Google Adwords Content Creation and its Potential Opportunities for Skill Development and Career Advancement among Marketing Students

Abstract

This study examined the contribution of Google AdWords (Google Ads) content creation to the development of marketing skills and career advancement opportunities among BSBA Marketing Management students of Eulogio “Amang” Rodriguez Institute of Science and Technology (EARIST). Anchored on the concept of experiential learning through digital advertising platforms, the study employed a quantitative descriptive survey research design. A purposive sampling technique was used to select one hundred (100) BSBA Marketing Management students from first year to fourth year who had knowledge of and exposure to digital marketing and Google AdWords. Data were collected using a validated researcher-made survey questionnaire and analyzed using percentage, weighted mean, ranking, and Pearson correlation ratio. The findings revealed that Google AdWords content creation highly developed students’ technical and analytical skills, creativity and innovation, strategic planning and campaign management, communication and collaboration, and digital literacy and adaptability. The results further showed that Google AdWords skills were highly relevant to employability in digital marketing roles, industry readiness and professional competence, entrepreneurial mindset and business application, confidence in handling real-world marketing tools, and continuous learning and career progression. Although respondents identified challenges such as limited practice budgets, insufficient hands-on experience, difficulty understanding the Google Ads platform, and the need for additional guidance, a significant relationship was found between the skills developed through Google AdWords content creation and students’ perceived career advancement. The study concludes that integrating Google AdWords into marketing education strengthens students’ digital marketing competencies and career readiness. It recommends strengthening curriculum integration, increasing hands-on digital marketing activities, providing access to industry-standard marketing tools, and encouraging continuous professional development and future research on related digital marketing platforms. This study supports Sustainable Development Goal (SDG) 4: Quality Education by promoting industry-relevant learning experiences and SDG 8: Decent Work and Economic Growth by enhancing students’ employability and workplace readiness. The findings contribute to educational, technological, and socio-economic sustainability by supporting curriculum improvement and preparing graduates with competencies aligned with the evolving digital marketing industry.