Digital Marketing - A Practical Approach to Search Engine Marketing (Google Ads)

Course Provider

Centre for Professional and Continuing Education (PaCE@NTU)


Continuing Education and Training Certificate


Understanding Google Ads and setting up best practices for campaigns are very important in digital marketing. This course aims to provide an in-dept understanding of search engine marketing and equip them with the ability to launch a campaign with practical hands-on approach.

This course is designed to equip individuals with the fundamental knowledge and skillset in Google Ads and learning ways to improve on their quality score to optimize marketing budget spent on search engine marketing campaigns. Learners will learn how to identify different types of ads available, review landing pages, understand the hierarchy levels of campaigns and interpreting the collected data for future ads improvement.

The programme will cover the following:

Day 1: Fundamentals and concepts of Google Ads and Landing pages
Day 2: Practical approach where learners will get to design one landing page, plan and launch an effective campaign, followed by a written assessment.

Course Availability

  • Date(s): 16 to 17 Dec 2021

    Time: 9:00AM to 5:00PM

    Venue: Virtual (Online)

    Registration Closing Date: 02 Dec 2021

At the end of this course, learners will be able to:

  • Gain knowledge in the fundamentals of Google Ads concept
  • Understand the hierarchy level in a Google Ads Campaign
  • Identify the different type of ads
  • Interpret the basic data collected from the campaign
  • Create a landing page
  • Perform keyword research
  • Plan and setup a structured Google Ad campaign

Day 1:

  • Fundamentals of Google Ads
    o Overview of Google Ads
    o Identify different types of ads
    o Class activity #1 to build on concept
  • Understanding Landing Pages
    o What is a landing page?
    o Explore different types of landing pages
    o Class activity #2 to build on concept
  • Focus on Search Ads
    o What is Search Engine Marketing?
    o Hierarchy of campaigns, ads and ad groups
    o Conducting Keyword Research
    o Understanding quality score and how to improve it?
    o Interpreting and analysing campaign reports

Day 2:

  • Practical Approach (Mentoring)
    o Designing Landing Page (Individual Work)
    o Class Activity #3: Presentation of landing page to the class
  • Practical Approach (Mentoring)
    o Plan a structured Google Ads campaign (Individual Work)
    o Setup and launch a Search ad campaign
    o Interpreting and analysing campaign reports
  • Debrief on what has been taught

This course will be useful for professionals or business owners who are keen to learn more about search engine marketing, how to reach out to their potential customers in the digital arena. It will be useful for learners who are new to digital marketing. Potential job roles include digital professionals, brand leaders, digital marketers, marketing managers, business development managers, entrepreneurs and online business owners.


  • GCE ‘O’ level with minimum 2 years relevant working experience OR
  • GCE ‘A’ Level or polytechnic diploma OR
  • NITEC in any specialization with 3 years working experience
  • Language Proficiency: IELTS 5.0

Standard Course Fee: S$1498.00


Course fee payable after SSG funding, if eligible under various schemes

Cat-A SSG Funded Courses


Enhanced Training Support for SMEs (ETSS)


Mid-Career Enhanced Subsidy (MCES)


  • All fees stated are inclusive of 7% GST
  • NTU/NIE alumni may utilise their $1,600 Alumni Course Credits. Click  here for more information. 
Read more about funding
Mr Ben Tay

Mr Ben Tay

Ben Tay holds a Master in Business Administration from Utah State University, Master of Science in Logistics and Supply Chain Management from Cranfield University and Bachelor of Science in Computer Engineering from University of Utah. He has more than 18 years of professional experience in technology, financial and basic material companies. Comfortable working with cross functional teams and in culturally diverse environment, he also has experience in consulting work in digital marketing, supply chain and artificial intelligence in both Singapore and United Kingdom.

His passion in training grew from the numerous in-company sessions that he conducted. When he was attending college in the United States, Ben started tutoring students from Cs to As in Calculus.

When he was working as a regional analyst, his MS Excel Modelling skills so impressed his colleagues in Hong Kong that training was requested and conducted. Ben’s attention to details and thought process in the learning has helped in his students to learn and excel.

Lee, Oon Ling

Oon Ling is an accomplished trainer and a multi-companies business owner. She started her first company in 2011 specialising in Intelligent corporate apparels, currently operating with a lean headcount via digitally driven business model and strong in-house infrastructure. Having spearheaded the digital transformation on her company, coupled with her experience in the academic field, she is skilled in providing high level consultation to SME business owners in business model transformation through digitalisation in sustainable ways. Her expertise in digital marketing, business establishment and digital process implementation has given her a unique edge to excel in today’s challenging business landscape.

Apart from this, Oon Ling is also a sought-after trainer with good reviews in the lifelong learning industry, providing effective training programs to professional adults in higher learning institutes on business related courses and digital marketing.

Oon Ling is an Associate Adult Educator recognized by IAL-AEN. She holds a Master of Business Administration and a first degree in Mechanical Engineering from National University of Singapore.