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NICF WSQ Google Ads Course

Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns

Check your funding eligibility (up to 70% subsidies) and reserve your seat

Modes of Delivery:
In-Person or Online Classroom

Duration: 16 Hours (2 Days)

Accredited by SkillsFuture Singapore (WSQ)

3-Year Access to Course Resources

3-Year Access to E-Learning Videos

3-Year Refresher and Ask Me Anything Sessions

Corporate Clients

Be assured of the highest quality of training in the classroom.

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, which include setting appropriate daily budgets and keyword bids, conducting keyword research, and writing text ads to drive targeted traffic from Google Search.

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 (Websites, YouTube, Gmail, Mobile Apps) to achieve specific marketing objectives. Candidates will learn how to reach new and existing customers using In-Market, Custom Intent, Affinity, and Remarketing audience targeting, increase efficiency with automated bidding strategies, and improve campaign performance with Google Ad’s Performance Planner.

Candidates will also demonstrate the ability to measure and optimise ad campaign performance using Google’s measurement solutions such as conversion tracking.

Target Audience

This course is suitable for Marketing Managers, Marketing Executives, Performance Marketers, Media Specialists, Business Owners, and Individuals who manage or execute the technical aspects of Google Ads.

Prerequisite

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

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
  • That industry best practices may not always be the right way to go
  • GDN strategies that will increase brand awareness, web traffic, lead generation, and sales
  • And much more

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
  • 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

Course Outline

This course comes with 3-year free access to the e-learning course videos.

Download the full course brochure here.

Fundamentals of Google Ads

Instructor-led | Mode of delivery (Lecture, Case Study, Practice and Feedback)

  • What is Google Ads?
  • Types of Google Ads campaigns and Ad Formats
  • Why Google Ads?
  • How Google Ads Works (Ad Rank, Quality Score, Bidding)
  • Google Ads account structure (Campaign, Ad Groups, Ads, Keywords)
  • Understanding various advertising objectives
  • 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, Demonstration and Modelling, Practice and Feedback)

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, Demonstration and Modelling, Practice and Feedback, Case Studies)

  • Understanding basic Google Ads metrics (impressions, clicks, CTR, conversions, conversion rate, cost, etc.)
  • Reviewing the optimisation score
  • Using the Keyword Planner and Performance Planner 
  • Reviewing campaign performance and recommending optimisation techniques
Assessment
  • Case Study with Written Questions
  • Individual Project Presentation

Certification

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

WSQ Google Ads Course Certificate

*This course is accredited by SkillsFuture Singapore under the NICF WSQ Skills Framework ICT-SNM-4017-1.1 Marketing Campaign Management.
Course Codes: TGS-2022015221 / TGS-2022015222

Course Support Period: 19 Aug 2022 – 18 Aug 2024 (In-person) / 19 Aug 2022 – 18 Aug 2024 (E-Learning)

Trainer

Google Ads Trainer Lin Xuanbin at Equinet Academy

Lin Xuanbin

Xuanbin is the Asia Pacific Head of Digital Marketing for a listed Global FTSE 100 company. With 10 years of digital marketing experience under his belt, Xuanbin’s career has spanned MNCs, private companies, and government agencies across Recruitment, IT, Media, Financial Services, and International Trade industries.

Koh Yoet Siang (YS) Trainer Equinet Academy

Koh Yoet Siang (YS)

YS is the Digital Director at Republic Asia, a 360° marketing agency. He has more than a decade of marketing experience and has worked across 15 industry verticals, both at the client-side and agency-side. Collectively, that agency has worked on more than 210 digital projects, ranging from SEO/SEM, web/ mobile app developments to digital advertising and media plans.

*Only one trainer will be facilitating per class.

Testimonials

“The course has given me the depth of understanding on SEM and I am now more confident to navigate the google ad platform on my campaign. And this new knowledge will definitely help me to communicate better with my agency to improve on my search performance.”

Alice Chng, Starhub

“Before signing up, I have doubts if the course will be useful and whether I can learn new knowledge. After completing the course, I have no regrets in signing up. I am satisfied with the course conducted by trainer Xuan Bin and picked up useful skills that I believe I can apply in my work. The trainer conducted the course well and explained the concepts in an applicable way. Strongly recommend anyone to pick up a course from Equinet if you wish to learn about digital marketing.”

