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Hangouts On Air: Google Online Marketing Challenge

Hangouts On Air: Google Online Marketing Challenge


JESSICA SAFIR: All right. We are live. Hello everyone who’s
tuning in. My name is Jessica. I work on the University
Programs team here at Google. And I manage our Google Students
page which you’ve luckily found on Google+. And I’m joined today by two of
my favorite Googlers who are going to talk a little bit
about the Google Online Marketing Challenge, which is
hopefully something you’ve heard about, and are interested
in learning more about since you’re
tuning in now. So I’m going to kick it off to
AJ and Andrea who are going to introduce themselves. AJ PASCUA: Sure. So my name’s AJ. Hi, everybody. I’m a part of the AdWords
team, here at Google. I’m based in Mountain View. And I’m also a part of the
Google Online Marketing Challenge team. So as you know, we put this
program together. And we hope that you’ll find it
of value and learning a lot about online advertising. JESSICA SAFIR: And AJ, give
us some more background. Where did you go to school? And how long have
you been here? What was your path to Google? AJ PASCUA: Sure. So I’m originally from the
San Francisco area. I went to Columbia for college,
so I went to New York for four years. I studied psychology there. And then I worked at Google as
my first job, so I’ve been here ever since. Psychology brought me to AdWords
where I’m able to understand my customers, segment
them, research their needs, and then present to them
the best tools and the best ways so they can best
grow their business. So it’s a lot of fun so far. JESSICA SAFIR: Very cool. ANDREA: Hi, everyone. My name is Andrea and I
work with AJ on the Google AdWords team. And I also participate and
help out with the Google Online Marketing challenge. So I’m very excited to be having
this Hangout with you guys because we really do hope
that it’s beneficial for teams participating in the challenge,
and then also, anyone that is interested
in participating this year or next year. ANDREA: A little bit
more about me. I’m from Ohio. I went to the University
of Cincinnati. I did work at another company
before coming to Google, but I’ve been having a great time
since I’ve been here. Also, I majored in Marketing
and International Business. JESSICA SAFIR: Awesome. So I guess we’ll just
start right in. Why don’t you guys give us some
sort of background on the Google Online Marketing
Challenge. Tell us what it’s all about
for maybe some of those students who are tuning and
interested, but don’t know too much about the program. ANDREA: OK. So I’ll go ahead and I’ll
take that question. So the Google Online Marketing
Challenge started in 2008– that was our first year. Back then there were about
500 professors that were registered, and now we
have over 1,000. So that shows you that the
challenge has been growing. The purpose of the challenge
is to really give students real-world experience working
with AdWords and with online advertising. So really introducing them to
the space and giving them the opportunity to see how they
can really grow real businesses and non-profits by
using online advertising. JESSICA SAFIR: Great. And so who can participate? Is this open to students
only in marketing or– I mean what’s the process if
someone wanted to get involved in the program? ANDREA: OK. So it’s open to any student
around the world. So this is a global challenge. You can be basically any major
that you want to be, as long as you have a professor that’s
willing to register for you. And then you will register
under the professor to participate. And registration does
happen online. So
www.google.com/onlinechallenge is where you would go. And you click the big blue
button that says register. AJ PASCUA: And just to elaborate
a little bit [INAUDIBLE] and what Andrea was
able to point out. So we do ask that teams
register underneath professors. But by professors, we can also
include lecturers or researchers. So if you don’t have an
individual professors that can register for you, at least
somebody who is affiliated with the institution like a
researcher, can be supervisor. JESSICA SAFIR: Great. So you said the professors have
to register first, right? ANDREA: Mhmm. JESSICA SAFIR: And is there an
upcoming deadline or when– what is that– the timeline look like
for the program? ANDREA: So professor
registration has been open since November of last year,
and it will go to May 1 of this year. So you still do have a few
months to put together your team, get your professor to
register, and participate in the challenge. So May 1 is the deadline. JESSICA SAFIR: For the
professors, right? ANDREA: For the professor,
yes. JESSICA SAFIR: OK. And how many people are usually
on these teams? ANDREA: The teams can be
anywhere from 3 to 6. And we feel that a team
