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Google Online Marketing Challenge (GOMC)

Prizes to USA, Canada, and International Student
Teams for Running Online Advertising Campaigns

GrantWatch ID#: 179533
Agency Type:

Foundation / Corporation

Google

03/22/17

04/12/17 3:00 AM PST (GMT-08:00)

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Prizes of up to $30,000 to USA, Canada, and International IHE professors and student teams to run online marketing campaigns for a nonprofit organization or business. Professors must submit initial registrations no later than March 22 and students must register by April 5. Teams may consist of three to six students each. The competition will take place over three weeks. The most successful teams will win cash prizes.

The Google Online Marketing Challenge is a unique opportunity for students to experience and create online marketing campaigns using Google AdWords. Over 110,000 students and professors from almost 100 countries have participated in the past 9 years.

With a $250 AdWords advertising budget provided by Google, students develop and run an online advertising campaign for a business or nonprofit organization over a three week period. The teams that develop and communicate the most successful campaigns win awesome prizes, including trips to Google offices. Students also have the opportunity to participate in the optional AdWords Certification category by studying and passing the necessary exams to become an AdWords Certified individual in the Google Partners platform.

All teams, along with the support of their professors, need to identify a client business or a nonprofit organization. Each student team needs to meet with their business or nonprofit partner to determine their goals and to devise their online advertising strategy.

After the Challenge has ended and you are waiting on the results, Google may contact you to complete an optional post-participation survey. Your feedback is essential to helping us improve the Challenge. Google, and a panel of independent academics from all over the world, select the winning teams based on the success of their campaign and the quality of their competition reports.

At the end of the Google Online Marketing Challenge, students should be able to:

-Discuss online marketing and media planning.
-Collaborate effectively in a professional group setting.
-Explain the following concepts: clickthrough rate (CTR), landing page experience, campaign optimization, and return on investment (ROI).
-Discuss the benefits of targeting advertising to a select audience.
-Illustrate how technical and cultural factors affect the success of an online advertising campaign.

The Google Online Marketing Challenge provides students with the opportunity to:

-Gain relevant and valuable skills through a practical hands-on learning experience
-Build a true relationship with a client and make a real-life impact in their community
-Gain exposure to the digital marketing landscape using real money on a live advertising platform
-Become AdWords Certified and put their skills to the test, showcasing their AdWords knowledge and experience to potential employers
-Win prizes like a trip to the Googleplex, digital devices, Google swag, and more

Prize Categories:

AdWords Business Awards:

1) Google will use the campaign statistics from the Competition Account of each Student Team who successfully complied with the entry requirements for the AdWords Business category of the Competition (including, but not limited to registration, and the submission of both the AdWords Pre-Campaign and AdWords Post-Campaign Reports) to determine the top 15 Student Teams in each of four regions (Americas, Europe, Asia Pacific and MEA - Middle East and Africa) (each, an “AdWords Business Semi-Finalist”).

2) The AdWords Pre-Campaign and AdWords Post-Campaign Reports will be judged based on the criteria outlined in the Discover GOMC section of the Competition Website. Google will provide assistance as required to the judging panel in assessing any metrics/effectiveness data.

3) After Google has determined the AdWords Business Semi-Finalists, Google's AdWords experts will examine each Competition Account further and determine the top 5 Student Teams in each region (each, an “AdWords Business Finalist”). Key performance indicators will include, but not be limited to: ad text, campaign structure, use of ad extensions and other advanced product features.

4) An independent panel of academic judges (the “Academic Panel”) will then review the AdWords Pre-Campaign and AdWords Post-Campaign Reports to select from the group of AdWords Business Finalists: One winning Student Team (the “Global Winner”); and Four regional winners selected from the group of AdWords Business Finalists in the following four regions: Americas, Europe, Asia Pacific and MEA (Middle East and Africa) regions, excluding the Global Winner) (each, a “Regional Winner”).

5) If no eligible AdWords Business Finalist can be found for a particular region, the Academic Panel may choose to select an additional Regional Winner from one of the other three regions.

