Meeting #

 Date What you are supposed to learn

Plenary meeting discussion

Hands-on Resources (videos unless otherwise stated)

 1  Jan 17

Meta discussion

1) How to make an Adwords targeting strategy for your business.

2) Landing pages

1) Demonstrate the Adwords targeting table2) Explain multiply.com hands-on3) Explain URL tagging4) Explain landing pages

1) Make an Adwords targeting table for your businesses2) Advertise using multiply.com promote (make sure to tag your destination URLs)3) Make the appropriate landing pages for your ads

Five Pillars of Adwords

What is Adwords

Ten Minute Adwords

Does Your Landing Page Seal the Deal?

Chapter 4 of Web Design for ROI: Landing Pages

 2  Jan 24

1) Online ad copywriting2) Opening an Adwords account

1) Workshop on ad copywriting using different techniques2) Iterations in online ad copywriting

1) Create a sample Adwords account (not the one you will use for the competition)2) Iterate multiply.com ads

 How to write great ads

Chapter 6 of Google Adwords for Dummies: Writing Magnetic Ads

Chapter 4 of Advanced Google Adwords: Writing Compelling Ads

 3  Jan 31

1) Learn how to compute standard online marketing metrics (eg, CTR, conversion rates)2) Learn where to get the data

1) Demonstrate where to get the data and how to compute

1) Make a report for your multiply.com campaign (before and after iterations) / comparison before ads

  Is Adwords working?

Google Analytics Intro

Adwords math (TBD)

 4  Feb 7

1) Learn how to architect an Adwords account2) Adwords Editor3) Keyword tool and contextual targeting tool

1) Overview of Google Adwords account options, creation of campaigns and ad groups2) Demo Adwords Editor3) Demo tools

 1) Create Adwords campaigns and ad groups (discuss face-to-face next week per team) (no need to tag ads!)

 Adwords Account Structure

Keywords for Adwords

Pp 192-195 of Advanced Google

Adwords: Creating Highly Relevant Ad Groups

 5  Feb 14

 1) Understand Quality Score and how to optimize using it2) Negative keywords3) Optimization using relative CTR4) Optimization using on-site behavior (Google Analytics)

 1) What is accountoptimization?2) Explain QS3) Explain Negative keywords4) Explain Optimization using relative CTR5) Explain optimization using on-site behavior

 1) Optimize real campaigns2) Measure and report results

 Guides (TBD)

Explanation of Quality Score (text)

 6  Feb 21

 No meeting (I’m incommunicado the entire week)

 7  Feb 28

 1. Dynamic keyword insertion2. Opportunities tab3. Landing page A/B testing

 1) Demo dynamic keyword insertion2) Demo opportunities tab and how to use it3) Explain A/B testing

 1) Create a DKI ad group2) Create A/B landing pages for testing

 Dynamic Keywords Insertion

 8  Mar 6

1. Dynamic keyword insertion2. Opportunities tab3. Landing page A/B testing