1. We Begin! … Teams and AdWords
Jim Jansen
College of Information Sciences and Technology The Pennsylvania State University

2. $1,000! for Prizes $450 for 1st $300 for 2nd $150 for 3rd
Thanks, IMPAQT

3. Get to Know Your Teammates!
Write down two things about yourself (can’t be your appearance, gender, or anything else someone can tell by just looking at you).
One thing must be true and one thing must be a lie.
Once everyone has their two items, someone volunteers to read their two items. Repeat for all members of the team.
Starting with the first person who went, the other team members try to guess with item is true and which is a lie. (You can ask questions about the items … not yes/no!). Once everyone guesses, tell which item is true. Discuss!
Repeat #4 for the next team member (repeat until each team member has a turned)

4. Begin
We’ll take about 10 minutes or so

5. Team Name and Team Leader
Choose team leader (by whatever method you you like)
Then, choose a name for your team.
Then, team leader, drop me an in ANGEL of your team number, the team leader, and team name.
Notes:
Your team leader is important. Look for someone with the right leadership and management skill sets. Choose wisely
Studies have shown that a team identity can improve team performance

6. Begin
We’ll take about 10 minutes or so

7. Okay, let’s get to business
… Google AdWords

9. How Does AdWords Work? (AdWords = Implementation of Keyword Advertising
Advertiser creates account on AdWords
Advertiser chooses keywords that he/she believes searchers will use to try to find his/her type of product/service.
Advertiser links these keywords to ads. These ads are displayed on the search engine when one of the keywords is searched by a user.
Pricing is based on each keyword. Advertisers bid to have higher ad placement.
Advertisers only pay the search engine when a search clicks on an ad.

10. The Sponsored Search Process
This Google version of this process, service, and technology (i.e., platform) is AdWords. It is a Provider (a.k.a., advertiser) focused platform.
The Sponsored Search Process

11. Conceptually, …
What does it look like?

12. Think of this as your SMB (i.e., car dealer, bakery, etc.).
Think of this as product or service lines (e.g., cars vs. trucks, cakes vs. cookies, etc.)
If your client has a good Website, you can model your campaigns off the major sections of the Website. Budget stuff happens here!
Think of this as individual product or service (Kia Spectra, bran muffin, etc.)
Link each Ad group to a specific Webpage on your client’s Website. Keyword selection and a lot of critical metrics happen here! 12

13. Conceptually is okay, but …
What does Google AdWords really look like?

15. metrics
ads
bids
keywords
control

16. Ok, enough talk. Let’s get to it!

17. Getting Our Hands Dirty on the AdWords Platform!
Exercise: We are each going to set-up an AdWords Account.
Scenario: Think of a SMB that you like (but make up a new name). You will set-up an AdWords account for this SMB.
On ANGEL, Lesson tab  Lessons folder  Lesson 2  open file, AdWords Set-up Guide
Follow the instructions  get the account set-up and then explore the various topics to gain more insight. Note: we are **not** setting this up for the project. This is an exercise for you!
Goal: have you complete the account set-up in this lesson
For the keywords: do the best you can with the time you have. Doesn’t need to be perfect.
For the ad: do the best you can with the time you have. Doesn’t need to be perfect.
Our learning objective is to get comfortable with the AdWords platform and set-up. We’ll deal with making things better and understanding what it all means later.

18. Thank you! (reminder - do your daily log entry)
Jim Jansen
College of Information Sciences and Technology The Pennsylvania State University