Google Ads Search and Display Advertising Course | SEM Course

Get more customers by creating a profitable Google Ads and Display Advertising Campaign from scratch

Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC) where you (the advertiser) pays per click or per impression (CPM)on an ad.

Google Ads is an effective way of helping businesses break through the noise of the online world and get their brands across to the right customers at the exact moment when someone is searching for a product or service like theirs. Google Ads can help to boost website traffic, increase engagement and in-store visits.

With Google Ads achieving an average click-through rate of nearly 8% and Display Ads yielding 180 million impressions each month and ready, it is no wonder Google Ads is one of the most widely used marketing channels by companies.

Course Duration
10:00 - 18:00
Digital Marketing

Google Ads Course Overview

93% of all online activity starts with a search engine. 

Pay-Per-Click (PPC) Skills are highly demanded in the digital marketing sphere and remain one of the highest-paid roles. 

Master a core component of search engine marketing (SEM) with pay-per-click (PPC) advertising using Google Ads (formerly known as Google AdWords).

This 2-Days Intensive Google Ads – Google Search and Display Advertising Course will equip you with the skills needed to start and run your Google Ads Campaign (Search and Display). We will first walk you through the whole journey of setting up a Google Ads account before we dive head into the foundations of all great ads – Keywords Research. 

Once you’ve learnt the best practices of Keyword Research, we will go deeper into understanding how Google Ads work, and how to measure and optimize your Google Ads Campaign to get more clicks, conversions and ultimately more return on investment (ROI). 

Finally, we will go beyond with audience re-marketing and ad extensions – a feature which can increase your click-through rate by several percentage points. We will end off with sharing some digital advertising strategies that work and help achieve KPIs and the hacks that Google don’t want you to know for the maximum ROIs.



Keyword Research
  • Learn the 5 essential components of a marketing strategy, 
  • Understand the advantages and disadvantages of SEO and Search Engine Marketing(SEM)
  • Develop a Marketing plan for SEO channels using Site Audit, Competitor Analysis and Content Audit
Creating Search and Display Campaigns
  • Optimise the effectiveness of SEO by using Google Ads to run campaigns
  • Achieve SEO effectiveness with Marketing activities and platforms such as Google Search Console, Google Analytics, Ahrefs etc
Campaign Optimization
  • Understanding the quality of your Google Ads with Quality Score, Ads Scheduling, Location, Device and Interaction Bid Adjustments and Negative Keywords
Automated Bidding
  • Maximizing clicks and enhancing cost-per-click (ECPC). Maximizing Google Ads Conversions and Conversion Value
Competitive Analysis and Tracking
  • Set up Tracking Template and Custom Parameter. 
  • Track Impression Share, Click Share, Top and Absolute Metrics
  • Google Ads Remarketing and Dynamic Remarketing
Budgeting and Tracking
  • Create and manage shared budget across campaigns and setting up your tracking template and custom parameter.

SEM Course Goals

By the time you finish this course in Google Ads – Google Search and Display Advertising Immersive Course, you should have acquired the knowledge and skills that you’ll be able to use right away at work or add to your resume.

This course will help build your confidence in understanding:

  • The world of Google Ads, particularly the 2 types of Google Ads Campaigns – Search and Display and when to apply each specific type of campaign
  • The step by step process of setting up a Google Ads Campaign from scratch and the principles of creating great ad campaigns
  • How to manage campaigns in-house or outsourced to an external vendor
  • The KPIs you need to know to track and optimize your campaigns

This course will give you the ability to:

  • Set up, Structure and run your own Google Ads Campaigns l from scratch
  • Manage Campaigns in-house or outsourced to an external vendor
  • Apply hacks that Google don’t want you to know for the maximum ROIs, and digital advertising strategies that work and help achieve your KPIs.
  • Optimize your Google Ads Campaign by utilizing Advanced Google Ads Settings to drive conversion and click-through rate. 
  • Track and measure the success of your campaign

Google Ads Course Leader & Facilitator

Gavin Choo

Gavin Choo

Aesperon Academy employs experienced professionals and entrepreneurs that can bring in-depth experience from the field to the classroom each day, ensuring that we can provide the latest industry insights to our students.

Gavin is a seasoned digital marketing entrepreneur and has had over 10 years of experience in Digital Marketing under his belt. In these 10 years, he has founded several digital agencies and is also well-versed in sales, marketing, and business development. He is highly motivated, warm, and genuinely wants to see his clients realize their growth opportunities online.

Disruptive Digital, a full-service digital agency he co-founded, utilizes a unique blend of strategy, creative, and technology, and data to help clients drive growth and competitive advantages.

Gold Poovan Devasagayam

Gold Poovan Devasagayam

Poovan is a CIM UK qualified Digital Marketer and an ACTA/ACLP (Singapore) trainer with more than 20 years of experience in management, customer service, and marketing. As a trainer, he uses a collaborative and interactive approach to make learning effective and enjoyable.
He established 5AIMS Training & Consultancy, a boutique firm with clients in the Asia Pacific and Europe. He is also the Head of Marketing at a global non-profit hospitality exchange organization.

Poovan is an avid traveler and has lived in Kuala Lumpur, London, and Paris. Currently, he is working towards a Life Coaching Certification and learning French.



I do not have a background in Google Ads. Is this course still good for me?

YES! You’ll find a pretty wide range of students in our classroom, from: 

  • Existing marketing executives (whether traditional or specialised) who want to upgrade and diversify their skill set and gain confidence in the world of Google Ads
  • Junior marketing executives, recent graduates or career changers who are seeking a foundational background in this area, to apply for related jobs and get a leg up in interviews
  • Entrepreneurs and freelancers who want to drive more brand awarenesses and drive more traffic to their business

Are there any prerequisites?

Basic computer knowledge. Prior knowledge in Google Ads will not be required. You are required to bring your laptops for the practical hands-on portions of the workshop, though.

How much does this cost?

This course is fully reimbursable with Skillsfuture Credit! So, you can fully pay for this course with Skillsfuture Credit. See our Funding Page for more information. 

Will I earn a certificate?

Yes! We will send you your certificate of completion when we’ve finished the course so you can add them to your resume and show it in interviews!

Looking to learn as a team?

If you are interested in creating a private training session for the people in your team, get in touch!


Corporate / Customised Dates please contact us here


Unsure which pricing to choose?
Check out our pricing guide below.

Have Questions?

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Why you should choose Aesperon Academy


Our students are on a journey towards bettering their lives and we are honoured to be included in their journey as they better themselves. Therefore, we see a huge responsibility to deliver training experiences that meet and exceed our students’ expectations. Our students will always get what they expect and more!


Through all of the courses that we roll out, we demand excellence in every part of our students’ journey – from signing up to becoming proud alumni of our training academy.


Our students dared to take the first step out towards improving themselves and we are too. We constantly challenge ourselves to push the boundaries on our training courses and experiment with how we can drive the most value to you.