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[WSQ] How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue

Did you know that Google is the preferred search engine for more than 95% of the population in Singapore? Find out how you can run effective advertising campaigns on Google and analyse web traffic using Google Analytics to maximise returns.

Search Engine Marketing (SEM) is a proven and cost-effective marketing technique that involves the promotion of websites by increasing their online visibility in search engine results pages primarily through paid advertising. Online marketing can be confusing for a business owner. Get to understand more about digital marketing and advertising on Google. Google Ads is Google’s online advertising platform, that falls under a marketing channel known as pay-per-click (PPC), where advertisers can create online ads and bid to display the advertisements, service offerings, product listings, or videos to web users. The ad platform allows for ad placement to be both in the results of search engines like Google Search and on non-search websites, mobile apps, and videos.

This SEM course aims to provide an in-depth understanding of search engine marketing, effective usage of Google marketing tools and equip you with the ability to launch a SEM campaign with practical hands-on. Understanding Google Ads, Google PPC (Pay-per-click) and setting up best practices for creating effective Google advertising campaigns are very important in digital marketing.

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How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue

Modern consumers are increasingly relying on advertising to make purchase decisions and they trust Google searches to find products, services and experiences they need. Having your business being visible to consumers for the right search phrases or keywords not only increases awareness and conversions, but also portrays brand reliability and aid in brand recall.

In this 2.5 days course, you will learn industry best practices on how to create Google Ads Search advertising campaigns that will effectively generate leads, sales and traffic for your business. There will be a hands-on practice where you will set up a Google Ads campaign from ground up, which includes defining goals and budgets, conducting keyword research, defining account structure, audience targeting, setting keyword bids, identifying negative keywords and writing ad copies.

To increase effectiveness of Google Ads Search advertising campaigns, you will also learn of the third party tools available (Google Trends, SEMRush, Social Blade and more) for you to know of new competitors and latest trends in the search landscape.


“Attended their 2.5 day course on Search Engine Marketing PPC. The trainer, Paul Tan, was very friendly and provided good guidance to everyone in class. Class material and case studies shared were insightful and helped me to rethink our current work. Definitely will recommend!”

Ong Meng Ching

“Just attended a Google Ads course (PPC) with Trainer Moses Simon and picked up some useful insider information that are important to improve on Google Ads!”

Serene Tang

“Took my Google PPC course from 29 to 31 August 2022. Excellent trainer Paul Tan. Great way to start learning path towards Google marketing for SME.”


“I attended the SEM course with trainer Paul Lim. It was a good 2.5 day experience and has enabled me to learn more about Google PPC and Display Ads. I will definitely apply the skills to my current job.”

Reshpal Kaur

“The trainer, Paul Tan is knowledgeable and he is open to share his experience in his area of expertise. Course materials are well-organized. I learned a lot about using Google PPC ads and campaigns and how it can benefit my company in driving for more sales lead via Google Ads.”

Dennis Po

Search Engine Marketing Course (SEM)

Search Engine Marketing Course (SEM)

Day 1
Day 2
Day 3
  • Understand the difference between free and paid marketing on search engines
  • Learn the various paid marketing platforms and services available for businesses in SG
    • Google Pay Per Click (PPC) Campaigns
    • Google Display Network (GDN) & Youtube
    • Google Shopping Ads
    • Yahoo
    • MSN Bing
  • Learn how to setup and launch Google Pay-Per-Click (PPC) Campaign based on industry best practices
  • Learn different Pay-Per-Click (PPC) campaign techniques and strategies
  • Analyse key metrics such as click-through rates (CTR) and conversion rates to determine ad performance
  • Identify low performing ads and optimisation techniques to improve ad performance
  • Understand types of optimisation techniques available such as split testing and bid management and how to apply them on your advertising campaigns
  • Determining profitability of Pay-Per-Click (PPC) campaigns based on metrics such as click-through rates (CTR), conversion rates and return on ad spend
  • Learn how to setup and launch Google Display Network (GDN) Campaign to enhance Pay-Per-Click (PPC) campaigns
  • Learn different Google Display Network (GDN) campaign techniques and strategies
  • Understand how social media impacts and complements Google marketing campaigns for higher effectiveness
  • Explore accredited digital marketing tools for competitors’ analysis
  • Written & Practical Assessment

Course Schedule

Select Location:
Search Engine Marketing Course (SEM)

Who Should Attend


Are you one of the following? Learn practical, real-world skills you can apply to your career or business immediately!

