Google Search Engine Marketing: Paid Search & Display Campaigns
About This Course
This course equips learners with the skills to develop, execute, and evaluate paid media strategies using Google Search and Display campaigns. Learners will plan and manage keyword-driven advertising, audience and location targeting, bidding and budget control, and performance measurement. The course also introduces complementary growth channels including partnership marketing, affiliate marketing, and video marketing to assess media impact across multiple channels and recommend improvements for future campaigns.
What You'll Learn
• LO1. Formulate paid media strategies across Search and Display channels to meet business objectives
• LO2. Execute paid search campaigns using keyword research and audience targeting parameters
• LO3. Assess the viability of affiliate and video marketing as integrated campaign components
• LO4. Evaluate campaign performance metrics against defined media effectiveness KPIs
• LO5. Recommend campaign optimizations based on performance data and insights
Entry Requirements
The learner should possess:
- Ability to use the basic functions of a computer well
- Ability to read, listen, speak and write in English at a level equivalent to Workplace Literacy Level 5
- At least 1 GCE 'N' Level Pass
- At least 1 year of working experience in any field that uses computers at work
-Basic digital marketing knowledge preferred
-No technical or coding skills required
*Learners who do not meet the education requirements but have at least 3 years of relevant work experience can be accepted on a case-by-case basis subject to approval by the Management Representative.