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Fall 2015



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)


Smith 312
(208) 496-3635


Office Hours:

By appointment



Course Description


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


Pre-Campaign Strategy


Post-Campaign Summary Report


Mini Projects 2@ 10 points


AdWords Final Exam




Peer Evaluation


Oral Team Exam









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



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


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

In class: Assign teams and subject areas


Subject Research and Positioning

Preparation: Find three web pages of competitors for your assigned area of business so you can start to learn what your web page should say. Be ready to show those pages if I call on you and to tell why your chose them. Use the article How to Write a Brand Positioning Statement in 3 Easy Steps to write a positioning statement for your part of the business. You should also create an outline of what you feel your web page should say. Submit a document that list the URL’s of your three web pages and your pages positioning statement.


Keyword Research
Preparation: Watch MOZ Keyword Strategy and 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.)  Go to How to Start Using Google AdWords’ Keyword Planner and complete each of the steps. Consider your positioning statement from the previous day’s preparation, and determine whether you should make adjustments to it based on what you learned from keyword research.

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


Content Creation—Using WordPress

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.


On-Page SEO for New Pages

Preparation: Each of you choose two pages that you will create for your site. Do the following for each page

·         Choose a Focus Keywords (SEO by Yoast).

·         Write the content for the page.

·         Page title (SEO by Yoast). How to write a good Title Tag

·         Page description (SEO by Yoast). How to create the right meta description

·         H1 heading

Next go to the SEO by Yoast Page Analysis tab and make the necessary changes to turn most of the colored circles green.  When you have completed these items, see me or John for approval for your pages. You should have some good rationale for your choice.

In-class Exercise: Check your pages rankings.


Conversion Optimization

Preparation: Read How to Call to Action, and What Rand Fishkin Wants You to Know About Content Creation and SEO.

Reference: Homepage Testing: 91% Conversion Lift from New Copy and Layout



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.


Webmaster Tools and Google Analytics

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



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.


Content is King

No Class on Wednesday because I will  not be there, but you need to do the following:

  • Complete the content on three of your pages including images and interesting content.
  • Go to the Content is King SEO on Drive and enter information for those three pages so Rick and I can evaluate your work.

You will graded on how compelling the content is. Remember it is really bad if you plagiarize any content and it would lead to failing the course.




Social Media Marketing

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


Social Media Marketing

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


Start StuKent

You should have received an email from Stukent asking you to register.  


If you didn't, receive the email, please go to the Stukent Registration page, enter the course code, I2E5X8, and complete the registration for the simulation.


Watch the Stukent RealDeal Simulation Student Walkthrough video. If you are unable to register before class or can find the video here is link to in on Youtube.


You should also start reading the Student Quick Start Guide under the My Course page.


Stukent 2

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





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.


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


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
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.



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


Work day






Adwords Tool box

Learn about AdWords
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

Google Adwords Basics
American Meadows Success Story
Read at least steps 1-3 in
Tips for Success
In-class exercise:
American Meadows Campaign Exercise

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?"
Discovery Project (milestone #1)
Introduction of
Keyword Mini Project



ME Master Calendar
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