Google Adwords Comes Full Circle: Starts in a Dorm Room, Now In the Classroom

19 03 2009

A little history: Starting officially in 1994 on Hotwired.com, online advertising has taken various shapes and avenues to capture potential customer, many of these went bust after the 2001 dot-com bubble burst. In 2000, Google unveiled their advertising platform, Google Adwords, coining the phrase search engine marketing(SEM) and changing the landscape of online advertising forever, or at least until something better comes along. However, the success of Adwords is dependant on the success of the search engine that supports it. Lucky for Adwords, Google keeps their famed search algorithms close to their chest that has afforded them 63.1% of search engine market share.

In 2007, when TIME shifted 20% of their advertising budget to digital, it was clear Web 2.0 had arrived. Enter Adwords into the Media Mix. SEM’s induction into the mix had a trickle-down effect in the industry: SEO, SEM, organic search, CPC, page rank all become buzzwords that were e-mailed, blogged and oh yes, searched for. Eventually SEM reached higher learning, and now students like myself are studying for their Interactive Advertising Management exams.

Another example of Adwords’ notability, Google hosts an international Online Marketing Challenge, in which students compete to create an effective digital campaign for a local business with a budget of US$200. Last year had over 1600 student teams and a team from the University of Western Australia won. Until now, Adwords had just been one of those buzzwords I only had a Cliffs Notes understanding of, now I’ll be able to sink my teeth into it and try to boost ING Magazine’s traffic, our chosen local business, a student-run monthly magazine at Michigan State University.

Here are some predictions:

-Typical group dynamic frustrations

-The Publisher of the magazine, Adam Grant, vicariously becomes our 5th group member

-A combined 8 pots of coffee are drank whilst working on the campaign

-Our campaign finishes in the Top-1o0, a lofty goal indeed, but that’s why they’re goals

-Our group enters the campaign SEM noobs and walks away SEM rock stars.

After the campaign gets rolling, more updates will follow. Wish us luck!

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Ingenex is the School of Rock for Social Media Rock Stars

4 02 2009

Three weeks into the eco-friendly internship at Ingenex I have learned heaps and as a fellow intern, Deepti, would say am on the fast track to becoming a social media rock star. We began by spiffing up our LinkedIn accounts and then set up a blog on WordPress, and were given assignments to write about along with some consumer research. I was a newbie to the blogosphere and it has definitely grown on me. I’m trying to change the world one post at a time. From our Friday meetings to the hour long car ride to Ann Arbor, everything has been very educational and fun. I feel lucky to be learning so much from Derek. He has students paying to learn the same material, so thanks for saving me money Derek.

Having this internship will definitely give me leverage when entering the job market in May. My experience at Ingenex will be a big interview talking point. I encourage all students of digital marketing to pursue this opportunity for future terms. Derek provides a comfortable atmosphere to learning his craft. He is very knowledgable of all things digital and very helpful. Probably one of the most connected individuals I’ve ever met, he’s probably updating his Twitter as I type ; )

The eco-friendly internship has also provided me the experience of learning from my colleagues as well. The other interns are very interesting and passionate about digital marketing. Having an intelligible conversation about industry trends is sometimes hard to come by at the university scene, but these guys know their stuff.

I am very excited about the weeks to come. Soon we will be learning Google AdWords, which really intrigues me. If you are a student reading this, you probably already know about Ingenex and should seriously consider applying. That is, if you wanna be a social media rock star.





Week 3 Recap

29 01 2009

So as Week 3 of classes comes a close there have been quite a few thoughts running through the old noggin.

-Wondering which group project is going to frustrate me the most and trying to figure out who the dead weight is going to be? Could it be a group project anomaly where everyone does what they’re supposed to do? I hope so.

-Still really excited to learn AdWords

-Still on the job hunt

-I find myself thinking about my classes more this semester. Having big projects for my last semester has caused me to take more ownership in my work. As the account planner/researcher for one of my classes, a lot of my time has been taken away from YouTube and Facebook and directed towards researching the auto supply industry, it’s kinda fun too.

-Rewatched Will Ferrell’s ‘The Landlord‘ Absolutely HILARIOUS!

-Bummed I missed the Kings of Leon show

-Stoked because I found a staircase with a rail in East Lansing that can grinded on my snowboard, with the proper protective equipment of course ; )

-I’ve been browsing through one of my favorite books, “Life of Pi” and reciting an important phrase “lack imagination and miss the better story” im comparison to “dry, yeastless factuality”. Originally, a thesis regarding religion but what about other applications?