Lead Generation For Business using Search Engine Marketing Techniques

About This Course

After drawing reference with the Skills Framework (RET-PCM-4002-1.1) and consultation with our corporate partners and experts in the digital marketing sector, we have identified and derived the following performance gaps that this course should cover:

Gap 1: Learners have little or no experience in design search engine marketing campaigns and ads with ad writing techniques and ads placements.
Gap 2: Learners have little or no experience in identifying and optimising low performing search engine marketing ads.
Gap 3: Learners have little or no experience in monitoring their search engine metrics such as clickthrough rates and conversion rates.

This course will close these performance gaps by equipping the learners with the following skills and knowledge:
– to design profitable web marketing programs on Search Engines based on objectives and goals of the PPC campaign strategy
– to design and test search engine marketing ads with ad writing techniques
– to analyse the different types of ads placement on social media platforms and display network placements
– to identify fraudulent and low performing ads and optimise these ads through split testing and campaign management tools
– to monitor search traffic quality, clickthrough rates, conversion rates and profitability using proprietary software and
– to use third party tools to create reports on new competitors and search landscape.

What You’ll Learn

This course is targeted at the retail industry and aims to equip learners with the skills and knowledge to use Google Search Engine Marketing to drive awareness, leads and eventually sales for their products and services. The current trend in marketing has moved towards new e-commerce strategies and retail companies need to constantly innovate the move towards online. The recent COVID-19 situation has shown that it is crucial for retail companies to move into the online space. Search Engine Marketing (or known as Pay per Click Advertisement) is a marketing strategy for companies to place their advertisement in the Google Search Engine. This is particularly effective for companies that want to create awareness for its products or services.

This course aims to equip the learners with the knowledge and abilities to plan, execute and review search engine campaigns on Google to generate sales. The target learners include marketing executives, managers, administrative staff, solopreneurs, graphic designers, content developers, web developers, and individuals who want to learn how to make use of Google Search Engine Marketing to generate more business.

Course Code TGS-2023018623
Duration (in hour / minute)

Classroom Facilitated Training – 22 hrs

Assessment – 2 hrs

TOTAL hrs – 24 hrs

Assessment Modes Others, Written Exam, Case study
Duration (in day; up to 8 to 9 hours per day) Total Classroom hrs = 24 hrs
Funding Type UTAP+SFC

 Nett Fee after SSG’s Course Fee Funding

Type Category of Individuals
Singapore Citizens, Singapore Permanent Residents and Long Term Visit Pass
Plus (LTVP+) holders
Employer-sponsored and self-sponsored Singapore Citizens aged 40 years old
and above
SME-sponsored local employees (i.e Singapore Citizens and Singapore
Permanent Residents)
Funding Source
SkillsFuture Funding (Baseline) SkillsFuture Mid- Career Enhanced Subsidy SkillsFuture Enhanced Training Support for SMEs
Up to 50% of Course Fees Up to 70% of Course Fees Up to 70% of Course Fees
Course Fee $ 1200.00 $ 1200.00 $ 1200.00
SkillsFuture Funding $ 600.00 $ 840.00 $ 840.00
Nett Fee Payable (Before GST) $ 600.00 $ 360.00 $ 360.00
GST (9% x $1200.00) $ 108.00 $ 108.00 $ 108.00
Final Amount Payable (Incl. of 9% GST) $ 708.00 $ 468.00 $ 468.00
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(For Local Employers) More about SFEC https://www.skillsfuture.gov.sg/sfec

* Self-sponsored individuals must be at least 21 years old.

*Terms and conditions applies to all types of SSG fundings.More details at www.tpgateway.gov.sg