MCW866 - Digital Marketing Using Google AdWords

Outline info
Last revision date 2018-07-20 12:00:29.824
Last review date 2018-07-20 12:00:41.821

Subject Title
Digital Marketing Using Google AdWords

Subject Description
Have you ever wondered how smaller businesses can get the same (or even better) exposure in relation to their "big box" competition using Google Ads? Are you under the impression it is due to bigger budgets? Understand how Google has leveled the playing field in terms of ranking well within their paid listings. Learn how to be selective in your keyword selection and maximize your budget through the amount you "Pay-Per-Click". 

Credit Status
Participating students receive a certificate of attendance.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Compare online ad types and payment options, and understand the applicability of each
2. Develop a keyword research plan
3. Interact with and have a basic understanding of the Google AdWords user interface
4. Prepare a basic Google AdWords campaign
5. Write effective, results oriented online ads
6. Track and optimize campaign performance

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

MCT100 or equivalent experience

Topic Outline

Lesson 1: Search Theory
  • The Psychology of Search.
  • Align online advertising goals with human search behavior.
  • Understand Cost per Thousand (CPM), Pay per Click (PPC), Cost Per Click (CPC) and Cost per Acquisition (CPA), and determine the applicability of each model.
  • Compare a Search Network with a Display Network.
Lesson 2: Keyword Research
  • The buying cycle from the consumer’s perspective.
  • Keyword list types and planning considerations.
  • Keyword match types.
Lesson 3: The Google AdWords User Interface
  • Creating a Google AdWords account.
  • Campaign settings and parameters on the AdWords interface.
  • Explore functions within the Home, Campaigns, Opportunities and Tools pages in AdWords.
Lesson 4: Campaign Development
  • Factors in effective online ad writing.
  • Use the Google AdWords environment to construct online campaigns.
  • Considerations for an effective landing page.
Lesson 5: Performance Tracking
  • Defining and measuring conversion actions.
  • Enhanced performance data via integration with Google Analytics.
  • Analysing Return on Investment (ROI).

Mode of Instruction
Classroom instruction and extensive hands-on experience will be provided, with each participant having exclusive use of a computer. Additional modes of instruction will include class discussion, lecture and question and answer period.  

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
There is no formal testing or process to evaluate the students understanding. It is up to the student to evaluate his/her own progress. Participating students will receive a certificate of attendance. 

Approved by: Denis Gravelle