TEACHING SEARCH ENGINE MARKETING THROUGH THE GOOGLE AD GRANTS PROGRAM. Issue 2 (4th May 2018)

• Record Type: Journal Article
• Authors: Clarke, Theresa B.; Murphy, Jamie; Wetsch, Lyle R.; Boeck, Harold
• Is Part Of: Marketing education review. Volume 28:Issue 2(2018)
• Page Start: 136
• Page End: 147
• Publication Date: 2018-05-04
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2018.1448282
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : Instructors may find it difficult to stay abreast of the rapidly changing nature of search engine marketing (SEM) and to incorporate hands-on, practical classroom experiences. One solution is Google Ad Grants, a nonprofit edition of Google AdWords that provides up to $10, 000 monthly in free advertising. A quasi-experiment revealed no differences between students using Ad Grants and traditional AdWords to run campaigns. Google Ad Grants can be a relevant, experiential, and promising way to help students develop skills, while simultaneously benefiting nonprofit organizations. The authors provide guidance for obtaining a grant and offer approaches for incorporating grants into learning experiences.