WSQ Search Engine Marketing (16hrs) – Classroom

Search engine marketing is the practice of marketing a business using paid advertisements on search engine results pages. Often people get confused about SEM & SEO, so what’s the difference?

SEM uses paid search marketing and SEO doesn’t pay Google for traffic and clicks. SEM is one of the proven ways to promote your products and grow your business. Now you can get the right results and strategies for doing search engine marketing right.

Full course fees: $520

Course fees after subsidy:

Foreigners: $520

Pr or Singaporean age: 21 to 39 years old: $284.40

Singaporean above 35 years old under (WSS) scheme/ Singaporean above 40 years old  (MCES): $156.40

Payment mode: Skillsfuture credit/ bank transfers/Cash/Paynow

*Note: For students, 21 to 30 years old are eligible to use their PSEA funds. Singaporeans 25 and above can apply for their SkillsFuture credit.


A SkillsFuture WSQ Statement of Attainment (SOA) will be awarded to candidates after passing the assessment and achieved at least 75% attendance.


Course content

In this course, you will learn how to plan and run advertisements on search engines and their associate display networks.




Section 1

Search Engine Functionalities – How search engine works? Type of digital media and ads


Section 2

Goals and Performance Indicators – Product feature and benefits, Audience characteristics, Competitor analysis, SMART goals

Section 3

Keywords Research – Ad group structure, Keyword structure, Keyword-search plan

Section 4

Google Search Ads – Setup, Dashboard, Campaign

Section 5

Google Ads Tools – Keyword planner, Negative keywords, Keywords and SEO, Bid strategies, Spilt test, Linked accounts, Billing and Payment.

Section 6

Measurement and Analytics – Google Ads – Data and Reports, Performance metrics, Analysis

Section 7

Optimization and Iteration – Iteration process, Ad variation creation

Skillsfuture Qualification Award

The SkillsFuture Qualification  Award (SQA), formerly known as CET Qualification Award (CQA) aims to encourage workers to attain full qualifications which will equip them with comprehensive and robust sets of skills to perform their jobs competently, pursue career progression and explore new job opportunities.


  • Scenario-based objective questions
  • Portfolio
  • Oral Interview

Minimum Entry Requirement

  • Able to Speak, listen and read English at a proficiency level not lower than the WPL Level 5, and manipulate numbers at a not lower than the WPN Level 5
  • Minimal education qualification is GCE ‘O’ Level, GCE ‘N’ Level or ITE certificate

Ready to get started?