The Fall 2013 Google AdWords Assignment in MKTG 470 at JMU

As usual, my MKTG 470 students at JMU 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 some initial skills in paid search.   With a total account budget of $25.00-$30.00 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 using A/B testing, modify keyword bids,  assess account performance, adjust daily budgets, utilize keyword tools, and much more. Through GoDaddy, students new to AdWords were able to utilize a $100 AdWords credit to complete this assignment.

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

Aside from seeing my students perform well, another rewarding outcome is having former students contact me to volunteer to help current students on this assignment.  I love receiving a call or email from a former student saying “Hey Dr. C., let me know when you are doing the AdWords assignment in 470 so I can come in and help!”
My classes were treated to three separate visits from JMU Google Challenge alums to offer their assistance.   Having been through this assignment themselves, as well as participating in the Google Online Marketing Challenge, these alums know what it feels like to be a newbie at AdWords. Thank you to Andrew Nelson (Director of Search Marketing at Silverback Strategies), Shay Meadows (PPC/SEO Account Manager at Silverback Strategies), Sarah Carpenter (Paid Search Analyst at RKG Digital Marketing), and Mollie Delp (PPC Analyst at Dynamic Web Solutions) for volunteering their time and sharing their expertise.  Andrew, Shay, Sarah, and Mollie ~ thank you for sharing your passion for digital marketing and for giving back to JMU in such a wonderful way.


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