Google Ads

Deep Dive

Course trainer
Sotirios Seridis

Experienced performance marketing professional and digital marketing trainer with over 10 years of multi-national experience working with leading media agencies and corporations on performance marketing, digital analytics, and marketing automation.

Digital marketing experience:

  • 10 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 objectives

Learning objectives

  • 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 course

Online format

6 hours instructor-led training

Divided into 2 sessions, 

3 hours each

Course competency

Competency level




Receive a certificate of completion

Course fee

Course Fee

SGD 400 per pax

In-house training

run this course in-house

Min 4 pax

Questions? Drop us a note!

Course agenda

Course agenda

Session 1: Google Ads Fundamentals

Understand how 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 details.

  • Campaign set-up walkthrough and best practices

  • Keyword match types best practices

  • Ad-copies and ad-extensions best practices

  • Audiences targeting for paid search

Case studies

Case study: Live walkthrough on E-Commerce analytics

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

Learn all about Facebook and Google Ads campaign measurement and analytics.

  • Display Network campaign best practices

  • YouTube campaign best practices

  • UAC campaign best practices

  • Set-up remarketing campaigns and channel synergies

Target audience


  • 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

Course prerequisites

Course Prerequisites

  • Basic familiarity with Google Ads

Course preparation


Before the course:

  • Join the WhatsApp group chat to receive course updates

  • Complete the pre-course assessment form

Day of the course:

  • Enter the meeting via the Zoom link