Equinet Academy
Plan Smarter Ad Campaigns. Spend with Purpose.
Course Description
What is This Course About?
Consumers in Singapore spend more than two-thirds of their waking hours on digital devices daily, namely smartphones. With the advent and proliferation of the smartphone, digital disruption is here to stay and brands need to adopt a customer-focused digital strategy to cut through the noise and stay relevant.
Digital advertising allows brands to efficiently reach a wide targeted audience, delivering timely and relevant marketing messages to achieve their objectives. A well-developed and well-targeted digital advertising campaign can benefit your business in many ways, including growing your reach, improving brand recall, and targeting customers when they are most likely to purchase.
This 2-day Digital Advertising course provides you with a realistic and practical setting where proper understanding and interpretation of how each digital advertising channel functions and performs. To better facilitate the learning, a mix of group work, discussions, case studies, and role-playing will be used.
Packed with a combination of successful and unsuccessful real world case studies, you will learn how to identify and avoid costly mistakes and, most importantly, develop and implement successful Digital Advertising campaigns.
Tools Covered
Inside your toolbox
Work with the same powerful tools the pros trust, practical, proven, and built to help you succeed from day one.
Target Audience
Made for the BOLD!
Marketing Executives, Marketing Managers, Business Owners, and Digital Marketing Account Managers who oversee/manage paid media and digital advertising campaigns.
Prerequisites
What You’ll Need to Get Started
Trainees should be proficient in web surfing and be able to write and converse in English.
Course Highlights
What You’ll Learn
In this Digital Advertising course, you will learn:
- How to objectively plan, implement, and measure your media effectiveness across various digital advertising channels
- How digital advertising plays a role in the marketing ecosystem and customer journey
- How to develop and execute a holistic digital advertising campaign, optimise and critique performance metrics
- How to appropriately critique key performance metrics and be smart about it (key metrics to analyse and optimise to ensure your campaign objectives are met)
- How to navigate and manage internal and external business stakeholders in a strategic manner
- And much more
Course Objectives
What You’ll Takeaway
By the end of the class, trainees will be able to:
- Determine different brand and digital advertising strategies used by organisations
- Determine different forms of digital advertising channels used by the organisation’s brand and marketing activities
- Select the right digital advertising channels based on customer journey
- Develop a media plan for effective digital advertising channels management based on budgets and key performance indicators projections
- Evaluate the effectiveness of digital advertising campaigns
Skills Gained:
Digital Advertising Fundamentals
Understand how digital advertising works, why brands use it, and how it integrates with overall marketing strategy.
Digital Consumer Behaviour
Analyse digital usage patterns to plan campaigns that meet audiences at the right moments.
Advertising Strategy Development
Formulate strategic approaches that align brand goals with targeted digital advertising tactics.
Channel Selection Planning
Select the right digital advertising channels based on customer journey and campaign objectives.
Media Plan Creation
Develop a realistic media plan aligned to budget, KPIs, and projected performance outcomes.
Campaign Execution Skills
Implement campaigns across digital channels using structured frameworks and best practices.
Performance Metrics Analysis
Critically evaluate campaign data to optimise results and improve marketing effectiveness.
Stakeholder Management
Navigate internal and external stakeholder expectations to ensure aligned campaign execution.
Digital Advertising Evaluation
Assess campaign effectiveness to refine future strategy, messaging, and media allocation.
Certification Track
Level up!
Get certified. Get noticed. Get ahead.
This course is part of the Certified Digital Advertising Specialist (CDAS) Programme and Certified Digital Marketing Strategist (CDMS) Programme v2.
Module 1: Digital Advertising Strategy
Module 2: Meta Marketing (Facebook and Instagram)
Module 3: Google Ads Strategy and Optimisation
Module 4: Performance Marketing (Lead Generation)
A SkillsFuture WSQ Statement of Attainment (SOA) – Integrated Marketing under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Digital Advertising Strategy course assessment and achieved at least 75% attendance.
Course Code: TGS-2019503422
Course Support Period: 01 Jul 2019 – 30 Jun 2027
Course Code: TGS-2020505251
Course Support Period: 22 Jul 2020 – 21 Jul 2026
Course Outline
Inside the course
This WSQ Digital Advertising Strategy course covers digital advertising fundamentals, channel selection, media planning, campaign execution, and performance analysis. Learn to plan, run, and evaluate paid campaigns across search, social, and video using KPIs, budgets, and customer journey mapping.
Introduction to Digital Advertising
- What is advertising?
- Why do businesses advertise?
