Theresa Clarke Shares Expertise at SBDC Workshop


Theresa ClarkeMarketing Professor Dr. Theresa Clarke was a featured speaker at the December Business Smarts workshop, sponsored by the Small Business Development Center.

Clarke talked about search engine marketing as an important strategy to drive more traffic to a company’s website. 

The focus of her talk was on paid search strategy, which includes several elements: keyword research, ad creation, landing page development, and account setup. Google AdWords allows for precise geo-targeting, budgeting, and up-to-date reporting. The client can control the campaign, and change the ad if it’s not working. The system is easy to learn and people can see results and account changes within a few minutes.

Clarke also explained A/B testing where two separate ads that are very similar, but have a slight difference, run at the same time. The client can use this approach to determine which ad works better.

She talked about the importance of keywords, including ways to use them in the ad itself, as well as on the landing page.

At the conclusion of her remarks, Clarke talked a bit about Google Ad Grants and the Google Online Marketing Challenge.  She asked for nominations of qualified local nonprofits that could potentially be clients for the next challenge.

Published: Tuesday, December 16, 2014

Last Updated: Monday, November 7, 2016

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