This Search Engine Marketing (SEM) course is for anyone who wants to learn how to run pay-per-click (PPC) ads on Google and develop effective campaigns to capitalise on enormous search traffic to generate leads and increase sales.
Course Fee
Original Course Fee:
How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue
Course Duration: 2.5 Days
Mode of Assessment: Written Assessment
Reserve your seat today
*The course fees payable are subject to GST based on the original course fees.

Course Fees

Course NameCourse Fees
How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue
(2.5 days)


Up to 70% Subsidy by SkillsFuture Singapore

– $770.00

Course Fees Payable*


Additional Support via Absentee Payroll**


Course NameCourse Fees
How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue
(2.5 days)


Up to 50% Subsidy by SkillsFuture Singapore

– $550.00

Course Fees Payable*


Additional Support via Absentee Payroll**


Additional Subsidies

Additional Support via Absentee Payroll $90.00
Up to 90% Additional Subsidy from Skillsfuture Enterprise Credit $297.00
Total Savings $387.00
Additional Support via Absentee Payroll $90.00
Up to 90% Additional Subsidy from Skillsfuture Enterprise Credit $495.00
Total Savings $585.00
  • Course fees payable is subject to 7% GST charged based on the full course fees before subsidy.
  • Absentee payroll is claimable up to $4.50 per hour, capped at $100,000 per enterprise per calendar year.
  • Subjected to individual company’s budget availability for SkillsFuture Enterprise Credit (SFEC). For more information, please refer to

SME Eligibility Criteria

– Registered or incorporated in Singapore
– At least 30% local shareholding by Singapore Citizens or Singapore Permanent Residents
– Employment size of not more than 200 (at group level) or with annual sales turnover (at group level) of not more than $100 million

Singapore Citizens (21 – 39 years old) & PR
Course NameCourse Fees
(Inclusive of 7% GST)
How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue
(2.5 days)


Up to 50% Subsidy by SkillsFuture Singapore

– $550.00

Nett Amount Payable*


Singapore Citizens aged 40 years and above
Course NameCourse Fees
(Inclusive of 7% GST)
How to Run Successful Google PPC and Display Ads to Increase your Sales Revenue
(2.5 days)


Up to 70% Subsidy by SkillsFuture Singapore

– $770.00

Nett Amount Payable*


SkillsFuture Credits (SFC) claimable.
*Nett Fees Payable are inclusive of GST charged based on the full course fees.

What you can do after the Search Engine Marketing (SEM) Course

  • Maximise your budget for pay-per-click and Google Display Network advertisements to generate leads for your business
  • Boost your website’s organic ranking for keywords related to your products / services / industry
  • Monitor your website’s performance via free software such as Google Analytics to make data-driven decisions for your business

Course Entry Requirements

  1. Aged 21 and above
  2. Have basic computer literacy Level 2
  3. Have minimum GCE “N”, “O” or “A” Level / NITEC or a diploma qualification and minimum 2 years of working experience
  4. Have an understanding and working knowledge of sales and marketing principles/practices and
  5. Have an English language proficiency equivalent of higher of any of the following – GCSE N/O Levels pass in English / WPLN Level 5 / IELTS 5.5 / TOEFL (internet based total) 46-59.

Course Certifications

Candidates who complete the course with at least 75% attendance and demonstrate competency during assessment will receive:

  • Certificate of Completion by FirstCom Academy, and
  • SkillsFuture WSQ Statement of Attainment (SOA) under the National Infocomm Competency Framework (NICF)

