This document outlines a digital marketing project involving Google Adwords. It provides details on an exercise where student groups will each be given a $85 budget to run Adwords campaigns over 3 weeks with the goal of optimizing cost per click. It describes the project timeline and phases, including launching campaigns on January 12th, weekly performance dashboards, and an optional Google Adwords certification exam. It also includes sections on planning, with phases for general alignment, individual analysis, and group action plans.

1. Digital Marketing Project
David Gracia

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Our Client

3. Digital Marketing Strategy
Group Projects
A B C
All

4. Digital Marketing Strategy
Group Projects
A B C
All

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The Google Marketing Challenge
Project Goal
• The purpose of this exercise is to get a first-hand experience managing a Search Marketing
campaign in Google Adwords.
• Each group will be provided with a Google Adwords account and a budget of 85€ to invest during
three weeks. All the teams will be “competing” to get traffic to the landing page: nicoluce.com
• The primary goal is to optimize the Cost Per Click, thus the team that gets the lowest average
CPC will be the “winner”.
Getting Started
• Once you receive the user and password for your Adwords account go through the material you will
find at the Adwords Help Center before getting started.
• I strongly recommend you to use the free phone support of Google Adwords (900 800 624) where
you will be assigned a personal assistant that will guide you step by step using the tool.
• You should try both search marketing and display marketing campaigns but focus more on the first
one.
Project Kick-Off
• All the teams should activate their campaigns on Monday January 12th at 9:00 AM CET. It is very
important that you set a maximum daily budget of 4€ / day.
• At the end of each week I will share with you all a dashboard with the performance of each team and
some feedback about how to improve.

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Planning & Schedule
Week 1 Week 2 Week 3 Week 4
Jan-12th Jan-19th Jan-26th Feb-2nd Feb-9th
Marketing
Campaign
Phase I
Marketing
Campaign
Phase II
Marketing
Campaign
Phase III
Post-
Campaign
Report
Marketing
Campaign
Kick-Off
Dashboard
2nd Week
Final
Report
Dashboard
1st Week
Dashboard
3rd Week
• Initial approach when
starting your campaign
• Actions taken and
impact on results
• Key learning for
managing and Adwords
campaign

7. Google Adwords Certification
Optional Certification Exam Provided By Google
A globally recognized stamp of approval which showcases
your knowledge of the latest AdWords tools and best
practices

8. Digital Marketing Strategy
Group Projects
A B C
All

9. |
Planning & Schedule
Phase 1
All Together
Dec-13th
Jan-16th
General Alignment
& Project Plan
Project
Briefing
Phase 2
Individual
Analysis &
Feb-6th Feb-14th
Strategic Initiatives
Initial
Report
Phase 3
By Groups
Action Plan &
Resources
Mid-Term
Report
Final
Presentation
• Business Model
• Marketing Goals
• Target Customer
• Brand Guidelines
• Content Territories
• Project Planning
(who does what)
• Marketing
Opportunities
• Current Situation
Assessment
• Best Practices
• Strategic Initiatives
• Coordination other
groups
• Description of
initiatives
• Pilot test
(proof of concept)
• One-Year Digital
Marketing Plan
• KPIs & Tools
• Budget & Vendors

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Apendix

11. Digital Marketing Project
David Gracia