NICF WSQ Search Engine Marketing (SEM) and Display (PPC) Certification Course
Become a Google Ads Certified Professional
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Modes of Delivery:
In-Person or Online Classroom
Duration: 24 Hours (3 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 the Search 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 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 optimize ad campaign performance using Google’s measurement solutions such as conversion tracking.
This course will prep candidates to take two Google certification exams, with a duration of 75 minutes each, which candidates will sit for during the course.
By attaining the Google Ads certifications, Google recognizes candidates as certified online advertising professionals who have demonstrated proficiency in building and optimizing Google Ads campaigns.
Target Audience
Course Highlights
In the Google Ads (AdWords) Search Engine Marketing (SEM) Certification track, 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, Analyze, 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 pass the Google Ads Search Certification exam with a score of at least 80%
- And much more
In the Google Ads (AdWords) Display (PPC) Certification track, candidates will learn:
- 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, Analyze, 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 - How to pass the Google Ads Display and Measurement Certification exams with a score of at least 80%
- And much more
Course Objectives
By the end of the Google Ads (AdWords) Search Engine Marketing (SEM) Certification track, candidates will be able to:
- Set up a Google Ads Search advertising campaign from ground up
- Perform detailed segmentation and organize the structure of keywords, ad creatives, and ad groups for precise targeting and optimal results
- Create successful text ads that drive clicks and conversions
- Conduct effective and extensive keyword research with the Google Keyword Planner
- Set up conversion tracking for measuring performance
- Implement advanced SEM bidding strategies (e.g. Target Search Impression Share, Enhanced CPC, Target CPA, Target ROAS)
- Analyze reports and optimize campaigns to maximize return on investment
By the end of the Google Ads (AdWords) Display (PPC) Certification track, candidates will be able to:
- Set up a Google Ads Display advertising campaign from ground up
- Perform detailed audience targeting strategies and A/B tests to improve returns on ad spend
- Create compelling banner ads that drive clicks and conversions
- Set up remarketing audience lists to re-engage potential and existing customers
- Set up conversion tracking for measuring performance
- Implement advanced Display ad bidding strategies (e.g. Enhanced CPC, Target CPA, Target ROAS, Viewable CPM)
- Analyze reports and optimize campaigns to maximize 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 Search Advertising
- How to Advertise on Google Search (SEM)
- Why Google Search Ads?
- How Google Ads Search bidding auction works
- What is Ad Rank, and how to calculate it?
- Structure of a Google Ads account, Search Campaign and Ad Group
Google Ads Search Advertising Campaign Setup
- Creating a Google Ads account
- Exploring the Google Ads account interface
- Creating a Search Ads (SEM) campaign
- Location targeting options
- Reaching the right search audiences
- Bidding and budgeting strategies
- Keyword targeting and match types modifiers
- How to write compelling text ads
- Creating search ad extensions
- Conducting keyword research with Google Keyword planner
- Adding negative keywords
- Previewing search ads
Google Ads Search Advertising Measurement and Optimization
- Setting up conversion tracking
- Understanding your search advertising goals
- Important search advertising metrics to measure and optimize
- Boosting search ads performance with optimization score
- Increasing conversions with Performance Planner
Assessment
- Google Ads Search Certification Exam
Fundamentals of Google Display Advertising
- Instructor-led | Mode of delivery (Presentation, lecture, case studies)
- How to Advertise on the Google Display Network (GDN)
- Why Google Display Ads?
- How your ads show on the Google Display Network?
- Structure of a Google Ads account, Display Campaign and Ad Group
Google Display Advertising Campaign Setup
Instructor-led | Mode of delivery (Presentation, lecture, demonstration and modelling, group discussion, group presentation, hands-on practical)
- Creating a Google Ads account
- Exploring the Google Ads account interface
- Creating a Google Display Ad campaign
- Location targeting options
- Reaching specific audiences on GDN (In-market, Affinity, Custom Intent, Remarketing, Website Placements, Topic targeting)
- How to design compelling banner ads
- Setting up remarketing and creating remarketing audience lists
Google Display Advertising Measurement and Optimisation
Instructor-led | Mode of delivery (Presentation, lecture, case studies, hands-on practical)
- Setting up conversion tracking
- Understanding your display advertising goals
- Important display advertising metrics to measure and optimize
- Boosting display ads performance with optimization score
- Increasing conversions with Performance Planner
Assessment
- Google Ads Display Certification Exam
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 Search Engine Marketing (SEM) and Display (PPC) course assessment and achieved at least 75% attendance.
*This course is accredited by SkillsFuture Singapore under the NICF WSQ Skills Framework ICT-SNM-4017-1.1 Marketing Campaign Management.
Course Codes: TGS-2020513818 / TGS-2020513812
Course Support Period: 11 Nov 2020 – 10 Nov 2022 (In-person) / 11 Nov 2020 – 10 Nov 2022 (E-Learning)
Trainer
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.
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.
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
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.
Career Assistance
Fast track your career in digital marketing through our job placement assistance program.
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.
Signing up for in-person classroom learning? Read the additional safety measures.
Choose from online classroom and in-person (face-to-face) classroom learning.
In-Person Course Dates
| Enhanced safety measures in place aligning to MOH's guidelines. Course Duration: 3 Days (9am - 6pm) Course Schedules: 27 - 29 Jan 2022 (Thu - Sat), 9am - 6pm 12, 13, 14 Aug 2022 (Fri - Sun), 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: 3 Days (9am - 6pm) Course Schedules: 27, 28, 29 Mar 2022 (Sun - Tue), 9am - 6pm Limited seats 26, 27, 28 May 2022 (Thu - Sat), 9am - 6pm 9, 10, 11 Nov 2022 (Wed - 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)
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.
Is the certification from Google?
Yes. During the course, you will attempt both the Google Ads Search and Display Certification exams. Upon attaining a passing score of 80%, you will be awarded a certificate from Google for each exam. You will also receive a WSQ Statement of Attainment awarded by SkillsFuture Singapore.
What is the passing rate?
The passing rate is 80-90% based on our records. Should you not pass the Google Ads exams on your first try, you may re-sit the course at no additional cost or reattempt the exams at your own time and convenience.
Isn't it sufficient to just take the official Google Ads Certification online? What value does this course add to the existing Google Ads Certification course offered by Google?
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 other prerequisites/ criteria I need to meet in order to attend the course?
You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.
If you have no prior experience in digital advertising or digital marketing, attending the Digital Marketing Essentials course or the WSQ Digital Advertising Course prior to this course is highly recommended.
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.
Do you offer career assistance for job seekers looking to get into digital marketing?
Yes. We offer career assistance and job placements through our digital marketing hiring and career assistance programs. Visit our career portal for more information.
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 Search Engine Marketing (Google Ads)
Become a Google Ads Certified Professional
Up to 70% subsidies; reserve your seat today
Up to 70%
SkillsFuture Subsidy