Google AdWords Fundamentals (Google Partners Academy SG)

Google Partner logo

Why You Should Attend This Course:

The 2-day Google AdWords Fundamentals is a comprehensive Google AdWords course that covers topics from basic setup and configuration, to keyword list optimisation and conversion optimisation.

The AdWords Fundamentals course covers AdWords 101 on Day 1, and AdWords 201 on Day 2.

AdWords 101 lays the groundwork for a successful search engine marketing (SEM) campaign. It equips participants (even those who are just getting started) with a better understanding on how the AdWords system works, how campaigns should be structured, and how keyword lists and ads are developed. It also explains analytics, conversion tracking, advertising options and billing cycle.

AdWords 202 expands on the 101 class by explaining how to optimise the campaigns for maximum performance. It also introduces the Google Display Network (GDN) to expand your campaign beyond search. Participants will also learn how to use My Client Center (MCC) to manage multiple AdWords account.

At the end of Day 2, participants will undertake the online AdWord Fundamentals certification exam (120 minutes).

To earn the full Google AdWords certification, participant must pass 2 exams namely AdWords Fundamentals and ONE of the following advanced classes:

Note: Participants are required to bring laptop for hands on exercises and online exam.

 

Learning Outcomes:

  • Set up a Google AdWords account and start your first AdWords campaign
  • Structure your campaign, keyword list, ad groups, and ads
  • Optimise your campaign to improve conversions, traffic or other campaign objectives
  • Use the Google Display Network for advertising
  • Apply intermediate optimisation techniques
  • Self-diagnose and troubleshoot campaign problems
  • Use other bidding options like conversion optimiser or CPM bidding
  • Manage Google AdWords account with My Client Center and Adwords API
  • Take the Google AdWords Fundamentals exam

 

Course Outline:

Day 1: AdWords 101

Introduction to online advertising & Google AdWords

  • Types of online advertising
  • Basics of pay-per-click advertising
  • Introduction to AdWords
    – Features
    – Benefits
    – Basic terminology

Understanding AdWords Auction

  • How does it work
  • Ad Rank and Quality Score

Structuring Your Account for Success

  • Creating an account
  • AdWords account hierarchy
  • Examples of account structure

Researching Keywords

  • Building a keyword list
  • AdWords Keyword Tool
  • Keyword match types including negative keywords

Writing Great Text Ads

  • Components of AdWords text ads
  • Ad editorial policies
  • Best practices for compelling ads

Setting Up Your First Campaign

  • Creating a campaign, step-by-step
  • Devices – computers, tablets and mobile
  • Location and languages
  • Bidding and budgeting
  • Ad settings
  • Leveraging ad extensions
  • Location extensions – location, call, sitelinks and others

Split Testing and Campaign Experiments

  • Types of tests and how to run tests
  • AdWords Campaign Experiment


Day 2: AdWords 201

Understanding Bidding Types

  • CPC, Enhanced CPC, CPM, & CPA, Bid Adjustments

Campaign Bid Adjustments

  • Location, Ad Scheduling & Device

Introduction to Display Advertising

  • Moving beyond Search
  • Building awareness with display advertising

Google Display Network (GDN)

  • How does the GDN works?
  • GDN targeting
  • Measuring success

Creating Display Ads

  • Display ad types
  • Display ad builder

Overview of Display Targeting

  • Contextual, Placement, and Topic targeting in more detail
  • Targeting audiences with remarketing
  • Creating a remarketing campaign

Using the My Client Center (MCC)

  • Overview of the My Client Center
  • Linking client accounts to My Client Center
  • Reporting in My Client Center

Google AdWords – AdWords Fundamentals certification exam

  • 2-hour online exam
  • A certification in AdWords demonstrates that you’ve mastered Google advertising best practices and stay up-to-date on Google’s best practices

Who Will Benefit?

Agencies, marketers, senior managers and business owners, or executives with responsibilities in the areas of marketing, advertising and sales will benefit from this comprehensive course.