- Types of media (owned, earned and paid)
- Understand the history of digital advertising
- Pros & Cons of Digital Advertising
- Identify trends in digital media usage
- Determine how digital advertising can be integrated with the overall marketing strategy
Digital Advertising Channels
- Types of digital advertising channels
- Identify the strengths and weaknesses of each type of digital advertising channel (E.g. Search, Social, Video etc)
- Identify the types of digital advertising media formats available
- Comparing different digital advertising platforms (E.g. Google, Meta, TikTok, YouTube, LinkedIn etc.) and their impact on businesses
- Identify the types of targeting features available across all digital advertising channels
- Implement competitor research with digital advertising tools
- Selecting the right digital advertising channels that are best suited to market the product/service offering
- Mapping the customer journey and digital touchpoints
- Creating Google Ads account and Keyword Planner walkthrough
- Identifying the power of search intent
Develop Digital Advertising Strategy
- Identifying the different pricing model used in digital advertising
- Essential metrics used in digital advertising
- Choose the right KPIs for your digital advertising campaign
- Applying customer journey in campaign structure
- How ads auction work for Google and Meta Ads?
- Developing click-worthy search ads
- What is Google Ads Editor
- Develop your first Google Ads campaign with Google Ads Editor and campaign build template
- Demonstrate search campaign creation process on Google Ads
- Determine performance projections based on allocated budget and timelines
- Define and complete all components of a media plan
Digital Advertising Analytics
- Various tools and platforms used to measure and track campaigns
- Discrepancy in clicks received versus actual traffic
- Analysing campaign effectiveness using digital advertising metrics
- Determine an optimisation strategy to improve return on ad spend (ROAS)
Assessment Component
- Written Assessment – Case Study with Questions
- Individual Project Presentation
Trainers
Meet Your Educators
Trainer Bio
Ian Ong
Ian is the co-founder of Roots Digital, an award-winning digital marketing agency headquartered in Singapore, who has worked with great brands like Microsoft, Intel, BRAND’S, Takashimaya and more. He led the company to receive numerous industry-recognised awards from Marketing Interactive and expand its footprint to countries like the Philippines, Malaysia and Indonesia. Ian has worked with some of the largest brands and organisations, spearheading the success of their digital marketing campaigns. Some of his clients include the Ministry of Education, the National University Cancer Institute Singapore, and Parkway Pantai.
*Only one trainer will be facilitating per class
Course Fee & Funding
Fund Your Brain Gain
Access funding opportunities and resources designed to fuel your learning goals.
Course Fee After Eligible SSG Subsidies:
From S$292.50 after SSG Subsidies
Full Course Fee (without funding)
S$975.00
Course Schedule
Mark Your Calendar!
Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| Online via Zoom | 05, 06 May 2026 (Tue, Wed) | 9.00am - 6.00pm | |
| In-Person | 02, 03 Jul 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 03, 04 Sep 2026 (Thu, Fri) | 9.00am - 6.00pm | |
| In-Person | 03, 04 Nov 2026 (Tue, Wed) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
Trainees should be proficient in web surfing and be able to write and converse in English.
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.
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.
Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy 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.
Testimonials
Word on the Street!
Experience matters—discover honest feedback and stories from learners who shaped their future with us.
“Before the course, I wasn’t very sure of what type of KPIs to track for my campaign, and I wasn’t very confident in building my own digital strategy without assistance from my colleagues. I was also very new to SEM and had no prior experience with it.
However, after attending the course and doing the assessment, I have gained more knowledge in how Google search and display ads work, and the whole mechanics behind it. I now have more confidence in building my own digital marketing plan and I have more interest to learn and improve in my SEM skills.
Overall, course experience was good and the trainer was very engaging. Thank you for the great session!”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“The course has been very informative, and I have learnt a lot about digital advertising strategy that will help boost my resume. The trainer explained in depth the principles behind digital advertising, as well as the tools and processes needed to analyse and make improvements. The trainer’s perspective and methods will help me contribute more effectively to future marketing and advertising efforts.”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“With little to no knowledge of digital advertising, this module has given very good insights into the platforms and tools. The hands-on practice is very useful in helping me understanding the process, features and functionalities. ”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“The Digital Advertising course has given me better insight of how digital ad campaigns are planned, created and evaluated. Even though it was my first time using the Google Ad Manager platform, it was relatively easy to navigate and understand the features of the program with the guidance and patience of the trainer.”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“The Digital Advertising course was a good course covering the various aspects of digital advertising, with concise information and hands-on sessions within a short duration of 2 days. Through this course, I have developed a better understanding of the various tools and platforms used in digital advertising.”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“It was insightful to learn how to plan a digital ad campaign, understand the various digital channels available, and explore the different ad formats and how they function. The trainer covered the key areas well and was excellent at answering our questions during the 2-day course.”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“The course provided insightful and useful knowledge, enabling me to contribute more effectively to my organisation.”
Course Taken:
WSQ Digital Advertising Strategy, 2025
“The course helped me put things into perspective, and the option to learn online was great. I gained a deeper understanding of the considerations behind different forms of advertising and how to measure their effectiveness and optimise advertising efforts.”
Course Taken:
WSQ Digital Advertising Strategy, 2025
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.
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