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Search Advertising

Program Overview

The Search Advertising course covers basic and advanced concepts, including best practices for creating, managing, measuring, and optimising Search Ads campaigns across the Search Network.

This program provides practical and hands-on skills that employers look for in the online marketing space. Sessions are delivered by a team of practicing industry experts from leading marketing companies.

5 hrs

21 Feb | 9AM - 2PM
22 Feb | 9AM - 2PM
29 Feb | 9AM - 2PM

AED 4,725* (External Participants)
AED 2,625* (UOWD Student & Alumni)
*VAT 5% inclusive


What the Program Covers

This program will provide participants with:

  • An understanding of advanced Search Engine Advertising
  • The advanced skills, techniques, and best practices for using Search Ads
  • An understanding of unique search campaign objectives (e.g. Ecommerce, High Net Worth)
  • An understanding of measuring and optimising performance with real-world case studies

Key Program Benefits

Upon receiving your certification, you will be able to:

  • Understand how to use advanced features of search campaigns
  • Create your own frameworks for paid search marketing
  • Prove your expertise with a certification from Google

Who should take this course?

This course is ideal for students who are interested in expanding their current skill set. Since this course builds on the principals of AdWords Fundamentals and Excel for Digital Marketers, it is therefore recommended that students have completed the above-mentioned courses or have a sound knowledge of the same. 

What you will learn

You will get acquainted with more advanced elements of search campaign management, going deeper into approaches to organisation, optimisation, and the role of search in integrated campaigns. A prerequisite of the program is to complete the Adwords Fundamentals Exam either via the Digital Marketing Planning and Buying executive program or in your own time prior to starting the course.


Search Advertising Overview
Setup & Bidding
Campaign Management
Monitoring & Optimisation
Test Prep & Mock Exam

Course Facilitators

Daniel Vaczi

Daniel Vaczi

Daniel has been in digital marketing for nearly 15 years. He started his digital career in Search Engine Optimization (SEO) and Paid Search and later added other disciplines such as mobile advertising, paid social, affiliate marketing and display advertising. Dan has also extensive experience in analytics, usability, conversion optimization and accessibility testing. 

Before joining GroupM MENA in January 2018 as Group Head of Data and Technology, Dan worked at Mediacom MENA as Regional Head of Digital, Performance Director at Wavemaker (MEC) London where he headed Johnson & Johnson's UK, IR & Northern European biddable team. Prior to MEC he worked at Three pipe Digital Marketing and PR Agency as Associate Director of Digital. 

Hicham Auajjar

Hicham Auajjar

Hicham joined the Keyade, a performance marketing agency team in Paris, after starting his career in hospitality sales in New York. He set up Keyade Middle East in Dubai and has grown the agency to become one of the largest performance agencies in the region. 

Hicham's areas of expertise is Digital Performance and specifically paid search, SEO, programmatic, paid social and analytics. Hicham has joined GroupM as Head of Performance Services in January 2018 after seven years at Keyade where he has partnered with clients such as Movenpick Hotels, Nespresso, STC and others.


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