Earlier this month I had the chance to talk to a group of students taking a brand new course in search marketing, at Fanshawe College in London, Ontario. Instructor Liz Gray developed the curriculum from the ground up. Part of the effort involved finding local companies interested in cooperating as case studies for AdWords campaigns. Google provided support in the form of advertising credits and encouragement.
After spending some time learning theory, a couple of weeks ago, students' ad campaigns went live for com
panies like Fundates.ca, Rite Rate (natural gas), Sweet Pea Baby Food, GoodLife Fitness, and CottageLink. I've pictured the CottageLink ad because I've used that site in the past and it's been indirectly responsible for some of the greatest moments of my past couple of summers. :)
It seems inevitable that deeper instruction on search marketing as a specific skill will find its way into business curricula. As for what excites Liz Gray about the field, succinctly put: "measurable advertising ROI." Her students like the class because it represents a growing category of advertising, but many companies still aren't using it at all, so "they feel they have something new to bring to the table when they get into industry."
Congrats to you all on getting in front of the curve! May you stay there!
Posted by Andrew Goodman
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