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.

COURSE FEE:

  • S$1,000 per participant (exclu GST)
  • Register for 3 or more participants to enjoy 5% Group Discount
  • Register 30 days before course start date to enjoy 10% Early Bird Discount

NTUC Members can claim 50% of unfunded course fees up to $250 a year through UTAP. More information can be found here.

Click here to see our Refund Policy.

About The Instructor

Eu Gene Ang
Ang Eu Gene
Founder & Principal Trainer

Ang Eu Gene is the Founder and Principal Trainer of ClickAcademy Asia, and Director of ClickInsights.

He has over 26 years of experience in marketing and was one of the early pioneers of digital marketing in the mid-2000s. He is passionate about teaching digital and marketing, and has trained over 12,000 professionals and business owners in the last 12 years.

Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS).

He also partners organisations like NTUC, e2i, Workforce Singapore (WSG), SkillsFuture Singapore (SSG), SME Centre and others to help businesses in Singapore undertake digital transformation.

He is also one of the few certified Google Regional Trainers in Southeast Asia that certify agencies and individuals in Google Ads (Search, Display, Video and Shopping) and Google Analytics. He was also recently a Google Business Coach that mentor and coach top digital agency founders/bosses in business management and skills.

Eu Gene has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles previously. He 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 a Google Ads 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).

About The Instructor

Eu Gene Ang
Ang Eu Gene
Founder & Principal Trainer

Ang Eu Gene is the Founder and Principal Trainer of ClickAcademy Asia, and Director of ClickInsights.

He has over 26 years of experience in marketing and was one of the early pioneers of digital marketing in the mid-2000s. He is passionate about teaching digital and marketing, and has trained over 12,000 professionals and business owners in the last 12 years.

Eu Gene also lectures digital marketing in the MBA and Executive Education programmes at the National University of Singapore (NUS).

He also partners organisations like NTUC, e2i, Workforce Singapore (WSG), SkillsFuture Singapore (SSG), SME Centre and others to help businesses in Singapore undertake digital transformation.

He is also one of the few certified Google Regional Trainers in Southeast Asia that certify agencies and individuals in Google Ads (Search, Display, Video and Shopping) and Google Analytics. He was also recently a Google Business Coach that mentor and coach top digital agency founders/bosses in business management and skills.

Eu Gene has worked in top global firms like 3M, FedEx and DHL in various senior sales and marketing roles previously. He 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 a Google Ads 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).