With social advertising and Google Ads, you can reach your target audiences exactly where they are. Learn how to develop effective campaigns, allocate your budget strategically, and continuously optimize your results using data and AI.
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Certificates: "Ads Manager" Certificate
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Additional Certificates: "Social Advertising" Certificate
Google Ads" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 4 Weeks
Social Advertising
Paid Social Basics and Strategy (approx. 2 days)
Social Ads and How They Differ from Social Posts
Role in the Marketing Mix: Awareness, Consideration, Leads, Sales
Paid Social vs. Search: Push/Discovery vs. Intent Funnel and Campaign Logic (TOFU/MOFU/BOFU), Offer and Messaging Architecture
KPI Basics and Interpretation in a Social Context (CPM, CTR, CPC, CVR, CPA, ROAS)
Target Audience and Platform Selection
Meta Ads Manager: Setup, Campaigns, Retargeting, Automation (approx. 3 days)
Asset and Account Management, Roles and Access, Interface and Structure
Objectives, Budgeting, Placements, and Formats
Audiences: Core, Custom, Lookalikes
Creating, publishing, and monitoring ads
Retargeting Basics in the Meta Ecosystem
AI-powered campaign planning and creating a campaign structure
Creatives, Copywriting, and AI for Social Ads (approx. 2 days)
Creative-First: Hooks, Value Propositions, Proof, CTAs
Best Practices for Images, Videos, Carousels, and Reels
Production Workflow
AI-powered creation and optimization of copy, creatives, and variations
Ad Policies and Brand Safety
Tracking and Reporting: From Measurement to Optimization (approx. 2 days)
Pixels/Events, Conversions, Attribution (Click/View)
Conversions API – Basics and Options
UTM Parameters and Reporting Basics
Conversion Logic: Landing Pages, Instant Forms, Lead Quality, and CRM Integration
Optimization and Testing: Creative Fatigue
KPI Metrics: Interpretation, Data Quality, Diagnostic Questions
Reporting: Storyline, Recommendations, Next Steps
AI in Reporting
Project Work (approx. 1 day)
To reinforce what has been learned
Presentation of the project
Google Ads
Digital marketing basics (approx. 1 day)
Introduction to digital marketing and current trends
Role of Google Ads in performance marketing
Customer journey, funnel models
Synergies with SEO and social media
Account setup and interface (approx. 0.5 days)
How Google Ads works
Advertising networks
Account hierarchy, account setup
Understanding the user interface
Campaigns and ad structure (approx. 2 days)
Campaign types, Demand Gen campaigns
Performance Max
Developing campaigns and ads
Designing landing pages
Conversion goals
Setup via Google Tag Manager
Analysis of conversion paths
Keyword strategies and ad texts with AI (approx. 2 days)
Keyword research and tools
Search intent and keyword options
Design of ads (AIDA, CTA)
Budgeting and Google Ads Manager (approx. 1.5 days)
Costs and budget of Ads campaigns
Quality factor, ad rank and click prices
Smart bidding
Evaluation of reports and statistics
Performance monitoring and optimization
Introduction to the Google Ads Manager
Performance measurement and controlling (approx. 1 day)
Dashboard usage
KPIs (CTR, conversion rate)
AI in marketing and AI assets (approx. 1 day)
Introduction to AI-supported campaigns
Use of ChatGPT for text optimization
AI-generated images and videos
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible, the course content is updated regularly.
Upon completing the course, you’ll be able to position social advertising and Google Ads as key components of the marketing mix, as well as plan, implement, and optimize targeted campaigns on Facebook, Instagram, and Google. You’ll develop a clear campaign strategy based on your offering, target audience, and message, select appropriate keywords, and design compelling ad formats. In doing so, you’ll allocate budgets efficiently and use tracking, metrics, and reports to evaluate and improve the success of your campaigns. Artificial intelligence helps you generate ideas, creative assets, text variations, and analytics more quickly.
Specialists and executives in online marketing, social media, branding, e-commerce, and communications, as well as anyone who wants to get started in social advertising or deepen their knowledge of the field.
With in-depth knowledge of social advertising and Google Ads, you’ll expand your career opportunities in digital marketing. You’ll be able to strategically plan, implement, and optimize advertising campaigns tailored to specific target audiences—for example, in marketing departments, agencies, or e-commerce companies. Whether you’re a freelance consultant or just starting your career, this knowledge provides you with a practical foundation for entering a dynamic field.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).