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Winter 2014

Prerequisites:

B341

Faculty Name & Info:

W. Kent Lundin

  • B.S. Accounting BYU, MBA BYU
  • Former Vice President of Marketing for Capsoft Development Corporation
  • Former staff accountant at the accounting firm of Ernst & Whinney (now Ernst & Young)

Office:

Smith 312
(208) 496-3635

Email:

lundink@byui.edu 

Office Hours:

By appointment

Text:

None:

Course Description

Objectives

Upon successful completion of this course a student should be able to do the following:

Evaluation  

Pre-Campaign Strategy

30

Post-Campaign Summary Report

70

Mini Projects 2@ 10 points

20

AdWords Final Exam

50

Participation

50

Peer Evaluation

+-30

Oral Team Exam

30

Exam

50

Total

300

 

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+

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

 

 10/14

Internet Marketing Overview
Preparation: Read Internet Marketing 101, view What is Internet Marketing in Simple English, view The Internet Marketing Tree
Reference: Set up the web tracking codeAdWords Certification Program Learning Center, SEJ’s Periodic Table of SEO Success Factors Working for Google OMAPBeginners Guide to SEOThe Evolution of Search Big Search Companies Woo Small Businesses, and SEM/PPC Jobs

10/15

Client Orietation and SEO Intro

Preparation: Watch What is SEO and How Does It Work?How Search Works and What is SEO.  Read Perfecting Keyword Targeting & On-Page Optimization (Focus on the Chocolate Donuts example). 

Go to lawrencepestcontrol.com and become familiar with the site. This is one our client’s best websites. Be sure you can explain what you think the owners of the site want users to do.  From what you learned about Internet marketing, what do you think would help a site like this be successful?  Choose one of the pages of lawrencepestcontrol.com evaluate it for on page optimization. Be prepared to present this in class.

Introduce SEO project (Project #1 SEO)In Class Experiences: Open site in WordPress

10/16

Keyword Research
Preparation: Read Keyword Research from Moz (Note: The article suggests that you use Google Keyword Tool to do this research.  That tool no longer exists, but was replaced by Google Keyword Planner.)  View How to use Google Keyword Planner for SEO. Read Tactical SEO: How Many Terms/Phrases Should I Target on a Single Page?  Look at Lawrencepestcontrol.com to determine which keywords were targeted on each page of the site.  You need to come to class with four focus keyword phrases, one each for four pages of the site that you will be building. You should use Google Keyword Planner to help you decide which keywords to use.

10/17

Content Creation
Preparation: In Microsoft Word, write the text for the “Eco-friendly” web page for your website.  The word document should include the following items:

·         Name of Page (e.g. “Eco-friendly” or “Organic Pest Control”).

·         Two or three keywords that will be the focus of the page.

·         Approximately 350 words of the most awesome text for this page.

Be sure to include the name of your city at least once in your text.

You should research other pest control website (not from your target city) to educate yourself on this subject, but DO NOT copy any text from any other website. That would be plagiarism and copyright infringement.

You may want to refer to The Perfectly Optimized Page infographic as an example of what we would eventually like this page to look like.  But for now, I am just interested in the text not the images or the formatting.

10/20

Content Creation Continued
Watch How to Edit a WordPress Site.  Do searches on pest control and extermination services so you can start to be knowledgeable enough to write about those topics.  Reread Perfecting Keyword Targeting & On-Page Optimization.  Come to class with content on at least four main pages.  I will call on some you to come show your site and to tell the class what the keyword focus is for each of those pages and why.  I would also like to see you attempting to change the web pages title, and description.

10/21

Finish text Content and Use SEO Tool

Preparation: Finish writing the text content for each of your pages.  You should also us the SEO by Yoast section on the bottom of each page as you edit to complete the focus keyword, SEO title, and meta description.  Do not worry about images or reformatting at this point. Your goal should be to have the SEO circles on the Pages page all turn green.

 

Due by 11:00 pm Project #1 On-Page SEO Content

10/22

Conversion Optimization

Preparation: Read How to Write Compelling SEO Copy.   Homepage Testing 91% conversion lift from new copy and layout

10/23

Internal Linking

Preparation: Read Internal Links and keep making your site better.

Due by 2:30 pm: Beginning Site Ranking (See assignment in iLearn).

10/24

Theme Work

Preparation: Keep working on content and appearance.  You should really try to understand your theme and how it works.

