WSQ Paid Search Engine Marketing (SEM) – level 3
About This Course
This module WSQ Paid Search Engine Marketing (SEM) – level 3 - is to equip learners with comprehensive knowledge and practical skills in managing and optimizing pay-per-click (PPC) advertising campaigns. By the end of the course, learners will be able to strategically select and utilize search engine advertising platforms to maximize return on investment (ROI), develop and implement effective keyword strategies, create targeted ad campaigns, analyze and report on campaign performance, and continuously optimize marketing efforts to enhance overall campaign effectiveness.
What You'll Learn
• LO1: Identify digital advertising trend and insights on characteristics and PPC functions; and select search engine advertising platform to achieve maximum ROI in paid search campaign.
• LO2: Track, report and analyse website analytics and PPC initiatives and campaigns based on organization objectives, goals and expectations of PPC campaigns strategy.
• LO3: Create a keyword-search plan in consideration for metrics for performance measurement and effective segmentation.
• LO4: Create a Google paid search/display ad campaign targeting to customer segment.
• LO5: Apply search engine tools to optimise the effectiveness of search engine marketing campaign, including blocking poor quality traffic sources from all campaign.
• LO6: Perform daily management on PPC advertising account to generate weekly and monthly reports for all performance metrics on PPC search/display ads.
• LO7: Recommend and execute strategies to improve effectiveness of search engine marketing campaign.
Course Content:
Section 1: Search Engine Functionalities – How search engine works? Type of digital media and ads
Section 2: Goals and Performance Indicators – Product feature and benefits, Audience characteristics, Competitor analysis, SMART goals
Section 3: Keywords Research – Ad group structure, Keyword structure, Keyword-search plan
Section 4: Google Search Ads – Setup, Dashboard, Campaign
Section 5: Google Ads Tools – Keyword planner, Negative keywords, Keywords and SEO, Bid strategies, Spilt test, Linked accounts, Billing and Payment
Section 6 – Measurement and Analytics – Google Ads - Data and Reports, Performance metrics, Analysis
Section 7 – Optimization and Iteration – Iteration process, Ad variation creation
Entry Requirements
• Speak, listen and read English at a proficiency level not lower than the WPL Level 5, and manipulate numbers at a not lower than the
WPN Level 5
• Minimal education qualification is GCE ‘O’ Level, GCE ‘N’ Level or ITE certificate
• A minimum of one year of employment experience (preferably in sales and marketing)
• Internet and social media savvy (in personal use)