1. Selecting a Client and (if time) Setting Up Your AdWords Account Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu

2. Selecting a Business 1.Really important! Can make the difference between winning and not (not winning is a lot like losing). 2.The business must agree to the ‘Letter to Businesses’ (Student Guide, p 21-23) copy on ANGEL 3.Ideally, the business will take an active role in the campaign. But, not critical. 4.Think of yourselves as a SEM consulting firm; the business as the client. Aim for same level of professionalism (or higher!). 2

3. Selecting a Business (the details) 1.Try to work with businesses relevant to the types of search queries that Google users conduct (i.e., retail). 2.See tips on businesses to avoid (Student Guide p. 8) – no alcohol, gambling, etc. 3.The better the firm’s Website, the better your chances of a good campaign! 4.Try to get access to Google Analytics (Don’t know what that is? See http://www.google.com/analytics/). http://www.google.com/analytics/ 3

4. What Does a Business Want To Know From a SEM firm? 1.How well do you understand my business (i.e., vertical)? 2.How are you going to get customers to my Website (i.e., keywords)? 3.How much is this going to cost me? (i.e., bid management)? 4.How are you going to tell me how my ad campaign is doing (i.e., data analysis and reporting)? 4

5. Art Jones | Senior e-Business / Information Technology Specialist | Pennsylvania Technical Assistance Program (PennTAP) | The Pennsylvania State University phone: 814-386-3808 || 118B Keller Building fax: 814-865-3589 | University Park, PA. 16802 e-mail: ajones@psu.edu |PennTAP website at http://www.penntap.psu.eduajones@psu.eduhttp://www.penntap.psu.edu

6. Candidate websites for e- marketing assistance http://www.papellets.com http://www.betterbowls.com http://www.spectrasoundduplication.com http://www.whitetailunderdogs.com http://www.CommonwealthAccountingSolutions.com http://www.roomtobreathe.us http://www.stellofoods.com http://www.carriagehousecreations.com http://www.idealoutdoorstyle.net http://www.teamworks2002.com http://www.beadalicious.net http://www.cantol.comhttp://www.papellets.com http://www.betterbowls.com http://www.spectrasoundduplication.com http://www.whitetailunderdogs.com http://www.CommonwealthAccountingSolutions.com http://www.stellofoods.com http://www.carriagehousecreations.com http://www.idealoutdoorstyle.net http://www.teamworks2002.com http://www.beadalicious.net http://www.cantol.com From Dr. Jansen: Use your social networking skills - good method for locating a client Art Jones ajones@psu.edu

7. Setting Up Your Team’s AdWords Account Team Leaders: See ‘Guide to Setting Up Your AdWords Account’ on ANGEL, Lesson 2 AdWords Set- up Follow the steps outlined in Guide to open an AdWords account -> this is the one that you are going to use for the Challenge! Create using the Gmail account that I am going to provide NOTE: Only one account for the entire team. All members must be able to log into this account, using: (a) unique ids or (b) one id for the entire team Team Leaders: Once you have account set-up, note your unique Customer ID (CID), email to me in ANGEL: 7

8. Gmail Accounts Team 01 Just Banana (team1ist402sp10@gmail.com gomcha10 ) Team 02 M.E.L. Interactive (team2ist402sp10@gmail.com gomcha10 )) Team 03 Lady Google_ Caught in an Ad Romance (team3ist402sp10@gmail.com gomcha10) Team 04 6-Pack-Ads (team4ist402sp10@gmail.com gomcha10) Team 05 Spain (team5ist402sp10@gmail.com gomcha10) Team 06 Awesome (team6ist402sp10@gmail.com gomcha10) Team 07 Lucky Number Seven (team7ist402sp10@gmail.com gomcha10) Team 08 The Boarders (team8ist402sp10@gmail.com gomcha10) Team 09 ADventure (team9ist402sp10@gmail.com gomcha10) Team 10 Dream Team (team10ist402sp10@gmail.com gomcha10) Team 11 Googlites (team11ist402sp10@gmail.com gomcha10) Team 12 Click Here (team12ist402sp10@gmail.com gomcha10) Team 13 Blitz (team13ist402sp10@gmail.com gomcha10) Team 14 Blonde Throttle (team14ist402sp10@gmail.com gomcha10) Team 15 Encantado (team15ist402sp10@gmail.com gomcha10) Team 16 JAB (team16ist402sp10@gmail.com gomcha10)

9. Once Your AdWords Account Is Set-up, do: …. 1.Team leaders: get your team members brainstorming business leads and/or checking out businesses (check out the Student Guide notes on business selection) 2.Deadline for having a business (soft) Tuesday, 26 January. Sooner you have the a business, the better! 9

10. Thank you! (reminder to do your daily logs) Jim Jansen College of Information Sciences and Technology The Pennsylvania State University jjansen@ist.psu.edu