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GOOGLE ADS (ADWORDS) SEARCH (SEM) AND

DISPLAY (PPC) CERTIFICATION

Course Brochure

Become a Google Ads Certified Professional

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Clients and testimonials, key features.

Why Learn at Equinet?

Course fees, course schedules, and FAQs

Course Information

Course description, objectives, target audience, course outline, etc.

Course Overview

TABLE OF CONTENTSC O U R S E B R O C H U R E S U M M A R Y

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COURSE OVERVIEWGOOGLE ADS (ADWORDS) SEARCH (SEM) AND DISPLAY (PPC) CERTIFICATION

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Course FeeS $ 7 5 0 N e t t

O r i g i n a l C o u r s e Fe e : $ 9 9 0

Mode of DeliveryC l a s s r o o m , I n s t r u c t o r - L e d , H a n d s - O n

Tr a i n i n g s a r e c o n d u c t e d l i v e i n S i n g a p o r e

Course Duration3 D a y s ( 2 4 H o u r s )

9 a m - 6 p m

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In this 3-day comprehensive and hands-on Google Ads (AdWords) Search (SEM) and Display (PPC) certification course, candidates will learn step by step, how to develop a Google search and display advertising strategy and create campaigns that will effectively generate leads, sales, and web traffic.

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.

Course DescriptionW H AT I S T H I S C O U R S E A B O U T ?

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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.

In order to reinforce the concepts learned, participants will participate in live exercises,

group discussions, role-playing, Q&A sessions, and undertake interactive quizzes.

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Target Audience

This course is suitable for Marketing Managers, Marketing Executives, Performance Marketers, Media

Specialists, Business Owners, and Individuals who manage or execute the technical aspects of Google Ads.

Prerequisites

Prior knowledge in Google Ads will not be required. However, basic computer knowledge such as navigating

software tools and platforms with ease is required.

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COURSE HIGHLIGHTS

✓How to set up a Google Ads Search advertising campaign from scratch

✓How to manage Google Search Ads campaigns in-house or outsource to an external vendor

✓Techniques to Measure, Analyze, and Optimize your Search campaigns based on insights from industry experts

✓That industry best practices may not always be the right way to go

✓SEM strategies that will increase web traffic, lead generation, and sales

✓How to pass the Google Ads Search Certification exam with a score of at least 80%

✓And much more

In the Google Ads (AdWords) Search Engine Marketing (SEM) Certification track, candidates will learn:

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COURSE HIGHLIGHTS (CONT…)

✓How to set up a Google Ads Display advertising campaign from scratch

✓How to manage Google Display Ads campaigns in-house or outsource to an external vendor

✓Techniques to Measure, Analyze, and Optimize your Display campaigns based on insights from industry experts

✓That industry best practices may not always be the right way to go

✓GDN strategies that will increase brand awareness, web traffic, lead generation, and sales

✓How to pass the Google Ads Display and Measurement Certification exams with a score of at least 80%

✓And much more

In the Google Ads (AdWords) Display (PPC) Certification track, candidates will learn:

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COURSE OBJECTIVES

✓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) Search Engine Marketing (SEM) Certification track, candidates will be able to:

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COURSE OBJECTIVES (CONT…)

✓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

By the end of the Google Ads (AdWords) Display (PPC) Certification track, candidates will be able to:

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FUNDAMENTALS OF GOOGLE SEARCH ADVERTISING

Instructor-led | Mode of delivery (Presentation, lecture, case studies)

▷How to Advertise on Google Search (SEM) ▷Why Google Search Ads? ▷How Google Ads Search bidding auction works ▷What is Ad Rank, and how to calculate it? ▷Structure of a Google Ads account, Search Campaign

and Ad Group

GOOGLE ADS SEARCH ADVERTISING CAMPAIGN SETUP

Instructor-led | Mode of delivery (Presentation, lecture, demonstration and modelling, group discussion, group presentation, hands-on practical)

▷Creating a Google Ads account ▷Exploring the Google Ads account interface ▷Creating a Search Ads (SEM) campaign ▷Location targeting options ▷Reaching the right search audiences ▷Bidding and budgeting strategies ▷Keyword targeting and match types modifiers ▷How to write compelling text ads ▷Creating search ad extensions ▷Conducting keyword research with Google Keyword

planner ▷Adding negative keywords ▷Previewing search ads

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GOOGLE ADS SEARCH ADVERTISING OPTIMIZATION

Instructor-led | Mode of delivery (Presentation, lecture, case studies, hands-on practical)

