Download SEARCH MARKETING

PRINCIPLES OF ELECTRONIC MARKETING 754
Search Marketing & Web Analytics
Tuesday and Thursday, 1:30 – 3:18 p.m.
Mason Hall, Room 345
Spring 2008
Laura Thieme – Lecturer
[email protected]
Office Hours by Appointment Only
Please call 614-846-7560 to schedule (Ask for Karen)
Overview: Google has significantly changed the way companies market their products
and services on the Internet. Advertisers spent over $12.2 billion in 2007 [Sempo.org]
on search marketing. Email marketing is constantly challenged by spam filters and new
laws. Viral video marketing challenges Diet Coke’s brand identity, but Mentos
celebrates. Affiliate marketing challenges search marketing yet helps with viral
marketing. Learn how to track ROI, using web analytics tools, on search marketing
campaigns as a means of customer acquisition, and other forms of online marketing and
how they assist a company’s overall marketing program.
Purpose: To learn about different types of internet marketing with a focus on proving
value & ROI; using mediums paid search advertising and SEO (search engine
optimization) and web analytics tools. To assess a website’s market potential in terms of
search engine visibility, traffic and sales potential. You will work on actual website
projects during class. Several industry tools will be introduced and utilized during class.
Piper Jaffray’s Safa Rashtchty estimates money will continue to be spent on paid search
advertising, but the future is in SEO and web analytics. Learn the latest tactics to
marketing a brand to ensure customer acquisition, retention and lifetime value.
Objectives:
 Learn how to prove value using web analytics tools; learn industry jargon, trends
and major players in the search engine industry.
 Learn how to assess a website’s search engine visibility for target keywords
 Learn the difference between organic, paid, shopping search and PR/news in
Google, Yahoo and MSN.
 Increase knowledge of how sites get listed in organic and paid search
 Learn about visibility reporting and web analytics tools
 Learn basic formulas to determine customer acquisition costs.
 Prepare real life search engine monthly visibility reports.
Books & Articles:
Required
On Reserve
1. Waiting for Your Cat to Bark?
by Bryan & Jeffrey Eisenberg
1. Marketing Sherpa’s Email Marketing
Benchmark Guide 2008
2. Managing Customers as Investments
by Sunil Gupta, Donald Lehmann
2. Search Engine Advertising, Buying
Your Way to the Top
by Catherine Seda
3. Winning Results with Google AdWords
by Andrew Goodman
3. Search Engine Marketing, Inc. by Mike
Moran & Bill Hunt
4. Web Analytics An Hour a Day by
Avinash Kaushik
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4. Web Analytics An Hour a Day by
Avinash Kaushik
Course Outline:
1. March 25, 2008 – Tuesday
No class – get your books, review syllabus, read chapters indicated, and set up
blog, per homework assignment to be sent separately
HOMEWORK : Due Thursday, March 27
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Read Chapter 4 in Why Marketing is Simple But Hard - Waiting
for Your Cat to Bark (Bryan Eisenberg).
Where to find the book
SBX Book Store: 614-291-9528 - has 1 used copy
Barnes & Noble on Campus: 614-247-2000 - has four copies on order
- due in by Friday, March 28
Barnes & Noble, Lennox: 614-298-9516 - has no copies currently
Find it on Amazon.com and save money
Read the following chapters in Web Analytics, An Hour a Day
(Avinash Kaushik).
Chapter 1: Web Analytics Present & Future
Chapter 2: Data Collection--Importance & Options
Where to find the book
SBX Book Store: 614-291-9528 - has 3 new copies
Barnes & Noble on Campus: 614-247-2000 - has 1 new copy
Barnes & Noble, Lennox: 614-298-9516 - has one copy
Barnes & Noble, Easton & Polaris - may have a copy
Find it on Amazon.com and save money
Look for specific class assignment to be emailed separately to you on
March 25, which will include setting up a blog and Flickr account.
You will be setting up your blog on www.Bizresearch.com. Please
email [email protected]. to receive a username and
password
(during office hours 8 am to 5 pm before Wednesday, March 26).
Three people will be randomly called upon to present on the
homework assignment at the end of Thursday's class.
