GMP-01
This training will teach you how to create and optimize your own Google Ads campaigns.
Fondamental
1
jour
Présentiel, Virtuel
Google Marketing Platform training in Geneva and Lausanne: Google Ads (fundamentals and advanced, including Performance Max), Google Analytics 4 (GA4 event-based model), Google Tag Manager (tag deployment, server-side), Looker Studio (formerly Data Studio), Google Business Profile (formerly Google My Business). A learning path for digital marketing leads, SEA and SEO officers, and marketing data analysts who want to steer campaigns, analytics and dashboards in compliance with GDPR and Swiss FADP.
FILTER BY
- Domains
- Editors
- Location
- Format
- Level
- Certifying
- Confirmed training
This training will teach you how to create and optimize your own Google Ads campaigns.
Learn how to optimize your campaigns to get the most out of your advertising budget.
Google My Business is a tool that helps you manage your online presence on Google, such as updating information about your business.
Google Analytics is a free tool from Google that allows you to obtain data about potential customers.
Google Tag Manager is a free and easy to integrate tool that allows you to accurately measure each of the conversions that you define for your site.
Google Data Studio allows you to harness the power of your data with interactive dashboards and helps you make better decisions.
The ITTA Google Marketing Platform catalogue, delivered in Geneva and Lausanne, covers the Google tools most widely used by digital marketing teams: Google Ads for advertising on Search, Display and YouTube; Google Analytics 4 (GA4) for audience and conversion analytics; Google Tag Manager for deploying tracking tags; Looker Studio (formerly Data Studio) for data visualisation and dashboards; and Google Business Profile (formerly Google My Business) for local search. Training is designed for marketing leads, SEA and SEO officers, web project managers and marketing data analysts.
Google holds a dominant share of the online advertising and web analytics market. For digital marketing teams, an in-depth understanding of Google Ads and GA4 has become a core competency. The migration from Universal Analytics to Google Analytics 4 (effective from 1 July 2023) has also disrupted habits: new event-based data model, native integration with Google Ads and BigQuery, different tracking setup. Teams that have not taken the time to upskill on GA4 lose granularity in their analysis. On top of this, tag management is evolving with server-side Google Tag Manager and data visualisation with Looker Studio.
Google Ads remains the central media-buying tool on Google Search, the Display network, YouTube, Discover and Performance Max. The Google Ads – Fundamentals course covers account structure (campaigns, ad groups, keywords), keyword match types (broad, phrase, exact), automated bidding (CPC, CPA, ROAS, Maximise Conversions), responsive ads, extensions, Quality Score, and conversion tracking. The Google Ads – Advanced course tackles Performance Max, remarketing, audience targeting (similar, in-market, customer match), Smart Bidding optimisation, cross-channel, incrementality measurement and scripts.
The Google Analytics course addresses GA4 in depth: event-based data model, custom parameters and dimensions, event and conversion configuration, free-form exploration, standard reports, audience segments, multi-touch attribution, BigQuery integration for raw exports, cross-device tracking. It is aimed at marketers who no longer settle for default dashboards and want to answer specific business questions: which channel acquires users who later convert? which event sequence precedes a conversion? what is the LTV per acquisition cohort?
The Google Tag Manager course covers container setup, configuration of variables, triggers and tags (GA4, Google Ads, third-party tags from Meta, LinkedIn, etc.), use of the Data Layer to push business information, debugging in preview mode, and best governance practices for a GTM account. It is aimed at digital project managers, advanced marketers and analysts who want to gain autonomy on tracking without depending on IT teams.
The Google Data Studio course (renamed Looker Studio since 2022) covers the creation of interactive reports and dashboards from multiple sources (GA4, Google Ads, Search Console, Google Sheets, BigQuery). Participants learn to structure a report, create calculated dimensions, design filters and parameters, share reports with colleagues or clients, and choose between Looker Studio (free) and Looker Studio Pro (paid, enterprise governance). It is a tool of choice for marketing teams looking to industrialise their reporting.
The Google My Business course covers the creation and optimisation of a Google Business Profile listing (the new name since 2021): business information, photos, posts, review management, FAQ, services and products, interaction tracking (calls, direction requests, website visits). It is aimed at businesses with a physical location, independent professionals, local shops, restaurants and B2B actors with a local presence, to gain visibility in the Google local pack and on Google Maps.
Google Marketing Platform training sessions take place in Geneva and Lausanne on-site, and also in synchronous remote mode. Sessions rely on dedicated Google Ads, GA4 and GTM training accounts, and on real business cases. Participants often work on their own account (with prior consent) to immediately transpose the learning. Durations range from one to three days per module. For profiles seeking certification, Google offers free official badges (Google Ads Search, Google Ads Display, GA4) through Skillshop, accessible after preparation done in training.
Is GA4 really unavoidable or can you stick with third-party solutions? Universal Analytics was discontinued on 1 July 2023 by Google. Organisations wishing to keep native Google audience measurement must therefore move to GA4. For those preferring alternatives, several options exist: Matomo (open source, can be hosted in Switzerland), Plausible, Fathom (privacy-friendly analytics), Adobe Analytics (premium suite). ITTA can deliver training on GA4 but also help orient toward alternatives depending on context (notably GDPR/Swiss FADP).
What is the difference between Google Ads and Google Marketing Platform? Google Ads is a single media-buying product. Google Marketing Platform (GMP) is the enterprise offering bundling several advanced products: Display & Video 360 (premium programmatic buying), Search Ads 360 (multi-account management), Campaign Manager 360 (ad serving), Analytics 360 (paid version of GA4). For most SMEs, Google Ads and free GA4 are enough. The full GMP is designed for large companies and media agencies.
Should you use Looker Studio or Looker (premium BI)? Looker Studio (formerly Data Studio) is free and oriented toward marketing reporting. Looker (the BI tool Google acquired in 2019) is a complete paid enterprise BI platform. Both now carry the same brand but serve different needs: Looker Studio for marketing dashboards, Looker for structured enterprise-scale BI. ITTA trains on Looker Studio as part of the marketing catalogue.
Deploying Google Ads and GA4 in 2026 can no longer ignore GDPR and consent. The ePrivacy directive, European GDPR and the new Swiss Data Protection Act (nFADP) require explicit consent for the deposit of measurement and advertising cookies. ITTA Google Marketing Platform training integrates best practices on consent management (Google Consent Mode v2, CMP platforms such as Didomi, Cookiebot, OneTrust), conditional tag configuration through Google Tag Manager based on consent, and server-side tracking to reduce third-party cookie dependency. For profiles wanting to go further on compliance, ITTA additionally offers GDPR, nFADP and DPO training from the ITTA – IT Pro catalogue.
Monday to Friday
8:30 AM to 6:00 PM
Tel. 058 307 73 00
ITTA
Route des jeunes 35
1227 Carouge, Suisse
Monday to Friday, from 8:30 am to 06:00 pm.