▷Setting up conversion tracking ▷Understanding your search advertising goals ▷Important search advertising metrics to measure and

optimize ▷Boosting search ads performance with optimization

score ▷Increasing conversions with Performance Planner

ASSESMENT

Google Ads Search Certification Exam

COURSE OUTLINE (CONT…)

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FUNDAMENTALS OF GOOGLE DISPLAY ADVERTISING

Instructor-led | Mode of delivery (Presentation, lecture, case studies)

▷How to Advertise on the Google Display Network (GDN)

▷Why Google Display Ads? ▷How your ads show on the Google Display Network? ▷Structure of a Google Ads account, Display Campaign

and Ad Group

GOOGLE DISPLAY ADVERTISING CAMPAIGN SETUP

Instructor-led | Mode of delivery (Presentation, lecture, demonstration and modelling, group discussion, group presentation, hands-on practical)

▷Creating a Google Ads account ▷Exploring the Google Ads account interface ▷Creating a Google Display Ad campaign ▷Location targeting options ▷Reaching specific audiences on GDN (In-market,

Affinity, Custom Intent, Remarketing, Website Placements, Topic targeting)

▷How to design compelling banner ads ▷Setting up remarketing and creating remarketing

audience lists

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GOOGLE DISPLAY ADVERTISING MEASUREMENT AND OPTIMIZATION

Instructor-led | Mode of delivery (Presentation, lecture, case studies, hands-on practical)

▷Setting up conversion tracking ▷Understanding your display advertising goals ▷Important display advertising metrics to measure and

optimize ▷Boosting display ads performance with optimization

score ▷Increasing conversions with Performance Planner

ASSESMENT

▷Google Ads Display Certification Exam

COURSE OUTLINE (CONT…)

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CERTIFICATIONG O O G L E A D S ( A D W O R D S ) S E A R C H ( S E M ) A N D D I S P L AY ( P P C ) C E R T I F I C AT I O N Certification of completion will be issued by Equinet Academy upon achieving

attendance of at least 75% of the course. A Google Ads Search and Display Certification will be issued by Google via the Skillshop platform upon achieving at least an 80% score in both 75-minute assessment.Certificate of Completion and Google Ads Certificate

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LIN XUANBINTr a i n e r Pr o f i l e s

Specialising in Paid Search and Online Lead Generation, Xuanbin’s digital marketing career has spanned MNCs, private companies and government agencies across Recruitment, IT, Media, and International Trade industries.

During his stints in award-winning global media agencies, Xuanbin planned and strategised digital marketing campaigns over the Asia Pacific region for some of the world’s largest companies. Some of which included Hotels.com, SAP, MINI, Laneige and SPRING Singapore.

An ROI driven marketer, Xuanbin ran a cost-efficient and profit-driven programmatic remarketing programme across 6 markets in Asia. Using a mix of Programmatic Display, Paid Social and Telemarketing / Electronic Direct Mailers, he helped build sales pipelines across various business units within SAP in the APJ region.

The revamped International Enterprise (IE) Singapore corporate website, which Xuanbin was the co-project lead, saw online engagements increase significantly over the same time period from the previous year — an increase of 30.8% in visits and 59.7% increase in pageviews. The website was awarded Best Customer / User Experience Site Award at the 2013 Sitecore Site of the Year Awards for Asia, and Best in Class (B2B) in the 2014 Interactive Media Awards.

*Only one trainer will be facilitating per class.

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LIN XUANBIN (CONT…)Tr a i n e r Pr o f i l e s

Having been on both brand and agency sides, Xuanbin strongly believes in empowering brand marketers with a deeper understanding of the digital marketing landscape to achieve better alignment with their agencies; therein maximising the potential of their partnership and digital marketing performance.

Xuanbin is a certified individual in Google AdWords and Google Analytics. He is also a certified adult educator with the WSQ Advanced Certificate in Training and Assessment (ACTA). In his day job, he is a fully committed data ninja, manipulating and analysing large datasets to uncover the real business impact of the digital campaigns he runs.

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DYLAN SUNTr a i n e r Pr o f i l e s

Dylan is the Founder, Marketing Director, and Director of Training of Equinet Academy.

Throughout his career as a Search Marketing Specialist, he audited over 300+ SEO/SEM campaigns, conducted SEO classes for over 1500+ trainees, and provided consultancy to dozens of Small Medium Enterprises, Global Brands, Academic Institutions, and Government Organisations across the Infocomms, Travel, Hotel, Retail, eCommerce and B2B & B2C industries. Some of his clients include DHL, Fuji Xerox Asia Pacific, Microsoft, Emmerson, Singhealth, and Singtel.

