Google offers a program called the Google Online Marketing Challenge. The GOMC program is designed to provide a learning experience for students and faculty concerning Google Adwords. The challenge has students learning Google Adwords and then designing and running an Adwords campaign for a business or nonprofit organization. To assist with this, Google provides a $250 Adwords advertising budget. Students can also become certified in different aspects of Google Adwords if they so desire.
This is a great opportunity for students in higher education with an interest in digital marketing to not only learn the basics of Google Adwords but to also introduce businesses and nonprofits to the power of Adwords. For those not familiar with Adwords, it’s Google’s main advertising program. Adwords ads appear in Google search, on Google Search Partner sites, across the Google Display Network and more.
To further understand the GOMC, here are several resource links for learning more:
- Google Plus post concerning the challenge for 2017
- The main GOMC website
- Supporting Digital Marketing Course
- Learn about Adwords certification
- Past GOMCs
- Research related works pertaining to the GOMC
- List of resources
It should be noted that Google Adwords has become a rather complex and multifaceted product. There are technical aspects of it that require the marketers who use it not only to have marketing savvy but also be proficient in analytics, data analysis, and consumer behavior.
Google provides several substantial no cost resources that can be used in support of the GOMC. These resources include:
In addition to resources from Google, there are numerous 3rd party experts we can leverage in carrying out the program. These experts would bring a variety of real-world insights in using Google Adwords along with Google Analytics that would provide additional value to any course concerning GOMC.
There are several examples of the GOMC being incorporated into higher education curriculum. One such example is James Madison University (JMU). JMU has the students taking a course designed around the GOMC in the spring semester. Students are required to do a certain amount of work outside of class to prepare themselves for the challenge. You can learn more about the approach JMU uses by visiting the links below.
Based on my observations, it’s highly probable you would find an ample number of students desiring to participate in the opportunity to participate in the GOMC. As an Adwords practitioner of many years, I would suggest a precursor course in the fall concerning the fundamentals of online marketing, analytics, and Google Adwords. Then in the spring, as the JMU example illustrates, run the GOMC course.
In summary, this is an excellent opportunity for students to now only learn about Google Adwords and its related program Google Analytics, but also gain real world experience with its application. In addition, offering the GOMC program would bring prestige and notoriety to any University offering it.
Personally, I plan on introducing the Google Online Marketing Challenge to the State University System of New York State. After having done so I’ll update this post to provide feedback on the response it received. If you are with a University and want to discuss this opportunity, please feel free to reach out to me