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Paid Search Mastery with Google Ads

Part of the ModularMaster in Strategic Digital Marketing programme

Search Engines are where people head to when looking for what to eat, what to do, where to go, what to buy, and more. Businesses vie for the attention of the audience and to appear where and when these audiences expect. A well-executed paid ad strategy is an effective way to reach targeted audiences and is critical to modern integrated marketing strategies. However, managing budgets while ensuring reach and conversion to the right audiences is key to a successful campaign.

Google Ads, previously known as AdWords is no stranger to marketers and even business owners. Businesses need to understand the power of search.

This 5-day programme equips modern marketers with the fundamentals of Search Advertising and participants will learn how to formulate a Search Ad Strategy based on best practices to drive successful digital marketing campaigns.


Plan your learning path

This course can be taken as a module on its own or as part of the Graduate Certificate in Digital Advertising stack and participants will earn 12 subject credits which can also be used towards completing the ModularMaster in Strategic Digital Marketing.


Course Details

Course Dates:
Coming soon.

Duration

  • 5 days (In-class) or
  • 10 half-days (Online)

 

 

Who Should Attend

Marketing/Advertising/Communications professionals, adult learners in the role of optimisation, performance marketing, business owners looking to develop and optimise their digital presence and market reach.

Prerequisites

  • None but some understanding of current digital media platforms would be useful.
  • Basic computer literacy

Programme Outline

Learning Objectives and Structure
  1. Understanding the fundamentals of Search Advertising
  2. Learn how to build a Search Strategy
  3. Understanding key campaign metrics
  4. Campaign Setup
  5. Optimisation techniques
  6. Advanced Search Strategies

Programme Structure: Participants will go through 4 days of training. Class will reconvene on the 5th day for a presentation as part of the course assessment.

Day 1
  • Introduction to Google Search Ads
  • How does Google Ads Work?
  • Benefits of Search Ads
  • Myth buster - debunk all myths surrounding search ads
  • Types of pricing models (CPM, CPC, CPV)
  • Types of Google Ads
  • Anatomy of text ad
  • Terminology
Day 2
  • Search Strategy Planning
  • Campaign Anatomy
  • Keyword Research
  • Keyword Match Types
  • Account Structure
  • Ad Extension
  • Google Ads Pollicy
Day 3
  • Google Ads Interface
  • Hands-on practice
  • Conversion tracking
  • Conversion attribution
  • Google Ads Editor
Day 4
  • Campaign performance evaluation
  • Analysing Key Metrics
  • Negative Keywords
  • Optimisation techniques: bid adjustments, A/B testing, ROI bidding
  • Google Ads Dashboard
Day 5
  • Project Presentation
Subject Credits

Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.

Course Fees and Funding

SkillsFuture Course Fee Subsidy
(70%)

Fee after subsidy
$1,050.00


GST on Fee after SSG Course Fee Subsidy
$73.50


You pay
$1,123.50

Mid-career Enhanced Subsidy (MCES)
(90%)

Fee after subsidy
$350.00


GST on Fee after SSG Course Fee Subsidy
$73.50


You pay
$423.50

Enhanced Training Support for SMEs (ETSS)
(90%)

Fee after subsidy
$350.00


GST on Fee after SSG Course Fee Subsidy
$73.50


You pay
$423.50

Full Course Fee (without subsidies): $3,745 (inclusive of prevailing GST)

Instructor

Ian Ong
Instructor, SUTD Academy
CEO and Co-Founder, Roots Digital

Ian is the co-founder & CEO of Roots Digital Pte Ltd. He has over 8 years of experience in digital marketing. Founded in 2016, Roots Digital has worked with some of the largest brands and organisations, including Microsoft, Ministry of Education, National University Cancer Institute Singapore and Parkway Pantai. They specialise in eCommerce marketing and lead generation for businesses, offering services such as search engine optimisation to pay-per-click advertising.

In its first year, Roots Digital became one of the youngest digital marketing agencies handpicked to join the Google Elevator Programme. This annual by-invitation-only programme is for Google Partners that have displayed high growth potential and a commitment to innovation. Ian believes that a true digital marketing professional can only understand each digital marketing channel when they are willing to get their hands dirty in campaign execution.

