Run Successful Google Search Engine Marketing (SEM) Campaigns for PPC and Display Ads

Learn from proven digital marketers to effectively leverage Google’s powerful advertising platforms to drive targeted traffic, generate leads, and significantly boost your sales revenue through Search Engine Marketing (SEM).

Course Overview

Google is the most widely used search engine platform in Singapore with a commanding market share of 92.77%. With millions of searches happening every second, Google Ads offers one of the most powerful and cost-effective ways to reach your ideal customers at the exact moment they’re searching for what you offer.

This 2-day course is designed to equip you with the knowledge and tools to plan, launch, and optimise Google PPC (Pay-Per-Click) and Display Ad campaigns. You’ll learn how to target users by keyword, location, and behaviour, all while keeping your budget under control and your results measurable. Whether you’re doing marketing for a business, running your own brand, or adding SEM to your skill set, this course provides the essential skills to succeed in today’s competitive digital advertising space.

Platforms & Tools Introduced

Course Highlights

Learn how Search Engine Marketing (SEM) differs from Search Engine Optimisation (SEO) and why it’s crucial in today’s digital marketing strategy.
Discover how to research high-value keywords and assess competition, search volume, and cost using Google’s free-yet-powerful Keyword Planner tool.
Follow a guided process to set up your Google Ads account and create ads, choose targeting options, and set budgets effectively.
Discover Google’s Search and Display Networks, how they function, and where your ads can appear.
Learn how to use the Google Display Network with campaign management tools to enhance SEM effectiveness.
Compare Manual Cost-Per-Click (CPC) vs. Smart Bidding methods like Maximise Clicks and Target Cost Per Acquisition (CPA) to meet different campaign goals.
Track key metrics such as Click-Through Rates (CTR), Conversion Rates, Return on Ad Spend (ROAS), and Cost Per Conversion/Acquisition to ensure campaign profitability.
Learn to identify and protect your campaigns from click fraud, including setting up IP exclusions and adjusting targeting.

Learning Outcomes

By the end of this course, you’ll be able to:

Effective Paid Advertising Strategies: Create & implement successful paid advertising campaigns
Audience Targeting: Identify target audiences accurately
Ad Copywriting: Craft compelling & persuasive ad copies
Landing Page Optimisation: Utilise techniques to optimise landing pages for better user experience & increased conversion rates
Ad Performance Analysis: Analyse & interpret advertising campaign data & metrics

Competency Assessment

Case Study & Practical Assessments

Stand Out From The Competition With Professional Certificates

Candidates who complete each module with at least 75% attendance and demonstrate competency during assessment will receive a Certificate of Completion by Skills Development Academy and a WSQ Statement of Attainment.

Entry Requirements:

Aged 21 and above
Have basic computer literacy Level 2
Have minimum GCE “N”, “O” or “A” Level / NITEC or a diploma qualification and minimum 2 years of working experience; and
Have an English language proficiency equivalent of higher of any of the following – GCSE N/O Levels pass in English / WPLN Level 5 / IELTS 5.5 / TOEFL (internet based total) 46-59

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