Online Marketing

Class materials: Oct 2 – Oct 6

Search advertising (Pay-Per-Click)

LECTURE NOTES – WEEK 5 (PDF)

In class exercise: Work on team project – Internet marketing campaign ideas and demographic research

READ, WATCH, LISTEN:

How to determine your AdWords budget and bids (Learn with Google)

How to Test Your Advertising Quickly, Cheaply, and Effectively (Howie Jacobson. Harvard Business Review Blog)

Google Adwords Home. Classic Pay-per-Click model information

Google Adwords: How to create a campaign, set up ad groups, and types of advertisements

Click Fraud: the Dark Side of Online Advertising (Business Week, October 2006)

How Google AdWords works (Infographic) HubSpot

AdWords Fundamentals (training from Google) – good fairly in-depth coverage of PPC and Display

6 Deadly Mistakes of Google Adwords – Parts 1 and 2 (Kiss Metrics)

Google Best Practices – Choose the Right Keywords (Google. 2015)