Student Quick Start Guide for Mimic Pro

Table of contents

Creating Your Stukent Account …………………………...……………………………………….pg. 2

Getting started/Round 1 …………………………………………………………………………….. pg. 4
Round 2 ……………………………………………………………………….………………………………pg. 7
Round 3 ……………………………………………………………………………..………………………pg. 13
Rounds 4-10 ………………………………………………………..……………..……………………..pg. 15

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 Creating Your Stukent Account
Before you can begin playing the simulation, you first need to create an account with Stukent. Follow
the steps below to create your account.

1. Your instructor will provide you with a link to register for your class. Clicking on the link will take
you to the screen below. Type in your email address and click “Submit.”

2. This takes you to the page below. Fill in the required information and click “Submit.”

3. After you submit step 2, you are shown a page that will ask you to pay for Mimic Pro. This is
where you need to use the access code given to you. Click on the “Pay Here” button and then
click on the Access Code button, see screenshot.
4. Now you have access to the simulation. You can access it at any time by logging in at
stukent.com.
 Getting Started/Round 1

Scenario:

Mimic Pro is a simulation in which you are put in control of a brick and mortar store’s online marketing
initiatives. The store is called Kent’s Camera Kastle. It sells cameras and camcorders from multiple
brands.

Over the course of the simulation you will manage an ad budget of $50,000 to promote the company’s
products through Pay Per Click campaigns and email campaigns. The company’s online presence has
weakened as new competitors have come into the market. It is up to you to increase online sales and
improve the company’s bottom line. Are you up to the task?

Once you have created your account and are able to access the simulation, follow these steps to get
started and complete round 1.

1. Login at stukent.com and click on the “Go to Mimic Pro” button.

2. Click on the “Get Started” button, shown below.

3. Clicking on the “Get Started” button will take you to the Scenario page. Important: carefully
read through the Scenario page. Once you have read through that, click on the Continue button
shown below.
4. Notice that after you read through, or complete an objective, the objective will check off on the
left side of the page. You must complete all the objectives on the left side of the page before
you can submit the round to be simulated.
5. Go through each objective, read the instructions, and complete the task. Feel free to jump
between objectives by clicking on the objective from the left menu. Once you complete each
objective it will look like the screen below.

6. When each objective is complete and you are happy with what you have done, go to the Review
and Submit page. Scroll to the bottom of the Review and Submit page and click on the “Run
Simulation” button to submit your work to be simulated. Your ad(s) will be simulated as if they
were live for 30 days.
7. It will take between 5 and 15 minutes for your simulation to run. Once it is complete, you can
start round 2. See the next section for help on round 2.

That’s it, you completed round 1. Well done!

 Round 2

Scenario:

Your boss likes the work you have done so far and has decided to give you more responsibility. You are
now in charge of creating the landing pages your ads are linked to. It is essential that you decide to use
landing pages that fit the desired result of your ad. It is equally important that you fill them with written
content that is well written and drives conversions. You are also given a little more freedom with your
pay per click ads. You are doing really well, keep up the good work!

Once your simulation is done running, you will see a screen similar to the one below. Review your
results to see how you did and then click “Next Round.”

Similar to last round, you have a set of objectives that you need to complete that are shown on the left
side of the page and listed down the middle. To begin working on an objective, click on the title of the
objective listed in the middle of the page.

Each objective has a description underneath it and additional instruction when you click on the objective
itself. Go through each objective and complete the required task.
 Click here to start
objective.

Once you have checked off each objective, a “Run Simulation” button will appear on your decisions
page. Click on that when you are ready to submit your decisions to be simulated. Running the simulation
will advance you to round 3.

Pro Tips for Round 2

1. You can use the “Jump To” button on the top left of the page to help navigate.
2. You are not limited to the required objectives. Edit and optimize your first-round campaign by
adjusting keywords, keyword bids, ad copy, or the budget.
3. Use the Insights tab in Pay Per Click dashboard to learn how you can improve your previous rounds
campaign. See screenshot.

Round 2 Frequently Asked Questions

Q: How do I delete keywords and reassign them to a new Ad Group?
A: Because you can only have a keyword in one ad group at a time, you may want to remove a specific
keyword from one ad group and move it into another ad group. To do this, you will first need to delete
your keyword from its current ad group, and then reassign it to the new ad group.

