NICF WSQ Search Engine Marketing (SEM) and Display (PPC) Certification Course

Become a Google Ads Certified Professional

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COMPANIES WHO HAVE ATTENDED OUR COURSES

COMPLIMENTARY REFRESHER

1 free refresher seat within 1 year after the course
Seats are non-participatory. Participatory seats are subject to availability.

POST-TRAINING SUPPORT

Up to 3 complimentary followup sessions and after-training support
Access to mentor via short live group consultations (booster sessions), email, and forum support

LIFETIME COURSE MEMBERSHIP ACCESS

Gain lifetime access to up-to-date online resources for the course attended
Access up-to-date course slides, guides, and actionable templates via the learning portal

COURSE DESCRIPTION

In this 3-day comprehensive and hands-on Google Ads (AdWords) Search Engine Marketing (SEM) and Display (PPC) 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 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.

Read: How to Start Advertising on Google Ads

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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.

CERTIFICATION

Certification of completion will be issued by Equinet Academy upon achieving attendance of at least 75% of the course. A Google Ads Search and Display Certification will be issued by Google via the Skillshop platform upon achieving at least an 80% score in both 75-minute assessments.

PRE-REQUISITES

Prior knowledge in Google Ads will not be required. However, basic computer knowledge such as navigating software tools and platforms with ease is required.

COURSE OUTLINE

Fundamentals of Google Search Advertising

Instructor-led | Mode of delivery (Presentation, lecture, case studies)

▷ 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

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 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

Instructor-led | Mode of delivery (Presentation, lecture, case studies, hands-on practical)

▷ 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 Optimization

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

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COURSE HIGHLIGHTS

In the Google Ads (AdWords) Search Engine Marketing (SEM) Certification track, candidates 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

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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

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COURSE PROGRESSION

The Google Ads (AdWords) Search (SEM) and Display (PPC) Certification Course is recommended for technical users who have gained a strategic overview of digital advertising from the WSQ Digital Advertising course and wish to experience a hands-on approach on the Google Ads platform.

Digital Advertising
Google Ads Search and Display

Google Ads Search and Display

Trainer

Lin Xuanbin

Specialising in Paid Search and Online Lead Generation, Xuanbin’s digital marketing career has spanned MNCs, private companies and government agencies across Recruitment, IT, Media, and International Trade industries.

During his stints in award-winning global media agencies, Xuanbin planned and strategised digital marketing campaigns over the Asia Pacific region for some of the world’s largest companies. Some of which included Hotels.com, SAP, MINI, Laneige and SPRING Singapore.

An ROI driven marketer, Xuanbin ran a cost-efficient and profit-driven programmatic remarketing programme across 6 markets in Asia. Using a mix of Programmatic Display, Paid Social and Telemarketing / Electronic Direct Mailers, he helped build sales pipelines across various business units within SAP in the APJ region.

The revamped International Enterprise (IE) Singapore corporate website, which Xuanbin was the co-project lead, saw online engagements increase significantly over the same time period from the previous year — an increase of 30.8% in visits and 59.7% increase in pageviews. The website was awarded Best Customer / User Experience Site Award at the 2013 Sitecore Site of the Year Awards for Asia, and Best in Class (B2B) in the 2014 Interactive Media Awards.

Having been on both brand and agency sides, Xuanbin strongly believes in empowering brand marketers with a deeper understanding of the digital marketing landscape to achieve better alignment with their agencies; therein maximising the potential of their partnership and digital marketing performance.

Xuanbin is a certified individual in Google AdWords and Google Analytics. He is also a certified adult educator with the WSQ Advanced Certificate in Training and Assessment (ACTA). In his day job, he is a fully committed data ninja, manipulating and analysing large datasets to uncover the real business impact of the digital campaigns he runs.

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WHY LEARN AT EQUINET?

ENJOY COMPLIMENTARY REFRESHER COURSE

Re-attend the course, free of charge. Up to 1 complimentary refresher for up to 1 year after the last date of the course attended.*

*Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

ACCESS POST-TRAINING SUPPORT

The post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

GET HANDS-ON

Retain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

COMPREHENSIVE AND STRUCTURED CURRICULUM

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

CURRICULUM AND COURSEWARE ARE UP-TO-DATE

Our curriculum developers who are in charged of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REALISTIC, REAL-WORLD PRACTICAL SETTING

Shorten your learning curve through real-world case studies and practical examples.

EXPERIENCE MODERN TRAINING FACILITIES

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet conducive learning environment.

DEVELOPED AND DELIVERED BY INDUSTRY EXPERTS

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

GAIN LIFE-TIME ACCESS TO COURSE MATERIALS

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you life-time access to the course materials via our learning management system.