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2. March 27, 2008 - Thursday
Class Topic:
Overview of Internet Marketing
a. Search Engine Marketing
i. Defined: Organic, Paid, Shopping Search, Universal or Blended
ii. Who benefits?
iii. Who loses?
iv. Brand awareness
v. Changes in customer acquisition cost
vi. State of Search Marketing Industry – Value of Search
b. Email Marketing
i. How email marketing can help retain customers
ii. Marketing challenges – spam filters
c. Viral Marketing & Social Media
i. Discuss current viral marketing wonders, blogging, YouTube, Flickr
d. Affiliate Marketing
i. Bloggers & affiliate marketing
e. Website Analytics – Proving Your Marketing Investment is Working
i. Discuss how web analytics helps to track marketing efforts & ROI
Coffee Break
Web Analytics (Kaushik & Eisenberg)
Lecture and Reading Discussion
Three Blogs Reviewed Randomly
HOMEWORK: Due Tuesday April 1
 Go to “Google Adwords Learning Center”
(http://www.google.com/adwords/learningcenter/. Read Lesson 8 on
Google Analytics – web access required)
 Read Chapters: Foreword, 1-3, 5, 6 (Eisenberg)
 Re-read the section from Kaushik’s Chapter 1 that talks about the
three analyses: Behavior, Outcome and Experience
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3. April 1, 2008 - Tuesday
Class Lecture:
Define Objectives of Web Analytics
a.
b.
c.
d.
e.
Define web analytics
What are various web analytics tools?
Why is web analytics so important?
What is Google Analytics (GA)?
Be able to define a hit, unique visitor, page view, bounce rate, site exit,
landing page & search engine referral, keyword referral, KPIs, funnels,
navigation summary, goal conversions, automated reports in GA
f. What does Kaushik think about the traditional web analytics definitions?
2nd Half
Google is coming!!
Guest Lecture – You Don’t Want to Miss This One!
HOMEWORK: Due Thursday, April 3
 Blog Assignment (to be sent separately)
 Reading Assignment (to be sent separately)
4. April 3, 2008 - Thursday
Why KPIs Aren’t Enough – Looking Into What’s Working & What’s Not
 Review two websites
 Review call to action
 Review analytics data
 What do KPIs show us?
 What are we missing here?
Coffee Break
2nd Half – Surprise Guest Lecturer – Don’t Miss it!
Homework Assignment: Due Tuesday, April 8
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

Blog and Reading assignment to be sent separately
Prepare for Quiz on readings, guest lecture content to date
Read Brands Cross Channels, Eisenberg, Chapter 12 – “Brands Cross Channels”
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5. April 8, 2008 - Tuesday
Quiz – Short Answer 20 questions
5% of Grade
Lecture:
How Does Web Marketing Fit Into an Overall Marketing Strategy?
 Television
 Catalog
 Retail Stores
 Direct Mail
 Search Marketing
 Email Marketing
Multi- Channel Brand Strategy
 Define multi-channel brand strategy
 Why do we care how customers buy?
HOMEWORK: Due Thursday April 10
 Reading and blog assignments to be sent separately
6. April 10, 2008 - Thursday
Class Topic:
Designing a Website with Marketing in Mind
 Review two websites in class
o Navigation
o Text Links
o Content
o Page Titles
o Metatags
o Category, subcategories and product detail
o Shopping Cart
o Checkout Process
 Review search engine visibility for select keyword phrases for select
websites
o Organic
o Paid
 Using Wordtracker.com, review potential traffic for select keyword phrases
o Monthly Traffic in Excel spreadsheet, sort by two tabs by
 Alphabetical order
 Traffic in descending traffic order
 Review sources for average conversion rate, average sale and potential
Monthly Sales, if available
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HOMEWORK: Due Tuesday April 15
 Reading assignment to be sent separately
7. April 15, 2008 - Tuesday
No Lecture Today!!
 You have a lot to do online.
 You’ll need about 3 hours to do the online portion of the class. You can
do the majority of this online portion in the lab with my assistance or at
home on your own.
Interactive Session in lab or on your own
Paid Search and Google Adwords
Log into the Google Adwords Learning Center
url: google.com/adwords/learningcenter
Complete Lessons 1-3 See below for more detail.
