Session 6 (3.26.2014): Optimizing Campaign Performance

To be completed BEFORE class meeting

• Session 5 Assignments
• Session 5 EIA

Learning Objectives

• Optimize AdWords campaign performance
• Critique digital advertising through scholarly research

Class Meeting Outline (3 hours)

• Optimizing Campaign Performance by guest speaker: Manika Kumari, AllFacilities Energy Group (confirmed)
• Expert Team Presentation (I)  on Reading: Rao & Reilly (working paper)
• Expert Team Presentation (J) on Reading: Sweeney 2013

Assignments Due Before Next Class Meeting (8 hours of studies outside classroom)

• Individual Quiz 6 is waived!
• Individual Assignment 6 is waived!
• Team Final Project (Access and submit in Moodle): Post-Campaign Report, Final Presentation (due at 5pm), Team Profile Post for MBA Insight, Peer Evals, and Resume Update

EIA (70 minutes each two week period)

NOTE: Please log in your Gmail account BEFORE accessing the following sites. This will prevent the sites from requiring you to answer additional questions. Use the FireFox or Chrome brower. Do not use Internet Explorer.

• GOMC Digital Marketing Course: Analytics: Phone Webinar: Website Optimizer, What Should I Test? (1:03:14)