Course Duration
16 Hours
Target Audience
For those who want to attain essential knowledge and skills on how to design and run the ads based on user’s search words and interests. The module also covers analysing and reporting of campaign metrics and opportunities for improving SEM campaign performance
Pre-requisites
Basic computer and digital marketing knowledge is a must.
Certification
You will receive a Statement of Attainment from SkillsFuture Singapore after you pass the assessment.
Mode of Training
Classroom
Entry Requirement
- Speak, listen and read English at a proficiency level not lower than the WPL Level 5, and manipulate numbers at a not lower than the WPN Level 5
- Minimal education qualification is GCE ‘O’ Level, GCE ‘N’ Level or ITE certificate
- A minimum of one year of employment experience (preferably in sales and marketing)
- Internet and social media savvy (in personal use)
In this course you will learn how to plan and run advertisements on search engines and their associate display networks
SECTION
|
DESCRIPTION
|
| Section 1 |
Search Engine Functionalities – How search engine works? Type of digital media and ads |
| Section 2 |
Goals and Performance Indicators – Product feature and benefits, Audience characteristics, Competitor analysis, SMART goals |
| Section 3 |
Keywords Research – Ad group structure, Keyword structure, Keyword-search plan |
| Section 4 |
Google Search Ads – Setup, Dashboard, Campaign |
| Section 5 |
Google Ads Tools – Keyword planner, Negative keywords, Keywords and SEO, Bid strategies, Spilt test, Linked accounts, Billing and Payment |
| Section 6 |
Measurement and Analytics – Google Ads – Data and Reports, Performance metrics, Analysis |
| Section 7 |
Optimization and Iteration – Iteration process, Ad variation creation |
