Managed Multi-Million Dollar Ad Campaigns for Global Brands
Former Digital Marketing Leader for Global Brands Like Hotels.com, SAP, MINI, and Laneige
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Set up a Performance Max campaign but unsure of what it actually does and why you’re not getting the performance you wished for? Struggling with poor campaign performance with your media agencies?
Be equipped with solid fundamentals in running Google Ads campaigns in just 2 days with real-life examples and learnings shared by our seasoned trainers. Learners can expect to walk away with essential skills for success by following our trainers in the guided step-by-step setup of various Google Ads campaigns.
From understanding how the Google Ad auctions work, to generating leads and boosting sales, participants will gain practical skills and knowledge to start improving on their current results and avoid common mistakes when starting new campaigns.
Learners will also get a behind-the-scenes look at how Performance Max campaigns work and determine if their businesses are suited for leveraging this AI-driven campaign type.
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 module, you’ll uncover the art of setting up impactful search advertising campaigns from the ground up. This includes learning how to effectively allocate budget, selecting keywords, and crafting compelling ad copy that drives results.
Meanwhile, in the Display Advertising module, you’ll learn how to expand your reach and target your audiences effectively on the Google Display Network. Learn how to get your past website visitors to come back and turn them into customers with remarketing campaigns.
From knowing when to increase your bids and budgets, to knowing which campaigns to stop or double down your budgets on, learners will get to experience this through a combination of case studies and logging into actual ad accounts. Learners will also dive into the realm of performance measurement and optimisation, leveraging Google’s conversion tracking solution to maximise return on advertising spend (ROAS) and return on investment (ROI).
Target Audience
This course is suitable for Business Owners, Heads of Marketing, Marketing Managers/Specialists/Executives, and Individuals who manage media agencies or in-house marketers seeking to understand how Google Ads works.
Course Highlights
In this Google Ads course, trainees will learn:
How to set up a Google Ads Search and Display advertising campaigns from scratch, guided by our experienced trainers
How Performance Max campaigns actually work, and when it is most suitable to use this campaign type
How to manage Google Ads campaigns in-house or outsource to an external vendor
Essential skills to to Measure, Analyse, and Optimise your Search campaigns based on insights from industry experts
How to avoid common pitfalls from experienced trainers that have spent and managed millions of dollars on Google Ads.
How to plan and set up campaigns that will increase web traffic, lead generation, and sales
How to setup cost-effective remarketing campaigns that nudge your customers further down the marketing funnel
Course Objectives
By the end of the Google Ads course, trainees will be able to:
Create a structure of a Google Ads account that will achieve marketing objectives
Determine suitability of Performance Max campaigns and the best scenarios to use them in
Set up a Google Ads Search and Display advertising campaign from ground up
Use Manual and Smart Bidding strategies to achieve better results
Determine appropriate daily budgets and maximum CPC bids
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) – Marketing Campaign Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Google Ads Strategy and Optimisation course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework Marketing Campaign Management
Course Code: TGS-2022015221 / TGS-2022015222
Course Support Period: 19 Aug 2022 – 18 Aug 2026
Course Outline
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
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
Understanding campaign types in Google Ads
Understand how Performance Max works and techniques to optimise an account with Performance Max campaigns
Click on the course dates above to register online.
Frequently Asked Questions (FAQ)
Google Ads, formerly known as Google AdWords, is a digital advertising platform for marketers to advertise on Google audience networks such as Google Search, YouTube, Google Display Network, Gmail, and mobile apps.
No, you do not need to have a business or a personal website for this course, as you be running ad simulations for a dummy website. However, if you do have an existing website you would like to run ads for, you may simulate running ads for it during the hands-on practical sessions.
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.
For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.
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.
Industry leading organisations who’ve sent their teams for upskilling at Equinet
Our graduates work for companies like
Testimonials
Kayden
“The course seems reliable. I am now able to set up a Google Ads campaign on my own. It is a very practical course and useful for digital marketing planning.”
Tay Sok Hoon
“The course provides adequate knowledge, and LinkedIn support is full of digital expertise we can reach out to. I can now make changes to Google Ads, make relevant suggestions, and understand how to structure and analyse performance.”
Lecia Ang
“They have been trained and have an interest in digital marketing. I can now read reports better with my marketing agency and understand the terminologies they use. I can also better understand conversations with my agency.”
