TRAINING

  • SEARCH ENGINE OPTIMIZATION

  • GOOGLE ADWORDS SEARCH & DISPLAY

  • DIGITAL ADVERTISING

  • EMAIL MARTKETING & LEAD GENRATTION

  • FACEBOOK ADVERTISING

  • DIGITAL & WEB ANALYTICS

Are your clicks going to waste? Do you find yourself spending more than the budget you set? Are you getting enquiries but not seeing much quality leads?

The potential of a well-developed and well-targeted Digital Advertising campaign is generally underestimated in Singapore. It can benefit your business in the following ways:

  • Significantly improve brand recall (by consistently displaying your ads to your target audience) and drives brand interaction
smavvy-digital-advertising
  • Showcase your ads to customers whenever and wherever they are searching for your products online (also known as “Micro-moments”)
  • Lower your cost per acquisition (cost of acquiring new customers) compared to traditional advertising methods
  • Enhances effectiveness other marketing channels, both online and offline (Omni-channel)
  • Increase your reach – as consumers today spend a significant amount of time on digital devices (mobile, tablet, desktop)

 Course Highlights

In this 2-day Digital Advertising (PPC/SEM) course, you will learn how to lower your costs and maximise your profits using both Google AdWords and Facebook. Here are some key highlights:

  • How to create a selected list of website visitors who have displayed significant interest in your products, and how to convert them into your customers.
  • How to create appealing ads and attractive landing pages that sell.
  • Key metrics to analyse and optimise to ensure campaign success.
  • Know how to avoid costly mistakes that many PPC managers make

By the end of the course, you will be equipped with the knowledge and skills to create, manage, and optimise your PPC campaigns for profitability.

 Course Overview

  • Ideally, digital advertising will reach the audience you didn’t even know you had. Whether you’re promoting content, building your pipeline or working towards a sales goal, paid media extends your reach and engages the customers you want. Paid media leverages big data to deliver specific messages to a specific audience for a customized, personalized approach for more leads and sales.

 Objectives

By the end of this course, trainees will:

  • Understand how digital advertising works for brands (brand lifting and boosting brand awareness)
  • Understand how digital advertising impacts the customer journey
  • Be able to define and create Facebook custom audiences and Google AdWords shared audiences and target relevant ads to them.
  • Be able to identify key elements constituting to effective landing pages and attractive ad creatives.
  • Know how to avoid costly mistakes that hinder the profitability of paid advertising campaigns.
  • Be able to develop, implement, analyse, and optimise Google AdWords Search, Display, and Remarketing campaigns and Facebook Ad campaigns.
  • Be able to develop, execute, and manage a digital advertising campaign
  • Be able to analyze key metrics and apply optimization techniques to achieve advertising objectives

Key Features

  • Up-to-date course modules
  • Hands-on, instructor-led (with in-class time for individual hands-on practice)
  • Actionable strategies you can implement after attending the course
  • Structured curriculum
  • Real world examples & case studies
  • Developed by experts with extensive experience in the Asia region
  • After-training support

Target Audience

Marketing Managers, Business Owners, and Digital Advertising account managers who oversee/manage Digital Advertising campaigns.

Prerequisite

Basic computer knowledge. Each participant will be provided a windows laptop for the duration of the course. Participants may however opt to bring their own laptops.

Course Outline

CHAPTER 1: INTRODUCTION

▷ Introduction to the digital advertising landscape – Search, Display and Content advertising
▷ A deep dive into performance media (pay per click) concept
▷ Consumer funnel – the role each advertising channel play at different stage of the consumer funnel
▷ Integrated marketing – how to integrate digital advertising with traditional advertising
▷ Examing the consideration on how to layer print, Radio, OOH and event marketing in conjunction with the different layers of digital advertising medium
▷ Understanding key digital advertising metrics – Impression, Clicks, Conversion. Click thru rate and what is optimization
▷ A digital advertising framework – Analysis (Industry vertical, consumer) -> Determine Digital Channel -> Campaign Setup -> Gather Data -> Optimize

CHAPTER 2: SOCIAL MEDIA ADVERTISING

▷ Introduction to Facebook Advertising
▷ Understanding Targeting, Bidding and Creative Development for Facebook
▷ Learning the different campaign types available on Facebook
▷ Exploring the different targeting variations available on Facebook
▷ Setting up different creative formats available on Facebook
▷ Campaign setup on Facebook
▷ Exploring the standard Facebook campaign structure

CHAPTER 3: DISPLAY ADVERTISING

▷ Introduction to Google Display Network
▷Targeting, Bidding and Creative Development for Facebook
▷Setting up a display campaign on Google Display Network
▷Setting up a remarketing campaign on Google Display Network

CHAPTER 4: CONTENT ADVERTISING

▷ Introduction to Influencer Marketing
▷ How to identify the right influencers for your brand using tools like BuzzSumo
▷ Working with influencer’s network
▷ Executing Content Marketing via Outbrain and Facebook

CHAPTER 5: SEARCH ADVERTISING

▷ Introduction to Google Adwords Search
▷ Learning the different layers of campaign setup in Adwords
▷ Exploring the standard campaign setup comprising of campaign, ad groups, keywords and ads
▷ Introduction to how to setup campaign on Google Adwords

CHAPTER 6: CREATING LANDING PAGES

▷ The importance of well-optimised landing pages
▷ Understanding the key elements behind a successful landing pages
▷ Introducing the tools behind landing page creation: Unbounce, Optimizely

Speak to our Course Consultant Contact us today for a free consultation.