WSQ Google Ads Course

• 1 GCE ‘O’ level or equivalent (≥ 21 years old); or
• NITEC/Higher NITEC (≥ 21 years old); or
• Mature candidates (≥ 30 years old with 8 years’ work experience); or
• Candidates with other qualifications will be considered on a case-by-case basis

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Some knowledge of sales and marketing concepts will be useful, although not a requirement.

• Create a structure of a Google Ads account that will achieve marketing objectives
• Set up a Google Ads Search and Display advertising campaign from ground up
• Use search and display advertising bidding strategies and set appropriate daily budget and campaign schedules
• Construct successful ads that drive clicks and conversions
• Conduct effective and extensive keyword research with Keyword Planner to target relevant audiences
• Set up conversion tracking for measuring performance
• Utilise Performance Planner to gauge effectiveness of advertising spend and refine campaign settings as pre-campaign testing
• Analyse reports and optimise campaigns to maximise return on investment

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-4017-1.1 Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by ASK Training will be awarded to candidates who have demonstrated competency in the WSQ Google Ads course assessment and achieved at least 75% attendance.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-4017-1.1 Marketing Campaign Management.
Course Codes: TGS-2023020899

Course Support Period: 01 Jun 2023 – 31 Jan 2025 

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, , Individual Learning Activity, Class Discussion)

• What is Google Ads?
• Types of Google Ads campaigns and Ad Formats
• Understanding various advertising objectives
• Why Google Ads?
• How Google Ads Works (Ad Rank, Quality Score, Bidding)
• Google Ads account structure (Campaign, Ad Groups, Ads, Keywords)
• Creating a Google Ads account structure based on an organisation’s products and services to achieve marketing objectives

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)

Getting Started with Google Ads

• Setting up a Google Ads account

Google Search Advertising

• Creating a Google Search Advertising campaign
• Understanding Search Advertising campaign settings (audience targeting, bidding and budget, campaign scheduling, etc.)
• Understanding keyword match types
• Search Ads copywriting best practices
• Exploring Dynamic Search Ads
• Search Ad Extensions
• Negative keywords
• Ad Preview and Diagnosis tool
• Conducting keyword research with Google Keyword Planner
• Understanding advertising goals
• How to set up conversion tracking

Google Display Advertising

• Creating a Google Display Advertising campaign
• Understanding Display Advertising campaign settings
• Understanding Display audience targeting
• Display Ad creative best practices

Google Shopping

• Selecting optimal types of campaigns and bid strategies for different goals (e-commerce, brand awareness, lead generation)

Instructor-led | Mode of Delivery (Lecture & Illustration, Demonstration & Practical Application, Individual Learning Activity, Class Discussion)

• Understanding basic Google Ads metrics (impressions, clicks, CTR, conversions, conversion rate, cost, etc.)
• Reviewing the optimisation score
• Optimisation score and Performance Planner
• Customising metrics columns to display in Google Ads
• Search terms reports, Auction Insights
• Quality Score and Impression Share metrics
• Reviewing campaign performance and recommending optimisation techniques

• Written Assessment – Case Study with Questions
• Individual Project Presentation

Enhanced Training Support for SMEs (ETSS) – 90% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

• Singapore Citizen; or
• Permanent Resident; or
• Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$122.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Baseline Funding – 70% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

• Singaporean Citizen; or
• Permanent Resident; or
• Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$320.11

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$122.51

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

You may be eligible for up to 90% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert.