WSQ - Digital Advertising

This course has been designed as an introduction to digital advertising where learners will be guided to recognize the importance of having a dynamically crafted digital ad creative to increase the chances of the ads being clicked on and reaching a satisfying conclusion with a profitable transaction.

Learners will first be given an overview of the role that digital advertising plays in the overall digital marketing strategy, followed by a quick revision of creating buyer personas and mapping out buying journeys and sales funnels. After formulating their digital advertising strategies, they will be guided on the creation of Google ads with online tools and Facebook ads using the Facebook platform. Finally, learners will learn how to develop a tracking and optimization plan to achieve better ROI for future ad campaigns.

The main objective is to equip learners with the requisite digital marketing knowledge, skills, and attitudes to make informed decisions in formulating digital advertising strategies, executing a range of digital ads on various marketing media such as Google and Facebook and in managing the performance of the ads by tracking and optimizing them in accordance to organizational business goals and objectives. These skills will help our learners to explore a career in digital marketing or to scale up their businesses.

What will be covered?

Introduction to Digital Advertising

- Concept of digital marketing Function of digital advertising Creating SMART marketing goals Online and Offline advertising Digital advertising platforms Types of digital ads

Understanding Your Customer Journey

-  Creating buyer personas Mapping buying journeys Developing a communication plan Mapping out digital touchpoints Creating assets for digital touchpoints Landing page: the last critical mile

Formulating Your Digital Advertising Strategy

- Identify, align, and prioritize goals KPI measuring plan
- Developing a media buying plan
- Formulating an ad spend budget

Creating Your Google Search Ad

- Ad structure and budget
- Devising bid strategy
- Selecting ad groups and finding keywords
- Types of Extension
- Google Ad Metrics

Creating Your FB Retargeting Ad

- Deciding on campaign goals
- Facebook account structure
- Types of campaign
- Audience targeting
- Facebook Ad metrics
- Importance of UTM tracking
- Develop a Tracking and Optimization Plan
- Analyzing a Google Ads report
- Analyzing a Facebook campaign report
- Analyzing multi-channel report for optimizatio
- Tracking and integrating offline campaigns

Course Fees & Schedule

Full Course Fee: $988.00 + $69.16 (gst) = $1057.16 (Inclusive of gst)

After funding,


For Singaporeans/PRs (21 - 39 years old) = $787.16 (incl. GST)

For Singaporeans (40 years old & above) = $167.96 (incl. GST)


For SME - Singaporeans/PRs = $167.96 (incl. GST)

For Non-SME - Singaporeans/PRs = $787.16 (incl. GST)

For Non-SME - Singaporeans (40 years old & above) = $167.96 (incl. GST)

Company Sponsored

- Absentee Payroll applicable for both SMEs & Non-SMEs

▪ For course commencement between 1 Jan 2021 to 30 Jun 2021, absentee payroll funding is at 80% of hourly basic salary, capped at $7.50 per hour.

- WSS scheme trainees (Singaporean aged above 35 and earn less than $2300)

▪ Employers will be eligible for Absentee Payroll support at 95% of hourly basic salary (subject to WSS eligible criteria)


- Skillsfuture Credit eligible for Singapore Citizens aged 25 and above.
-  Singaporean aged 17 to 30 may use PSEA (Post-Secondary Education Account) for fee payment.
-  You may use U-tap to defray 50% of the unfunded course fee, capped at $250/year.
-  Training Commitment Award (TCA) of $100 for completing 2 WSQ courses.

[ SMCCI Peniaga Pintar Fund applicable ]

Course Duration

2 days (17 hours of training, 1 hour of Assessment), 9:00am - 7:00pm


Upcoming Training: 25 - 26 Nov 2021, at conducted online.

Training Provider

ASK Training

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For course registration and any other course-related enquiries, please email to:
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