Google Ads practical day – creating, evaluating, and optimizing campaigns

Introduction

• Search engine advertising as part of search engine marketing.
• The advertising universe surrounding Google.
• Special features and limitations of Google Ads (formerly Google AdWords) search advertising campaigns.

Planning

• Contents of a well-prepared campaign concept.
• Targets and KPIs.
• The importance of keywords: from research to keyword strategy.
• AI-supported keyword research

Implementation

• Setting up a campaign, campaign settings.
• Budget, bids and bidding strategies.
• Success factor campaign structure: sensible ad groups.
• Create ads: Search and image ads.
• AI language models for Google Ads: ChatGPT, Claude, Gemini & Co compared.
• Prompt engineering for perfect ad copy: structure, content, and best practices.
• Create responsive search ads with AI: headlines, descriptions, and all asset types (sitelinks, callouts, snippets, etc.).
• Ad tests, A/B testing of ads.
• Use ad extensions sensibly.
• Measures for successful campaigns.
• The quality factor.
• Targeting ad groups.

More than keyword ads: Other campaign formats with Google Ads

• Display, video, discovery, shopping, and maximum performance: When is which campaign type appropriate?
• Targeting options and KPI-based targeting.
• Creative and responsive formats.
• AI-powered prompting for image creation and visual assets.

Evaluation

• Overview of the evaluation options.
• Key performance indicators.
• Finding the right optimization rhythm.
• Interpret figures correctly.

AI integration into the workflow

• Analysis and adaptation of writing and communication styles with AI.
• Customization of Google Ads to match corporate communications.
• Ready-made prompt templates for daily practice.
• Which AI tool for which use case: A practical guide.

Please bring your own WLAN-capable laptop! If a Google Ads account is administered and "live" in your own account, please remember the access data.