TAKEAWAY ACTIONABLE STRATEGIES

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

DOWNLOAD BROCHURE SIGN UP FOR THIS CLASS

TESTIMONIALS

“I like that XB is able to share real-life experiences and helpful tips/recommendations.”
Amber Lim
Attended the course on 23, 24 Jan 2020

“Thanks Xuanbin for taking us these two days. I came in with a slight level of knowledge but still managed to learn new things which I will definitely go back to tryout and hopefully see better results.”
Yilin
Attended the course on 23, 24 Jan 2020

“It was a helpful lecture that helped me gain knowledge on how to best leverage Google Ads Search. The instructor is knowledgeable. He gave us helpful tips on pitfalls to avoid and maximise our spend on ad budgets.”
Choy Pei Jun
Attended the course on 24, 25 Oct 2019

“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.”
“One hands-on activity I benefited a lot from was writing search ads for our own companies. We gave feedback on each others’ ads afterwards, also comparing them with live Google ads that our real-life competitors had bought. If you’ll be writing Google ads for your own business, you’ll find this exercise really useful!”
Siew Ann
Read full review at lancerX.com
Attended the course on 18, 19 Feb 2019

“A very helpful course to start running Ads campaign on your own as the fundamentals and practical aspects of Ads are covered. Very straightforward!”
Sharon Toh

“The teachings are systematic, substantial enough to be prep-ed for the exam (but more importantly to be well aware of the fundamentals) yet succinct enough to complete in two days. Learnt a lot and appreciate the generous sharing.”
Derrick Tay
Public Speaking Academy

“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 for me 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. Highly recommend this course.”
Gaynor Lim
HDB Upgrading Strategist

Amber Lim Yilin Choy Pei Jun Siew Ann Sharon Toh Derrick Tay Gaynor Lim

COURSE FEES

Course Fee:
~~S$990~~ S$750 nett

(SSG funding and subsidies pending approval)

COURSE SCHEDULES

Online Classroom 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:
25, 26, 27 Mar 2021 (Thu – Sat)
27, 28, 29 May 2021 (Thu – Sat)

(Click on the course dates above to register online)

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Face-to-face Classroom Dates

Enhanced safety measures in place aligning to MOH’s guidelines.

Course Duration:
3 Days (9am – 6pm)

Course Schedules:
17 – 19 Jul 2020 (Fri – Sun)
16 – 18 Sep 2020 (Wed – Fri)
21 – 23 Dec 2020 (Mon – Wed)
25 – 27 Feb 2021 (Thu – Sat)
22 – 24 Apr 2021 (Thu – Sat)
24 – 26 Jun 2021 (Thu – Sat)

(Click on the course dates above to register online)

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FREQUENTLY ASKED QUESTIONS (FAQS)

What is Google AdWords?

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.

If you’re new to Google Ads, we recommended reading this guide as a start: How to Start Advertising on Google Ads

Is the certification from Google?

Yes. At the end of the course, you will attempt the Google Ads Search and Display Certification exams. Upon attaining a passing score of 80%, you will be awarded two certificates from Google via the Skillshop platform.

Do I have to bring my laptop?

We provide Windows laptops for every participant. You may, however, choose to bring your laptop.

Do I need a Google Ads account set up before the class?

Yes, it is recommended to have a Google Ads account set up before attending the course, as you will be able to take home the campaigns created in class for revision at your own time. However, we also provide you with a demo account should you require one.

What is the passing rate?

The passing score is 80%. The passing rate for each class based on records averages at 85% (8.5 in 10).

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?

Other than covering the curriculum laid out in the official Google AdWords Search and Display Certification course at Skillshop, we share with you the mistakes and successful results industry experts have made and gleaned from, so that you won’t have to make costly mistakes on your own.

Is this course suitable for beginners or advanced users?

This course is catered to beginners with zero experience on Google Ads. It will take you from beginner to an intermediate level. By the end of the course, you will be familiar with navigating the Google Ads platform, creating ad campaigns and applying best practices, and understand key success metrics for account management, which will also help you better manage a digital agency.

Where do I progress from here?

We recommend you take some time to implement the concepts and techniques learnt from the course. Should you run into any issues, you may contact your course trainer for support, sign up for a free refresher, or attend our 3-hour small group mentorship sessions.

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

If you’re unsure which courses can best help you meet your objectives, you may want to check out our Course Selection Diagnostic Tool and answer 3 questions to determine a suitable course for your needs.

NICF WSQ Search Engine Marketing (SEM) and Display (PPC) Certification Course

Become a Google Ads Certified Professional

COMPANIES WHO HAVE ATTENDED OUR COURSES

COMPLIMENTARY REFRESHER

POST-TRAINING SUPPORT

LIFETIME COURSE MEMBERSHIP ACCESS

COURSE DESCRIPTION

TARGET AUDIENCE

CERTIFICATION

PRE-REQUISITES

COURSE OUTLINE

COURSE HIGHLIGHTS

COURSE OBJECTIVES

COURSE PROGRESSION

Digital Advertising

Google Ads Search and Display

Google Ads Search and Display

Trainer

WHY LEARN AT EQUINET?

TESTIMONIALS

COURSE FEES

COURSE SCHEDULES

FREQUENTLY ASKED QUESTIONS (FAQS)

SIGN UP FOR THIS COURSE

Become a Google Ads Certified Professional

About Equinet Academy

Training Courses

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