Students Learn Google Paid Search Campaign
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In this project students will simulate setting up and monitoring a a paid search advertising campaign in Google.
This project will last around 1 week. Students will:
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Full Curriculum
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It starts with a case study
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Students assume the role of digital marketer for Empower Weight Loss.
The company helps people manage their weight through counseling and a mobile app. The company is running a post-Halloween promotion (waiving the normal $45 sign up fee) for 1 month after Halloween. They have created a landing page for prospects to learn about the promotion and sign up. The student's job, as the digital marketer, is to design a paid-search Google Ad campaign to create awareness of the promotion and drive traffic to the landing page. The students use a free simulation tool which mimics the real process of running an Ad campaign with Google. |
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Understand Google's Paid search network
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The project helps the students understand the two ad networks they will be advertising on.
the search network and the display network The search network is Google's search engine. When a user searches for something in Google, the results that appear, and the ads that appear are what's called the search network. The display network is Google's vast network (over 1 billion webpages) where Google will place your add. Students learn that the display network is less effective because people seeing the ad as they read a different website, have less buyer's intent than when they are actually searching for something related. Students learn how the search process works and the when to leverage both the networks. |
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Learn how to research and plan search keywords
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Students learn how marketers think about search keywords (the words/phrases we all use to search for information in Google)
They brainstorm keywords they think prospects will use which they can target in the Ads. The students use professional (free) tools like searchvolume.io and ubersuggest to research how many people are using various keywords which helps them narrow down the list to the most impactful. This is an exciting process for students as they see on a macro level how we search for things, and how we as marketers can leverage this awareness. |
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Create an ad campaign mimicking Google's real process
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Using the simulation tool, students work through the campaign set up. The simulation tool mimics the real process. By the time students are finished they will know exactly how to create a real ad campaign in Google!
The campaign setup is rich with learnings and strategy for students. They choose a search network to display their ad. They set a budget for the campaign. The craft a compelling ad headline and description using the high impact keywords from their research. At the end of the campaign setup, students get to see how their ad will appear in Google. This is very exciting for students. Students get daily results from their marketing campaign. They can see what is working and what is not and they learn to update their ad to focus on what is having success. |
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Create a financial model to justify the ad campaign
Students use a financial modeling tool (included) to show Revenue, Expenses, and Profit projects.
They learn how to find the break-even sales level for the campaign, which is an awesome awareness.
In other words, you have to make this many sales to pay for the campaign!
They learn how to find the break-even sales level for the campaign, which is an awesome awareness.
In other words, you have to make this many sales to pay for the campaign!
Create a presentation to management showing results of campaign
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Throughout the process, students are using a presentation template (included) to build a presentation to their managers showing the results of the campaign.
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Research Digital Marketing Career Path
Students learn how to use Linkedin to research digital marketers in their area, read about their careers, and job duties.
They use Glassdoor to research salary ranges for and the schooling necessary to enter the profession.
They use Glassdoor to research salary ranges for and the schooling necessary to enter the profession.
Teacher resources
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The curriculum comes with all tools and templates students will need to complete the project.
A slide deck to teach concepts around paid search and kick the project off. |
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Share with fellow teachers |
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Check out more projects from Awesome Business Curriculum
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