• Recap via Quizizz on Google Ads Fundamentals (Ad Rank, Relevancy, Campaign Structures)
• Structuring Google Ads campaigns for success Part 1 (different markets, ROI, different objectives such as awareness, conversion, remarketing, etc) Examples + Interactions
• Structuring Google Ads campaigns for success Part 2 (SKAG, STAG, SIAG, Structure by closely related keywords themes, ad copies)
• Using Keyword Planner to project campaign performance and media budget (Excel based)
• Designing a negative keyword strategy – exercise
• Planning media budget and determining Max CPCs for profitable campaign: exercise, reverse calculation

• Search terms reports, Auction Insights, Demographic and Interest Segment Analysis
• Impression share to determine max opportunity and project potential results
• Introduction to ValueTrack + URL template + How to analyse in CRM
• Intro to Pivot Table and Vlookups, mock data + excel exercise
• Creating data visualisations to find the point of diminishing returns (Excel) for Bid x CTR, Bid x Conversions

• Segment and applying day-, week-parting to reduce costs
• Dynamic Keyword Insertion to improve CTR
• Applying an appropriate bid strategy based on objectives, making adjustments to Smart Bidding Strategies, applying a portfolio bidding strategy, etc
• Applying audience targeting: RLSA, Audiences for Search
• Advanced Remarketing Segments: Guided brainstorming, B2C and B2B examples and case studies
• Leveraging automation: Automated rules, Google Scripts, Dynamic Ad Customisers

• Integrated Marketing Communications Overview – understanding the components and mechanics of an integrated marketing communications structure
• Message Development and Strategy – crafting different types of messages tailored to diverse market segments
• Establishing Campaign Objectives – setting clear, measurable objectives aligned with overall marketing strategies
• Performance Metrics Selection – identifying and selecting the appropriate metrics and targets to measure campaign effectiveness
• Case Study Analysis – evaluating successful integrated marketing communications campaigns and identifying key takeaways
• Practical Exercise – designing a comprehensive integrated marketing communications plan for a simulated campaign

• Creative Strategy Fundamentals – understanding the role of creative strategies in advertising campaigns
• Product-Specific Advertising – developing tailored strategies for different types of products and services
• Aligning Objectives and Performance Targets – establishing performance targets that are in sync with campaign objectives and brand strategies
• Metrics and Measurement – selecting appropriate performance metrics to evaluate the success of creative strategies
• Building Effective Teams – exploring the dynamics of in-house teams versus agency collaborations
• Client-Agency Integration – techniques for improving campaign performance through better integration between clients and agencies
• Case Studies – analysing successful performance-driven creative strategies from real-world campaigns

• In-House vs. Agency Teams – evaluating the benefits and drawbacks of building in-house teams versus working with external agencies
• Optimal Team Structures – identifying the ideal structure for a high-performing media buying team
• Performance Evaluation – methods for evaluating campaign performance to enhance client-agency collaboration
• Agency Management Practices – best practices for managing agency relationships and ensuring alignment with campaign goals
• Agency Pricing Models – understanding different agency pricing models and their implications
• Scaling Teams Effectively – strategies for scaling marketing teams to meet growing campaign demands
• Case Study – examining successful team scaling and agency management practices in notable campaigns

Eligible for SME Company-Sponsored, 21 years old and above, and a

• Singapore Citizen; or
• Permanent Resident; or
• Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$346.32

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

• Singaporean Citizen; or
• Permanent Resident; or
• Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 9% GST): S$523.92

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 9% GST): S$346.32

Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class.