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Course Description
In this 2-day comprehensive and hands-on Google Ads certification course, candidates will learn step by step how to develop a Google search and display advertising strategy and create campaigns that will effectively generate leads, sales, and web traffic.
In the Google Search Engine Marketing (SEM) Advertising track, candidates will learn how to set up Google Ads search advertising campaigns from scratch, including setting appropriate daily budgets and keyword bids, conducting keyword research, and writing ad copy.
In the Display Pay Per Click (PPC) Advertising track, candidates will demonstrate the ability to effectively deliver display ads, which include banner, text, and smart ads on the Google Display Network. Candidates will learn how to reach new and existing customers using audience targeting, increase efficiency with automated bidding strategies, and improve campaign performance with Google Ads’ Performance Planner.
Candidates will also demonstrate the ability to measure and optimise ad campaign performance to improve return on advertising spend (ROAS) using Google’s measurement solutions such as conversion tracking.
Target Audience
Minimum Entry Requirements
- 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.
Course Highlights
In this Google Ads course, trainees will learn:
- How to set up a Google Ads Search advertising campaign from scratch
- How to manage Google Search Ads campaigns in-house or outsource to an external vendor
- Techniques to Measure, Analyse, and Optimize your Search campaigns based on insights from industry experts
- That industry best practices may not always be the right way to go
- SEM strategies that will increase web traffic, lead generation, and sales
- How to set up a Google Ads Display advertising campaign from scratch
- How to manage Google Display Ads campaigns in-house or outsource to an external vendor
- Techniques to Measure, Analyse, and Optimize your Display campaigns based on insights from industry experts
- GDN strategies that will increase brand awareness, web traffic, lead generation, and sales
- And much more
Course Objectives
- 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
Certification
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
Course Outline
Download the full course brochure here.
Fundamentals of Google Ads
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
Google Ads Setup and Implementation
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)
Google Ads Measurement and Optimisation
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
Assessment Component
- Written Assessment – Case Study with Questions
- Individual Project Presentation
Trainer
With 11+ years of digital marketing experience under his belt, Xuanbin’s career has spanned MNCs, private companies, and government agencies across Technology, Financial Services, Media, Recruitment, and International Trade industries. Xuanbin’s expertise lies in Paid Media, managing millions of dollars in ad spend across the Asia Pacific region across Paid Search, Paid Social, and Display. A revenue marketer, Xuanbin is highly experienced in the areas of budget planning and performance marketing to maximise ROI and business results. A hands-on digital marketing leader, Xuanbin is also well-versed in web analytics, marketing automation, and websites management.
Yoet Siang (YS) is the Senior Performance Director at Reprise Digital, a leading global performance marketing network, with 13+ years of experience. He is also the founder of Republic Asia, a growth and digital marketing consultancy. With a diverse background in digital marketing across 15+ industry verticals, YS has built startup teams and consulted various Fortune 500 and international brands including Amazon, Chanel, DBS and Mastercard. Additionally, he has taught digital marketing to over 2,500 learners.
Why Learn With Us?
Get expert advice, learning resources, and post-training support for up to 3 years.
Ask Me Anything Sessions
Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.
Insider Community
Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.
Course Resources
Get 3-year access to constantly updated Google Ads course resources.
Course Fees & Fundings
*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
Course Fee:
S$988 (exclusive of 8% GST)
Course Fee After Eligible SSG Subsidies:
From S$122.51 (inclusive of 8% GST) after 90% SSG Subsidies
Self-Sponsored Individuals
SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 90% Funding
Eligible for 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 Credit.
SkillsFuture Baseline Funding – 70% Funding
Eligible for 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 can be further offset by SkillsFuture Credit for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.
Company-Sponsored (SMEs)
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)
Company-Sponsored (Non-SMEs)
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)
Check your eligible grant amount and nett payable course fees when you sign up now.
Course Schedule
Course Duration: 2 Days (8.30am - 6.30pm) Course Schedules: href="https://asktraining.com.sg/digital-marketing-course-registration-pages/wsq-google-ads-registration-page/">12, 13 Oct 2023 (Thu, Fri), 8.30am - 6.30pm 14, 15 Dec 2023 (Thu, Fri), 8.30am - 6.30pm (Click on the course dates above to register online) |
Conducted via Zoom.
Course Duration: 2 Days (8.30am - 6.30pm) Course Schedules: There are currently no course dates available. You may contact us to register your interest for dates when they become available. |
Testimonials
Gaynor Lim, Propnex
FAQs
What is Google Ads and why is it important?
Do I need to have a business/personal website for the course?
Do I have to prepare anything before attending the course?
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.
Are there any funding or government subsidies for this course?
You may be eligible for up to 90% SkillsFuture subsidies. For funding information, please see the course funding section on this page.
If I have any questions after the course, can I consult the trainer?
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.
Still have unanswered questions? Submit an enquiry here.
WSQ Google Ads
Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns
Accredited by SkillsFuture Singapore
Duration: 19 Hours (2 days)
In-Person or Online-Based Classroom
3-Year Access to Course Resources
Lifetime Access to Post-Training Support Community
Up to 90% Subsidy. Reserve your seat today.
Up to 90%
SkillsFuture Subsidy