Google Recognizes the need for Lessons in SEM
Feb 25, 2008 Google Adwords
In the “why didn’t I think about that” category is a fine example of how Google reads and reacts to the online marketing world. Now students from around the world can compete in the Google Online Marketing Challenge, giving them first hand experience with search engine marketing from the industry leader. But wait a minute, are those real ads and real funds?
You bet your behind they are!
Perhaps not the smartest choice Google has made to keep existing small business advertisers happy. If you consider that increased competition on keywords actually drives up average CPC for all competitors, that $200 Adwords credit quickly becomes a fantastic investment for Google.
For businesses that have a dedicated Adwords budget and management personnel administering their online campaigns, a three week campaign totaling no more than $200 worth of Adwords credits isn’t a big deal. For a small business that can turn that $200 into a ton of clicks for longer tail keywords and finely targeted ads, it’s a big deal.
All of a sudden, students start bidding on keywords in the small business realm, enabling potential competitors to enter a market with little barrier to entry. Those student-run campaigns enable partnered businesses to win by default with increased exposure and free advertising, and Google wins through substantial lead generation and community involvement. However, Google is also double-dipping by driving average CPCs up with the increased competition, thereby paying what may amount to substantial dividends from existing advertisers.
C’mon people, get a grip!
Google is running the competition with stringent guidelines:
- Adwords “Professors” must supervise students and ensure reports are delivered back to Google in a timely manner.
- Students must adhere to Google Adwords’ terms and conditions, bidding rules, trademark policies, etc.
- Google approves student and professor applications.
- Each student is only given three weeks to run their online campaigns.
The potential for grabbing the attention of young people and future business leaders is definitely worth it for the industry. Little to no exposure to real-life experience is currently available through after school programs, educational curriculum, or cooperative education. For this alone, Google should be applauded to drown out the criticism.
On a personal note, I will be approaching several of my peers prior to the fall semester regarding formulating curriculum based on online marketing. For those teachers in the Greater Toronto area that are interested in having my colleagues or I speak at their schools in the Fall 2008 semester, please drop me a note here.
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