of that size is probably the most effective. JESSICA SAFIR: OK. And then once their professors
get registered, the students can now register under
their teams. AJ PASCUA: M-hmm. It is a two-step process. So professors must
register first. After professors register, then
students can register– because they’d have to register
underneath their professors. After students register, then
professors simply have to verify the teams. And then at that point the teams
are able to sign up for an AdWords account, link it with
their challenge account, and move forward from there. JESSICA SAFIR: OK so for those
who are just tuning in– we’re live talking about the
Google Online Marketing Challenge with two experts in
the field here, who help manage the program. And if you don’t know too much
about the challenge you can learn more information
at the website google.com/onlinechallenge and
it’ll give you some background on what the program
is all about. So for these students, what’s
in it for them if they win? And its global, too, right? So is there a global winner,
and how does that work? AJ PASCUA: So there are a
number of winners, yes. There are both global winners
and regional winners. And we have winners in a
couple different areas. So we have winners for
the challenge. We have winners who participate
in the Social Impact Award– so those
that help a nonprofit. And we also winners
for Social Media. So teams that are able to
create Google+ pages and maintain those. The prizes are awesome. The prizes range from a 7-night
stay in San Francisco to free tablet devices, free
laptops, up to $15,000 in a donation to your nonprofit
partner. So Google has a lot to give. And we hope at the same time
that students are motivated to learn about online advertising
and become those true marketing consultants. JESSICA SAFIR: Yeah, and it
sounds like something that students could put on their
resume that they participated in. And it’s definitely something
to supplement what they’re already learning, maybe in
an advertising class. AJ PASCUA: Definitely. Especially because this
challenge– as Andrea pointed out before– is global. Right? So you’re competing
with students over the entire world. So certainly ranking at one of
the top is an accomplishment worth mentioning. JESSICA SAFIR: And so teams
can be three to six. They have to register under
their professor names. Sounds like there are
some awesome prizes. We’re going to look at some of
the questions that we got from Google+ and Twitter. One of them from Clayton– he
asked if he needs a professor to be participating. And we’ve already
answered that. Yes, you need to be registered
under a professor or a researcher or someone who’s
associated with the institution. Someone asked if they
can do the challenge for a personal blog. So maybe explain a bit more
around the structure of what exactly you’re working on
during the challenge. And also, I’m not sure if we
mentioned what the time frame is for competing in the
challenge itself. ANDREA: So I’ll just go ahead
and take that question. If the personal blog would
be a business or a non-for-profit, then, yeah, they
can definitely advertise for their personal blog. We just ask that it is a
business or considered to be a nonprofit work organization. As far as a challenge and how
the students actually run their campaign. You have a three-week timeframe
to use the $250 credit that we give you. So you can take anywhere from
about seven days to the full 21 days, but you do only have
that three-week timeframe. And then once your budget
is depleted– the $250– then we’ll consider that the
end of your campaign. JESSICA SAFIR: And then you
guys play around with the numbers and figure out
who did the best. ANDREA: Right. We look at a number of metrics
to determine regional winners and the global winner. JESSICA SAFIR: OK. And when do they have to finish
the challenge by? So they have three weeks to do
the entire thing, but how much time do they have to complete
those three weeks? When does it officially start? AJ PASCUA: So the last
day is June 8. So that’s the last day of the
three-week consecutive time that you’re allowed to continue running your campaigns. But as you know, after you
complete running the campaigns, you also have to
submit that Post-Campaign Report or the Impact Statement
or the Social Media Execution write-up. And you have until June
15 for those pieces. So like Andrea pointed
out before– one thing we look at in order
to determine the winners are the metrics. Right? How successful was your
AdWords campaign? But we also look at those
write-ups that you submit once the campaign is done. So we want to know, what did
you learn, how did your campaign grow, how were you able
to drive success for the business you worked with? JESSICA SAFIR: And this is
something they typically work with their professor sponsor
