1181 Paid Advertising - Growing Companies with Google Ads and Analytics
Mag. Pamela Wagner
Contact details
Weekly hours
Language of instruction
09/14/23 to 09/21/23
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 12/05/23 01:00 PM - 04:00 PM TC.3.12
Thursday 12/07/23 01:00 PM - 04:00 PM TC.3.06
Tuesday 12/12/23 02:00 PM - 05:00 PM TC.3.07
Wednesday 12/13/23 02:00 PM - 05:00 PM TC.4.17
Friday 12/15/23 01:00 PM - 04:00 PM TC.3.07
Tuesday 12/19/23 02:00 PM - 05:00 PM TC.4.13
Thursday 12/21/23 01:00 PM - 04:00 PM TC.5.12

Google Ads is not just one of the oldest online advertising platforms, but it has also been the inspiration for many others - Meta Ads, LinkedIn Ads, Microsoft Ads, AmazonAds, and many more. Understanding and being able to manage the vast jungle of settings in Google Ads gives you an incredible leverage. You will not just be able
to handle advertising budgets efficiently, but turn them into a sustainable source of long-term revenue.
By creating your own ad account and campaigns during the course, you will not just put theory into practice, but also get a closer understanding of the application of the herein taught principles and strategies.
Once you’re done with the course, you’re all set to take the Google Ads certification. Past students have often highlighted that this particular aspect of the course adds important value to their skills in the marketing industry.
Upon completing this learning experience, you’re able to structure an Ads account, set up the most common ad campaigns in Google Ads, know the KPIs you should look out for, and the basics of how to measure digital success with Google Analytics.

Learning outcomes

After completing this course, you will be able to
1. Structure a Google Ads account
2. Set up Search, Display, YouTube, and Performance Max campaigns
3. Acquire advanced knowledge for keyword research & campaign strategy
4. Know which KPIs matter most in digital campaigns & how to track them
5. Use the basics of Google Analytics to measure landing page performance & user behaviour on your website

Attendance requirements

80% attendance is required.

Teaching/learning method(s)

Group Project

Task: When working in an agency or a big company, it is absolutely common to work as a team on a bigger account. Together, you will utilize the skills of each person to succeed with this project. As a result, you will get a glimpse of the different elements it takes to create an efficient account structure. Your task is to do research, prepare an account structure, and create campaigns with Ads as well as Assets, the right settings, Keywords, and Audiences. Your group needs to create at least 1 campaign/person except for App and Smart campaigns which count as half a campaign. If a person chooses to do an App or Smart campaign, they are expected to create a second campaign to fulfil the requirements. You will not just submit a 2-page strategy playbook outlining your rough strategy and eventual additional campaigns, but also present it in a 5-min* video, which you record at your own convenience!

2-Page Strategy Playbook
In this 2-page document, you need to:
• Showcase that you've done some background research about your company (max. 5-6 sentences).
• Outline the general account structure.
• Highlight why you chose to create the campaigns you are creating.
• Mention the goal for the campaigns.
• Highlight which person has created which campaign.

5-min Video
You can choose whether every person records their own campaign and explains it, or if one person speaks about all campaigns. Your task is to take me through each of the campaigns your group has created and highlight the settings, Keywords, Ads, Assets, Audiences, and any other aspect that is relevant and key for a campaign to be set up well. Since you only have 5 minutes, there is no need to repeat any information that you put in the strategy playbook.
You can upload the video on any platform and will post the link to it in the text entry box as part of your submission. You have to make sure that the video is accessible to me before the deadline. If the video is not accessible after the deadline, it counts as not submitted. Therefore, it is your own responsibility to double-check and make sure that it works. Any content that exceeds the 5-minute mark will count as not submitted.


Weights for each grading component used to compute your final grade:
30% of the final grade is based on in-class participation, which is split up
into the following parts:

o YouTube Ads Discussion Board entry (5%): since its acquisition in 2006, YouTube has been a steady part of Google and its revenue. Covering this important platform for our everyday lives, you’re expected to re-search about and post the best YouTube Ad according to your assessment. You will find further instructions for this task in the forum for the discussion board.
o In-class participation (15%): actively participating in the learning process is not just key to efficient skill acquisition. It is also a major attitude that helps you progress and succeed in the professional world.
o In/Post-Class Reflections (5%): At the end of Day 1 and 3, you’ll be given around 10 minutes to contribute an individual reflection which you will post on the respective discussion board/forum. Taking a few minutes
to write down what you have learned and reflect on the new knowledge helps you retain it better. You will find further instructions for this task in the forum for the discussion board.
o In-class pop quizzes (10%): on Day 2, 5, and 6, after reviewing the material from the prior class day, you’ll do a short, 4-5 questions quizz. This is not graded and solely there for you to have another option to practice and reflect on your knowledge. Submitting it will count as completed.
15% of the final grade is based on your pre-class assignment, which is due on November 26, 2023. This allows for sufficient time give you feedback on the task prior to the first class day. Make sure to have an eye on the
assignments as well as the respective deadlines. Make sure your email is uptodate! If you cannot find the instructions or haven’t received an email by November 12, 2023, you’re expected to reach out to the professor. Late submissions will automatically count as a 0. Past students have often highlighted how doing this assignment well can be a key differentiator in receiving the better grade at the end of the course!
25% of the final grade is based on 2 in-class exams, whereas there will be a mid-course exam (10%) on Day 4 and the final exam (15%) on Day 7, which will simulate parts of the Google Ads Certification exam. The exam on
Day 4 will be about knowledge you have acquired from Day 1-3. The final exam on Day 7 will mostly cover knowledge from Day 4-6, but may also include aspects from the first days.
25% of the final grade is based on the group project. See more details about that below.

Note that while your attendance in class doesn’t count towards participation, failing to meet the 80% attendance requirement will result in an automatic fail of the course.

Class structure: You will receive the slides for each day in advance of the class and
are expected to read them prior to each day. This flipped classroom principle allows
you to discover the new knowledge through hands-on learning and get a very practical


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Availability of lecturer(s)

I am happy to answer your questions during class. I will also try to be available in the classroom after each class or during the breaks of each class. It is usually much more productive to discuss your questions in person.
If you have any questions before class, please reach out to


Course Materials

Please make sure that you have access to all course materials on Canvas! If NOT, please contact me until November 22, 2023!

Since most digital marketing books are outdated by the time they get published, we’ll be using a mix of case studies and online articles as well as YouTube videos in class.

Pre-Class Assignment:
• You will receive the instructions of the pre-class assignment latest by November 12, 2023, on Canvas. Make sure to start early.
• As part of the instructions, you’ll also be asked to create a practice Google Ads account. There will be a voluntary online Q&A session about 1-2 weeks prior to November 26, 2023, in order to help you with any questions that may arise while creating your ad account. The date will be announced as soon as possible, so make sure to keep an eye on your email and Canvas!

Last edited: 2023-10-30