Google is the by far the most used search engine in many parts of the world including in Malaysia. Everybody nowadays seems to just ‘google’ for information they require, be it via a laptop or computer, or a smart device like phone or tablet.
Millions of advertisers worldwide have been shifting their advertising budgets towards online advertising, at the cost of traditional print advertising. Comscore, a leading market research company, estimates worldwide online ad spending to rise to US$57.5 billion in 2015 and US$62.0 billion in 2016 at the expense of print advertising. It’s a fact: print advertising is a sunset industry, and online advertising is replacing it.
If you have ever made a search on Google you will have recognized the advertisements embedded into the search results. They are usually displayed on top of the organic search results and at the bottom. The great advantage of advertising on Google search for example is that only ads will be shown to a person that are highly relevant to what that person has searched for. In a simplified example: if you are a Malaysian advertiser for sports shoes then your ad will only be shown to people who search for sports shoes in Malaysia, and not to people searching for i.e. dresses, phones etc – it’s called contextual advertising, and it is highly specific. This is in contrast to i.e. advertising in newspapers or magazines, where an advertiser will get lots of ad views but mostly from people who are not interested in what the ad has to offer.
“Malaysian marketing landscape the rate of learning is not keeping up with market demands.“
It is particularly important for new and established advertising agencies to catch onto this growing trend. Recently Nestle’s Communications Director Khoo Kar Khoon said in an August 2015 interview with Malaysia’s Marketing Magazine that in the “Malaysian marketing landscape the rate of learning is not keeping up with market demands.“ Khoo elaborated: “This is a problem that starts all the way in education – universities and colleges are not keeping up when it comes to training students to be ready for marketing. Then, in marketing teams themselves, marketers are finding it hard to transfer skills – for example, someone trained in TV finds it hard to move to digital,” he said.
For search advertising Google commands a 67% market share worldwide (Comscore, 2013) and is the preferred choice of digital advertising in Malaysia. Advertising on Google is highly competitive and can be immensely costly for an advertiser if he/she is not properly trained in the technical details like keyword research, ad composition, Quality Score, AdRank and many other nuances.
Google AdWords includes advertising on Google’s search results pages as well as many other online advertising avenues like YouTube, Shopping, Gmail as well as advertising on millions of big & small websites around the world. It is arguably the industry standard for online advertising, and it will remain as such for as long as Google is around. Competitors like Microsoft/Yahoo Bing follow the same principles as AdWords, hence with proper Google AdWords training any advertiser can also use alternative online advertising venues besides Google efficiently after proper training.
The Google AdWords Certification is the current international gold standard for online advertising certification. Since the certificate is issued not by the individual training provider but directly by Google it is recognized worldwide.
The Google AdWords Certification Program is targeted at all industries that currently are or are planning to advertise their products or services online. Basically, any company that advertises online should have staff that is properly trained to do so in a professional and cost effective manner.
It is worth to point out that after your staff is certified in Google AdWords the trained individual will become a certified Google Partner and will receive additional support from Google directly that is not otherwise available to individuals.
In short: online advertising is the future of advertising, Google AdWords is the dominant way of doing so, and the Google AdWords certification enables new and existing marketing staff to adapt to these global changes in advertising.