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Summer 2008
| Prerequisites: | B341 |
| Faculty Name & Info: | W. Kent Lundin
|
| Office: | Smith 312 (208) 496-2063 |
| Email: | lundink@byui.edu |
| Office Hours: | 8:30-10:00 am MW, 3:00-4:00 TT |
| Text: | None: |
Course
Description
Objectives
Upon successful completion of this course a student should be able to do the following:
Learn what search engine marketing, search engine optimization, and pay-per-click is
Create and manage a pay-per-click campaign including keyword selection, ad text creation, and landing page optimizations
Learn and use web analytics to optimize search engine marketing
Evaluation
| 200 | |
| Assignments 3 @ 30 points | 90 |
| Reading Self Evaluation X @ 20 points. I will drop one | |
| Project | 100 |
| Student presentation + or - 5 a time | +/- 25 |
| Media/company database marketing presentations 20 points | 20 |
| Total |
Grades
| B+ 87% | C+ 77% | D+ 67% | F <60% | |
| A 93% | B 83% | C 73% | D 70% | |
| A- 90% | B- 80% | C- 70% | D- 60% | |
|
NOTE: No rounding--if you get 89.999999%, that is a B+ |
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Class
Policies
Late
assignments will be marked down by 20%
No work accepted more than one week late.
If
an assignment is late due to a medical emergency or family tragedy, leave a
message on my answering machine and I will work with you.
Trips home, etc are not excuses for late work unless emergencies exist,
so plan accordingly. You may turn work in early if you are planning to miss a
class.
The
Code of Honor and Dress & Grooming standards apply and will be enforced.
Policy on Sexual Discrimination/Harassment
Title IX of the Education Amendments of 1972 prohibits sex discrimination against any participant in an education program or activity that receives federal funds, including Federal loans and grants. Title IX also covers student-to-student sexual harassment. If you encounter unlawful sexual harassment or gender based discrimination, please contact the Personnel Office at 496-1130.
Reasonable Accommodation for Students with Disabilities:
Brigham Young University-Idaho is committed to providing a working and learning atmosphere which reasonably accommodates qualified persons with disabilities. If you have any disability which may impair your ability to complete this course successfully, please contact the Services for Students with Disabilities Office, 496-1158. Reasonable academic accommodations are reviewed for all students who have qualified documented disabilities. Services are coordinated with the student and instructor by this office. If you need assistance or if you feel you have been unlawfully discriminated against on the basis of disability, you may seek resolution through established grievance policy and procedures. You should contact the Personnel Office at 496-1130.
B451
Tentative Class
Schedule
Online Business Process
SEM Dash Board
| Fri 11/7 | Learn about AdWords Preparation: Learn about AdWords View the "Getting Started with Google AdWords" video Class Resource: AdWords Learning Center (Go through as much of these as you would like) Lesson Catalog In-class exercise: Create a Google AdWords campaign instructions |
| Mon 11/10 | Google Adwords Basics Read American Meadows Success Story Read at least steps 1-3 in Tips for Success In-class exercise: American Meadows Campaign Exercise |
| Tue 11/11 | Prepare the
Yellowstone Hotel Systems Case Client Orientation Introduction of Discovery Project |
| Wed 11/12 | Keywords Read as much of Generating and Editing Keywords as you can or would like to know, but be sure to read "What are the steps to creating a keyword list?" and "What are keyword matching options?" Due: Discovery Project (milestone #1) Introduction of Keyword Mini Project |
| Thu 11/13 | Campaign Creation Read Writing Targeted Ad Text View "Bidding, Pricing and Ranking" video Introduction of Campaign Creation Mini Project Hold off on this for now Due: Keyword Mini Project |
| Fri 11/14 | Editorial Policies and Account Navigation Read Google AdWords Ads especially the Editorial Policies and Link Policy Overview and skim AdWords Content Policy View Campaign Management and Ad Group Management read AdWords Account Structure Reference: Quality Score Note |
| Mon 11/17 |
ROI and Conversion Tracking |
| Tue 11/18 |
Pricing and Ranking and Quality Score Preparation: View the Paying for AdWords video (or read the text) and Quality and Performance Basics Advanced preparation (optional): Read What is Quality Score and how is it calculated? and if you really want to understand quality scores read How to Master the Google Landing Page Quality Score and Note on Changes to Quality Score Introduction of Overall AdWords Project |
| Wed 11/19 | SEO Read SEO Basics Tutorial (the whole things--see the links at the bottom.) Reference SEOmoz.org Beginners Guide to SEO securerex.com |
| Thu 11/20 |
Optimizing Ad Performance Objective: Learn to optimize your AdWords campaign and your website to better accomplish your campaign goals Preparation: View Preparing to Optimize (text) and Choosing Landing Pages (text) and Account Optimization (text) and Advance Optimization Features (text) and Optimizing Ad Position, Position Preference (text) and Increasing Traffic/Clicks (text) and Increasing Conversions (text) and Adjusting CPCs to Maximize ROI (text) Reference: Read Campaign Optimizer and run it on at least one of your campaigns |
| Fri 11/21 | Work day |
| Mon 12/1 |
Landing Page Optimization and
Website Optimizer Read Landing Page and Site Quality Guidelines, view Google Website Optimizer Overview, View A/B Experiment with Google Website Optimizer , view Creating Multivariate Experiments, Advanced Preparation: View What to Test, view Google Trifecta for your Website, and read the Website Optimizer part of 101 Easy Ways to Use Google Website Optimizer |
| Tue 12/2 |
Web Analytics
Introduction Read Introduction to Google Analytics Google Analytics Seminar View Google Conversion University Introduction |
| Wed 12/3 | Work day |
| Thu 12/4 | Web Analytics Google Analytics Seminar View Successful Web Analytics Approaches Resource: Google Analytics Installation Guide |
| Fri 12/5 |
Web Analytics Google Analytics Seminar Optimal Adwords Campaigns |
| Mon 12/8 | Google Analytics
Discussion PLEASE BRING YOUR LAPTOPS View this video Google Analytics and Google Analytics Report and Marketing Optimization Reports Be sure to understand goals and funnels Google Analytics Help Center |
| Tue 12/9 |
Project Work Day |
| Wed 12/10 | Project Presentation day. |
| Thu 12/11 | Project Presentation day. |
Adwords Tool box
Keywords
Keyword Tool--help in generating list of possible keywords
ME Master Calendar
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