During his previous role as a Search Marketing Consultant, he facilitated the SEO site revamp and migration for SingHealth (Singapore’s largest academic medical centre) HealthXchange web portal, a content hub for trusted health tips tailored for Asia, while successfully maintaining the web portal’s search engine ranking positions on Google. Traffic volume increased by over 100% within a year after the successful revamp. He currently manages digital marketing campaigns for several companies in Asia, all consistently generating online leads and observing stable profit growth.

*Only one trainer will be facilitating per class.

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DYLAN SUN (CONT…)Tr a i n e r Pr o f i l e s

Dylan is also a certified adult educator with the WSQ Advanced Certificate in Training and Assessment (ACTA) and certified curriculum developer with the WSQ Diploma in Adult and Continuing Education (DACE), awarded by the Institute of Adult Learning (IAL), previously an institute under SkillsFuture Singapore (Formerly WDA) and now an autonomous institute within the Singapore University of Social Sciences (SUSS).

He is a dedicated trainer and curriculum developer who prides himself in delivering quality training to ensure learners take away applicable knowledge and skills they can immediately put to action.

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WHY LEARN AT EQUINET?GOOGLE ADS (ADWORDS) SEARCH (SEM) AND DISPLAY (PPC) CERTIFICATION

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COMPANIES WHO HAVE ATTENDED OUR COURSESO U R C L I E N T E L E

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COMPLIMENTARY REFRESHERRe-attend the course, free of charge. Up to 1 complimentary refresher for up to 1 year after the last date of the course attended.*

POST-TRAINING SUPPORTThe post-training support programme is available to past trainees who have successfully completed the course. It serves as a consultation to address any hurdles faced while implementing the strategies and tactics shared during the course on real world campaigns. Contact your course trainer directly via email.

HANDS-ONRetain knowledge better through practice and feedback. We apply instructional design methodologies such as Gagne’s 9 Events of Instruction to enhance your learning and retention.

STRUCTURED CURRICULUMC O M P R E H E N S I V E A N D

Course modules are designed to build on the foundations, gradually leading up to the main course, and finally reinforcing the concepts learned through practice and feedback.

* Refresher seats are specially allocated for refresher trainees and are non-participative. Refresher trainees may opt to take up participative seats subject to availability.

E N J OY A C C E S S

G E T

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Feature NameW R I T E H E R E

INDUSTRY EXPERTSD E V E LO P E D A N D D E L I V E R E D B Y

Our team of digital marketers are passionate individuals dedicated to imparting their years of knowledge and experience to our learners.

UP-TO-DATEC U R R I C U L U M A N D C O U R S E W A R E A R E

Our curriculum developers who are in charged of keeping the curriculum and courseware up to date are active practitioners and experts in their respective fields.

REAL-WORLD PRACTICAL SETTING

R E A L I S T I C ,

Shorten your learning curve through real-world case studies and practical examples.

MODERN TRAINING FACILITIES

E X P E R I E N C E

Our training rooms are equipped with laptops, 500mbps internet connection, hexagon-shaped cluster seating, and comfortable swivelling chairs, providing you a cozy yet open learning environment.

ACTIONABLE STRATEGIES

TA K E A W AY

Takeaway actionable strategies, frameworks, and processes you can implement to new or existing campaigns.

LIFE-TIME ACCESS TO COURSE MATERIALS

G A I N

Worried your course materials accessed a year ago have become outdated? Fret not, signing up for this course gains you life-time access to the course materials via our learning management system.

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Gaynor Lim

“ I love the hands-on approach setting up the Ad Campaigns step by step. One of the important highlights of the course was on how to analyse the competitive metrics and potential profitability of the keywords. This was extremely useful for me because it prevented me from wasting unnecessary budget on keywords that were not likely to convert, and instead focus on keywords that were more likely to convert. Highly recommend this course.”

H D B U p g r a d i n g S t r a t e g i s t

TESTIMONIALSW H AT O U R T R A I N E E S S AY A B O U T O U R C O U R S E

Amber Lim

“I like that XB is able to share real-life experiences and helpful tips/recommendations.”

Yilin

“Thanks Xuanbin for taking us these two days. I came in with a slight level of knowledge but still managed to learn new things which I will definitely go back to tryout and hopefully see better results.”

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TESTIMONIALS (CONT…)W H AT O U R T R A I N E E S S AY A B O U T O U R C O U R S E

Choy Pei Jun

“It was a helpful lecture that helped me gain knowledge on how to best leverage Google Ads Search. The instructor is knowledgeable. He gave us helpful tips on pitfalls to avoid and maximise our spend on ad budgets.”