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Learners' Testimonials

Rated 4.8 by more than 1,400 Learners on Google Review

Discover what other course participants say about FirstCom Academy's training programs
Ernest Lim
I recently enrolled in Firstcom Academy's 2.5 days course and it was a very enriching and educating experience. The course covered up-to-date content that would be useful in the workplace. The instructor was very clear with her instructions and the pace of the class was perfect, so I never felt lost or left behind.
Royston Property
It was a very enriching and educating experience during my 2.5 days course with FirstCom Academy. The course contents is up to date. The delivery by its experienced trainer is easily absorbed with relevant case studies and hands on demonstration. I look forward to sign up other courses soon.
Sunny Lim
My first time attending a course on driving traffics with social media ads and I am impressed with the training facilities. The classroom is spacious. Wifi and power outlets are ample. The trainer is very well versed in the topic and we learn through lots of engagement and participation. I look forward to joining their other courses.
Nazura Huda
My first time attending such courses and in this 2 days, the trainer Daryl was engaging and enthusiastic! The class was interactive with practical sessions and group work which help us to get to know each other better too.
Frank Cho
Well organized training with a spacious and well-equipped venue. Content was relevant and our trainer, Linda, was really engaging and knowledgeable. She wasn't just interested in going through the slides but in making it relevant to our individual industries.
Wayne Law
Tucked away in the industrial area, Firstcom exceeded my expectations as a digital marketing course provider. The courses are practical and the assessment process is robust and not easy. But knowledge retention is very high after an intense 2 or 2 and half day course. Highly recommended for people looking for quick start in social media marketing
Robin Soh
Attended course for social media marketing with video content with First com Academy. The trainer is professional and gives good insight and advice on setting up Social Media marketing. Will be looking forward to more courses with them
Livewell Prime
When I first saw about the course, I was optical about it. But a consultant called and discuss with her expertise advised. I sign up for this social media with Video content and I find it help me to improve on my social media skill. After this course I’ll start be more focus and planning 🤗🤗
Candice Choong
I enrolled for a course that teaches how to run successful Facebook ad campaigns. The trainer Moses Simon is experienced, friendly, helpful with a great sense of humor. The course is useful for those who are looking to market their businesses effectively and strategically. It was a positive first for me and I look forward to participating in another helpful, relevant course conducted by FirstCom for both professional and personal development. :)
Billy Yu
Good training venue and classroom is conducive for learning. Trainer is able to control the pace of the lesson very well and the admin support was fantastic, I was unable to attend the earlier training due to Perosnal reason, the admin rescheduled me to the next class and was very prompt in assisting me with the course registration. Good job 👍
Joan Ng
Daryl is a great and knowledgeable trainer which he was able to share us examples and experience that he has gained over the years in the industry. His lesson are easy to understand and with his tips I am able to bring back these knowledge and skills sets to my workplace place or use it in the future. Thank you !
Ivy Tsy
Enjoyed the first course with Firstcom. Breakfast-lunch- tea break are all provided. 2 locations for learners to choose from. Also, Trainer Fern is knowledgeable and provides good info throughout the course itself. The admin ladies are also exceptionally helpful.
Wai Khin
Attended the Digital Marketing course conducted by Paul Lim. I must say, I enjoyed throughout the whole session. Paul made the course interesting, easy to understand and shared a lot of insights on each of the digital marketing channels. Will definitely attend his other courses in the future.
Evelyn C
Firstcom has far exceeded my expectations as a training provider. The course I took covered more than I thought and has a perfect balance of practical and theoretical content. I am genuinely confident and ready to apply my newfound knowledge and skills as a media professional. Daryl the trainer is clearly passionate about what he does. All in all, worth every cent. My only gripe would be the venue, which is in an industrial area and can be a bit hard to locate. Maybe complimentary parking coupons for us learners would be nice. :-)
Herry Oscar
It was a very enriching and informative experience during my 2.5 days course with FirstCom Academy. The course contents is up to date. The trainer - Mr Simon Moses is so experienced that his sharing is easily absorbed with relevant case studies and hands on demonstration. I will definitely recommend friends.
Kelvin Koh
Attended a digital marketing course by Sandra and it was very good. Class is well organized and good communication throughout. Meals and snacks were provided and the classrooms at the Woodlands branch is very new, clean and well equipped.
Sarah Elle
Such an Amazing google analytic class. Went in with close to no knowledge but came out with great foundation to understanding about GA. Now I can talk to my media agency with a lot more confidence, and also become an adviser and a solution provider not just for my media agency, but also to clients as well.
Anita M.
