Google Search Advertising Certification

Marketing Institute of Singapore - Executive Development


Course introduction

Google Ads Fundamentals Refresher
Organizing campaigns and ads in your account
Using keyword matching options
Account, campaign and ad group performance
Refresher on understanding and optimizing Quality Score Landing page quality factors
Understanding ad position, Ad Rank, maximum and actual cost-per-click (CPC)
Understand the value of Google Display Network (GDN) GDN and YouTube on mobile devices, tablets and computers
Benefits for branding and direct response advertisers
Display Ad Formats
Ad Formats for Display
Tips for creating successful display ads
Intro to Video campaigns, Shopping campaigns and Product Listing Ads Using Dynamic Search Ads
Using the Display Ad Gallery Best practices for display ads
Ad Extensions
Ads Targeting
Keyword research using the Google Ads Keyword Planner Location, Device, Geographic, Schedule, IP targeting
How to plan a GDN campaign
Enhanced campaigns
Best practices for direct response campaigns
Implementing a Display Campaign
Creating a new display campaign Targeting for your new campaign
Keyword contextual targeting Placement and topic targeting Interest targeting
Remarketing
Using the Display Planner
Setting bidding for display campaigns
Display Advertising on YouTube
Display Advertising on YouTube
Why YouTube Advertising?
The value of YouTube advertising
Understanding where ads run on YouTube
YouTube ad formats
YouTube media purchase options
Planning and Implementing a YouTube campaign
Creating video ads with Google Ads for video
CPM, CPC and CPV bidding
Setting up auction-based vs. reservation campaigns
Location and language targeting
Planning and implementing a brand channel
Creating Ads for YouTube
Google tools to generate creatives for YouTube
Google Ads for video
Tips for creating a video ad
Measuring Performance for YouTube Advertising
Ads Bidding & Budgeting
Bidding and Budgets Tools
CPC vs eCPM bidding
Enhanced cost-per-click (ECPC)
Conversion optimizer and cost-per-acquisition (CPA) bidding
Campaign Reporting
Performance Monitoring and Reporting
Explore your search network performance data on the Campaigns tab
Customize your performance data
Use columns to find specific performance data
Create, save and schedule reports
Evaluate ad performance on the search network
Attribution reports and conversion data
Measure placement performance on the Display Network
Measuring reach and frequency
Measuring geographic performance
Measuring and comparing performance by periods of time
Using the Home tab to track your performance
Using labels in Google Ads
Use segments to view performance data
Understanding the Search terms report
Measure ad extensions performance
Using Google Ads Editor for efficient management and reporting
Optimizing Performance, Profitability and Growth
Optimizing Performance, Profitability and Growth
The Opportunities tab
Campaign Experiments
Custom ad scheduling
Using dynamic keyword insertion
Get ideas to improve your account
Understand budget impact on profit
Learn the fundamentals of performance-based bidding
How to estimate conversion value
Google Display Advertising Certification
Display Advertising Certification Exam Revision
Display Advertising Exam
  



Course Outline


Google Ads Fundamentals Refresher
Organizing campaigns and ads in your account
Using keyword matching options
Account, campaign and ad group performance
Refresher on understanding and optimizing Quality Score Landing page quality factors
Understanding ad position, Ad Rank, maximum and actual cost-per-click (CPC)
Understand the value of Google Display Network (GDN) GDN and YouTube on mobile devices, tablets and computers
Benefits for branding and direct response advertisers
Display Ad Formats
Ad Formats for Display
Tips for creating successful display ads
Intro to Video campaigns, Shopping campaigns and Product Listing Ads Using Dynamic Search Ads
Using the Display Ad Gallery Best practices for display ads
Ad Extensions
Ads Targeting
Keyword research using the Google Ads Keyword Planner Location, Device, Geographic, Schedule, IP targeting
How to plan a GDN campaign
Enhanced campaigns
Best practices for direct response campaigns
Implementing a Display Campaign
Creating a new display campaign Targeting for your new campaign
Keyword contextual targeting Placement and topic targeting Interest targeting
Remarketing
Using the Display Planner
Setting bidding for display campaigns
Display Advertising on YouTube
Display Advertising on YouTube
Why YouTube Advertising?
The value of YouTube advertising
Understanding where ads run on YouTube
YouTube ad formats
YouTube media purchase options
Planning and Implementing a YouTube campaign
Creating video ads with Google Ads for video
CPM, CPC and CPV bidding
Setting up auction-based vs. reservation campaigns
Location and language targeting
Planning and implementing a brand channel
Creating Ads for YouTube
Google tools to generate creatives for YouTube
Google Ads for video
Tips for creating a video ad
Measuring Performance for YouTube Advertising
Ads Bidding & Budgeting
Bidding and Budgets Tools
CPC vs eCPM bidding
Enhanced cost-per-click (ECPC)
Conversion optimizer and cost-per-acquisition (CPA) bidding
Campaign Reporting
Performance Monitoring and Reporting
Explore your search network performance data on the Campaigns tab
Customize your performance data
Use columns to find specific performance data
Create, save and schedule reports
Evaluate ad performance on the search network
Attribution reports and conversion data
Measure placement performance on the Display Network
Measuring reach and frequency
Measuring geographic performance
Measuring and comparing performance by periods of time
Using the Home tab to track your performance
Using labels in Google Ads
Use segments to view performance data
Understanding the Search terms report
Measure ad extensions performance
Using Google Ads Editor for efficient management and reporting
Optimizing Performance, Profitability and Growth
Optimizing Performance, Profitability and Growth
The Opportunities tab
Campaign Experiments
Custom ad scheduling
Using dynamic keyword insertion
Get ideas to improve your account
Understand budget impact on profit
Learn the fundamentals of performance-based bidding
How to estimate conversion value
Google Display Advertising Certification
Display Advertising Certification Exam Revision
Display Advertising Exam
  



Available Course Sessions


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Trainer Profile


Ivan Wong

Ivan Wong is the Senior Trainer at eAcademy Asia, a premier training and development academy for Asia's professional talents. He has over 10 years of experience in web analytics, Search Engine Marketing, business consulting and operations management. He was recently Head of Search & Operations at DGM Asia based in Singapore and was previously Head of Search at Maple Commerce Ptd Ltd. Ivan has also held senior positions in Web Analytics Asia and Hewlett-Packard Asia. He is a respected search marketing professional and has deep consulting and operations experience across organic, display, paid search, analytics, PR and social media - with the ability to integrate these channels against broader media strategies to deliver against clients' business goals. Ivan is a Qualified Google Adwords and Google Analytics individual.

Eu Gene Ang is the Director and Principal Trainer of eAcademy Asia Pte Ltd, a premier training and development academy for Asia's professional talents. Eu Gene also founded and managed ClickMedia Pte Ltd, a finalist in Marketing Magazine's Digital Agency of the Year 2011 award in Singapore, a digital agency to global clients like Siemens, Fujitsu, Estee Lauder, Sennheiser, Samsung, among others. Prior to this, Eu Gene has spent 15 years in marketing and sales in top global firms like 3M, FedEx and DHL. Eu Gene is a Qualified Google AdWords individual and Certified in Advanced Search Engine Marketing and Top SEO Placement awarded by Search Engine Workshops. He specialises in digital strategy, Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Social Media Marketing (SMM) and analytics.



 

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