According to Compete.com, over 135 million people frequent Google’s website each month. Despite the widespread familiarity of the search giant’s site, many visitors are unaware of the strategy behind the paid search system that business-owners rely on for exposure. This year, university students across 47 countries around the world had the opportunity to experience first-hand SEM tactics that help increase visibility on search engine result pages (SERPs) in the Google Online Marketing Challenge.

To compete, student teams worked with a local business not already advertising with Google AdWords to develop strategic online marketing campaigns. Using only $200 of free advertising provided by Google, the teams launched a pay-per-click (PPC) campaign for three consecutive weeks. Judging was based on a post-campaign summary of each team’s results and experience during the competition. In mid July winners will be announced, with the global winners receiving a trip to Google’s headquarters in Mountain View, CA, and regional winners a trip to their local Google office. Individual and university recognition will be awarded to other top finalists.

As a participator in this competition, and as someone working in the interactive marketing industry, it is easy to see the value of the Google Online Marketing Challenge. The process of identifying the most effective keywords to produce high click-through and conversion rates, understanding the role of bidding and which ad content users are more receptive to, are all important elements of paid search that students learn first hand throughout the competition. Come October, 2008 when registration for the 2009 Challenge opens, EyeTraffic Media will be assisting both The University of Maryland and Georgetown University in developing their AdWords campaigns.