6) Global Winner’s Prize. The Global Winner and their Professor will win a week's trip to San Francisco, California, USA, including a full-day visit to the US Googleplex offices to meet the Google Online Marketing Challenge team. The Global Winner’s prize includes for each Student and their Professor: economy round-trip airfare from an airport in the country where their Higher Education Institute is located, seven nights' accommodation in San Francisco, transfers from San Francisco International Airport to the hotel and back, transfers to the Googleplex in Mountain View, California and back, as well as the cost of meals, but does not include any other transport, personal expenses, incidentals, supplementary charges, or ancillary products or services. An expense policy outlining these details in full will be provided to the Global Winner prior to the trip. Trip to be taken 3-6 months of date of notification, with date of trip to be arranged with Google, subject to availability. In addition, each Student in the Global Winner’s Student Team will receive one or more portable computing devices with a total maximum retail value of USD$1,000 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion). Actual total retail value of the Global Winner’s Prize is approximately USD$30,000 (based on a Student Team of 6 Students), but may vary depending on the location from which winners are traveling. Lastly, each Student on the Global Winning Team and their Professor will receive a personalized certificate of appreciation noting their status as a prize winner in the Competition.

7) Regional Winner’s Prize. Each Regional Winner and their Professor will be invited to spend a day at a major Google office within their region. Each Regional Winner’s Prize includes, for each Student and their Professor: economy round-trip airfare to the regional Google office, plus 2 nights’ hotel accommodation near the Google office, transfers from the airport to the hotel and back, transfers to the Google office and back, and the cost of meals, but does not include any other transport, personal expenses, incidentals, supplementary charges, or ancillary products or services. An expense policy outlining these details in full will be provided to each Regional Winner prior to the trip. Trip to be made 3-6 months of date of notification, with date of the trip to be arranged with Google, subject to availability. In addition, each Student in the Regional Winner’s Student Team will receive one or more portable computing devices with a total maximum retail value of USD$1,000 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion). Actual total retail value of each Regional Winner’s Prize is approximately USD$15,000 (based on a Student Team of 6 Students), but may vary depending on the locations from and to which winners are traveling. Lastly, each Student in the Regional winning Team and their Professor will receive a personalized certificate of appreciation noting their status as a prize winner in the Competition.

8) Each Student Team eligible for the AdWords Business Awards can win at most one prize in the AdWords Business category.

9) The winners and their Professor will be notified according to the timeline specified on the Competition Website.

AdWords Social Impact Awards:

1) Google will use the campaign statistics from the relevant Competition Account to determine the top 10 Student Teams working with Eligible NGO Competition Clients (each “AdWords Social Impact Finalist”). The Academic Panel will then review the AdWords Pre-Campaign and AdWords Post-Campaign Reports, together with the Social Impact Statement, to select from these AdWords Social Impact Finalists the winners of one 1st-place prize, one 2nd-place prize, and one 3rd-place prize.

2) Ranking for each Student Team will be based on: the quality of the AdWords Pre-Campaign and AdWords Post-Campaign Reports (weighted in accordance with the judging criteria available in the Discover GOMC section of the Competition Website); and the Academic Panel’s assessment of the overall impact of the campaign on the Competition Client as set out in the Social Impact Statement. Google will provide assistance as required to the Academic Panel in assessing any metrics/effectiveness data.

3) The AdWords Social Impact Awards 1st-place prize includes: a USD$15,000 donation by Google to the winning Student Team’s Competition Client; for each Student in the winning Student Team, a portable computing device with a maximum retail value of approximately USD$500 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion); for each Student in the winning Student Team and their Professor, an invitation to participate in a Hangout with a Googler selected from a wide range of teams, including the AdWords Team, Google for Nonprofits, Google.org and more (to be scheduled at Google’s discretion); and for each Student in the winning Student Team and their Professor, a personalized certificate of appreciation noting their status as a prize winner in the Competition.

4) The AdWords Social Impact Awards 2nd-place prize includes: a USD$10,000 donation by Google to the winning Student Team’s Competition Client; and for each Student in the winning Student Team, a portable computing device with a maximum retail value of approximately USD$500 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion); and for each Student in the winning Student Team and their Professor, a personalized certificate of appreciation noting their status as a prize winner in the Competition.

5) The AdWords Social Impact Awards 3rd-place prize includes: a USD$5,000 donation by Google to the winning Student Team’s Competition Client, for each Student in the winning Student Team, a portable computing device with a maximum retail value of approximately USD$500 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion); and for each Student in the winning Student Team and their Professor, a personalized certificate of appreciation noting their status as a prize winner in the Competition.

6) Each Student Team eligible for the AdWords Social Impact Awards can win at most one prize in the AdWords Social Impact category.

7) The winners and their respective Professors will be notified according to the timeline specified on the Competition Website.

