Search Engine Marketing

Search Engine Marketing

Course References Number: CRS-Q-0042116-RET


This course covers how to manage, review and monitor the implementation of Paid Search Engine Marketing (SEM) strategies, establish targets for Paid Search Engine Marketing (SEM) campaigns and programmes, conduct analysis on performance of SEM campaigns and recommend opportunities for improvement.

Learning Outcome:

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 contextualadvertising 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 inthe search landscape.

  • Identify the features of third-party tools and technologies.

Topics Covered:

  • 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

Total Duration: 16 hrs (Classroom)

SC: Singapore Citizens
PR: Singapore Permanent Resident

Entry Requirements:

  • 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.

22 Mar 2021
24 Mar 2021
16 hours


Full course fee
(before GST)
$ 900
Course Cancellation/Reschedule Policy: We reserve the right to cancel or re-schedule the course due to unforeseen circumstances. If the course is cancelled, we will refund 100% to participants.


Two e-certificates will be awarded to trainees who have demonstrated competency in the WSQassessment and achieved at least 75% attendance.
  • WSQ Statement of Attainment (SOA)

  • Certification of Achievement by Wong Fong Academy Pte Ltd