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Fall 2015

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 Domains

 

9/12

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 BusinessesSEM/PPC Jobs, A Day In the Life of a Digital Marketer and What is Digital Marketing

9/14

SEO Intro
Preparation: View What is SEO and How Does It Work?How Search WorksHow Search Works the  Story and What is SEO. Come prepared to discuss how Search works and what you think motivates Google.

Advanced Reading: The Definitive Guide to Local SEO

9/19

Your Website Overview
Go to lawrencepestcontrol.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 SEO, what do you think would help a site like this be successful?  

In-class Exercise: You will be creating a website like the one above that you will doing SEO work on. You need to choose a city for that website.  From experience, we have found that it works best to choose a city that has a population from about 50,000 to 70,000. Too large of cities have too much competition for us to see SEO results in the time frame of this class. Too small of cities don't get enough searches.

You can go to American Fact Finder to check the population of cities that you are considering. I will have you enter the city into a Google Doc in class.

If you would like to use a Google tool to see how many searches a keyword is getting, you should watch this video How to Use the New Keyword Planner.

9/21

Setting Up Your Website

You should do you best to the do the following before class:

  • Sign up with a web host
  • Choose a domain name
  • Install WordPress

Preparation: Watch How to Make a WordPress Website 2016 - Introduction so you can know why we are working in WordPress and so you can get an overview of building a website in WordPress. Next set up you web host with whichever host you choose, but I recommend iPage because you can get hosting and a domain for less than $25 for one year. If you don't know what hosting and domain name even means or if you want a little help watch Set up Your New iPage Hosting Account. You should set up your account if you can(look at the next paragraph for help with choosing a domain name). If you can't you will be behind in the next class period and have to work a little harder to catch up. 

I recommend that your domain name includes your city name, pest, and control or exterminator. It should be a .com too. It might look something like rexburgpestcontrol.com or pestcontrolrexburg.com.

Once you have signed up of hosting, you should go to you control panel by clicking on the link in your confirmation email and install WordPress.  Watch the Installing WordPress video to learn how.

9/26

Preparation: Before you come to class you should do the following (It's a lot of work so start soon and work together):


00:00:00 - 1. Introduction (You should have already done this)
00:12:03 - 2. Domain Name & Hosting (You should have already done this)
00:23:59 - 3. Install WordPress (You should have already done this)
00:30:05 - 4. Login To WordPress
00:33:33 - 5. Change Your Password
00:34:45 - 6. Update WordPress
00:35:49 - 7. Delete Plugins
00:37:05 - 8. Theme Overview & Installation
00:41:58 - 9. Delete Pages
00:43:19 - 10. Add Pages
00:56:04 - 11. Rearrange Menu
00:59:50 - 12. Site Title & Tagline
01:03:14 - 13. Create a Logo
01:10:47 - 14. Edit Header
01:15:18 - 15. Edit Footer
01:18:24 - 16. Change Background
01:19:28 - 17. Understanding Plugins
01:22:16 - 18. Install Beaver Builder
01:25:00 - 19. Create Home Page
01:52:46 - 20. Create About Page
02:18:13 - 21. Create Services Page
02:35:11 - 22. Create Contact Page

Go to How to Make a WordPress Website 2016 page for each of these videos. 

9/28

Website Creation

There will not be any class today because I will be at Badger Creek.

Please create your website so you can submit the Initial Website Project. Below are the instructions for the project.

Using WordPress, create a Website that has at least the following pages:

  • Home
  • Some sort of services or products page
  • About
  • Contact

Each of these pages need to have some text and some pictures. The text doesn't need to be perfect yet, but there should be some.

Complete the Initial Website Project on iLearn by 9/30

9/23

Keyword Research
Preparation: Go to Terminix.com's pest control section and become familiar with a national pest control website. Write down 4 or 5 keyword phrases that you would think would be good keywords for a pest control website. Enter those keywords in Google's keyword planner to determine how many searches each word would get. Review the New Keyword Planner video if you need a refresher on how to use it. Try to determine which would be the best keywords and why. Come with questions.

Reference: Rethinking Search: Keyphrases & Long Tail – Avinash Kaushik and Why We Can’t Do Keyword Research Like It’s 2010

5/4

Determing Keyword Value

5/4

Content Creation—Using WordPress

Watch How to Edit a WordPress Site.  You should start outlining the content for your web page based on the keyword you will be focusing on and on the research you have done on competing web sites.  Reread Perfecting Keyword Targeting & On-Page Optimization.  Come to class prepared to start creating your web page on a WordPress site that we will be giving you access to.

