Google to give students a lesson in advertising

By   |  January 28, 2008

Love them or hate them, AdWords is what put Google where it is today. Now the search giant plans to run a global competition to educate Uni students in the art of running AdWords campaigns. The prize? A trip to Google Headquarters in California to meet the team that created AdWords. Perhaps some of our local advertising agencies should also take part to learn a little more about online advertising?

The Google Online Marketing Challenge starts in February.

Google will give student groups the equivalent of R1 400 (US$200) to spend on Google AdWords to work with a local business with a website presence.

The students will have to outline a strategy, run a campaign, assess their results and provide the business with recommendations to develop their online marketing.

They will have three weeks to develop their strategy and pit their skills against students from around the world. The groups will have to submit two competition reports: one before they begin the challenge and one after the campaign has ended. Entries will be judged by an international panel of professors and winners will be chosen based on the success of the campaigns and quality of the reports.

Six of South Africa’s universities have already registered for the competition: Wits, UCT, AAA School of Advertising, Rhodes, Monash and Vega. There is still a week left for other universities to sign up.

The challenge works like this:
1. Professors divide students into groups, who then receive free online advertising vouchers for Google AdWords worth the equivalent of US$200 (around R1400).
2. The groups or professors recruit a small-to-medium business, under 100 employees, who have a website but don’t currently use AdWords. Each group works with the business to set up an account and structure an online marketing campaign.
3. During a 3-week competition window, the groups optimise and refine their campaigns. They will need to submit two competition reports – one before they begin and one after the campaign has ended. Entries are judged and winners chosen based on the success of their campaign and the quality of their reports.
4. To accommodate students all over the globe, students can compete over any three consecutive weeks between the 10th of February and the 24th of May 2008.
5. Global and regional winners will be announced in July 2008.
6. More details can be found at here.

Comments

One Response to “Google to give students a lesson in advertising”

  1. alan
    January 29th, 2008 @ 10:34 am

    “Perhaps some of our local advertising agencies should also take part to learn a little more about online advertising?” – Definitely. Maybe someone should tell them about this?

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