AdWords Certification Awards:

1) Google will use the ranking system from the AdWords Business category, a combination of campaign statistics and AdWords experts evaluating key performance indicators as described in the Discover GOMC section of the Competition Website, to determine the top performing Student Teams. Of the highest performing teams, Google will use the Google Partners program platform to identify the Student Teams that have all team members AdWords Certified, excluding (i) the Global Winner and Regional Winners from the AdWords Business category and (ii) the 1st, 2nd, and 3rd place AdWords Social Impact Award winners. The top performing team with all team members AdWords Certified will be declared as the Global Winner (the “Global AdWords Certification Winner”), in addition to one Regional Winner from each of the following four regions: the Americas, Europe, Asia Pacific and MEA (Middle East and Africa) (each, a “Regional AdWords Certification Winner”). If no eligible Student Team can be found for a particular region, then Google may choose to select an additional Regional Winner from one of the other three regions.

2) Prizes will be awarded to the Global AdWords Certification Winner and each Regional AdWords Certification Winner as follows:

-Each Student in the Global AdWords Certification Winner’s Student Team will receive a portable computing device with a maximum retail value of approximately USD$500 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion). Actual total retail value of the Global AdWords Certification Winner’s Prize for the winning Student Team is approximately USD$3,000 (based on a team of 6 Students).

-Each Student in the Regional AdWords Certification Winner’s Student Team will receive a portable computing device with a maximum retail value of approximately USD$500 (although residents of some countries will receive alternate prizes of equal or greater value at Google’s discretion). Actual total retail value of the Regional AdWords Certification Winner’s Prize for the winning Student Team is approximately USD$3,000 (based on a team of 6 Students).

-All Global AdWords Certification Winners and their Professors will be invited to participate in a Hangout with a Google Partners team member (to be scheduled at Google’s discretion).

-Each Student in the winning Student Team and their Professor will receive a personalized certificate of appreciation noting their status as a prize winner in the Competition.

-The winners and their Professor will be notified according to the timeline specified on the Competition Website.

Any faculty member, lecturer or instructor currently employed by an accredited higher education institute is eligible to register as a professor. Participation in the Challenge is open to students from graduate or undergraduate programs, regardless of discipline.

Current and former employees (and their families) of Google Inc. and any affiliates, as well as representatives or agencies of Google, participants in any long-term Google advertising training program, or other persons professionally connected with the Competition, are excluded.

Persons who are (1) residents of US embargoed countries, (2) ordinarily resident in US embargoed countries, or (3) otherwise prohibited by applicable export controls and sanctions programs are not eligible to participate in the Competition. Additionally, Professors or Students in any country that has recently become subject to the United States Office of Foreign Assets Control (OFAC) sanctions are restricted from AdWords and the Competition. Students and Professors at Higher Education Institutes in Quebec, Argentina, and China are excluded from entering the Competition. Students who were members of winning teams in previous Google Online Marketing Challenges are also excluded from entering the Competition.

In order to get started, Professors must register for the Challenge, verify their account and get approved by Google. Professors can register for the Challenge any time from October 5, 2016 to March 22, 2017.

Each student team can only register under one professor who has been verified and approved by the GOMC Team. Students can register from October 5, 2016 - April 5, 2017.

GOMC 2017 Timeline:
-Professor Registration: October 5, 2016 - March 22, 2017
-Student Registration: October 5, 2016 - April 5, 2017
-AdWords Competition Campaign Window: October 12, 2016 - May 17, 2017
-AdWords Crediting Window: October 12, 2016 - April 12, 2017
-Deadline for Uploading Pre-Campaign Report: April 12, 2017
-Deadline for Uploading Post-Campaign Report: May 31, 2017
-Deadline for Completing AdWords Certification Requirements: May 31, 2017
-Results Announcement: July/August 2017

All deadlines are 3:00 AM PST - Pacific Standard Time (GMT-08:00) and are final.

Guidelines and Registration:
https://www.google.com/onlinechallenge/discover/register.html

Professor Registration Video Tutorial:
https://www.youtube.com/watch?v=q8oLw_csEUw

Student Registration Tutorial:
https://www.youtube.com/watch?v=2CL5bza2Tso

Competition Information:
https://www.google.com/onlinechallenge/discover/index.html

FAQ:
https://www.google.com/onlinechallenge/discover/faqs.html

Terms and Conditions:
https://www.google.com/onlinechallenge/discover/terms.html

Prize Information:
https://www.google.com/onlinechallenge/prizes.html

Before starting your grant application, please review the funding source's website listed below for updates/changes/addendums/conferences/LOIs.

Professor Registration:
https://onlinemarketingchallenge.withgoogle.com/professor/register/

Student Registration:
https://onlinemarketingchallenge.withgoogle.com/team/

onlinechallenge@google.com

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