Project 2: AdWords Campaign

Report Due: Monday, March 23, by 11:59pm.

Overview

The goal of this project is to become familiar with search advertising, which powers the Internet and most of the Web services we use. In the process, you learn about search queries, demographic targeting, ad auctions, and web search.

Deliverables

Send by e-mail (by Monday, March 23, by 11:59pm)

• List of team members
• URL to project report page
• Google adwords shared account information (user, password) so that I can see the campaign summaries and reports.

Report must contain:

• 1 page: campaign descriptions and goals (revised from Part 1 that was due 3/2).
• 1 page: campaign summary: which queries/ads/strategies worked and why and why not
• 1-3 pages: detailed statistics (can be adapted from Google transaction reports in AdWords)
• 1 page: Discussions/summary of what your experience with Google AdWords: was it appropriate for your campaign goals? What alternatives would you try next?
   

Grading

• 10pts: Campaign description (clear goals, plan)
• 20pts: Campaign execution: did you come up with reasonable queries, ads, etc.
• 50pts: Campaign analysis: useful reports created, understanding of what worked and what did not.
• 20pts: Writeup/ideas, especially in the discussions/summary section.

Lateness policy:

• 10% off every late 24-hour day, up until 3 days late (max 30% off).