Marketplace Simulations: Online Paid Advertising

The Online Paid Advertising microsimulation is designed for undergraduate and graduate marketing courses, courses involving new venture planning, or any business course with a component of online paid advertising. This microsimulation requires a basic understanding of organic SEO. The Marketplace microsimulation: Fundamentals of Online Marketing, covers that and pairs well with this exercise.
Hand students the reins of an online paid advertising campaign to discover how to optimize it for increased sales and profit. This interactive microlearning exercise delves into the intricacies of online paid advertising. Students explore the topic of pay-per-click (PPC) campaigns and experiment with bids and budgets. They are introduced to the analytics tools, learn about impressions, actual cost-per-click (CPC), click-through-rate (CTR), and landing pages. In the final part of the microsimulation, students put the new knowledge into practice. They help a small business owner optimize their online ad campaign and increase sales and profit.
Online Paid Advertising is part of the Marketplace microsimulations ecosystem. The quick format, bite-sized delivery, and individualized pacing increase student focus, engagement, and knowledge retention. The microsimulation can be used as self-study prior to a class session, such as in a flipped classroom model, or in class to prime a rich discussion.
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