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ERIC Number: EJ1178221
Record Type: Journal
Publication Date: 2018
Pages: 12
Abstractor: As Provided
ISSN: ISSN-1052-8008
Teaching Search Engine Marketing through the Google Ad Grants Program
Clarke, Theresa B.; Murphy, Jamie; Wetsch, Lyle R.; Boeck, Harold
Marketing Education Review, v28 n2 p136-147 2018
Instructors may find it difficult to stay abreast of the rapidly changing nature of search engine marketing (SEM) and to incorporate hands-on, practical classroom experiences. One solution is Google Ad Grants, a nonprofit edition of Google AdWords that provides up to $10,000 monthly in free advertising. A quasi-experiment revealed no differences between students using Ad Grants and traditional AdWords to run campaigns. Google Ad Grants can be a relevant, experiential, and promising way to help students develop skills, while simultaneously benefiting nonprofit organizations. The authors provide guidance for obtaining a grant and offer approaches for incorporating grants into learning experiences.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site:
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A