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Benefits of Attending

Best Practices &

Pitfalls to Avoid

Practical Strategies you can Apply Instantly

Get your Questions Answered by the Trainer

Hands-on Exercises for Practical Application

Real-Life Examples of What Works & What Doesn't

Pre-course Assessment & Course Slides

Google Ads Campaign Optimisation Course - The Experience Effect

Google Ads
Campaign Optimisation

Tues - Wed, 28 - 29 Nov

9 am - 12 pm (GMT+8)

Deep dive into Google Ads! Join this interactive course to acquire the latest best practices, dos and don'ts, to optimise your Google Ads campaigns.

Learning Outcomes

  • Strategise paid search campaigns with attention to details

  • Identify the right keyword mix for your campaigns

  • Forecast campaign budgets and expected results

  • Utilise keyword match types effectively

  • Optimise your ad copies and ad extensions for success

  • Develop a campaign optimisation and A/B testing roadmap

  • Apply automated bidding strategies

  • Develop channel synergies beyond paid search

  • Acquire remarketing best practices

  • Optimise your Google Display Network campaigns to maximise ROI

  • Automate Google Ads reporting

Online Format

6 hours instructor-led

Divided into 2 sessions,

3 hours each




Receive an e-certificate of completion

Course Fee

SGD 400 per pax

Group Discount

10% off for 3 pax or more

Bundle Deal

10% off when you sign up for 3 courses!

Questions? Drop us a note!

Sotirios Seridis
Sotirios Seridis
Founder, XYZ Lab

Experienced performance marketing professional and digital marketing trainer with 12 years of multi-national experience working with leading media agencies and corporations on performance marketing, digital analytics, and marketing automation.

Digital marketing experience:

  • 12 years in digital marketing x digital strategy x digital analytics

  • Built x2 performance marketing departments from the ground-up

  • Worked with agencies like Mediacom, Wavemaker, Essence, PHD, HAVAS

  • Worked with Unilever, Volkswagen, Etihad Airways, Google and various Fortune 500 companies

  • Hands-on and best-in-class at paid search, paid social, digital analytics, SEO, e-commerce

  • Vertical expertise: Education, travel, hospitality, online marketplaces, automotive, financial services, real estate, e-commerce retail, FMCG retail, entertainment, food & beverage

Trainer experience:

  • Former Business Education Trainer at Facebook (via Rubicor)

  • Trained over 20 company and agency teams in Google Ads, SEO, analytics and paid social

  • Trained over 100 career changers in digital marketing, enabling them to secure a role in tech

  • Up-skilled over 500 individuals in digital marketing and analytics across SEA

Course Agenda

Session 1: Google Ads Fundamentals

Understand how to plan an effective paid search campaign. Learn how to budget for paid search.

  • Introduction to Google Ads

  • Objectives and key results [framework]

  • Effective keyword research

  • Develop an optimal paid search account structure

  • Budget planning for paid search

Session 2: Paid Search Deep Dive

Learn how to set up campaigns with attention to detail.

  • Campaign set-up walkthrough and best practices

  • Keyword match types best practices

  • Ad-copies and ad-extensions best practices

  • Audiences targeting for paid search


Session 3: Campaign Optimisation Deep Dive

Learn how to optimise your Google Ads campaigns to maximise ROI.

  • Campaign optimisation ladder [framework]

  • Bidding strategies and optimisation automation

  • Paid search insights that matter

Session 4: Google Ads Beyond Paid Search

  • Display Network campaign best practices

  • YouTube campaign best practices

  • Performance Max campaign best practices

  • Set up remarketing campaigns and channel synergies

Participant Testimonials

The trainer is very knowledgeable in digital marketing specifically Google Ads. I definitely learned a lot of ad strategies/hacks that I did not know before."

Questions were accommodated well. It was detailed."

Direct and detailed. Not too generic which is good."

I can say this workshop definitely upgraded my knowledge from basic to advanced. I am very grateful to have attended this training."

The trainer was knowledgeable and gave action plans that are helpful and doable."

The small class size makes it easy to raise questions. Hands-on activities allow participants to apply what has been taught."

Practical and met the advertised expectations."

Who Should Attend

  • Junior Marketing Executives

  • Junior Digital Marketing Managers

  • Marketing Managers

  • Marketing Directors

  • Digital Marketing Managers

  • Digital Marketing Directors

  • Brand Managers

  • Content Marketers

  • PPC Specialists

  • Media Leads


Before the Course

Join the WhatsApp group chat to receive course updates

Complete the pre-course assessment to help the trainer understand your Google Ads challenges and learning goals

Day of the Course

Join the Zoom meeting

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