Get More Leads and Sales Using Google Ads


Course introduction

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform that runs advertisements paid for by businesses. These ads appear in the search results on Google or other websites through Google’s Search Partners or Display Network.

In this 2-day comprehensive step-by-step Google Ads course, you will learn how to create Google Search and Display campaigns from scratch, understand how Google Ads works, and how to measure and fine-tune Google Ads campaign parameters for optimal results.

Course Benefits

Upon completion of this workshop, participants will be able to;

  • set up and execute Google Ads Search and Display advertising campaigns from scratch
  • manage Google Ads campaigns in-house or outsource to an external vendor 
  • create organized and structured ad groups
  • create successful text ads that drive clicks and conversions 
  • set up conversion tracking to track and measure the results of their advertising campaigns and to enable automated bid strategies (e.g., Target CPA, Target ROAS, Maximize Conversions, Maximize Conversion Value)
  • create remarketing campaigns to turn website visitors into customers
  • optimize Google Ads with Google Analytics

Target Audience

Junior marketing executives, junior digital marketing managers, marketing managers, marketing directors, digital marketing managers, digital marketing directors, brand managers, media leads, and individuals who manage or execute Google Ads campaigns. 

Course Outline

Introduction to Google Ads 

  • Google Ads Account Structure
  • How The Google Ads Auction Works
  • Set Up Google Ads Account
  • Add a New Payment Method
  • Account Access Levels
  • Set Up Conversion Action

Navigate Google Ads
  • Google Ads Dashboard Overview

Keyword Research
  • Search Intent
  • Match Types
  • Google Keyword Planner

Search Network
  • Create Search Campaign
  • Responsive Search Ads
  • Keyword Insertion
  • Final URL

Ad Extensions
  • Sitelink Extensions
  • Callout Extensions
  • Structured Snippets Extensions
  • Call Extensions
  • Location Extensions
  • Affiliate Location Extensions
  • Price Extensions
  • App Extensions
  • Promotion Extensions
  • Lead Form Extensions

Dynamic Search Ads
  • Create Dynamic Search Ads Campaign
  • Create Dynamic Search Ad Group
  • Create Dynamic Search Ad

Display Network
  • Create Display Campaign
  • Create Display Ad Group
  • Display Ad Types

Google Ads Remarketing
  • Set Up Google Ads Remarketing Tag
  • Create a Website Remarketing List
  • Use Google Analytics Tags
  • Add Audience Targeting to Campaign or Ad Group

Dynamic Remarketing
  • Dynamic Remarketing Prerequisites
  • Standard vs Custom Remarketing Implementation
  • Supported Business Types
  • Create a Feed
  • Create Responsive Display Ads

Competitive Analysis
  • Impression Share/Top & Absolute Top Metrics/Click Share
  • Auction Insights

Campaign Optimization
  • Location Bid Adjustments
  • Device Bid Adjustments
  • Ad Scheduling (Dayparting)
  • Interaction Bid Adjustments
  • Demographic Bid Adjustments
  • Quality Score
  • Negative Keywords
  • Placement Exclusions

Automated/Smart Bidding 
  • Maximize Clicks
  • Target Impression Share
  • Target CPA
  • Enhanced cost-per-click (ECPC)
  • Target ROAS
  • Maximize Conversions
  • Maximize Conversion Value
  • Seasonality Adjustments
  • Learning Period
  • Time Lag for Conversions

Shared Budget
  • Create and Apply Shared Budget to Campaigns

Using Google Analytics to Optimize Google Ads
  • Linking Google Analytics & Google Ads
  • Auditing
  • Driving Sales

Available Course Sessions

Please click here to stay updated on upcoming sessions.

Trainer Profile

Gavin Choo

Gavin Choo is an experienced Digital Marketing practitioner with 13 years of experience working in the Marketing & Advertising industry in various roles such as Sales, Marketing, and Business Development, plus 4 years of experience in Professional Training and Coaching. He is also a Singapore WSQ ACTA certified trainer. He is passionate about showing business owners and brand marketers how to achieve results from search and digital marketing campaigns.

Gavin has earned certifications across Google and HubSpot topics, namely Google Ads Search Certification, Google Ads - Measurement Certification, Google Analytics Individual Qualification, HubSpot Inbound Marketing Certification, HubSpot Social Media Marketing Certification, and HubSpot Content Marketing Certification.

As a Digital Marketing authority, Gavin uses his expertise to train and upskill professionals to become experts in Social Media Marketing, PPC, and SEO, among many others, whilst giving back. At present, he delivers training/workshops for/on behalf of the likes of the Singapore Institute of Retail Studies, Lithan Academy, and Aventis Learning Group, to name but a few.

Gavin is also the co-founder and Managing Partner of Disruptive Digital, a full-service digital agency that utilizes a unique blend of strategy, creativity, technology, and data to help clients drive growth and competitive advantage. Over the years, he has had the pleasure of working with some truly outstanding brands, companies, and organizations such as Wachsman, ST Synthesis, SEIKO Manufacturing (Singapore), NetLink Trust, Amore Fitness, Agency for Integrated Care, Association of Small and Medium Enterprises, among many others.