WSQ Google Ads Strategy and Optimisation
About This Course
By the end of the Google Ads (AdWords) Search Engine Marketing (SEM) Certification track, candidates will be able to:
• Set up a Google Ads Search advertising campaign from ground up
• Perform detailed segmentation and organize the structure of keywords, ad creatives, and ad groups for precise targeting and optimal results
• Create successful text ads that drive clicks and conversions
• Conduct effective and extensive keyword research with the Google Keyword Planner
• Set up conversion tracking for measuring performance
• Implement advanced SEM bidding strategies (e.g. Target Search Impression Share, Enhanced CPC, Target CPA, Target ROAS)
• Analyze reports and optimize campaigns to maximize return on investment
By the end of the Google Ads (AdWords) Display (PPC) Certification track, candidates will be able to:
• Set up a Google Ads Display advertising campaign from ground up
• Perform detailed audience targeting strategies and A/B tests to improve returns on ad spend
• Create compelling banner ads that drive clicks and conversions
• Set up remarketing audience lists to re-engage potential and existing customers
• Set up conversion tracking for measuring performance
• Implement advanced Display ad bidding strategies (e.g. Enhanced CPC, Target CPA, Target ROAS, Viewable CPM)
• Analyze reports and optimize campaigns to maximize return on investment
What You'll Learn
In the Search Advertising track, candidates will learn how to set up Google Ads search advertising campaigns from scratch, which include setting appropriate daily budgets and keyword bids, conducting keyword research, and writing text ads to drive targeted traffic from Google Search.
In the Display Advertising track, candidates will demonstrate the ability to effectively deliver display ads, which include banner, text, and smart ads on the Google Display Network (Websites, YouTube, Gmail, Mobile Apps) to achieve specific marketing objectives.
Candidates will learn how to reach new and existing customers using In-Market, Custom Intent, Affinity, and Remarketing audience targeting, increase efficiency with automated bidding strategies, and improve campaign performance with Google Ad’s Performance Planner.
Candidates will also demonstrate the ability to measure and optimize ad campaign performance using Google’s measurement solutions such as conversion tracking.
This course will prep candidates to take two Google certification exams, with a duration of 75 minutes each, which candidates will sit for during the course.
By attaining the Google Ads certifications, Google recognizes candidates as certified online advertising professionals who have demonstrated proficiency in building and optimizing Google Ads campaigns.
Entry Requirements
• Minimum age: 18
• 1 year working experience or have completed the Digital Marketing Essentials course
• Possess basic ICT knowledge such as browsing the web, opening of folders and documents, and basic navigation of software interface
• Proficient in spoke English with at least a WPLN level 5 or equivalent
• This course is targeted to PMEs (Professionals, Managers, and Executives) who are in marketing roles or intending to get a job in marketing