Nov 2019

Google Display & Search Advertising

Course Information

Start Date26 Nov 2019, Tuesday
End Date27 Nov 2019, Wednesday
Time09:00 am
Venue100 Orchard Road, Concorde Hotel Singapore 238840
Fee$990 (excluding GST) Inclusive of coffee breaks, refreshments, and catered lunch
ContactRoshini | 6720 3333 | roshini@aventisglobal.com
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Google Ads is a powerful online advertising platform utilised by many SMEs and MNCs worldwide. It has the potential to increase traffic, leads, conversions, and your return on investment (ROI). Paid traffic converts 50% better than free organic traffic and businesses see a 200% ROI when purchasing Google Ads. This makes Google Ads one of the most efficient means of advertising at your disposal. In this 2-day comprehensive step-by-step Google Ads course, you will learn how to create a Google Search and Display Advertising campaigns from scratch, understand how Google Ads works, and how to measure and fine-tune Google Ads campaign parameters for optimal results.

Key Takeaways
  • A comprehensive step-by-step walkthrough on how to set up a Google Ads Search and Display advertising campaign
  • Perform detailed segmentation and organize the structure of keywords, ad creatives, and ad groups for targeting and optimal results
  • Create successful text and display ads that drive click and conversion rates
  • Conduct effective and extensive keyword research with the Google Keyword Planner
  • Set up conversion tracking for measuring performance and to enable advanced bidding options
  • Learn how to manage in-house or outsourced ad campaigns
  • Learn the techniques to measure, analyse, and optimise campaigns to maximise return on investment
Who Should Attend

This is an intermediate course and participants should have basic knowledge on Google Ads, Search Advertising, and Display Advertising.

  • Business Owners, Entrepreneurs, Consultants, and Trainers
  • Mid-to-Senior level executives from Marketing, Media, Communications, Advertising, etc.
  • Web Developers
Google AdWords Expert: Gavin Choo

Gavin is a seasoned digital marketing entrepreneur, ACTA certified trainer, and consultant. He is passionate about showing business owners and brand marketers how to get results when it comes to search and digital marketing campaigns. He has 6 certifications across Google and Hubspot topics – AdWords Fundamental, AdWords Search, Google Analytics Individual Qualification, HubSpot Inbound Marketing, HubSpot Email Marketing, and HubSpot Content Marketing.

He founded several digital agencies and has worked in the industry for more than 10 years in various roles such as sales, marketing, and business development. He is highly motivated, warm, and genuinely wants to see his clients realise their growth opportunities online. Disruptive Digital, a full-service digital agency he co-founded, utilises a unique blend of strategy, creative, and technology, and data to help clients drive growth and competitive advantage.


“Gavin is a smart, objective oriented digital marketing trainer who can help companies and people achieve their full potential with his knowledge and insights”
Toh Xuhua, Athel Corporate Advisory

“A very helpful course to start running AdWords campaigns on your own as the practical aspects are covered. Very Straightforward!”
Angie Soo, Camford International College

Course Outline

Day 1

  • Introduction to Google Ads
    • Google Ads account structure
    • Ad auction & ad rank factors
    • Set up Google Ads account
    • Set up billing & payment
    • Account access levels
    • Set up conversion action


  • Google Ads Interface
    • Navigate the new Google Ads experience


  • Keyword Research
    • Search intent
    • Match types
    • Google Keyword Planner


  • Search Network
    • Create a search campaign
    • Search ad components
    • Dynamic keyword insertion
    • Final URL


  • Ad Extensions
    • Sitelink extensions
    • Callout extensions
    • Structured snippets extensions
    • Call extensions
    • Message extensions
    • Location extensions
    • Affiliate location extensions
    • Price extensions
    • Review extensions
    • App extensions
    • Promotion extensions


  • Dynamic Search Ads
    • Create dynamic search ads campaign
    • Create dynamic search ad group
    • Create dynamic search ad
    • Create targets
    • Upload page feed


  • Display Network
    • Create display campaign
    • Create display ad group
    • Display ad types


Day 2

  • Google Ads Remarketing
    • Set up remarketing in Google Ads
    • Set up Google Ads remarketing tag
    • Create remarketing audience list
    • Set up remarketing in Google Analytics
    • Add audience targeting to campaign or ad group


  • Dynamic Remarketing
    • Dynamic remarketing prerequisites
    • Standard vs. custom remarketing
    • Implementation
    • Create dynamic display ads feed
    • Create dynamic display ads


  • Competitive Analysis
    • Search & display impression share
    • Auction insights


  • Campaign Optimisation
    • Ad-scheduling
    • Location bid adjustments
    • Device bid adjustments
    • Negative keywords
    • Placement exclusions


  • Automated Bidding
    • Maximise clicks
    • Target search page location
    • Target outranking share
    • Target CPA
    • Enhanced cost-per-click (ECPC)
    • Target ROAS
    • Maximise conversions


  • Shared Budgets
    • Create & apply shared budget to campaigns


  • Tracking in Google Ads
    • Set up tracking template & custom parameter


  • Google Ads Editor
    • About Google Ads editor