My Strategic Internet Marketing students recently completed a course assignment using Google AdWords. The primary learning objective was to acquire hands on experience driving traffic to their online resume page and any other web page or blog post of their choice.
Through this AdWords assignment, students developed skills in paid search (pay-per-click marketing) using Google AdWords. With a total account budget of $15.00 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, modify keyword bids, assess account performance, adjust daily budgets, and much more. Students were also treated to a presentation from a very special JMU alum ~ Janet Driscoll Miller, President and CEO of Search Mojo.
I wish to recognize a few students from my spring 2011 MKTG 470class for exceptional performance in a few key areas from this assignment:
- Highest CTR at the Lowest Avg CPC: Mackenzie Esposito
- Highest Number of Clicks at the Lowest Avg CPC: Matt Pronio
- Highest CTR: Danielle Cassagnol
- Highest Number of Clicks: Matt Pronio
- Best Budget Management: Caroline Soderstrom
- Best Overall Optimization Efforts: Michael Noto
Awesome job everyone! Tough assignment — but sounds like you all did well. Congratulations!
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Congratulations to all of the students who achieved outstanding results from their work in Google AdWords.