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Winter 2013
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Prerequisites: |
B341 |
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Faculty Name & Info: |
W. Kent Lundin
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Office: |
Smith 312 |
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Email: |
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Office Hours: |
9:30-10:30 am MWF |
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Text: |
None: |
Course Description
Objectives
Upon successful completion of this course a student should be able to do the following:
- Create and manage a pay-per-click (PPC) campaign including keyword selection, ad text creation, and landing page selection.
- Optimize keywords, ad text, and landing pages in a pay-per-clicks campaign
- Make basic search engine optimization (SEO) changes to a website and measure the effectiveness of those changes.
- Use web analytics to identify areas that could be optimized in PPC and SEO and to measure the effectiveness of those changes.
Evaluation
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Pre-Campaign Strategy |
30 |
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Post-Campaign Summary Report |
70 |
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Mini Projects 2@ 10 points |
20 |
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AdWords
Final Exam |
50 |
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Participation |
50 |
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Peer Evaluation |
+-30 |
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Oral Team Exam |
30 |
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Exam |
50 |
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Total |
300 |
Grades
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B+
87% |
C+
77% |
D+
67% |
F
<60% |
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A
93% |
B
83% |
C
73% |
D
70% |
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A-
90% |
B-
80% |
C-
70% |
D-
60% |
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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
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Wed 2/13 |
Introduction to SEO and Social Media In-class:
Form groups Some interesting articles for each of your social
media platforms: Facebook, Twitter, Google+,
LinkedIn,
Pinterest,
and YouTube Reference: AdWords Certification
Program Learning Center Working for Google OMAP, Beginners Guide to SEO, The Evolution of Search |
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Thu 2/14 |
Innovate a
System Preparation: Read Applying
the Scientific Method to Internet Marketing. In-class Exercise: Do the dGift
exercise and explain projects. Don’t
miss this day. |
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Fri 2/15 |
Client Introduction and Motivation In-class:
Receive assigned page and discuss projects. |
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Tue 2/19 |
Keyword
Research In-class: You will need to get your keyword approved by Netmark before your leave. |
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Wed 2/20 |
On-Page SEO Preparation: Read Perfecting
Keyword Targeting & On-Page Optimization (don't worry about the
comments at end of the article). View Getting On-Page SEO Right in 2012…. Read How to Write Compelling SEO Copy and Paul Boag’s 10 Techniquies For An
Effective ‘Call to Action’. You need to start the rewrite of your
assigned page based on the readings above and on your target keyword. SEO Rewrite
template Class Activities/Project #1: You will be given about half of the class
time to complete your page rewrite. Your
goal should be to get them to approve your project during the class
time. If you are unable to get your
project approved, you need to get feedback from Netmark
of the necessary changes so you can email them the completed project by
4:00pm. If you obtain approval on this
day and your rewrite is satisfactory, your score for the project will likely
be 43 out of 50 points. If you obtain
approval the following day your score will be 35 out of 50 points. If your rewrite is better than
satisfactory, and it is completed on time, your score will be higher than
43. If you need a lot of help from Netmark to get your rewrite to satisfactory, your score
will be less than 43. Reference: Old Black SEO Look at these two site’s site maps to see white text on a white background http://topsmotel.com/default.aspx http://lavaspamotel.net/default.aspx |
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Thu 2/21 |
Introduction to Social
Strategy and Platforms Some interesting articles for
each of your social media platforms: Facebook, Twitter,
Google+,
LinkedIn,
Pinterest,
and Youtube |
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Fri 2/22 |
Social Strategy and Work Day Today would be a good time to start developing a social media strategy
for your platform. Reference: The Demographics of Social Media Users – 2012, 13 Pinternesting Facts About Pinterest Users |
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Mon 2/25 |
Analytics
Intro Preparation: View Google Analytics
in Real Life – Online Checkout,
How
Google Analytics Works,
Optimize
your AdWords ROI with Google Analytics, and
How
to use Analytics to Improve Social Media Marketing. Come with questions. |
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Tue 2/26 |
Discussion and work day. |
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Wed 2/27 |
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Thu 2/28 |
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Fri 3/1 |
A Little
Google Analytics and HTML Code Preparation: Go to Netmark’s
Google Analytics account and be prepared to tell me all you can about people
who visit the website. Try to answer
these questions. What motivated them to come to the site? Who are they? What did they do on the site? Why?
Also read Social
Reports,
Conversions, Sources and Sharing. |
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Mon 3/4 |
Social Media
Systemized Plan Review Read: Systematize
Your Online Marketing. Meet with your group to create the first
draft of your Social Media “Systematized” plan and be prepared to discuss it
with John or I so you can get feedback. Also be prepared to discuss how well your
team is functioning at this point. |
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Tue 3/5 |
Analytics Content Experiments Preparation: View and read View Create Better
Websites: Introducing Content Experiments, Content
Experiments the Benefits,
Requirements
& Sign In,
The
Content Experiments Interface,
Elements
of an Experiment,
and A
Simple Guide to Google Content Experiments |
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Wed 3/6 |
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Thu 3/7 |
Conversion Rate Optimization Preparation: Conversion Rate Optimization |
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Fri 3/8 |
User Experience Preparation: The ROI of UX Design |
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Mon 3/11 |
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Tue 3/12 |
Final Presentation |
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Wed 3/13 |
Final Presentations |
Adwords Tool box
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
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
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
Keywords
- Keyword Tool--help in generating list of possible keywords
ME Master Calendar
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