Mostly Marketing by Theresa B. Clarke

Sharing my love of marketing. Helping marketing students, marketing practitioners, & marketing professors connect with one another. Passionate about nurturing new marketing talent. Enjoys sharing novel ideas about a wide variety of topics…but mostly marketing.

Results from the Spring 2013 Google AdWords Assignment

My Strategic Internet Marketing students at James Madison University recently completed a major course assignment using Google AdWords.  The primary learning objective was to acquire hands-on experience using AdWords to drive traffic to any one of their own web pages and any one of their own blog posts of their choice.

Through this assignment, students developed skills in paid search (pay-per-click marketing).   With a total account budget of $25.00 (their own money by the way) and a window of 14 possible days, students had an opportunity to learn how to structure accounts, create campaigns and Ad Groups, develop and manage keyword lists, utilize effective matching options, test ad copy using A/B testing, modify keyword bids,  assess account performance, adjust daily budgets, utilize keyword tools, and much more.  Students were also treated to an informative presentation about Search Engine Marketing from JMU Alum Lindsay Crone.

I want to recognize a few students from my Spring 2013 Internet Marketing class for exceptional performance in a few key areas from this assignment.

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