads dashboard and reporting tools to track key performance indicators (KPIs) like clicks, impressions, conversions, and ROI.
  • A/B testing: Demonstrates how to test different product ads, bids, and landing pages to find the most effective combinations.
  • Conversion tracking: Provides instructions on setting up and analyzing conversion tracking through Google Ads and Google Analytics to measure campaign success.
  • Troubleshooting: Gives guidance on identifying and fixing common issues like disapproved products or underperforming campaigns. 

Module 4: Advanced and integrative topics

  • Performance Max for Retail: Delves deeper into using Performance Max campaigns specifically for online sales, including best practices for combining feed data with other ad formats.
  • Integration with other Google products: Explores the value of integrating Shopping data with other Google products, such as displaying products in 3D and augmented reality on Google Search.
  • Multi-channel strategy: Covers how Shopping ads can be combined with other digital marketing tactics, such as Search, Display, and Video ads.

Module 1: E-commerce fundamentals

This module sets the stage with core e-commerce concepts that apply across all platforms. 

  • E-commerce business models: Understanding the different types, including B2B, B2C, and D2C.
  • Platform comparison: An overview of the key features, audience demographics, and pros and cons of selling on Amazon, Flipkart, and Myntra.
  • Seller registration: A step-by-step guide to setting up and verifying seller accounts on each marketplace.
  • Marketplace policies: Reviewing the essential guidelines, fees, commission structures, and prohibited practices for each platform. 

Module 2: A+ content and enhanced listings

This module focuses on maximizing conversion rates by enhancing your product descriptions and visuals. 

  • Fundamentals of A+ content: The definition, benefits, and requirements for creating rich product content (also known as Enhanced Brand Content or EBC on Amazon and Myntra).
  • Brand storytelling: Using images, videos, and compelling text to communicate your brand’s unique value proposition.
  • Premium A+ content: Understanding the eligibility criteria and leveraging advanced features like interactive modules and video for maximum impact.

Module 3: SEO for marketplaces

Learn how to use keywords to rank higher in marketplace search results and increase organic visibility. 

  • Keyword research: Tools and techniques for finding relevant search terms on Amazon, Flipkart, and Myntra.
  • Listing optimization: Best practices for incorporating keywords into product titles, bullet points, and descriptions.
  • Backend search terms: Leveraging hidden fields to capture additional, relevant traffic.
  • Competitor analysis: Analyzing competitor listings and keywords to uncover new opportunities.
  • Listing quality: Maintaining high-quality listings to improve search rank and conversion. 

Module 4: Advertising and promotion

This module covers both on-platform and off-platform strategies for driving traffic and sales. 

  • Sponsored ads: Setting up and managing different types of campaigns on Amazon and Flipkart 
  • Campaign optimization: Techniques for keyword targeting, bid management, and budget allocation to maximize ROI.
  • Branding and store pages: Creating a professional brand store to increase brand loyalty.

Module 5: Shipping, logistics, and selling operations

Cover the practical steps of getting your products to customers efficiently and professionally.

  • Fulfillment models: Understanding and implementing different options, including Fulfillment by Amazon (FBA), Flipkart Fulfillment, and self-ship.
  • Returns and refunds: Handling customer returns and refunds according to marketplace policies.
  • Managing account health: Monitoring performance metrics like order defect rate and late shipment rate to avoid penalties or account suspension. 

Module 6: Growth “hacks” and analytics

Explore advanced techniques and data analysis to scale your business and outsmart the competition.

  • Winning the Buy Box: Strategies to increase your chances of winning the Buy Box, which is critical for sales.
  • Pricing automation: Implementing dynamic pricing strategies to stay competitive.
  • Sales reports and dashboards: Interpreting data from the marketplace seller dashboards to track performance and identify growth opportunities.
  • Customer review strategy: Techniques for generating positive customer reviews and managing feedback effectively.
  • Brand building: Establishing brand authority and loyalty through strategic marketing and excellent customer service. 