Maggie Mok, JCS Biotech

“Equinet Academy’s Google Ads Fundamentals course is excellent. I can’t really fault it for anything. To me, the course’s main selling points are that it is taught by a competent and experienced Google Ads professional, and its hands-on approach to teaching Google Ads. I really appreciated how we had many opportunities to try things out on our own, and then receive helpful feedback on the spot.”
Read full view at lancerX.com >

Siew Ann

“I love the hands-on approach setting up the Ad Campaigns step by step. One of the important highlights of the course was on how to analyse the competitive metrics and potential profitability of the keywords. This was extremely useful because it prevented me from wasting unnecessary budget on keywords that were not likely to convert, and instead focus on keywords that were more likely to convert.”

Gaynor Lim, Propnex

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

Equinet Academy Insider

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.

E-Learning Videos

Watch bite-sized lessons online to help you recap on what you have learnt, for up to 3 years.

Course Schedules

Unfamiliar with how online classes are run? Check out the online classroom learner’s guide.

Choose from online classroom and in-person (face-to-face) classroom learning.

In-Person Course Dates
Course Duration:
2 Days (9am - 6pm)

Course Schedules:
31 Oct, 1 Nov (Mon - Tue), 9am - 6pm
23, 24 Feb 2023 (Thu, Fri), 9am - 6pm
15, 16 Jun 2023 (Thu, Fri), 9am - 6pm
12, 13 Oct 2023 (Thu, Fri), 9am - 6pm
14, 15 Dec 2023 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)
Online Classroom Course Dates
Unfamiliar with how our online classes are run? Read the Online-Based Classroom Learner Guide before signing up for a class.

Course Duration:
2 Days (9am - 6pm)

Course Schedules:
28, 29 Dec 2022 (Wed - Thu), 9am - 6pm
18, 19 Apr 2023 (Tue, Wed), 9am - 6pm
17, 18 Aug 2023 (Thu, Fri), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$1059.30 (inclusive of GST)

Course fee after eligible SSG Subsidies:

From S$366.30 (inclusive of GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$1059.30 $366.30 (inclusive of GST of $69.30)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by SkillsFuture Credit.


Self-Sponsored Singapore Citizens and Singapore PRs – 50% Funding:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$1059.30 $564.30 (inclusive of GST of $69.30)
(Nett course fee payable after SSG funding) 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) – 70% funding:
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$1059.30 $366.30 (inclusive of GST of $69.30)
(Nett course fee payable after ETSS funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Company Sponsored (Non-SMEs)

SSG Non-SME Grant – 50% funding:
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$1059.30 $564.30 (inclusive of GST of $69.30)
(Nett course fee payable after SSG funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)


SkillsFuture Mid-career Enhanced Subsidy (MCES) – 70% funding:
Eligible for Singapore Citizens aged 40 years and above

$990 $366.30 (inclusive of GST of $69.30)
(Nett course fee payable after MCES funding) Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Check eligible grant amount and nett payable course fees via the grant calculator.

FAQs

Questions? Check out the frequently asked questions below.

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. 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.

What is Google Ads and why is it important?

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.

Do I need to have a business/ personal website for the course?

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 70% SkillsFuture subsidies. If you wish to check your funding eligibility, you may complete step 1 of the course registration form to check your nett course fees payable after all available subsidies.

For more information on all available course funding/grants/subsidies, you may check out this FAQ 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 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.

What is the difference between online classroom and in-person classroom learning modes?

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Can't I learn everything over the internet?

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Will there be video recordings of the session made available for reference after class?

Unfortunately, we are unable to provide video recordings of the class due to PDPA regulations (Personal Data Protection Act). However, all courseware and e-learning videos are accessible online via the learning management system for 3 years. You may also sign up for a complimentary online refresher course for up to 3 years post-training.

Are these short courses sufficient to achieve desirable learning outcomes?

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

I'm still unsure whether this course can help me meet my objectives.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.

WSQ Google Ads Course

Learn How to Create, Manage, and Optimise Google Ads PPC/SEM Campaigns

Up to 70% subsidies; reserve your seat today

Up to 70%
SkillsFuture Subsidy

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