SEO300 - Market Research & Deploying Google AdWords

Outline info
Last revision date 2018-07-20 12:01:44.554
Last review date 2018-07-20 12:01:59.332

Subject Title
Market Research & Deploying Google AdWords

Subject Description
Students learn to develop online ad campaigns supported by the use of strategic data analysis tools, along with campaign development tools. In addition, students will know the ingredients of an effective online advertisement and will understand the appropriateness of using media such as text, image, video or interactive media.

Credit Status
1 full credit

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

1.     Outline the components, structure and processes involved in the development of an online campaign as a means of gaining foundational knowledge.
2.     Contrast online marketing with traditional media models and understand under what circumstances the two may be complimentary.
3.     Devise online product marketing plans supported by business drivers (budget, target market and geographic location) and use the plans as the basis on which to build online campaigns.
4.     Develop keyword research skills by using tools such as Google’s Keyword Planner to form the basis of online campaigns.
5.     Use the Google AdWords environment to construct online campaigns.
6.     Manage campaign performance through the use of test and measurement tools (including Google’s Conversion Optimizer, Google Analytics and Adobe Reports) as a means of understanding cause and effect implications of initial campaign decisions.
7.     Apply AdWords best writing practices and campaign optimization (including setting and refining automated rules in AdWords Scripts) to maximize ad efficacy.
8.     Optimize campaigns through bid adjustments, labels and filters to further refine access to a target market.
9.     Understand conversion strategies to ensure completion of the online sales cycle.
10.  Compare online video marketing opportunities such as YouTube’s TrueView as a means to either augment or supplant an online or traditional media campaign.
11.  Examine the role of Google AdSense and contrast it with AdWords as a potential revenue generator.

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.


Topic Outline
Search Behaviour Theory
·       Insights into the psychology of search.
·       Understanding the online advertising lifecycle.
·       Introduction to Pay-per-Click (PPC) concepts.
Keyword Research
·       Understanding the buying funnel, along with its phases.
·       Developing keyword ideas and strategies under the support of best practices.
·       Explore keyword matching.
Keyword Tools
·       Learn the Google AdWords Keyword Planner, along with alternatives including Bing’s Ad Intelligence.
·       Understanding and defining the target consumer.
·       Estimating traffic.
Ad Writing
·       Developing best practices in effective writing including feature-benefits descriptions, along with an effective call to action, while working within ad length constraints.
·       Aligning ad content with search query behaviour.
·       Incorporate ad extensions.
The Ad Campaign Landing Page
·       Anticipate and address searcher needs, behaviours and expectations.
·       Explore URL considerations.
·       Build selective landing pages based on query type and searcher's location.
·       Best practices for landing page design and content.
·       Strategies to increase frequency and placement of ad appearance.
·       Opportunities with dynamic keyword insertion.
·       Increasing page views.
·       Ad copy adjustments to increase conversions.
Understanding Quality Scoring
·       What is the quality score and how does it affect ad rank?
·       Elements of quality score including spider-ability, relevance, transparency and navigation.
·       Approaches for increasing quality scores.
Alternatives to Text Ads
·       Appropriate use of image, video or interactive media.
·       Best practices in using alternate media in a campaign.
·       Considerations for ad campaigns targeting mobile devices.
The Display Network
·       Opportunities in employing the display network.
·       Targeting approaches.
·       Elements of a display network campaign.
·       CMP and CPC strategies.
·       Learning the Display Planner Tool.
Location Based Targeting
·       How to develop geo-specific campaigns.
·       Establishing target locations and corresponding radius.
·       Understanding location groups.
·       Customizing ad content for geo-specific targets.
·       Measuring and evaluating the performance of geo-specific campaigns.
Learning the AdWords Editor
·       Creating campaigns based on search, display-targeted and managed-placement approaches.
·       Viewing and scaling an AdWords account.
·       Importing keywords.
·       Creating ad groups.
·       Best practices in the efficient management of accounts and campaigns.
·       Generating and customizing reports.
Campaign Testing
·       Analyzing conversion rates.
·       Adjusting ad copy, and subsequently testing and measuring performance.
·       Evaluating landing page effectiveness.

Mode of Instruction
The primary mode of learning is through classroom lecture and instruction, and hands on labs. Additional modes of instruction include class discussion, lecture and question and answer period.

Prescribed Texts
Advanced Google AdWords (3rd Edition, Released May 12th, 2014)
Brad Geddes
ISBN-10: 111881956X  /  ISBN-13: 978-1118819562

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

Project 1 10%
Project 2 30%
Project 3 30%
Final Project 30%

This subject is part of the Search Engine Optimization Analyst, Certificate Program. Those students choosing to pursue their Search Engine Optimization Analyst Certificate are required to complete assessment(s). The passing grade for each course is 50%.

Approved by: Denis Gravelle