SEARCH ENGINE MARKETING
Understand the fundamentals of managing, reviewing, and monitoring the implementation of Paid Search Engine Marketing (SEM) strategies. Use this to your advantage in establishing targets for Paid SEM campaigns and progress to producing analysis reports for SEM performance to have a better perception of opportunities for improvement.
  • Learning Outcome
  • Topics Covered

By the end of the course, the learner is able to:

  • Differentiate between social media platforms including blogging and Twitter

  • Identify the characteristics of Google Ads, Yahoo Search Marketing, and other data management platforms

  • Manage display network placement lists on AdWords and through other contextual advertising platforms

  • Build profitable web marketing programs

  • Recommend campaign management tools used for PPC campaigns

  • Apply techniques in bid management, ad copy creation, competitor analysis and keyword research

  • Differentiate actionable metrics for performance measurement and effective segmentation of keywords, respectively

  • Monitor traffic quality, click through rates and conversion rates across account

  • Design and test ads for new and existing acquisition campaigns with the knowledge of ad writing techniques

  • Monitor the profitability of advertising using proprietary and licensed management software

  • Identify low performing ads and placements and make necessary changes to maximise profit and volume

  • Identify fraud and low performing sources and domains

  • Create reports about new competitors entering the landscape and any possible changes in the search landscape

  • Identify the features of third-party tools and technologies

  • Introduction to Digital Marketing Landscape

  • Digital Marketing and Data Platforms

  • Audience Segmentation on Digital Marketing Platforms

  • Digital Marketing Programs and Automation

  • Setting Digital Marketing Goals and Objectives

  • Setting Up PPC Search Campaigns on Google Ads

  • Apply techniques in bid management, ad copy creation, competitor analysis and keyword research

  • Metrics for Keyword Planning and Display Ad Targeting

  • PPC Search Success Indicators

  • Monitoring PPC Search Success

  • Ad Copy Restrictions

  • Ad Copywriting Techniques for Display and Search

  • Design and Test Ads

  • Advertising Management Software Functions to monitor profitability

  • A /B Split Testing Techniques

  • Search and Display Campaign Optimisation and Reporting

  • Fraud and Placement Optimisation

  • Competitor Research

  • Additional SEM Tools

Certifications

Two e-certificates will be awarded to trainees who have demonstrated competency in the WSQ assessment and achieved at least 75% attendance.

WSQ Statement of Attainment (SOA)

** Please note that SOA will reflect as “Paid Search Engine Marketing”

Certification of Achievement by Wong Fong Academy Pte Ltd

Course Registration

From:

SGD $100.00

Exclusive of GST after SSG Funding
Course Fees: $900.00 (Exclusive of GST)

 Singaporean CitizenSingaporean PR
Company-Sponsored (Non SME)SGD 660SGD 660
Company-Sponsored (SME)SGD 100SGD 100
Self-Sponsored (21 – 39 years old)SGD 660SGD 660
Self-Sponsored (Above 40 years old)SGD 100SGD 660

– Course fee after SSG training grant may vary and the eventual funding amount is subject to SSG’s final approval.

– From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)
 
– Should there be any discrepancy with your eligible funding, your invoice will be revised and you will be notified of the revision before the course.
  • Minimum GCE “N” level with at least 3 GCE “N” Level Passes

  • Able to speak, listen, write, and read English at a minimum proficiency level of the Employability Skills Workforce Skills Qualification Workplace Literacy Level (WPL) 5

  • Recommended all learners to have at least 1 or more years of sales and marketing experience

Officially Recognised by

Course Trainers

Cheak Hong Ian

A master in the industry of over 13 years of experience, Cheak Hong Ian has been engaged in digital marketing and writing both in-house and for agencies and has serviced numerous organisations from SMEs to MNCs. He has worked with prominent brands such as – BMW, Emerson, Bata, Julie’s Biscuits, NCS, Puma, The Golden Duck, Trinity Medical, and more. He has built a reputation across Singapore and the Asia Pacific region for reaching out and helping tens of millions of people, managing over S$5 million in digital advertising budget to date.

Jason Ong

As a business owner of a web development company as well as a Singapore Poly Adjunct Lecturer for over a decade. Jason Ong has natured his students and brands to their fullest potential in digital marketing, e-commerce and branding solutions. His clients range across a multitude of industries such as F&B, Retail, Aviation, Fashion and Hospitality, Logistics, Online/Offline Retail, Aviation and Hospitality.

Reviews and Testimonials

Frequently Asked Questions

Q: How are the courses conducted?

All courses are available for both online classrooms and in-person traditional classrooms.

The online course is conducted over Zoom and the in-person course is delivered through a traditional classroom setting. Both learning modes essentially offer the same experience in terms of the course contents, size, duration and learning outcomes.

Q: How big is the class? What is the trainer to learner ratio?

Class size differs per run, but would be a maximum of 20 learners per instructor.

Q: Where are the trainings conducted?

In-person classroom trainings are conducted at our off-site office 51 Cuppage Road, the nearest MRT will be Somerset MRT.

comparison on both formats.

Q: Do you provide in-house training?

Yes, we do provide in-house training. Please contact us to know more about our customized courses.

Q: Will there be any examination or assessment?

Yes, there will be an assessment at the end of each learning units and it will be an open book concept. The assessment are not difficult if you are sufficiently prepared for it and the trainer will conduct oral recovery if there is a gap in the written assessment.

Q: Are there any assignment and group work involved?

There are mini assignments throughout the course, allowing for practice on the concepts and theories taught in the class. Learners would also have to participate in group work and group projects which would be done during class time.

Q: What are the available course funding / grants / subsidies?

For certifiable (WSQ) and non-certifiable (non-WSQ) courses approved by SkillsFuture Singapore (SSG), self-sponsored individuals and companies (SMEs and Non-SMEs) can apply under the following grant schemes to subsidise the course fees.

 

 

You may be eligible for up to 90% SkillsFuture subsidies. Please contact us for more details on your grant/funding eligibility.

From 1 Jan 2022, SkillsFuture course funding will be revised to a baseline of 50% subsidy, with an additional 20% subsidy (up to 70% subsidy) for SMEs and Mid-career individuals (Singapore citizens above 40 years old)

Q: What payment methods are available?

The following payment options are available:

  • PayNow
  • Bank Transfer
  • Cheque
  • SkillsFuture Credit
  • Post Secondary Education Account (PSEA)
Q: Is UTAP accepted?

Unfortunately, our classes are not claimable under UTAP.

Q: Is What kind of certificate will be issue after completing the course?

Two e-certificates will be awarded to trainees who have demonstrated competency in the WSQ assessment and achieved at least 75% attendance.

  • WSQ Statement of Attainment (SOA)
  • Certification of Achievement by Wong Fong Academy Pte Ltd
Q: What is the duration of each course?

Depending on the course which from at least minimum of 8 hours or maximum 24 hours. The exact course duration can be found on each individual course page.