
Google Ads
Campaign Optimisation
15 - 16 June I 9 am - 12 pm (GMT+8)
Trainer

Sotirios Seridis
Founder, XYZ Lab
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:
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10 years in digital marketing x digital strategy x digital analytics
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Built x2 performance marketing departments from the ground-up
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Worked with agencies like Mediacom, Wavemaker, Essence, PHD, HAVAS
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Worked with Unilever, Volkswagen, Etihad Airways, Google and various Fortune 500 companies
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Hands-on and best-in-class at paid search, paid social, digital analytics, SEO, e-commerce
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Vertical expertise: Education, travel, hospitality, online marketplaces, automotive, financial services, real estate, e-commerce retail, FMCG retail, entertainment, food & beverage
Trainer experience:
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Former Business Education Trainer at Facebook (via Rubicor)
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Trained over 20 company and agency teams in Google Ads, SEO, analytics and paid social
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Trained over 100 career changers in digital marketing, enabling them to secure a role in tech
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Up-skilled over 500 individuals in digital marketing and analytics across SEA
Learning Outcomes
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Strategise paid search campaigns with attention to details
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Identify the right keyword mix for your campaigns
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Forecast campaign budgets and expected results
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Utilise keyword match types effectively
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Optimise your ad-copies and ad-extensions for success
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Develop a campaign optimisation and A/B testing roadmap
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Apply automated bidding strategies
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Develop channel synergies beyond paid search
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Acquire remarketing best practices
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Optimise your Google Display Network campaigns to maximise ROI
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Automate Google Ads reporting
Online Format
6 hours instructor-led training
Divided into 2 sessions,
3 hours each
Competency Level
Intermediate
Certification
Receive a 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!
Course Agenda
Session 1: Google Ads Fundamentals
Understand how to plan an effective paid search campaign. Learn how to budget for paid search.
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Introduction to Google Ads
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Objectives and key results [framework]
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Effective keyword research
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Develop an optimal paid search account structure
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Budget planning for paid search
Session 2: Paid Search Deep Dive
Learn how to set up campaigns with attention to detail.
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Campaign set-up walkthrough and best practices
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Keyword match types best practices
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Ad-copies and ad-extensions best practices
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Audiences targeting for paid search
Session 3: Campaign Optimisation Deep Dive
Learn how to optimise your Google Ads campaigns to maximise ROI.
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Campaign optimisation ladder [framework]
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Bidding strategies and optimisation automation
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Paid search insights that matter
Session 4: Google Ads beyond Paid Search
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Display Network campaign best practices
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YouTube campaign best practices
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UAC campaign best practices
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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."
"I can say this workshop definitely upgraded my knowledge from basic to advanced. I am very grateful to have attended this training."
"Questions were accommodated well. It was detailed."
"The small class size makes it easy to raise questions. Hands-on activities allow participants to apply what has been taught."
Who Should Attend
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Junior marketing executives
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Junior digital marketing managers
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Marketing managers
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Marketing directors
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Digital marketing managers
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Digital marketing directors
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Brand managers
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Content marketers
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PPC specialists
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Media leads
Course Prerequisites
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Basic familiarity with Google Ads
Preparation
Before the course:
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Join the WhatsApp group chat to receive course updates
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Complete the pre-course assessment form
Day of the course:
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Enter the meeting via the Zoom link