My first time taking a course with Firstcom. The Presentation is clear & generated good understanding & discussion. Our Trainer, Mr Paul Tan is knowledgeable in the field. Will come back again for other module. Thank you.
Chew yen Lee
Although this training is a bit tough for me as i had little IT knowledge, luckily my lecturer Paul Lim is patient enough to guide me through the whole lesson. The whole lesson is fun and enjoyable as Paul tend to caught hold of the class attention well.
Yvonne Leong
Lively and practical course on how to better use and manage Facebook as a marketing tool for businesses. Daryl is a very knowledgeable and approachable trainer. Glad to have attended. Thumbs up! 👍👍👍
Swee Seng Sik
Firstcom’s admin support had been very helpful and prompt. Priscilla contacted me to share in details before I decided to join. The trainer conducting the course was also very experienced and she shared more than what the curriculum required of her.
Amirah Azmi
Great course. Trainer delivers! I thought I was gonna get bored as I haven't been learning in a classroom setting for quite some time but I ended up enjoying myself and was looking forward to learning more in Day 2!
Barry Seah
Very detailed in depth knowledge I learnt other than just technical know how, the trainer covers on mindset which is something I wasn't expecting. It is my first time attending their course and I am amazed how it is. Good Job.
Tej Kumar
He is the best trainer. He make us understand clearly. He is very patient. I will definitely recommend my friend to take his class. I will definitely be successful because of Daryl Kang. I might take another course here if he is the trainer
Rachel Dian
The course was great! Linda was helpful and engaging throughout the 3 days. The course brings people from different backgrounds together to learn and understand marketing from an expert’s POV. Definitely recommended!
Choon wei
It was a very enriching and educating experience during my 2.5 days course with FirstCom Academy. The delivery by its experienced trainer is easily absorbed with relevant case studies and hands on demonstration. I look forward to sign up other courses soon.
Hazel Si Min
The tools introduced during the class was useful and will be applicable for future use. The trainer is patient in explaining and given sufficient examples to allow the class to understand. Overall a pleasant experience.
Linet Paul
Trainer Daryl Kang is someone who is helpful and willing to teach us until we fully understand. He also makes class very fun by having group activities for us to participate in. Will definitely join his future classes.
Serene Yap
Attended a Google SEM training course with Mr. Paul Lim, and I’m already interested in other courses which he will be conducting. He’s experienced and a practitioner. He’s patient in class and he is able to engage learners one by one. Going extra miles to clarify queries posted by the class, excellent.
Ameer Sevener
• Course registration is very transparent and smooth. Used skillsfuture credit and PSEA account. • Trainer is knowledgeable and experienced. Goes into details and also explained generally how things are usually practiced/applied in the real world. • Curriculum is short & precise. Not long nor dry. • You will definitely leave the course with new skills that is applicable to your business.
Larry Huynh
Training was well organized. Materials were very relevant and useful for references. The trainer Moses is very knowledgeable and patient. Gained useful knowledge from the training and trainer. Will consider taking other programs from Firstcom Academy in future.
Michelle Tan
I enjoyed the effective selling skills class at FirstCom Academy by trainer Paul Lim. It was insightful and useful. I also liked the breakfast and snacks served. It was nice to get frequent breaks to refresh our minds and build our energy. Highly recommended.
Faris Iskandar
Very good program to know more about social media marketing. Very informative and have given an insight to how we will change our marketing strategy. Trainer is knowledgeable and also great in providing real time data of the current happenings in the world
Ong Yi Xue
I took a 3-day course for Tiktok Fundamentals & running advertisements on tiktok. It was an insightful experience as I got to learn how to run advertisements & curate content that could be appealing to the audience. Trainer Sandra also explained the content well, which made it easy for us to understand the content!
Mandy Ng
After completing the programme, I definitely have a better understanding on how to run a more successful Facebook Ad. The trainer, Mo is very helpful and is able to answer most of my questions. It was very convenient to reach the location as free shuttle bus was provided. It makes travelling and attending the course more pleasant. Will enrol in some other courses they provide.
Andra Tay
Attended a 2.5 days course (about Facebook Ads) with FirstCom Academy by Daryl. Topics were covered in depth and Daryl even made the effort to go beyond what was on the slides to share real-life examples and experience. Useful skills and tips that can be applied in real-life. Highly recommended.
Randall Foo
Great learning experience to know more about meta business suite and Facebook ads manager. Learning was made fun and manageable with Fern Deng who made things easy to grasp and quick to pick up.
Meizeng Chew
I have attended 2.5 days social media marketing with video course conducted by trainer- Fern Deng at Firstcom Academy. Trainer has good knowledge and answered most of my questions. Firstcom Academy also provide transport to the training centre and refreshments. It is good for one who wish to learn basic social media course with hands on practice.

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