This document provides guidance to students on selecting a client for their AdWords campaign project. It emphasizes the importance of selecting a relevant business that agrees to the project guidelines. It also outlines what information businesses typically want to know from an SEM consulting firm, such as understanding their business, keywords, costs, and reporting. The document instructs students to set up an AdWords account for their team and share login details with the instructor. It encourages students to start contacting potential business clients and brainstorming leads.

1. Selecting a Client and (if time) Some AdWords Stuff Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]

2. Selecting a Business Really important! Can make the difference between winning and not (not winning is a lot like losing). The business must agree to the ‘Letter to Businesses’ (Student Guide, p 21) Ideally, the business will take an active role in the campaign. Think of yourselves as a SEM consulting firm; the business as the client. Aim for same level of professionalism (or higher).

3. Selecting a Business (the details) Try to work with businesses relevant to the types of search queries that Google users conduct (i.e., retail). See tips on businesses to avoid (Student Guide p. 8) The better the firm’s Website, the better your chances of a good campaign! Try to get access to Google Analytics (http://www.google.com/analytics/).

4. What Does a Business Want To Know From a SEM firm? How well do you understand my business (i.e., vertical)? How are you going to get customers to my Website (i.e., keywords)? How much is this going to cost me? (i.e., bid management)? How are you going to tell me how my ad campaign is doing (i.e., data analysis and reporting)?

5. Setting Up Your Team’s AdWords Account See ‘Guide to Setting Up Your AdWords Account’ on ANGEL, Lesson 3 Follow the steps outlined in Guide to open an AdWords account (see pages 1 – 15) NOTE: Only one account for the entire team. All members must be able to log into this account, using: (a) unique ids or (b) one id for the entire team Once you have account set-up, note your unique Customer ID (CID) Email to me in ANGEL: Team leader name (first and last) Team leader’s email (one that you check) Team’s AdWords account CID A logon and password for me to your account

6. Once Your AdWords Account Is Set-up, do: …. Team leaders: get your team members brainstorming business leads and/or checking out businesses (check out the Student Guide and Textbook notes on business selection) Deadline for having a business (soft) Monday, 9 February. Sooner you have the a business, the better! Don’t forget your daily logs

7. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University [email_address]