Sharon Toh

“A very helpful course to start running Ads campaign on your own as the fundamentals and practical aspects of Ads are covered. Very straightforward!”

Siew Ann

“Equinet Academy’s Google Ads Fundamentals course is excellent. I can’t really fault it for anything. To me, the course’s main selling points are that it is taught by a competent and experienced Google Ads professional, and its hands-on approach to teaching Google Ads. I really appreciated how we had many opportunities to try things out on our own, and then receive helpful feedback on the spot.”

“One hands-on activity I benefited a lot from was writing search ads for our own companies. We gave feedback on each others’ ads afterwards, also comparing them with live Google ads that our real-life competitors had bought. If you’ll be writing Google ads for your own business, you’ll find this exercise really useful!”

Read full review at lancerX.com

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TESTIMONIALS (CONT…)W H AT O U R T R A I N E E S S AY A B O U T O U R C O U R S E

Derrick Tay

“The teachings are systematic, substantial enough to be prep-ed for the exam (but more importantly to be well aware of the fundamentals) yet succinct enough to complete in two days. Learnt a lot and appreciate the generous sharing.”

Pu b l i c S p e a k i n g A c a d e m y

Gaynor Lim

“ I love the hands-on approach setting up the Ad Campaigns step by step. One of the important highlights of the course was on how to analyse the competitive metrics and potential profitability of the keywords. This was extremely useful for me because it prevented me from wasting unnecessary budget on keywords that were not likely to convert, and instead focus on keywords that were more likely to convert. Highly recommend this course.”

H D B U p g r a d i n g S t r a t e g i s t

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COURSE INFORMATIONGOOGLE ADS (ADWORDS) SEARCH (SEM) AND DISPLAY (PPC) CERTIFICATION

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COURSE FEES & SCHEDULESCOURSE SCHEDULES

View Available Course Dates via www.equinetacademy.com/courses/google-ads-course-registration

COURSE FEES

Original course fee: $990

Promotional course fee: $750

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FAQsF R E Q U E N T LY A S K E D Q U E S T I O N S

+ What is Google AdWords?

Google Ads, formerly known as Google AdWords, is a digital advertising platform

for marketers to advertise on Google audience networks such as Google Search,

YouTube, Google Display Network, Gmail, and mobile apps.

+ Is the certification from Google?

Yes. At the end of the course, you will attempt the Google Ads Search Certification

Exam. Upon attaining a passing score of 80%, you will be awarded a certificate from

Google.

+ Do I have to bring my laptop?

We provide Windows laptops for every participant. You may, however, choose to

bring your laptop.

+ Do I need a Google Ads account setup before the class?

Yes, it is recommended to have a Google Ads account set up before attending the

course, as you will be able to take home the campaigns created in class for revision

at your own time. However, we also provide you with a demo account should you

require one.

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FAQs (CONT…)F R E Q U E N T LY A S K E D Q U E S T I O N S

+ Isn’t it sufficient to just take the official Google Ads Certification online? What value does this course add to the existing Google Ads Certification course offered by Google?

Other than covering the curriculum laid out in the official Google AdWords Search

and Display Certification course at Skillshop, we share with you the mistakes and

successful results industry experts have made and gleaned from, so that you won’t

have to make costly mistakes on your own.

+ Is this course suitable for beginners or advanced users?

This course is catered to beginners with zero experience on Google Ads. It will take you

from beginner to an intermediate level. By the end of the course, you will be familiar

with navigating the Google Ads platform, creating ad campaigns and applying best

practices, and understand key success metrics for account management, which will also

help you better manage a digital agency.

+ What is the passing rate?

The passing score is 80%. The passing rate for each class based on records

averages at 85% (8.5 in 10).

+ Where do I progress from here?

We recommend you take some time to implement the concepts and techniques

learnt from the course. Should you run into any issues, you may contact your course

trainer for support, sign up for a free refresher, or attend our 3-hour small group

mentorship sessions.

+ I’m still unsure whether this course can help me meet my objectives.

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FAQs (CONT…)F R E Q U E N T LY A S K E D Q U E S T I O N S

If you’re unsure which courses can best help you meet your objectives, you may

want to check out our Course Selection Diagnostic Tool and answer 3 questions to

determine a suitable course for your needs.

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SIGN UP NOW

GOOGLE ADS (ADWORDS) SEARCH (SEM) AND DISPLAY (PPC) CERTIFICATION

*https://www.equinetacademy.com/google-ads-search-display-certification-course/