Live Google Ads Project

In this live Google Ads project, students will apply the concepts they’ve learned about Search Engine Marketing (SEM) by running an actual Google Ads campaign. This project will provide hands-on experience in setting up, managing, and optimizing campaigns. Students will work on a real-world business scenario, where they will create a Google Ads strategy and optimize their campaigns to achieve predefined goals, such as increasing traffic, generating leads, or boosting sales.

1. Project Objectives

• To give students real-world experience in creating and managing a Google Ads campaign
• To allow students to design a campaign strategy from start to finish, including choosing objectives, targeting, and bidding strategies
• To help students analyze data and optimize campaigns for maximum performance

This live project will involve practical tasks, from setting up a campaign to analyzing performance metrics, and iterating based on data insights.

2. Project Phases

Phase 1: Initial Setup

Business Objective: Students will begin by understanding the business goals (e.g., brand awareness, lead generation, sales).

Target Audience: Based on the objective, students will define the target audience, including location, demographics, devices, and interests.

Campaign Setup:

• Choose the type of campaign (e.g., Search, Display, Video, or Shopping).
• Define campaign settings (budget, bidding strategy, ad schedule).
• Write compelling ad copy and select relevant keywords (using tools like Google Keyword Planner).

Phase 2: Campaign Launch and Monitoring

• Ad Group and Keyword Selection: Students will organize their ads into ad groups and choose relevant keywords. They will implement negative keywords to prevent irrelevant traffic.
• Ad Extensions: Students will add sitelinks, callouts, and structured snippets to enhance their ad visibility.
• Tracking Setup: Ensure proper conversion tracking is set up to monitor campaign success.
• Launch: The campaign will be launched, and students will begin monitoring its performance through Google Ads.

Phase 3: Campaign Optimization

• Data Analysis: Students will regularly review campaign data (CTR, CPC, conversion rate, etc.) to identify underperforming areas.
• Adjusting Bid Strategies: Based on performance, students will adjust bidding strategies (e.g., moving from manual CPC to target CPA or ROAS).
• Ad Testing: Students will create multiple ad variations and test them to see which resonates best with their audience.
• Budget Adjustment: Students will reallocate the budget towards high-performing ad groups or keywords.

Phase 4: Final Report and Presentation

• Performance Review: At the end of the project, students will analyze the overall performance of their campaigns, looking at metrics like impressions, clicks, conversions, and ROAS.
• Optimization Insights: Students will reflect on the changes they made throughout the project and identify which strategies had the most significant impact on results.
• Project Presentation: Each student will present their campaign setup, optimization process, and final results to the class, sharing what worked, what didn’t, and lessons learned.

3. Skills Gained from the Project

By completing this live Google Ads project, students will develop:

• Practical experience in setting up and managing a Google Ads campaign
• Skills in audience targeting, bidding strategies, and ad creation
• Proficiency in data analysis to optimize campaigns and maximize performance
• The ability to adapt strategies based on real-time results

4. Evaluation Criteria

Students will be evaluated based on:

• Campaign Setup: Accuracy in defining goals, audience targeting, and campaign structure.
• Ad Quality: Creativity and relevance of ad copy and extensions.
• Optimization Efforts: Ability to monitor and improve campaign performance through analysis and adjustments.
• Report & Presentation: Clear communication of campaign results, insights, and improvements.

5. Project Tools and Resources

• Google Ads Account: Each student will need access to their Google Ads account or a demo account provided by the instructor.
• Google Analytics: Integration of Google Ads with Google Analytics to track conversions and performance.
• SEMrush or Ahrefs: For keyword research and competitive analysis.
• Google Keyword Planner: For keyword discovery and targeting.
• Google Ads Performance Tools: To monitor and adjust the campaign performance (e.g., Google Ads Reports).