Online Marketing Challenge

About Google AdWords

Google matches highly relevant search results to any search query entered. In addition, Google displays relevant AdWords ads above and alongside search results. These are labelled 'Sponsored Links'. Google separates search results from ads for user distinction.

Advertisers design AdWords ads to target the user’s search (or wants or needs), matching ads to the user’s query. Advertisers first choose keywords that relate to their website or product offerings. Then, when a user enters the same or similar keywords into Google, the advertiser’s ads are shown.

To compete in the Challenge, students will be creating an effective, well-structured AdWords campaign to drive traffic to their selected business’ website.

For more information on AdWords, here are some links to get you started (Please note, this information will be updated for the 2010 Challenge very soon):

• Google AdWords is the home page for signing in and managing accounts
• The Marketing and Advertising Using Google textbook, which helps students learn about AdWords, includes activities and learning objectives
• The Insider's Guide to AdWords gives a good overview of how AdWords works
• A step-by-step guide to set up an AdWords account
• A glossary of online advertising terms
• Optimization tips for success
• The Google AdWords Learning Center has multi-media and text based learning modules, including quizzes
• AdWords Help Centre
• Google AdWords Keyword Tool for selecting appropriate keywords
• Google Groups AdWords help is an online community dedicated to AdWords
• Wikipedia’s entry for Google AdWords