5/9

Content Creation Cont.

5/11

On-Page SEO Using Yoast

Preparation: Login to edit your assigned web page on WordPress and do the following so your turn all or almost all the circles green:

·         Enter your Focus Keywords in the Yoast SEO section.

·         Edit the title and description in the Snippet Editor of Yoast.

·         Add the necessary content using Cornerstone to change the dots to green.

·         Read how to write a good Title Tag.

·         Read How to create the right meta description.

Complete the On-Page SEO Using Yoast assessment

In-class Exercise: Check your pages rankings.

5/16

Landing Pages that Convert

Preparation: Read How to Create a High Converting Landing Page. Write the text for your page so it will convert well using the following steps:

1.    Pretend like you are the target market for the web page and think of what you would want to know. Make an outline.

2.    Good to competitors pages to refine and or expand your thinking. Update your outline.

3.    Write your headline with as a unique of value proposition as possible in this situation.

4.    Write your core benefits statement

5.    Combine steps 4 and 5 from the article to link to the contact form.

6.    Don’t worry about steps 6 and 7 yet. We will work on them later.

Come to class with your page complete and ready to be evaluated.

5/18

Links

Preparation: Read The Beginners Guide to Link Building, Internal Links, Relative Link Juice, How Does Linking to Another Website Affect SEO?, and keep making your site better.

5/23

Webmaster Tools

Preparation: Read and view Google Analytics 101 and Search Console Course

Site:URL to determine if indexed

 

Reference: Beginner's Guide to Webmaster ToolsMake sure Google can crawl your siteMonitor 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.

5/25

Google Analytics

6/1

Introduction to AdWords

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.

Reference: Google Revenue Infographic

6/6

Keyword Research - AdWords

Preparation: Read How Keywords WorkHow Similar Keyword Match to Search TermsAdd Negative Keyword to Your Campaign, and How to Build the Best Keywords List.  Come to class with 5 keyword phrases for your ad group. You should also have one negative keyword. I will call some of your to share yours in class.

Reference: Using Keyword Planner to Get Keyword Ideas and Estimate Traffic and the AdWords Keyword Help Page

6/8

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 each of your ad groups.  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.

6/13

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 Ad Group with keywords and at least one ad completed. 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.

6/15

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.

 

Reference: PPC ROI Calculator

6/20

Blogging and SEO

Preparation: Study and understand A Simple Step-by-Step Guide to 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. Read Can Blogging Be Your Secret Weapon For Local SEO?

Create an outline and/or rough draft for a blog post about some aspect consulting that you 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 this article on the marketing funnel to help you understand what that means. It may seem strange to refer to a post about consulting 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.

6/22

Blogs and Social Sharing

 

Read the How to Write a Blog Post and complete the first draft of your blog post. Read 4 Effective Ways to Boost Traffic by Adding Social Share Buttons. Read What is Page Authority and What is Domain Authority. Submit the Draft of your Blog Post on iLearn.

6/27

Link Building

Read Why Link Building Matters 

6/29

Social Media Marketing

Preparation: Read Chapters 1-3 of Moz’s The Beginner’s Guide to Social Media.

7/6

Social Media: Visit from Lauren and Gordon Brennen of Lauren’s Latest.

7/11

Stukent 2

Complete Round 1 of the Simulation. You should refer to the following to help you complete this round as effectively as possible:

 

 

 

7/13

Stukent 3

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

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.

7/18

Stukent 4

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

7/20

Stukent 5Ads 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.

Stukent 6 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.

Final SEO Day

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.

.

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

 

Social Media, Blogging, and SEO
Preparation: Study and understand A Simple Step-by-Step Guide to 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. Read Can Blogging Be Your Secret Weapon For Local SEO? 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.

 

Reference: How Can The Value of Top-of-Funnel Channels be Measure – Whiteboard Friday

Blog Post Rough Draft

Research and decide on a blog post topic. Come to class with a rough draft of the post. You should shoot for at least 350 words. You may want to refer to How To Write The Perfect Business Blog Post

6/13

Work day

6/16

 

6/19

 

 

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

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