Professional training – Online Marketing & Web

Google Ads Fundamentals

Google Ads Fundamentals in 6 focused hours: Account structure, campaigns and ad groups, Keyword match types and search terms and Ad copy and extensions – practical, with exercises and templates for your daily work.

Duration
6 hours, one session
Level
Beginner
Format
Online or on-site
Language
German or English
Certificate
Certificate of attendance

Overview

“Google Ads Fundamentals” is a compact live course in the field of Online Marketing & Web. It centres on Account structure, campaigns and ad groups, Keyword match types and search terms and Ad copy and extensions – explained with realistic examples and deepened in exercises you can transfer straight to your daily work.

Visibility, reach and measurable results in online marketing come from the interplay of many disciplines: search engine optimisation, web analytics, paid campaigns, content and newsletters. In our Google Ads Fundamentals training you work on realistic examples from mid-sized companies and large organisations. You learn to plan measures cleanly, implement them correctly and evaluate them using key figures. Each course lasts one day, runs online or on site and combines concise explanations with exercises you can apply to your own project the very next day.

The course is delivered live – either online in a virtual classroom or on-site in our training rooms in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run it exclusively for your team.

Focus areas of the course

Account structure, campaigns and ad groupsKeyword match types and search termsAd copy and extensionsBidding strategies and budgetSetting up conversion trackingQuality score and optimisation

Who is this course for?

  • Marketing managers and online marketing specialists
  • Editors, content and social media teams
  • Web managers and webmasters in companies and agencies
  • Career changers and self-employed people with their own website

What you will be able to do

  • You know the key topics of Google Ads Fundamentals – Account structure, campaigns and ad groups, Keyword match types and search terms, Ad copy and extensions, Bidding strategies and budget, Setting up conversion tracking and Quality score and optimisation – and can apply them in practice.
  • You understand the methodology and terminology of Google Ads Fundamentals and can classify measures with confidence.
  • You set up the required systems and settings independently and correctly.
  • You assess results using suitable metrics and derive concrete improvements.
  • You take home a practical action plan for your own project.

Course outline

Module 1 Context and goals for Google Ads Fundamentals
  • Placing Google Ads Fundamentals within the online marketing mix
  • Defining goals, target groups and success metrics
  • Typical mistakes and pitfalls from practice
  • Overview of tools and terminology
Module 2 Focus areas: Google Ads Fundamentals
  • Account structure, campaigns and ad groups
  • Keyword match types and search terms
  • Ad copy and extensions
  • Bidding strategies and budget
  • Setting up conversion tracking
  • Quality score and optimisation
Module 3 Planning and setup
  • A structured step-by-step approach
  • Setting up accounts, systems and permissions correctly
  • Best practices and proven templates
  • Coordination with design, IT and business units
Module 4 Implementation through practical exercises
  • Hands-on exercises for Google Ads Fundamentals using realistic examples
  • Applying optimisations directly in the tool
  • Troubleshooting and quality control
  • Documentation for colleagues and agencies
Module 5 Evaluation and further development
  • Choosing and interpreting relevant metrics
  • Preparing reports and dashboards for decision makers
  • Prioritising measures and deriving tests
  • Drafting your own 90-day action plan
Module 6 Transfer to your daily work
  • Exercise based on a realistic case
  • Typical mistakes and how to avoid them
  • Checklist and templates to take away
  • Open questions, outlook and resources for further learning

Prerequisites

Basic familiarity with browsers and websites is helpful. Beginner courses need no special prior knowledge; for advanced courses we recommend the matching fundamentals. No prior knowledge is required.

Technical requirements

Your own laptop with a current browser; we provide test accounts and sample projects, and can work in your own systems on request.

Dates & locations

For every location we suggest a date roughly four weeks ahead. Your preferred date is always possible.

  • Munich Wed, 16 December 2026 6 hrs Request
  • Salzburg Fri, 11 December 2026 6 hrs Request
  • Berlin Mon, 14 December 2026 6 hrs Request
  • Augsburg Mon, 14 December 2026 6 hrs Request
  • Hanover Wed, 16 December 2026 6 hrs Request
  • Bremen Tue, 15 December 2026 6 hrs Request
  • Stuttgart Thu, 10 December 2026 6 hrs Request
  • Kaiserslautern Tue, 15 December 2026 6 hrs Request
  • Online Fri, 11 December 2026 6 hrs Request

Frequently asked questions

Can I practise Google Ads Fundamentals with my own data and accounts?

Yes. We provide test environments, but you can also work on your own website or accounts. Please check internally beforehand which access is permitted. Anonymise sensitive data in advance; we are happy to advise you on preparation.

How up to date is the content of Google Ads Fundamentals?

Online marketing tools change quickly. We update the materials before every session to match the current feature set and focus on principles that stay valid even when vendors change their interfaces.

How much does “Google Ads Fundamentals” cost?

The course costs a flat €949 plus VAT per participant – whether online or on-site. This includes 6 hours of live training with a trainer, course materials, a lab environment and a certificate of attendance.

Can I suggest my own date?

Yes. For every location we suggest a date roughly four weeks ahead. In the request form you can always describe your preferred date or period in free text – we check availability and get back to you within one working day.

Is the course online or on-site?

Both are possible: live online in a virtual classroom or on-site in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run the course exclusively for your team.

Can the course be tailored to our team?

Yes. Tailor-made courses cost approx. €4,500 more, depending on the topic and by arrangement. We agree content, examples and exercises with you in advance.

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