Deleting Keywords

1. Go to your Pay Per Click Dashboard/Ad Campaigns Dashboard.

2. Navigate to the Keywords tab.

3. Check mark the keywords that you want to delete.

 4. Click on the Actions drop down menu and select Remove.

Reassigning the Deleted Keywords to a New Ad Group

Once you have deleted the keyword you can now assign it to a new ad group by clicking on the red +
Add Keywords button from that same Keywords tab.

Q: There is no “Run Simulation” button, how do I advance to the next round?

A: The Run Simulation button will only appear after you have completed each decision for the round.
Be sure you have completed each decision displayed on the left side of the page, if it is not checked off
then it is not done.

Q: How do I edit my budget?

A: To edit your budget, you must be in the Pay Per Click Dashboard. You can get there from the Jump
To menu in top left corner and selecting, "Ad Campaigns."

From there you need select the Campaigns tab (it should already be selected by default).

Here you can edit the budget that you have allocated to each campaign by clicking on the blue pencil
next to each budgeted amount. See screenshot below.

Note that changing or editing your keywords and keyword bids will not affect the amount of allocated
budget to each campaign.

Q: What do I write for my landing page content?

A: You want to keep your landing page content keyword targeted. Meaning, select a few major
keywords for that brand and then focus your content around those keywords. Include them in the titles
and high on the page content.

Q: How do I Know how to improve my first-round campaign?

A: If you go to your PPC Dashboard you will see a tab called, Insights. This tab gives you feedback on
what you did and didn’t do well in the previous round. Read the instructions on that page and it will help
you know where you can improve your previous rounds campaigns.

Q: How do I edit my ad campaign from the first round?

A: Navigate to the PPC Dashboard and click on the name of your first-round campaign, Practice
Campaign. From here you can navigate between the Ads, Ad Groups, and Keywords tabs. You can edit
anything in those tabs that have a little blue pencil next to it.
Q: How do I save my simulation work?
A: If the simulation doesn't prompt you to save any work after you make a change then it is
automatically saved and you can exit out of the simulation without any worries of losing your work.
 Round 3

Scenario:

You are really starting to get a hang of this. Good job! Your boss likes your work and wants you to
continue to create and optimize the landing pages for your pay per click ads. Because you are doing so
well, your boss also wants you to start selling other brands in your ads and emails. Your budget,
however, will stay the same. Decide which products will sell best and optimize your campaigns and
campaign budgets to maximize profits. Good luck!

Once your simulation is done running, you will see a screen similar to the one below. Review your
results to see how you did and then click “Next Round.”

Similar to last round, you have a set of objectives that you need to complete that are shown on the left
side of the page and listed down the middle. To begin working on an objective, click on the title of the
objective listed in the middle of the page.

Once you have completed all the objectives you will be able to submit the round decisions.

Pro Tips for Round 3

Optimization is the key to success. Analyze your campaigns to see what went well and what didn’t do so
well. Try to find the why behind your success and shortcomings. Did you have a low ctr? Then maybe
you need to adjust your ad copy. Did you use your entire budget? Maybe you need to add some more
keywords to your campaigns. Was your conversion rate low? Maybe you need to tweak your landing
pages.

Round 3 Frequently Asked Questions

Q: How do I optimize bids?
A: One of your decisions in round 3 is to optimize bids. To do this, navigate to your ad campaigns and
select the Keywords tab. See below screenshot.

From here you can edit your bid amounts for each keyword by clicking on the little blue pencil next to
any keyword.

Q: How do I select 2 new products to sell?

A: When you click into that decision you do not physically select which 2 new products you want to sell.
You are reviewing the available options of new products and mentally deciding which 2 new products
you want to sell later in the round.

All you need to do to check off this decision is click into it and review the data.

Q: How do I edit campaigns from the previous rounds?

A: Navigate to the PPC Dashboard and click on the name of the campaign you would like to edit. From
there, you can navigate between the Ads, Ad Groups, and Keywords tabs. You can edit anything in those
tabs that have a blue pencil next to it.
 Rounds 4 – 10

Scenario:

Your boss is very happy with what you have done and wants you to continue optimizing your ad and
email campaigns. He is very comfortable with giving you full control over the company’s online
presence. You will be tasked with new objectives to help guide you in your efforts. Keep up the good
work!

By now, you are a pro and know your way around the simulation. Rounds 4 through 10 are very similar
to rounds 2 and 3. You are given a set of objectives to complete before you can submit the round. Go
through each round and complete the given objectives.