5/29

 

Social Media, Blogging, and SEOPreparation:Study and understand this brief infographic and article about basic SEO.  You should notice that on-page SEO usually comes first and that link building and social media comes next.  Be prepared to tell why you think the SEO is typically done in that order.Create an outline and/or rough draft for a blog post about some aspect of pest control that feel would be relevant to your website.  The post should include content that is appropriate to people in the upper end or top of your sales funnel.  Read What is Top of Funnel... to help you understand what that means.It may seem strange to refer to a post about pest control on your social site, but you could preface it by saying that this is something you are learning about in one of your classes.We will discuss why it would help SEO to link your social site to your blog post.

 

Off-page SEO Especially Social:Preparation: Read What is SEO (be sure to watch the video, to study the "Periodic Table of SEO" and to click on and read Chapter 6 on Social media).  Create a blog post on your pest control site.  To create a Blog Post in WordPress, select "Add New" from the Posts section and write your post.  We will talk about sharing that post in social media.

 5/30

Blog Post Project
Create a blog on your pest control website.  Write a post that you feel would be interesting to people who would be at the top of the "funnel" for your site.  Share that post on your own social media site (e.g. Facebook).  Submit the URL of that post on iLearn.

 

Read this Guide to Using Social Media and 6 Reason Social Media is Critical to Your SEO be prepared to discuss these.

 6/2

Introduction to AdWords and Keywords
Preparation: Read AdWords Overview, view What is AdWordsFive Pillars of AdWords Success, read Structure Your Campaign to Mirror Your Website.  Login to Google AdWords.  Come prepared to create an AdWords campaign.ReferenceGoogle Revenue Infographic

 6/3

Keyword Research
Preparation: Read How Keywords WorkHow Similar Keyword Match to Search TermsAdd Negative Keyword to Your Campaign, and How to Build the Best Keywords List.  For your new pest control website, develop a list of 30 keywords and break that list into four ad groups. You also need to have one negative keyword per Ad Group.  You should build this list individually first then meet with your group and come up with a list of at least 30 keywords broken into at least four ad groups.  You need to have this done at the beginning of class so you can have John or Rick approve it.  I have attached a spreadsheet in iLearn for you to create the list in.ReferenceUsing Keyword Planner to Get Keyword Ideas and Estimate Traffic and the AdWords Keyword Help Page

6/4

Ads and Ad Groups
Preparation: Read Create a New Text AdThe Components of a Text Ad, and Tips for Creating Successful Text Ads. View Writing Ads that Attract Customers. Read Organizing Campaigns and Ads in Your Account. Write an ad for one of your ad groups. You may need to refer to these two reference pages to determine what is allowable in a text ad: AdWords Policy Center and Text Ads. Be prepared to present that ad to the class and to defend why it is a good, relevant ad.

 6/5

Quality Score and Account Structure
Read Check and Understand Quality ScoreImprove Your Ad QualityAd Rank, view Search Advertising With Google: Part 5 Ad Rank ExplainedSearch Advertising With Google: Part 6 – Determining Click Cost and Structure Your Campaign to Mirror Your Website.  By the start of class, you need to have an AdWords account created.  You need to have at least four ad groups with at least one ad per group and multiple keywords per group.  Choose your "best" keyword, tell what its quality score is, and tell why you believe it is what it is.  I will choose a few of you to show your campaign and your keyword with the highest score to the class.  Please be ready.

 6/9

ROI, Conversions and Landing Page Quality
Preparation: 
Read: ROIUnderstanding conversion trackingSet up conversion tracking, and Understanding landing page experience. Do your best to set up conversion tracking on your contact us page.  It would be really cool if someone could figure out how to do the mobile phone conversion tracking.

6/10

Optimization
Preparation: View Making 10 Minutes Count On Your AdWords Account.  Read OptimizationImprove keywordsBasic AdWords Optimization ChecklistGroup your adsWrite great ads,  Be prepared to show what you have done to optimize your campaign.  Please try to show results.Advanced Preparation (optional): Two Simple Keyword Bidding Strategies.  Modified Broad Match

6/11

 

6/12

 

6/13

Work day

6/16

Final Project
Today we will work on the AdWords project.  You will find the AdWords Final Project on iLearn.

6/19

 Due: AdWords Final Project.  You will find the AdWords Final Project template on iLearn.  Submit your completed spreadsheet on iLearn

 

 

Internet Marketing Overview and Client Orientation

 

Preparation: Read Internet Marketing 101, view What is Internet Marketing in Simple English, view The Internet Marketing Tree and go to www.pestcontrolflagstaff.com and become familiar with the site.  Be sure you can explain what you think the owners of the site want users to do.  From what you learned about Internet marketing, what do you think would help a site like this be successful?