Module 7: Practical application and capstone project

  • Case study analysis: Examining successful seller strategies on each platform.
  • Final project: Developing a comprehensive marketplace strategy for a new product, including keyword research, listing creation, A+ Content, and a promotional plan.

Module 1: Introduction to quick commerce and its ecosystem

This module sets the stage by defining the unique characteristics of quick commerce and the key players in the Indian market.

  • What is quick commerce (Q-commerce)? Understand the core concept of ultra-fast delivery, typically within 10–30 minutes.
  • Q-commerce vs. traditional e-commerce: Analyze the differences in consumer behavior, basket size, and business models.
  • Marketplace overview: Learn about the infrastructure, including dark stores and last-mile delivery networks.
  • Key players in India: Deep-dive into Blinkit, Zepto, Swiggy Instamart, and BigBasket, including their market share and core strategies. 

Module 2: Platform onboarding and inventory management

This module covers the practical steps for getting set up as a brand on the marketplaces.

  • Seller registration: Complete the onboarding process and gather necessary documents, including GSTIN and brand certification.
  • Inventory and dark store integration: Understand the process of managing and moving inventory to the platforms’ dark stores.
  • Inventory management best practices: Learn to optimize stock levels and avoid out-of-stock situations, which can affect ad performance.
  • Case study: Explore how a D2C brand successfully navigated the onboarding process across multiple platforms. 

Module 3: Product listing optimization (PLO)

This module focuses on the art and science of creating high-quality, high-ranking product listings.

  • Keyword research: Master finding relevant keywords with high search volume and intent.
  • Creating optimized titles: Learn to structure clear, concise, and searchable product titles that include key identifiers like brand, product type, and quantity.
  • High-quality images and rich media: Understand the visual requirements for quick commerce, including high-resolution imagery, lifestyle shots, and infographics.
  • Product descriptions: Write compelling and scannable descriptions that clearly outline features, benefits, and usage instructions.
  • Category and attribute optimization: Ensure products are correctly categorized and all relevant attributes are filled out to improve filterability.
  • Pricing and promotions: Develop a pricing strategy that balances competitiveness with profitability. 

Module 4: Quick commerce advertising strategies

This module covers the core advertising tactics available across the quick commerce platforms.

  • Introduction to Q-commerce ads: Understand how paid placements can drive visibility and sales by targeting high-intent customers.
  • Platform-specific ad types: Explore the different ad formats and their functions on each platform, such as sponsored listings, banner ads, and video ads.
  • Developing an ad strategy: Plan a campaign based on different objectives: brand awareness, sales acceleration, or product launches.
  • Budgeting and bidding: Learn to set and manage advertising budgets and bidding strategies.
  • Case study: Analyze a successful quick commerce ad campaign that effectively leveraged platform-native ad formats. 

Module 5: Advanced ad execution and optimization

This module delves into the more granular aspects of executing and refining advertising campaigns.

  • Setting up campaigns: Get a step-by-step walkthrough of the campaign creation process on Blinkit Brand Central, Swiggy Instamart Ads Manager, and Zepto.
  • Audience targeting: Discover advanced audience filters based on demographics, location, and purchase behavior.
  • Keyword-based vs. category-based ads: Learn how to use different targeting methods to maximize reach.
  • Ad creatives: Understand the importance of mobile-optimized creatives and the approval process.
  • Campaign optimization: Continuously monitor and adjust campaigns in real-time based on performance metrics.
  • A/B testing: Systematically test different ad creatives, messaging, and titles to improve performance. 

Module 6: Data analysis and reporting

This module teaches how to measure campaign performance and leverage data for future growth.

  • Key performance indicators (KPIs): Understand metrics like return on ad spend (ROAS), click-through rate (CTR), and conversion rate.
  • Data analytics dashboards: Learn to navigate the analytics platforms provided by Blinkit and other marketplaces to track performance.
  • Performance reporting: Generate and interpret reports to evaluate campaign effectiveness.

Competitor analysis: Use ad performance data and other insights to gain a competitive edge.

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