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

Become a Google Ads Certified Professional

Check your funding eligibility (up to 90% subsidies) and reserve your seat

WSQ Accreditation Logo

*This course is accredited by SkillsFuture Singapore under the NICF WSQ Skills Framework ICT-SNM-4017-1.1 Marketing Campaign Management

Course Codes: TGS-2020513812 / TGS-2020513818

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

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.

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

Download the full course brochure here.

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 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.

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.

Face-to-face classroom learning mode: Each participant will be provided a windows laptop. Participants may however opt to bring their own laptops opt to bring their own laptops.

Online-classroom learning mode: Personal computer, stable internet connection of at least 10mbps, webcam, microphone, video conferencing platform, and other logistical requirements outlined in the Online-based Classroom Learner Guide.

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.

Corporate Clients

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

Testimonials

“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 lacerX.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, HDB Upgrading Strategist

“Coming in with no prior knowledge, this course provided relevant coverage on Google Ads. The case study, project work and hands-on practical sessions also offered great examples and helped me to understand Google Ads a lot better.”

Lee Cheng Peng, Michelle

Post-Training Support

On top of having access to your trainer’s contact, you will also enjoy the following post-training benefits:

Complimentary Refresher

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

Clinic Sessions

Unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years.

Alumni Support Group

Be part of a support group where you can post questions, discuss, and get feedback from the community.

Lifetime Course Membership Access

Gain lifetime access to constantly updated course resources via the learning portal.

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:
24 - 26 Jun 2021 (Thu - Sat), 9am - 6pm
26 - 28 Aug 2021 (Thu - Sat), 9am - 6pm
15 - 17 Oct 2021 (Fri - Sun), 9am - 6pm
20 - 22 Dec 2021 (Mon - Wed), 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 May 2021 (Thu - Sat), 9am - 6pm Limited seats
14, 15, 16 Jul 2021 (Wed - Fri), 9am - 6pm
15, 16, 17 Sep 2021 (Wed - Fri), 9am - 6pm
25, 26, 27 Nov 2021 (Thu - Sat), 9am - 6pm

(Click on the course dates above to register online)

Course Fees & Fundings

Course Fee:
S$990 nett

Course fee after eligible SSG Subsidies:

From S$99.00 nett after 90% SSG Subsidies

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

Self-Sponsored Individuals

SkillsFuture Mid-career Enhanced Subsidy (MCES) – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$990 $99
(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 – Up to 50% Funding Capped at $15/hour:
Singapore Citizens and Singapore PRs above 21 years old who do not qualify for MCES funding

$990 $630
(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) – 90% funding (Up to $50/hour):
Eligible for SME Company-sponsored Singapore Citizens and Singapore PRs

$990 $99
(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 (Up to $15/hour):
Eligible for Non-SME Company-sponsored Singapore Citizens and Singapore PRs who do not qualify for MCES funding

$990 $630
(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) – 90% funding (Up to $50/hour):
Eligible for Singapore Citizens aged 40 years and above

$990 $99
(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.

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.

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. 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?

Besides the structured curriculum and hands-on instructional methods developed by our trainers who are industry experts and can clarify your doubts in real time. Furthermore, we offer post-training support which includes up to three 3-hour small group clinic sessions with an industry expert, an online refresher seat within a year post-training, forum support, and lifetime access to up-to-date courseware via the learning portal.

How is this course different from other Google Ads course offered by Equinet Academy?

This course provides you with bite-sized, yet comprehensive and actionable Facebook marketing strategies and tactics that you can implement right after the course. Unlike other Diploma and certification courses, which are packed with assignments and require a long-term time commitment, you can get a comprehensive understanding on what Facebook marketing and advertising is all about in three days. After completing this course, you can then progress to the Advanced Social Media Marketing Course and other advanced and elective Digital Marketing Courses.

At Equinet Academy, we are committed to delivering quality training:

  • We provide you with lifetime access to up-to-date course materials (learner’s guide, slides, templates, and other training resources) which you can still access after the training via the learning portal.
  • You will not sit through hours and hours of dry and tormenting lecture. Instead, you will experience fun and engaging sessions as we apply instructional design learning methodologies such as group discussions, group project work, case studies, interactive quizzes, and hands-on implementation of the concepts learnt.
  • You will be guided by an experienced professional in the field of Facebook marketing, who will be able to provide you with actionable advice and costly mistakes to avoid, thus shortening your learning curve.
  • You will be provided with additional support after completing the course.
Is this course suitable for beginners or advanced users?
The course is suitable for new to beginner users who would like to brush up on their managing, tracking, measuring, analyzing and optimizing their Google Ads Search campaign skills.
Is 3 days sufficient to meet the learning objectives?

Equinet Academy’s courses are designed to provide bite-sized yet comprehensive information to be delivered within 1-3 days. The courses not only include theory but also hands-on practical experience so that trainees can take away applicable knowledge.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to resit the course online without any cost on your end. You will also have lifetime access to the courseware online which you may review, and post-training clinic sessions to address your challenges with a subject matter expert.

If you want to acquire foundational knowledge and skills in digital advertising, you may sign up for the WSQ Digital Advertising Course prior to this course.

If I have specific questions relating to Google Ads campaigns after the course, can I consult the trainer?

Yes, you may most certainly book unlimited complimentary 3-hour small group clinic sessions with a subject matter expert for up to 3 years to clarify your doubts or address any challenges you may be facing. The links to book your clinic sessions will be emailed to you after your course.

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.
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.

Ideally you would have a Google Ads account set up before class. However, if you are unable to do so, we will provide you with a demo account. You may also choose to set up a Google Ads account with your own Gmail account during the hands-on practical session in class.

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, attending 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 90% 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.

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

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

How do I sign up?

You can sign up for this course through this link. Once you have registered for the course, we will follow up with you via email regarding your course registration.

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

If you’re unsure about your learning objectives, you may try out this 3-question survey using the Course Selector Tool or download the Course Selector Guide (PDF).

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.

From

S$99.00 Nett

after 90% Subsidies inclusive of GST. Original Course Fee: S$990.00

WSQ Search Engine Marketing (Google Ads)

Become a Google Ads Certified Professional

Check your funding eligibility (up to 90% subsidies) and reserve your seat

From S$99.90 nett
After 90% subsidy