Session 2 (1.22.2014): Search Engine Marketing

To be completed BEFORE class meeting

• Session 1 Assignments
• Session 1 EIA

Learning Objectives

• Explain the history of Internet search
• Explain how search works from a business perspective
• Discuss the role of search in marketing strategy
• Explain the basic mechanics of Google AdWords

Class Meeting Outline (3 hours)

• 6pm Introduction to Search Engine Advertising and AdWords Mechanics 101 by guest speaker: Sarah Peduzzi from Lunametrics (confirmed; Mellon Board Room) 
• 7:30pm Expert Team Presentation (A) on Blogging, Marketing Four Ps, and Search Engines.
• News of the Week: Facebook Revamps Ads to Compete With Google
• Discussion: Pre-Campaign Report Parts 1 and 2

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

• “Finally, A Majority of Executives Embrace Experimentation” by Wilson and Desouza
• “How to Design Smart Business Experiments" by Davenport
• Stokes Chapter 15: Web Analytics and Conversion Optimization
• Quiz 2 in Moodle
• Individual Assignment 2: Individual Blog 2
• Team Assignment 2 (Access and submit in Moodle): Draft Pre-Campaign Report Part 2

 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: Search 201: Tools to Build Keywords and Ad Groups (19:38)
• GOMC Digital Marketing Course: Search 202 : Tools to Build Ads and Advanced Ad Types (15:27)
• GOMC Digital Marketing Course: Search301: Reporting & Optimization (18:37)
• GOMC Digital Marketing Course: Analytics: Google Analytics – The What, The Why, The How (2:15)