“Google Ads Specialist” – New Google Ads Intensive Course by MBSZ and Wortspiel

25. May 2019

“Google Ads Specialist MBSZ” is the first Google Ads intensive course designed and conducted by a Swiss educational institution (MBSZ) in collaboration with a Google Premium Partner Agency ( Wordspiel).

In the practical course the participants learn all aspects of Google Ads in theory and practice. They acquire the ability to independently set up and optimise campaigns in the areas of search, shopping, display and YouTube. They will also be able to discuss at eye level with other experts and agencies.

The participants receive a double degree. Besides the official certificate “Google Ads Specialist MBSZ” they receive the widely recognized official Google Ads certification in the areas of Search, Shopping, Display and YouTube.

The first round in May/June was almost sold out. Due to the high demand, the dates for the second and third run have already been set.

More information and registration on MBSZ.ch (German only)

Student Testimonials

This is what the participants of the first batch say about the course (German only):

More information and registration on MBSZ.ch (German only)

Course Instructor

The course leader is yours truly (Stefan Vetter), one of only 9 “Google Certified Trainers” in Switzerland and author of the first Swiss Google Ads book.

More information and registration on MBSZ.ch (German only)

Course Brochure

Here you can download the official course brochure (German only).

More information and registration on MBSZ.ch (German only)

Dates

August/September 2019

  • Tuesday, August 20, 2019: Module 1 – Google Ads Fundamentals
  • Wednesday, August 21, 2019: Module 2 – Search Engine Advertising
  • Wednesday, 28 August 2019: Module 3 – Google Shopping
  • Tuesday, 24. September 2019: Module 4 – Google Display
  • Wednesday, 25 September 2019: Module 5 – Video Advertising on YouTube

October/November

  • Tuesday, October 22, 2019: Module 1 – Google Ads Fundamentals
  • Wednesday, October 23, 2019: Module 2 – Search Engine Advertising
  • Tuesday, November 5, 2019: Module 3 – Google Shopping
  • Wednesday, November 13, 2019: Module 4 – Google Display
  • Tuesday, November 26, 2019: Module 5 – Video Advertising on YouTube

More information and registration on MBSZ.ch (German only)

Contents and Objectives

Module 1 – Google Ads Fundamentals

Contents:

  • Introduction to the user interface
  • Important terms and meaningful key figures
  • Structure of a Google Ads account (“look behind the scenes”)
  • Creation of successful campaigns and ad groups
  • Campaign goals and bidding strategies: CPM, CPC, CPA and ROAS
  • Conversion Tracking and Attribution
  • Evaluation of reports on user behavior and competition

Objectives:

  • You efficiently address target groups
  • You create and optimize ads
  • You efficiently use automation through machine learning
  • You understand the importance of a long-term branding strategy and create a strategy for display advertising

Module 2 – Search Engine Advertising

Contents:

  • Foundations of search engine marketing
  • Advertisement auction and quality score
  • Keywords and keyword analysis
  • Text ads
  • Google ad policy
  • Ad Extensions

Objectives:

  • You understand how a search engine works.
  • You know the auction mechanism of Google Ads and know how to lower click prices by increasing the relevance of your ads.
  • You research and select meaningful keywords for your business
  • You text convincing ads
  • You increase the relevance of your advertising additionally with ad extensions

Module 3 – Google Shopping

Contents:

  • Product Data Feeds
  • Google Merchant Center
  • Characteristics of Shopping Campaigns
  • Analysis and Optimization
  • Tips and Best Practices

Objectives:

  • You understand how shopping campaigns on Google work
  • You import all required products of a shop into Google Ads
  • You analyze and optimize shopping campaigns
  • You sustainably increase the turnover of your products

Module 4 – Google Display

Contents:

  • Targeting: Affinity audiences, custom audiences, in-market audiences, similar audiences and remarketing
  • Ad formats for display: Responsive Display Ads or traditional banners
  • Using Machine Learning with Smart Display Campaigns
  • Develop an Always-on strategy for Display Ads

Objectives:

  • You address target groups efficiently
  • You create and optimize ads
  • You efficiently use automation through machine learning
  • You understand the importance of a long-term branding strategy and create a strategy for display advertising

Module 5 – Video Advertising on YouTube

Contents:

  • Targeting: Affinity audiences, life events, custom audiences, in-market audiences, similar audiences and remarketing
  • Ad formats for YouTube: Search ads, skippable ads (TrueView), non-skip ads (bumpers), overlays and info cards
  • Best practices for video commercials on YouTube
  • Develop an Always-on Strategy for YouTube

Objectives:

  • You address your target groups efficiently
  • You choose and combine suitable ad formats for a campaign
  • You know what matters in successful YouTube commercials and can instruct video producers to deliver it.
  • You understand the importance of a long-term branding strategy and create a strategy for video advertising

More information and registration on MBSZ.ch (German only)

(Last updated: July 8th, 2019)

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Stefan Vetter is the founder and CEO of Wortspiel. He created his first website in 1999 and has been active in digital marketing ever since. Stefan likes to pass on his knowledge: as author of the first Swiss Google Ads book “AdWords for Startups”, one of nine “Google Certified Trainer” in Switzerland, conference speaker and as lecturer at the University of Applied Sciences and Arts Northwestern Switzerland FHNW, the Swiss Distance University of Applied Sciences FFHS, the Swiss Institute of Business Economics SIB, the Marketing & Business School Zürich MBSZ and Google Zürich.