Google Search & Display Advertising Course

1. COURSE TITLE 

Google Search & Display Advertising

2. COURSE DESCRIPTION

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that runs advertisements, paid for by businesses. These ads appear in the search results on google.com, or other websites through Google’s Search Partners or Display Network. In this 2-day comprehensive step-by-step Google Ads course, you will learn how to create Google Search and Display Advertising campaigns from scratch, understand how Google Ads works, and how to measure and fine-tune Google Ads campaign parameters for optimal results.

3. COURSE HIGHLIGHTS

In this course, you will learn:

• Comprehensive step by step walkthrough on how to set up a Google Ads Search and Display advertising campaign from scratch;
• How to manage campaigns in-house or outsource to an external vendor;
• Hacks that Google don’t want you to know for the maximum ROIs;
• Industry best practices may not always be the right way to go;
• Digital advertising strategies that work and help achieve KPIs;
• Techniques to Measure, Analyze and Optimize campaigns based on insights from an industry expert;
• And much more.

4. TARGET AUDIENCE

This course is intended for marketing executives or managers, solopreneurs, entrepreneurs, and individuals who manage or execute Google Ads campaigns.

5. PRE-REQUISITES

Basic computer knowledge. Prior knowledge in Google Ads will not be required. Participants are required to bring their own laptops for the practical hands-on portions of the workshop, though.

6. COURSE OUTLINE

DAY 1

Module 1 – Introduction to Google Ads

• Google Ads Account Structure
• How The Google Ads Auction Works
• Set Up Google Ads Account
• Set Up Billing & Payment
• Account Access Levels
• Set Up Conversion Action

Module 2 – Navigate Google Ads

• Google Ads Dashboard Overview

Module 3 – Keyword Research

• Search Intent
• Match Types
• Google Keyword Planner

Module 4 – Search Network

• Create Search Campaign
• Search Ad Components
• Keyword Insertion
• Final URL
• Responsive Search Ads

Module 5 – Ad Extensions

• Sitelink Extensions
• Callout Extensions
• Structured Snippets Extensions
• Call Extensions
• Location Extensions
• Affiliate Location Extensions
• Price Extensions
• App Extensions
• Promotion Extensions
• Lead Form Extensions

Module 6 – Dynamic Search Ads

• Create Dynamic Search Ads Campaign
• Create Dynamic Search Ad Group
• Create Dynamic Search Ad
• Create Targets
• Upload Page Feed

Module 7 – Display Network

• Create Display Campaign
• Create Display Ad Group
• Display Ad Types

DAY 2

Module 8 – Google Ads Remarketing

• Set Up Remarketing in Google Ads
• Set Up Google Ads Remarketing Tag
• Create Remarketing Audience List
• Set Up Remarketing in Google Analytics
• Add Audience Targeting to Campaign or Ad Group

Module 9 – Dynamic Remarketing

• Dynamic Remarketing Prerequisites
• Standard vs. Custom Remarketing Implementation
• Create Dynamic Display Ads Feed
• Create Dynamic Display Ads

Module 10 – Competitive Analysis

• Impression Share/Click Share/Top & Absolute Top Metrics
• Auction Insights

Module 11 – Campaign Optimization

• Ad Scheduling
• Location Bid Adjustments
• Device Bid Adjustments
• Interaction Bid Adjustments
• Quality Score
• Negative Keywords
• Placement Exclusions

Module 12 – Automated/Smart Bidding

• Maximize Clicks
• Target Impression Share
• Target CPA
• Enhanced cost-per-click (ECPC)
• Target ROAS
• Maximize Conversions
• Maximize Conversion Value
• Seasonality Adjustments
• Learning Period

Module 13 – Shared Budget

• Create and Apply Shared Budget to Campaigns

Module 14 – Tracking in Google Ads

• Set Up Tracking Template & Custom Parameter

Module 15 – Google Ads Editor

• About Google Ads Editor

7. COURSE DURATION

2 Days (10 am – 5 pm)

8. COURSE RECOGNITION

FutureSkills Institute short courses are non-award courses that offer participants the opportunity to quickly enhance professional skills, increase general knowledge in a chosen area, or nurture a new talent or hobby.

Participants that attend non-award short courses will be awarded a KARUNA certificate of attendance on completion of the course.

9. TRAINER’S PROFILE

Gavin Choo

Gavin Choo is the Co-Founder and Principal Trainer of FutureSkills Institute.

He is a seasoned digital marketing entrepreneur and consultant, as well as a Singapore WSQ ACTA certified trainer. He is passionate about showing business owners and brand marketers how to get results when it comes to search and digital marketing campaigns.

Gavin has earned certifications across Google and HubSpot topics, namely Google Ads Search Certification, Google Ads – Measurement Certification, Google Analytics Individual Qualification, HubSpot Inbound Marketing Certification, HubSpot Email Marketing Certification, and HubSpot Content Marketing Certification.

He has worked in the Marketing & Advertising industry for more than 10 years in various roles such as sales, marketing, and business development.

He also co-founded Disruptive Digital, a full-service digital agency based in Singapore that utilizes a unique blend of strategy, creativity, technology, and data to help clients drive growth and competitive advantage.

Additionally, Gavin delivers training/workshops for/on behalf of the likes of Lithan Academy, Aventis Learning Group, Tertiary Infotech (and a couple of others) in Singapore.