Google Online Marketing Challenge

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu

Get to Know Your Teammates!

1. Write down two things about yourself (can’t be your appearance, gender, or anything else someone can tell by just looking at you).

2. One thing must be true and one thing must be a lie.3. Once everyone has their two items, someone volunteers

to read their two items. Then everyone in the team reads their two items in order.

4. Starting with the first person, the other team members guess with item is true and which is a lie. (You can ask questions about the items … not yes/no!). Once everyone guesses, tell which item is true.

5. Repeat #4 for the next team member (until each team member has a turned)

Team and Team Leader

1.Choose team leader (by whatever method you choose)

2.Then, choose a name for your team.3.The, drop me an email in ANGEL of your

team number, the team leader, and team name.

4.Review your team’s skill sets and start brainstorming a strategy for winning the Challenge.

Notes: - Your team leader is important. Choose wisely- Studies have shown that a team identity can improve team performance- What is brainstorming?

The Sponsored Search Process

This Google version of this process, service, and technology (i.e., platform) is AdWords. It is a Provider (a.k.a., advertiser) focused platform.

keywords control bidsads

metrics

Getting Our Hands Dirty on the AdWords Platform!

• Exercise: We are each going to set-up an AdWords Account. • Scenario: Think of a business that you like. What industry segment

are they in? You will set-up an AdWords account for this business (note: you can change the business name slightly and use your personal Webpage).

1. On ANGEL, Lesson tab Lessons folder Lesson 2 open file, AdWords Set-up Guide

2. Follow the instructions on pages 4 – 11. Note: do not! … again, do not! … go passed page 11 (we are **not** setting this up for the Challenge!)

• Goal: have you complete the account set-up in this lesson• For the keywords: do the best you can with the time you have.

Doesn’t need to be perfect.• For the ad: do the best you can with the time you have. Doesn’t need

to be perfect.• Our learning objective is to get comfortable with the AdWord

platform and set-up. We’ll deal with making things better later.

Thank you!

(reminder - do your daily log entry)

Jim Jansen

College of Information Sciences and Technology The Pennsylvania State University

jjansen@ist.psu.edu