Read more.

Policies and Financing Options

SSG Funding Terms and Conditions

Use of Personal Details

In consideration of the subsidy provided by SkillsFuture Singapore Agency (“SSG”) through the SUTD Academy for the Course,
 

I consent to:

The collection, use and disclosure to relevant third parties of my personal data by the SUTD Academy including but not limited to personal particulars, attendance records, assessment/performance records, for the following purposes:

  1. Reporting of national statistics and conducting of holistic continuing education training research and analysis;

  2. Facilitate the conduct of the relevant surveys and audits in relation to the Course;

  3. General administration of the Course including but not limited to processing of the subsidy provided by SSG;

  4. Publicity and marketing of the Course or other Courses to be provided by SSG or SUTD Academy; and

  5. SSG or its Appointed Auditors or Nominated Representatives to directly contact Course Participant to obtain information deemed necessary for the purposes of conducting effectiveness survey or audits in relation to the Course.
     

I agree to:

  1. Attend and complete all lectures, class exercises, workshops and assessments;

  2. Complete the Course feedback at the end of the Course;

  3. Complete the post Course survey sent about 3 to 6 months after class attendance; and

  4. Sign up for a personal email account.

SUTD Privacy Statement

For more information on SUTD's privacy statement, please visit https://sutd.edu.sg/Privacy-Statement.

SUTD Terms and Conditions

Methods of Payment

Learn more about the available payment modes.

Cancellation & Refund Policy

  1. If a written notification is sent to sutd_academy@sutd.edu.sg within 24 hours after course registration deadline there will be no cancellation charges. A full refund will be made. 

  2. No refund is provided if written notification is more than 24 hours after course registration deadline. SUTD Academy reserves the rights to collect the full fee amount from the participant.

Replacement Policy

Companies may replace participants who have signed up for the course by giving a 3-working day notice before the course commencement date to sutd_academy@sutd.edu.sg. Terms and conditions apply.

Registration Policy

  1. Course may be cancelled due to insufficient participants. SUTD Academy will not be responsible or liable in any way for any claims, damages, losses, expenses, costs or liabilities whatsoever (including, without limitation, any direct or indirect damages for loss of profits, business interruption or loss of information) resulting or arising directly or indirectly from any course cancellation.

  2. Course enrolment is based on a first-come, first-served basis.

  3. SUTD Academy reserves the right to change or cancel any course or instructor due to unforeseen circumstances. 

Types of Funding

Funding under Mid-Career Enhanced Subsidy ("MCES")

  1. MCES is an enhanced Subsidy to encourage mid-career individuals to upskill and reskill, thereby helping them to remain competitive and resilient in the job market. With this, all Singaporeans aged 40 and above will receive higher subsidies of up to 90% course fee subsidy for SSG-funded certifiable courses.

  2. Individuals/employers are not required to submit an application for the MCES. Those pursuing SSG-funded programmes will be charged the appropriate subsidised fees by SUTD Academy if they are eligible MCES. Individuals/employers will only need to pay the nett fee (full course fee after SSG's grant).

    For more info, please visit  SkillsFuture website at http://www.skillsfuture.sg/enhancedsubsidy

Funding under Enhanced Training Support for SMEs ("ETSS")

  1. ETSS is an enhanced funding to enable SMEs to send their employees for training.

  2. SMEs will enjoy subsidies of up to 90% of the course fees when they sponsor their employees for SSG-funded certifiable courses.

  3. In addition to higher course fee funding, SMEs can also claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. SMEs may apply for the absentee payroll via the SkillsConnect system.

  4. To qualify, SMEs must meet all of the following criteria:
    - Organisation must be registered or incorporated in Singapore
    - At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
    - Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than $100 million
    - Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
    - Trainees must be Singapore Citizens or Singapore Permanent Residents

    For more info, please visit SSG website at http://www.ssg.gov.sg/programmes-and-initiatives/funding/enhanced-training-support-for-smes1.html


Funding under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray their cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more info, please visit https://e2i.com.sg/individuals/ntuc-education-and-training-fund/.