How to leverage Google Ads for online course promotion in Singapore

Leveraging Google Ads for online course promotion in Singapore is a highly effective strategy to reach your target audience, drive enrolments, and maximise your return on investment. Here’s a step-by-step guide tailored for Singaporean course providers:

1. Set Up Your Google Ads Account

• Create a free Google Ads account at ads.google.com.
• Ensure your business details are accurate and up-to-date.

2. Define Your Campaign Objectives

• Choose the campaign type: Search Ads (for direct course searches), Display Ads (for brand awareness), or Remarketing (for users who visited your site but didn’t enrol).
• Set clear goals: increase course visibility, drive traffic to your course page, or boost enrolments.

3. Conduct Keyword Research

• Use tools like Google Keyword Planner to identify keywords potential students might use (e.g., “online digital marketing course Singapore”, “certified Google Ads course”).
• Focus on long-tail keywords for better targeting and lower competition.

4. Target the Right Audience

• Location: Target Singapore or specific regions within Singapore.
• Demographics: Age, gender, education level, and income.
• Interests: Target users interested in education, professional development, or specific skills.
• Device: Optimise for mobile, desktop, or tablet based on your audience’s behaviour.

5. Create Compelling Ad Copy

• Highlight key benefits: certification, flexible learning, industry recognition, or SkillsFuture eligibility.
• Use clear calls-to-action: “Enrol Now”, “Get Certified”, “Limited Seats Available”.
• Include ad extensions (e.g., phone number, website link, course brochure).

6. Set a Realistic Budget

• Start with a conservative daily budget (e.g., S$10–S$20) and scale up as you see results.
• Monitor performance and adjust your budget based on ROI.

7. Optimise Landing Pages

• Ensure your course landing page is clear, mobile-friendly, and includes a strong call-to-action.
• Highlight course features, testimonials, and enrolment steps.

8. Track and Analyse Performance

• Use Google Analytics and Google Ads reporting to monitor clicks, conversions, and cost-per-enrolment.
• Adjust keywords, ad copy, and targeting based on performance data.

9. Use Remarketing

• Target users who visited your course page but didn’t enrol with tailored ads.
• Offer limited-time discounts or free webinars to encourage conversion.

10. Leverage SkillsFuture and WSQ Funding

• Promote your course as SkillsFuture or WSQ-certified to attract learners seeking government-subsidised training.
• Highlight funding eligibility in your ad copy and landing page.

11. Test and Refine

• Run A/B tests on ad copy, landing pages, and targeting.
• Continuously refine your campaigns based on data and feedback.

Additional Tips for Singapore Market

• Use local language or bilingual ads if targeting a broader audience.
• Highlight local success stories or testimonials.
• Stay updated on Google Ads best practices and local digital marketing trends.

By following these steps, you can effectively use Google Ads to promote your online courses in Singapore, attract more students, and grow your business.