Search Advertising Certification (Google Partners Academy SG)

Google Partner logo

Why You Should Attend This Course:

This 2-day Google AdWords Advanced Search Advertising course will introduce you to the setting up and best practices for Google Search campaigns, and leads to the Search Advertising exam (part of the requirements to obtain the official certification in AdWords).

This course covers the strategies and tactics, including best practices for creating, managing, measuring and optimsing  search ads campaigns across Google’s search network.

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

** Prior to attending this course, participants should preferably have completed:

  • Google AdWords Fundamentals & Certification or
  • deemed to have foundational knowledge of Google AdWords. For those without any foundation knowledge, pre-reading resources will be sent to you prior to the workshop to equip you with the basics. 

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

 

Learning Outcomes:

  • Understand inbound marketing, search and the customer journey to conversion
  • Learn how to connect with customers with search and micro-moments
  • Understand how to set up your Search Network campaigns
  • Learn how to measure and improve quality score
  • Review the available search ad formats
  • Learn how to set bid strategies and budget
  • Understand how to Measure your Search Network campaign
  • Create and understand AdWords reports for your campaign.
  • Optimize your Search Network campaign

 

Course Outline:

Day 1 

Search Fundamentals Review

  • Organizing campaigns and ads in your account
  • Using keyword matching options
  • Account, campaign and ad group performance
  • Refresher on understanding and optimizing Quality Score
  • Landing page quality factors
  • Understanding ad position, Ad Rank, maximum and actual cost-per-click (CPC)

Ad Formats

  • Ad Formats
  • Tips for creating successful text ads
  • About Shopping campaigns and Product Listing Ads
  • Using Dynamic Search Ads
  • Ad Extensions

AdWords Targeting

  • Keyword research using the AdWords Keyword Planner
  • Location, Device, Geographic, Schedule, IP targeting

AdWords Bidding & Budgeting

  • Bidding and Budgets Tools
  • Enhanced cost-per-click (ECPC)
  • Conversion optimizer and cost-per-acquisition (CPA) bidding

Day 2

Performance Monitoring and Reporting

  • Explore your search network performance data on the Campaigns tab
  • Customize your performance data
  • Use columns to find specific performance data
  • Create, save and schedule reports
  • Evaluate ad performance on the search network
  • Attribution reports and conversion data
  • Measure keyword performance on the Search Network
  • Measuring reach and frequency
  • Measuring geographic performance
  • Measuring and comparing performance by periods of time
  • Using Auction insights to compare performance
  • Using the Home tab to track your performance
  • Using labels in AdWords
  • Use segments to view performance data
  • Understanding the Search terms report
  • Measure ad extensions performance
  • Using AdWords Editor for efficient management and reporting
  • Introduction to the AdWords Application Programming Interface (API)

Optimizing Performance, Profitability and Growth

  • The Opportunities tab
  • Campaign Experiments
  • Custom ad scheduling
  • Using dynamic keyword insertion
  • Get ideas to improve your account
  • Understand budget impact on profit
  • Learn the basics of performance-based bidding
  • How to estimate conversion value

Google AdWords – Search Advertising exam

  • 2-hour online exam
  • This exam covers covers basic and advanced concepts, including best practices for creating, managing, measuring, and optimising search ad campaigns across the Search Network

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
  • 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

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.

  • 10 Oct
    11 Oct
  • 10 Oct - 11 Oct

    Wednesday - Thursday

    9.00am to 5.00pm


S$1,000 per pax

About The Instructor

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.