on putting this together? AJ PASCUA: Yes, especially
before the competition. They ask the professor for
guidance, but who we think they can play a greater
role with, is actually the business. So the pre-campaign strategy is
supposed to demonstrate an understanding of how the
business works so that they can move the business
successfully, market it successfully online. So especially for the
pre-campaign write-up– students should be working
closely or have a great understanding of the business
that they’re working with. JESSICA SAFIR: Great. Are there any sort of tips or
maybe areas where students can find resources to learn a bit
more about the challenge. Or maybe their professor’s
registered, they know they’re going to do it– where can they
find some resources that may help them get a better
understanding or better prepare them to compete
in the challenge? AJ PASCUA: Sure. So I can take that question. There are a couple that
come to mind. One, for instance, is the
AdWords Beginners Guide. So you can find that
on google.com/adwor ds/beginnersguide in order to
get extra information about the metrics you see in the
account, how to better structure your ad groups
in order to successfully run a campaign. Another important thing
to look at would be short video tutorials. And that’s on
google.com/ads/learn. So there’s visual learning
resources to use, in order to better understand how
to run and how to manage and AdWords campaign. JESSICA SAFIR: Great. And it sounds like all the
information for anyone who wants to know about the
challenge is at google.com/onlinechallenge. AJ PASCUA: Definitely. JESSICA SAFIR: Great. We haven’t gotten any more
questions since we started. And it looks like we covered
a lot the FAQs. Do you guys have anything
else you wanted to add? Any parting words for
what students should know about the challenge? Maybe why they should be
interested in competing– anything they can use to sway
their professors to help sign up and get involved. ANDREA: I guess the one thing
that I would offer as a tip or advice for the students already
participating and maybe getting ready to
run their campaign– is just to make sure that
the way you structure [? accounts ?] should be focused
on a certain theme. S, just to give an example– I have a shoe business, right? So I sell boots, I sell tennis
shoes, and I sell sandals. So the way that I would want
to structure my campaign is that I want to have an Adgroup
for boots, an Adgroup for tennis shoes, and an Adgroup
for sandals. And then the keywords within
those individual Adgroups should be all centered around
the boots theme, the sandals theme, or the tennis
shoes theme. I think initially, what we see
with student teams, and even just with real world advertisers
that use AdWords is making sure it’s structured
the correct way from the beginning. So that’s just one tip
and advice that I would like to offer. AJ PASCUA: Sure, and my
takeaway tip is– do as much as you can to invest
preparation upfront. So as you know, the competition
is only three consecutive weeks
long when you’re allowed to run your campaign. So it’s the campaign’s
performance within those three weeks that we’re going
to look at. So before you start that
campaign, do as much learning as you can so you don’t have
to waste time during those three weeks catching up on
things that you could have learned before the campaign
even started. On that note, too, make sure
that when you add your coupon code into your AdWords account
that your campaign is paused. Otherwise you run the risk
of your campaign going immediately online because you
added a [INAUDIBLE] account. So those are my parting
words of advice. And we know from talking to past
participants that it is a lot of fun. So we really do encourage you
guys to have as much fun as you can when working with these
businesses and writing the AdWords account. JESSICA SAFIR: Yeah, it sounds
like the more prep work they can put in before hand the,
better prepared they will be. AJ PASCUA: Definitely. JESSICA SAFIR: Great. Well thanks for joining us. It sounds like we answered a
lot of the questions and hopefully students will get
excited about this Online Marketing Challenge. And if anyone out there who’s
watching wants to learn more just head over to
google.com/onlinechallenge. And I believe if you have any
questions, we’re going to post this video to our
YouTube channel. We have a playlist for all
working out there it’s at youtube.com/googlestudents And
If you have any questions you can continue using the hashtag
gomchangout and we’ll try to answer those. And if not, hopefully you can
watch the video and get anything else answered or go
over to their website at google.com/onlinechallenge. ANDREA: Thanks. AJ PASCUA: Thank you. JESSICA SAFIR: All right,
we’ll see you guys.

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