Course Fees

  • S$1,000 per pax
  • MIS Member enjoy 20% Discount
  • Register for 3 or more participants to enjoy 5% Group Discount
  • Register 30 days before course start date to enjoy 10% Early Bird Discount

About The Instructor

Ariff Kamal
Ariff Kamal
Senior Trainer

ARIFF KAMAL is currently the Search Director for Group M Singapore. He was formerly the Founder and Principal Consultant at Think Digital Sdn Bhd. Ariff has worked on digital marketing solutions for clients in Malaysia and Singapore including Ministry Of Trade, Consumer and Cooperatives –Malaysia, SingTel, Infiniti, Volvo, Fuji Xerox, Eurogroup, American Express, AXA Insurance, ANZ Bank, MOL Points, Julius Baer Private Bank and Kaplan Higher Institute of Education among many others.

Ariff has over 10 years’ experience in digital marketing and has served in ClickMedia and OOM in various senior sales, marketing and training roles. His work experience covers managing and executing global and regional digital branding and media campaigns, ranging from initial conceptualization, implementation, and monetization to final execution.

Ariff was awarded “Best in Search Marketing” campaign by Marketing Magazine and also received the Agency of the Year Award 2011, Singapore. He was also a judge panel for “Best Online Campaign” for SME Tiger Awards in 2011 in Malaysia and has held leadership role in Search Engine Marketing Professional Organization (SEMPO).

Ariff has keynoted 50+ events and has led seminars and training sessions covering digital strategy, search, mobile, social media and digital analytics in Malaysia and Singapore. His audience ranged from C-level executives to technical implementation teams.

Ariff is also a Google AdWords and Analytics Qualified Professional, certified in Advanced Search Engine Marketing Skills (US), Digital Analytics (UBC), Link Research Tools Associate (UK), HRDF Certified Trainer (MY), and Certified Regional Trainer for Google Partner Academy with Cardinal Path.

At ClickAcademy Asia, he is a senior trainer for Google AdWords certification programs, Google IGNITE, Google Sales Masterclass and Grow with Google event.

  • 04 Sep
    05 Sep
  • 04 Sep - 05 Sep

    Monday - Tuesday

    9.00am to 5.00pm


S$1,000 per pax

About The Instructor

Ariff Kamal
Ariff Kamal
Senior Trainer

ARIFF KAMAL is currently the Search Director for Group M Singapore. He was formerly the Founder and Principal Consultant at Think Digital Sdn Bhd. Ariff has worked on digital marketing solutions for clients in Malaysia and Singapore including Ministry Of Trade, Consumer and Cooperatives –Malaysia, SingTel, Infiniti, Volvo, Fuji Xerox, Eurogroup, American Express, AXA Insurance, ANZ Bank, MOL Points, Julius Baer Private Bank and Kaplan Higher Institute of Education among many others.

Ariff has over 10 years’ experience in digital marketing and has served in ClickMedia and OOM in various senior sales, marketing and training roles. His work experience covers managing and executing global and regional digital branding and media campaigns, ranging from initial conceptualization, implementation, and monetization to final execution.

Ariff was awarded “Best in Search Marketing” campaign by Marketing Magazine and also received the Agency of the Year Award 2011, Singapore. He was also a judge panel for “Best Online Campaign” for SME Tiger Awards in 2011 in Malaysia and has held leadership role in Search Engine Marketing Professional Organization (SEMPO).

Ariff has keynoted 50+ events and has led seminars and training sessions covering digital strategy, search, mobile, social media and digital analytics in Malaysia and Singapore. His audience ranged from C-level executives to technical implementation teams.

Ariff is also a Google AdWords and Analytics Qualified Professional, certified in Advanced Search Engine Marketing Skills (US), Digital Analytics (UBC), Link Research Tools Associate (UK), HRDF Certified Trainer (MY), and Certified Regional Trainer for Google Partner Academy with Cardinal Path.

At ClickAcademy Asia, he is a senior trainer for Google AdWords certification programs, Google IGNITE, Google Sales Masterclass and Grow with Google event.