--- GOOGLE ADVERTISING: General
Before you can begin to determine prices (CPC, CPV, etc) and parameters (geography, demographics, etc.) of any Google ads, you'll need to have a Google account. All Google accounts are linked, so if you already have a Gmail account, you don't need a new Google account. You'll also find that it helps to have a web site that you can use as a placeholder web site when you go through the steps of determining your Google ad campaigns. Ditto for a YouTube account/channel.
1. Get a Google account (like Gmail)
2. You'll need an AdWords account -- it's free
3. Have a web site that you can "play" with. I recommend using your portfolio site. If you don't have one yet, you should. Here are some tips.
4. Have a YouTube account/channel for video ads.
--- SEARCH ADS (Ads on SERPs and text ads within Google's network):
To determine the cost per click (CPC) of keywords in Google's AdSense program, follow the following steps here (you'll have to sign up for a free AdSense account).
Click the area that reads:
"Get search volume for a list of keywords or group them into ad groups"
Then, type in all of the keywords/keyphrases you're considering, separating them with commas.
You can search for the exact volume and cost for each of your three cities, but this is not actually required for your assignment.
Then click "Get search volume"
You'll see a chart that indicates both volume, and the estimated cost per click (CPC).
--- VIDEO ADS (YouTube-based and video ads within Google's network):
If you plan to advertise on YouTube, you should watch this video (also shown below), which walks you through the steps and the ad options.
At minimum for your assignment, you'll choose to run ads on a cost per view (CPV) basis, which is very similar to the CPC basis for search ads.
You should modify your "Search" spreadsheet to accommodate your video decisions.