 

In Class Experiences: Open site in WordPress

 

Reference: Set up the web tracking code, AdWords Certification Program Learning Center SEJ’s Periodic Table of SEO Success Factors Working for Google OMAP, Beginners Guide to SEO, The Evolution of Search Big Search Companies Woo Small Businesses, and SEM/PPC Jobs

 

Introduction to AdWords and Keywords

Preparation: Read AdWords Overview, view What is AdWords, Five Pillars of AdWords Success, read Structure Your Campaign to Mirror Your Website.  Login to Google AdWords.  Create your first campaign but don’t enter billing information.  Be sure to make a choice on the following parts of your campaign: Type, Networks, Devices, Locations, Languages, Bid strategy, Budget and Ad extensions.  For each of these choice you should be able to defend your decision or have a very good question to ask.  You should also create at least two ad groups.  Create an ad for each ad group, but don’t worry too much about the wording of it yet.

Reference: Google Revenue Infographic

 

Ads and Ad Groups
Preparation: Read Create a New Text Ad, The Components of a Text Ad, and Tips for Creating Successful Text Ads. View Writing Ads that Attract Customers. Read Organizing Campaigns and Ads in Your Account. Write an ad for one of your ad groups. You may need to refer to these two reference pages to determine what is allowable in a text ad: AdWords Policy Center and Text Ads. Be prepared to present that ad to the class and to defend why it is a good, relevant ad.

 

Quality Score and Account Structure

Read Check and Understand Quality Score, Improve Your Ad Quality, Ad Rank, view Search Advertising With Google: Part 5 Ad Rank Explained, Search Advertising With Google: Part 6 – Determining Click Cost and Structure Your Campaign to Mirror Your Website.  By the start of class, you need to have an AdWords account created.  You need to have at least four ad groups with at least one ad per group and multiple keywords per group.  Choose your "best" keyword, tell what its quality score is, and tell why you believe it is what it is.  I will choose a few of you to show your campaign and your keyword with the highest score to the class.  Please be ready.

 

ROI, Conversions and Landing Page Quality

Read: ROI, Understanding conversion tracking, Set up conversion tracking, and Understanding landing page experience. Do your best to set up conversion tracking on your contact us page.  It would be really cool if someone could figure out how to do the mobile phone conversion tracking.

SEO Basics
Preparation: Watch
What is SEO and How Does It Work?, How Search Works and What is SEO.  Read Perfecting Keyword Targeting & On-Page Optimization (Focus on the Chocolate Donuts example).  Choose one of the pages of www.pestcontrolflagstaff.com evaluate it for on page optimization. Be prepared to present this in class.

Introduce SEO project (Project #1 SEO)

Keyword Research
Preparation: Read
Keyword Research from Moz (Note: The article suggests that you use Google Keyword Tool to do this research.  That tool no longer exists, but was replaced by Google Keyword Planner.)  View How to Use the Google Keyword Planner for SEO.  Read Tactical SEO: How Many Terms/Phrases Should I Target on a Single Page?  Look at www.pestcontrolflagstaff.com to determine which keywords were targeted on each page of the site.  Notice the contradiction between the site and article.  Try to reconcile it.  Come to class with a basic idea of the main points of each of the pages of your site.

Note: Be sure to choose 5 to 10 keyword phrases that you would like to optimize your website for before you leave class.

Content Creation
Preparation: Watch
How to Update Pages in Wordpress – A Beginners Guide for Small Businesses.  Do a searches on pest control and extermination services so you can start to be knowledgeable enough to write about those topics.  Reread Perfecting Keyword Targeting & On-Page Optimization.  Come to class with a basic outline in Word of your website.  Be sure to have at least 4 main pages.

Content Creation Continued
Preparation: Read How to Write Compelling SEO Copy. 
In class: Try to complete the first draft on all the main pages.  Be sure to get help with any of the buttons or forms that you will be including on your site.

Webmaster Tools and Workday
Preparation: Read and view
Add your site to Webmaster Tools, Make sure Google can crawl your site, Monitor and manage your site, and How to Use Google Webmaster Tools to Maximize Your SEO Campaign.  See if you can set your site up in Webmaster Tools before class.

Work Day

Work Day

Due: Project #1 SEO

Fri 11/1

Mon 11/4

Tue 11/5

Wed 11/6

Thu 11/7

 

Fri 11/8

Work Day

 

Mon 11/11

Optimization

Preparation: View Making 10 Minutes Count On Your AdWords Account.  Read Optimization, Improve keywords, Basic AdWords Optimization Checklist, Group your ads, Write great ads,  Be prepared to show what you have done to optimize your campaign.  Please try to show results.

 

Advanced Preparation (optional): Two Simple Keyword Bidding Strategies.  Modified Broad Match

Tue 11/12

Final Project

Today we will work on the AdWords project 

Intro AdWords Project

Fri  11/15

Due: AdWords Project

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

ME Master Calendar
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