lesson_02 Marketing, Search Engines, and Sponsored Search

501 views
450 views

Published on

lesson_02 Marketing, Search Engines, and Sponsored Search

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
501
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
30
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

lesson_02 Marketing, Search Engines, and Sponsored Search

  1. 1. Google Online Marketing Challenge Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]
  2. 2. Get to Know Your Teammates! <ul><li>Write down two things about yourself (can’t be your appearance, gender, or anything else someone can tell by just looking at you). </li></ul><ul><li>One thing must be true and one thing must be a lie. </li></ul><ul><li>Once everyone has their two items, someone volunteers to read their two items. Then everyone in the team reads their two items in order. </li></ul><ul><li>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. </li></ul><ul><li>Repeat #4 for the next team member (until each team member has a turned) </li></ul>
  3. 3. Team and Team Leader <ul><li>Choose team leader (by whatever method you choose) </li></ul><ul><li>Then, choose a name for your team. </li></ul><ul><li>The, drop me an email in ANGEL of your team number, the team leader, and team name. </li></ul><ul><li>Review your team’s skill sets and start brainstorming a strategy for winning the Challenge. </li></ul><ul><li>Notes: </li></ul><ul><li>Your team leader is important. Choose wisely </li></ul><ul><li>Studies have shown that a team identity can improve team performance </li></ul><ul><li>What is brainstorming? </li></ul>
  4. 5. 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.
  5. 7. keywords control bids ads metrics
  6. 8. Getting Our Hands Dirty on the AdWords Platform! <ul><li>Exercise : We are each going to set-up an AdWords Account. </li></ul><ul><li>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). </li></ul><ul><li>On ANGEL, Lesson tab  Lessons folder  Lesson 2  open file, AdWords Set-up Guide </li></ul><ul><li>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!) </li></ul><ul><li>Goal : have you complete the account set-up in this lesson </li></ul><ul><li>For the keywords : do the best you can with the time you have. Doesn’t need to be perfect. </li></ul><ul><li>For the ad : do the best you can with the time you have. Doesn’t need to be perfect. </li></ul><ul><li>Our learning objective is to get comfortable with the AdWord platform and set-up. We’ll deal with making things better later. </li></ul>
  7. 9. Thank you! (reminder - do your daily log entry) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]

×