COURSE SYLLABUS. X Marketing with Google AdWords (Online), Reg#W9326

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1 1 COURSE SYLLABUS Course Title: X Marketing with Google AdWords (Online), Reg#W9326 Quarter: Winter 2012 Dates: January 18 March 28, 2012 Instructors: Dr. Ash Pahwa Course Description The era of paper-based display advertising (newspapers, yellow pages, and magazines) is fading away and is been replaced by search engine advertisements. The profitability of the search engines companies like Google and Baidu attests to the success of search marketing ads. The pay-per-click service of the Google search engine is called AdWords. This course will focus on how to create and manage a Google AdWords account. It will discuss the ad creation and optimization process for maximum traffic generation. The AdWords campaign management issues will be explained. The selection of appropriate keywords is critical to the success of AdWords ads. This course will describe strategies for optimal keyword selection. Advertisers have to bid for keywords for advertisement placements. The bidding strategies for keywords will be discussed. The Quality Score and Click-Thru-Rate (CTR) metrics will also be explained. The process of computing the Return-On-Investments (ROI) as it pertains to AdWords advertising will be described. Analytics service in conjunction with AdWords provides many other metrics for measuring the effectiveness of the ads. This course will discuss the integration and Google Analytics and Google Website Optimizer for maximizing ad effectiveness. Prerequisites (classes or knowledge required for this course) Familiarity with Internet search engines Knowledge of website development process. Course Audience Web designers Corporate internet marketing professionals

2 2 Textbook There is no text book for this course. Class material will be taken from applicable white papers, books and websites. The source of material will be disclosed to the students before every class. The following books will be used as reference. Advanced Google AdWords Author: Brad Geddes ISBN: Ultimate Guide to Google AdWords: 2 nd Edition Authors: Perry Marshall & Bryan Todd ISBN:

3 3 Instructor Information Ash Pahwa, Ph.D. Office Phone: (949) Website: Ash Pahwa, Ph.D., is an educator, entrepreneur, and technology visionary with over 25 years of industry experience. He is the founder of A+ Web Services which provides internet marketing and web analytics services. His expertise includes search engine optimization, web analytics, web programming, digital image processing, database management, digital video and data storage technologies. He developed cellanalyst image analysis software for the Microsoft Windows/.NET platform. cellanalyst is also available as a web service. He also developed ivision, an image database management system for storage and retrieval of biomedical images based on metadata, annotation and content. ivision was developed under a research grant from National Institute of Health. He also taught a Digital Image Processing course at University of California, Irvine in winter of Dr. Pahwa is a Google Authorized Consultant in Analytics. Ash Pahwa He earned his Ph.D. in Computer Science from the Illinois Institute of Technology in Chicago. He is listed in Who's Who in the Frontiers of Science and Technology. His complete bio and CV are available for review at

4 4 Methodology This course will be taught in online format Goals & Learning Objectives The goal of this course is to understand Google AdWords and discuss techniques to improve web site traffic using the ads displayed by search engines. After successful completion of this course, the student will be able to: Understand paid search & Google AdWords Create and Manage an AdWords account Design effective AdWords ads Perform keyword research Understand bidding strategies for keywords Optimize ads for maximum traffic Use analytics data to compute ROI (Return-On-Investment) User website optimizer for ad optimization Grading Course grades will be based on the completion of assignments and class participation. Evaluation of Student Performance: Homework assignments 10 points each 100 points Total 100 points Grading Scale: A = 90% 100% B = 80% 89% C = 70% 79% D = 60% 69% F = below 60% Midterm Exam: No Final Exam: No Note: ALL COURSE GRADES ARE FINAL Incompletes: The interim grade Incomplete may be assigned when a student's work is of passing quality, but a small portion of the course requirements is incomplete for good cause (e.g. illness or other serious problem). It is the student s responsibility to discuss with the instructor the possibility of receiving an I grade as opposed to a non-passing grade. The student is entitled to replace this grade by a passing grade and to receive unit credit provided they complete the remaining coursework satisfactorily, under the supervision of and in a time frame determined by the instructor in charge, but in no case later than the end of the next academic quarter. At that time, the Registrar will cause all remaining Incompletes to lapse to the grade "F". Note: Receiving an I does not entitle a student to retake all or any part of the course at a later date. Student Behavior: Cheating, copying others work, and plagiarism are not tolerated and will result in disciplinary action. Students are responsible for being familiar with the information on Student Conduct in the General Information Section of the UCLA Extension Catalog or on the website at

5 5 Course Outline Lesson Date Subject 01 Introduction to Pay-Per-Click/Google AdWords 02 AdWords Account Creation and User Interface 03 AdWords Campaign Management 04 PPC Ad Design 05 Keyword Research 06 Auction (Bidding), Quality Scores & Click-Through-Rate 07 Tracking Return-On-Investment of Ads 08 Ad Optimization 09 AdWords & Google Analytics 10 AdWords & Google Website Optimizer