First, you'll learn how to set up a Google Ads account, structure campaigns, select relevant keywords, design ad formats, apply budgeting strategies, and optimize your results. The course then introduces you to brand marketing, shows you key strategies for successful brand management and brand communication, and familiarizes you with influencer marketing and various tools for measuring a brand’s success.
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Certificates: Brand Marketing" 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: 6 Weeks
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
Brand Marketing
Brand Building and Brand Strategy (approx. 4 days)
Brand Identity, Brand Values, and Brand Positioning
Corporate Identity and Brand Design
Target Audience Analysis, Customer Insights, and Customer Experience
Brand Personality, Brand Promise, and Differentiation
Design Options with Canva and AI
Limbic Map
Prompting for Research, Idea Generation, and Brand Concepts
Legal Foundations, Trademark Protection, and AI (approx. 1 day)
Brand Development and Brand Protection
Claims, Logos, and Visual Brand Elements
Trademark Registration and Monitoring
Copyright, Usage, and Data Protection Law
Legally Compliant Use of Generative AI in Marketing
Digital Branding (approx. 3 days)
Brand Management in Digital Channels
Online Marketing Mix and Customer Journey
Creating Personas and Touchpoint Management
AI-powered content, image, and idea development
Conversational Branding and Social Listening
Brand Communication and Content Creation (approx. 2 days)
Content Marketing and Storytelling
Brand Voice and Emotional Brand Communication
Content Creation with AI
User-Generated Content and Community Management
Crisis Communication (Positive and Negative Backlash)
Brand-Consistent Communication via Website, Social Media, Newsletters, and Chat
Performance Measurement and Brand Analytics (approx. 2 days)
Brand KPIs and Brand Tracking
Social Media and Web Analytics
Monitoring, Controlling, and Dashboards
Reporting and Data-Driven Optimization
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Influencer Marketing (approx. 4 days)
Fundamentals of Influencer and Creator Marketing
Development and Management of Influencer Campaigns
Selecting Suitable Creators and Brand Ambassadors
Community Management and Brand Fit
Contract Drafting and Disclosure Requirements
Budgeting, Performance Measurement, and Reporting
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Changes are possible, the course content is updated regularly.
After completing this course, you’ll be able to strategically develop and position brands and communicate them in a targeted manner through digital channels. You’ll learn to create brand-aligned content using Canva and AI-powered applications, to implement content and influencer marketing in a way that’s tailored to your target audience, and to evaluate the success of brand initiatives using appropriate metrics and analytics tools. In doing so, you’ll take legal frameworks into account and apply modern marketing tools in a practical manner.
After completing the course, you will also know how to set up a Google Ads account, structure campaigns, select suitable keywords and design targeted ad formats. You will also be able to apply budgeting strategies and optimize your success through tracking and reporting.
This course is aimed at people from the fields of marketing, communication or social media and anyone who wants to gain a professional foothold in marketing or successfully market their company. The course is also suitable for lateral entrants, e.g. from technical professions.
Brand marketing managers are sought after in companies of all sizes and are in high demand on the job market. It is always important for companies to maintain a good image and to continuously and conscientiously cultivate the brand as well as the development and implementation of advertising measures.
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).