Google Ads Fundamentals Certification (SG)

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Why You Should Attend This Course:

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

The Ads Fundamentals course covers Google Ads 101 on Day 1, and Google Ads 201 on Day 2. Participants will take the Google Ads Fundamentals Certification Exam at the end of Day 2.

Google Ads 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 Google Ads 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.

Google Ads 201 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 Google Ads account.

At the end of Day 2, participants will undertake the online Google Ads Fundamentals certification exam (90 minutes).

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

Learning Outcomes:

  • Set up a Google Ads account and start your first Google Ads 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 Target CPA, Target ROAS, Enhanced CPC etc.
  • Manage Google Ads account with My Client Center and Adwords Editor
  • Take the Google Ads Fundamentals exam

 

Course Outline:

Day 1: Google Ads 101

Introduction to online advertising & Google Ads

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

Understanding Google Ads Auction

  • How does it work
  • Ad Rank and Quality Score

Structuring Your Account for Success

  • Creating an account
  • Google Ads account hierarchy
  • Examples of account structure

Researching Keywords

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

Writing Great Text Ads

  • Components of Google Ads 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


Day 2: Google Ads 201

Understanding Bidding Types

  • Manual CPC, Automated Bidding, 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
  • Responsive 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 Ads Fundamentals certification exam

  • 90 minutes online exam
  • A certification in Google Ads Fundamentals 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.

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).

  • 17 Dec
    18 Dec
  • 17 Dec - 18 Dec

    Monday - Tuesday

    9am-5pm


SGD1,000/pax (discounts available)
  • 17 Jan
    18 Jan
  • 17 Jan - 18 Jan

    Thursday - Friday

    9am-5pm daily


SGD 1,000/pax (discounts available)

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).