Google AdWords Fundamentals (Google Partners Academy SG)

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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. Participants will take the Google AdWords Fundamentals Certification Exam at the end of 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).

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

Eu Gene Ang
Ang Eu Gene
Founder & Principal Trainer

Ang Eu Gene is the Lead Trainer in Asia for Econsultancy and has trained over 6,000 participants in digital marketing courses and seminars across Asia. He provides digital marketing training and consulting for global clients like American Express, Gucci, Standard Chartered, Volkswagen, TripAdvisor, Sanofi, and regional firms like SPH, Maybank, OCBC, Media Prima, Resorts World Sentosa, Great Eastern and Singtel among many others. Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS).

Eu Gene has 23 years experience in marketing, and has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles. He is also one of the few certified Google Regional Trainer that trains the official Google AdWords and Analytics courses.  Eu Gene also leads the regional trainer team for the Econsultancy’s Certificate in Digital Marketing programme.  He has worked with SPRING Singapore, International Enterprise (IE) Singapore, Workforce Development Agency (WDA), and other government agencies to promote digital marketing among Singapore businesses.

Eu Gene previously founded and managed an award-winning boutique digital marketing agency based in Singapore. He is also a highly sought after trainer and speaker, and has delivered keynote speeches and workshops at the National Sales & Marketing Congress Singapore, Econsultancy’s Digital Cream, WDA-SPRING Singapore Omni-Channel Master Classes, The Star Media Group’s Empowerment Series, and many more.

Eu Gene holds a Master In Business Administration (MBA), Marketing, from the Nanyang Technological University, and Bachelor in Business Administration (Marketing), BBA (1st Class Honours) from the National University of Singapore. He held 3 scholarships from the Civil Aviation Authority of Singapore (CAAS), Singapore Chinese Chamber of Commerce Foundation and the Public Service Commission (PSC) of Singapore. He was also awarded the Harvard Club Gold Medal, Toh Chin Chye Book Prize and the Monetary Authority of Singapore (MAS) Book Prize for graduating as the top Honours student.  He is also a Google AdWords Qualified Individual, certified in Advanced Search Engine Marketing and a certified Regional Trainer for Google Partner Academy.  Eu Gene also holds a WSQ Advanced Certificate in Training and Assessment (ACTA).

Ivan Wong
Senior Trainer

Ivan Wong is a Senior Trainer & Consultant at ClickAcademy Asia, a premier training and development academy for Asia’s professional talents. Ivan has over 20 years of experience in Business Consulting, Search Engine Marketing, Conversion Management and Digital Analytics with deep experience across multiple verticals. He is a Qualified Google Adwords and Google Analytics individual, and an external trainer for Econsultancy, ClickAcademy Asia and Google’s Partners Program.

He was most recently the co-founder of a premier digital consulting agency, Queen Consulting Group. Ivan was previously the Director of SEO & Analytics at GroupM APAC, and before that Director of e-Commerce at Far East Hospitality, Singapore’s largest operator of hotels & serviced residences. Prior to that he was Head of Search & Operations at DGM Asia based in Singapore and has also held management positions in Web Analytics Asia, Hewlett-Packard Asia and Magnus Management Consultants.

He has delivered Digital Marketing consulting and training for leading brands and organizations including EConsultancy, TripAdvisor, CNNGo, AMEX, ANZ, HSBC, Nanyang Business School, Singapore Institute of Marketing, SingHealth, DeBeers, Club Med, Hyatt, M&C, WA Tourism and CMC Markets Asia.

  • 08 Mar
    09 Mar
  • 08 Mar - 09 Mar

    Thursday - Friday

    9.00am to 5.00pm


S$1,000 per pax

About The Instructor

Eu Gene Ang
Ang Eu Gene
Founder & Principal Trainer

Ang Eu Gene is the Lead Trainer in Asia for Econsultancy and has trained over 6,000 participants in digital marketing courses and seminars across Asia. He provides digital marketing training and consulting for global clients like American Express, Gucci, Standard Chartered, Volkswagen, TripAdvisor, Sanofi, and regional firms like SPH, Maybank, OCBC, Media Prima, Resorts World Sentosa, Great Eastern and Singtel among many others. Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS).

Eu Gene has 23 years experience in marketing, and has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles. He is also one of the few certified Google Regional Trainer that trains the official Google AdWords and Analytics courses.  Eu Gene also leads the regional trainer team for the Econsultancy’s Certificate in Digital Marketing programme.  He has worked with SPRING Singapore, International Enterprise (IE) Singapore, Workforce Development Agency (WDA), and other government agencies to promote digital marketing among Singapore businesses.

Eu Gene previously founded and managed an award-winning boutique digital marketing agency based in Singapore. He is also a highly sought after trainer and speaker, and has delivered keynote speeches and workshops at the National Sales & Marketing Congress Singapore, Econsultancy’s Digital Cream, WDA-SPRING Singapore Omni-Channel Master Classes, The Star Media Group’s Empowerment Series, and many more.

Eu Gene holds a Master In Business Administration (MBA), Marketing, from the Nanyang Technological University, and Bachelor in Business Administration (Marketing), BBA (1st Class Honours) from the National University of Singapore. He held 3 scholarships from the Civil Aviation Authority of Singapore (CAAS), Singapore Chinese Chamber of Commerce Foundation and the Public Service Commission (PSC) of Singapore. He was also awarded the Harvard Club Gold Medal, Toh Chin Chye Book Prize and the Monetary Authority of Singapore (MAS) Book Prize for graduating as the top Honours student.  He is also a Google AdWords Qualified Individual, certified in Advanced Search Engine Marketing and a certified Regional Trainer for Google Partner Academy.  Eu Gene also holds a WSQ Advanced Certificate in Training and Assessment (ACTA).

Ivan Wong
Senior Trainer

Ivan Wong is a Senior Trainer & Consultant at ClickAcademy Asia, a premier training and development academy for Asia’s professional talents. Ivan has over 20 years of experience in Business Consulting, Search Engine Marketing, Conversion Management and Digital Analytics with deep experience across multiple verticals. He is a Qualified Google Adwords and Google Analytics individual, and an external trainer for Econsultancy, ClickAcademy Asia and Google’s Partners Program.

He was most recently the co-founder of a premier digital consulting agency, Queen Consulting Group. Ivan was previously the Director of SEO & Analytics at GroupM APAC, and before that Director of e-Commerce at Far East Hospitality, Singapore’s largest operator of hotels & serviced residences. Prior to that he was Head of Search & Operations at DGM Asia based in Singapore and has also held management positions in Web Analytics Asia, Hewlett-Packard Asia and Magnus Management Consultants.

He has delivered Digital Marketing consulting and training for leading brands and organizations including EConsultancy, TripAdvisor, CNNGo, AMEX, ANZ, HSBC, Nanyang Business School, Singapore Institute of Marketing, SingHealth, DeBeers, Club Med, Hyatt, M&C, WA Tourism and CMC Markets Asia.