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Search Engine Marketing With Google Display Network

 

Introduction

Modern consumers are increasingly relying on search engine results to make purchase decisions and they trust Google searches to find products, services and experiences they need. Having your business being visible to consumers for the right search phrases or keywords not only increases awareness and conversions, but also portrays brand reliability and aid in brand recall.

However, not every business is able to rank organically on Page 1 on Google search by themselves, and most businesses engage in some form of paid advertising or another. In fact, many businesses, especially eCommerce websites, engage in multiple Pay Per Click (PPC) campaigns, such as Facebook ads, Youtube ads, on top of their Google Ad campaigns.

Hence, digital advertising is integral to garnering web traffic, and conversion tracking is essential to track how well your advertising campaigns are performing, and whether you are getting back your returns on investment.

Google’s paid search marketing is one of the more effective advertising platforms today because not only are you able to target audiences based on their search intent, you can also reach them using different marketing strategies and marketing channels. This is why SEM courses are one of the most, if not the most popular digital marketing course in Singapore due to its application value.

Course Description

In this 2.5 days Google Ads course, you will learn industry best practices on how to create Google Ads Search advertising campaigns that will effectively generate leads, sales and traffic for your business.

There will be a hands-on practice where you will set up a Google Ads campaign from ground up, which includes defining goals and budgets, conducting keyword research, defining account structure, audience targeting, setting keyword bids, identifying negative keywords and writing ad copies.

You will also learn how to measure and optimize ad campaign performance through analysis of quality score, conversion rate, traffic quality, ad impression, cost-per-click and click-through rates.

To increase effectiveness of Google Ads Search advertising campaigns, you will also learn of the third party tools available (Google Trends, SEMRush, Social Blade and more) for you to know of new competitors and latest trends in the search landscape.

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Course Details

Course Duration: 20 hours

Mode of Assessment: Written & Practical Assessment

Who should attend: 

  • Marketing executives

  • Business owners

  • Professionals

  • Anyone who wishes to master Google Marketing to be able to run their own campaigns

Course Highlight

  • Understand the difference between free and paid marketing on search engines 

  • Learn the various paid marketing platforms and services available for businesses in SG

    • Google Pay Per Click Campaigns  

    • Google Display Network & Youtube 

    • Google Shopping Ads 

    • Yahoo 

    • MSN Bing 

  • Learn how to setup a Google Ads account, and launch Google Pay-Per-Click Campaign based on industry best practices

  • Learn different Pay-Per-Click campaign techniques and strategies 

  • Learn how to use Google Adwords to identify keywords closely linked to your business

  • Analyse key metrics such as click-through rates and conversion rates to determine ad performance

  • Identify low performing ads and optimisation techniques to improve ad performance

 

Learning Outcome

  • The learner will be able to describe the characteristics of search engines ads platforms such as Google Ads.

  • The learner is able to analyse the various marketing objectives of a PPC campaigns strategy and design profitable web marketing programs.

  • The learner will be able to understand the key functions of PPC such as quality score/conversion rate, monitor key metrics such as traffic quality/clickthrough rates/conversion rates and identify possible fraud clicks and low performing PPC campaigns.

  • The learner will be able to measure performance of the different keywords for the mobile audience and analyse the keywords for contextual targeting for display network. 

  • The learner will be able to design new ads for acquisition.

 

Fees & Funding

ABSENTEE PAYROLL FUNDING
(80% of basic hourly salary, capped at $4.50 and $7.50 per hour for Non-SME and SME respectively)
*SME Eligibility Criteria
Registered or incorporated in Singapore
At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than $100 million.
**Singapore Citizens aged 25 and above can offest the course fees using their SkillsFuture Credit. Singapore Citizens aged 21 to 31 can offset course fees with the Post Secondary Education Account Funds.

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SME

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Non-SME

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Individual

Company Sponsored

Course Fee: $1100
Up to 90% Subsidy by SkillsFuture Singapore: $990
Amount Payable by Company: $110
Absentee Payroll Funding: $150

Company Sponsored

Course Fee: $1100
Up to 50% Subsidy by SkillsFuture Singapore: $300
Amount Payable by Company: $800
Absentee Payroll Funding: $90

Self Sponsored

Singapore Citizen & PR

(21 years to 39 years old)

Course Fee: $1100

Up to 50% Subsidy by SkillsFuture Singapore: $300

Amount Payable by Individual: $800

Eligible For SkillsFuture Credit: Up to 100% Course

*subject to SkillsFuture Credit availability

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Individual

Self Sponsored

Singapore Citizen & PR

(40 years old and above)

Course Fee: $1100

Up to 90% Subsidy by SkillsFuture Singapore: $990

Amount Payable by Individual: $110

Eligible For SkillsFuture Credit: Up to 100% Course

*subject to SkillsFuture Credit availability

 

Register Now

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