HOMEWORK: Due Tuesday April 17
Complete all interactive online quizzes for Lessons 1-3 [2-3 Hours]
(1.Introduction to Adwords, 2.Getting Started with Adwords, 3.Targeting)
8. April 17, 2008 - Thursday
Quiz
5% of grade
 Adwords Quiz
o Quiz will consist of 20 questions regarding Google Adwords,
Lessons 1 – 3
o
Class Topic:
Google’s Effect on Marketing
a. Organic and Paid Search
b. Blogger
c. YouTube
d. Ego & Reputation Management
e. Google Bombs & Politics
f. News, PR
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HOMEWORK: Due Tuesday April 22
o Go to Google Adwords Learning Center Lessons 5 – 7 [2 hours]
o Blog Assignment on Google trivia
 When did Google go public?
 Who are the founders?
 Find one to two articles (WSJ, NYT) on Google, print, and bring to class
 What is Google’s stock price?
 What is Google’s symbol, and their high and low?
 On which stock exchange are they traded?
 What is Adwords?
 What is Google Analytics?
 What is site targeting?
 What is an exact phrase keyword match?
9. April 22, 2008 Tuesday
Class Topic:
Email Marketing Tools and Strategies
Guest Lecturer from ExactTarget, a popular email marketing tool
a.
b.
c.
d.
e.
Who reads email?
Gmail, Yahoo, MSN, AOL
Spam filters, junk filters
Case Studies
Click through rates, open rates, heat maps
HOMEWORK: Due Thursday April 24
 Review Email Marketing Guide - Marketing Sherpa
10. April 24, 2008 - Thursday
Homework Interactive Discussion (First 45 Minutes) –
Come Prepared to TALK
 Discuss what we’ve learned to date
Class Topic:
Midterm Preparation
o Open discussion to prepare for midterm
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HOMEWORK: Due Tuesday April 29
 Study for midterm
11. April 29, 2008 - Tuesday
Class Topic:
Midterm [20% of Grade]
HOMEWORK: Due Thursday May 1
 Review designated website, catalog, search engine visibility (organic and
paid)
 Reading and blog assignments to be sent separately
12. May 1, 2008 – Thursday
Class Topic: TBA
Guest Lecturer: TBA
HOMEWORK: Due Tuesday May 6
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Reading assignment will be sent separately
This assignment will require an additional software download of
WebPosition 4 Professional. Download a free 30 day trial version at
http://www.webposition.com/default.asp.
This software will also be provided for you in the lab to run reports or
you can run the software on your own at home.
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13. May 6, 2008 - Tuesday
Homework Interactive Discussion
Come Prepared to TALK
 Review guest lecturer presentations
 Q & A on lecturers to date
Class Topic:
Organic Part 1: Achieving Organic Listings in Google, Yahoo and MSN
 Value of the Home Page Title
 Metatags: Do They Make a Difference?
 URL Submissions and Data Feeds – Getting Your Website Indexed
 Content Optimization
 Link Building
HOMEWORK: Due Thursday, May 8
 To be sent separately
14. May 8, 2008 - Thursday
Class Topic:
Organic Part 2: Search Engine Optimization Concepts and Strategies
 Acceptable tactics
 White hat vs. black hat
 How to optimize select keyword phrases
 How to research traffic potential
 How to update a web page’s title keyword and descriptive metatags
 How to optimize page content
 How to monitor results
HOMEWORK: Due Tuesday May 13
Optimize your Bizresearch blog entries for select keyword phrases
 Obtain Wordtracker traffic potential
 Review top 5 paid and top 5 organic competitors
 Update summary and hyperlink
 Make title, keywords, description metatag and content
 Review
recommendations
 Compare and contrast to our competitors
 Goal is to show up for your keyword phrases in Google, Yahoo and
MSN for at least one of your keyword phrases in top 50. Bonus credit
available for anyone who gets a top 5 ranking for a popular keyword
phrase
 Provide one benchmark report on current rankings for your keyword
phrases using WebPosition 4 Professional
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15. May 13, 2008 - Tuesday
Homework Interactive Discussion
Come Prepared to TALK
Discussion:
 Recap on SEO
Class Topic:
Organic Part 3: SEO Implementation:
How to Make Changes to a Website Using Dreamweaver or admin tool for
the Purpose of SEO
o Due to time constraints, we may not be able to both.
HOMEWORK: Due Thursday May 15
 Make changes to blog to affect SEO
 Reading assignment to be sent separately
16. May 15, 2008 - Thursday
Homework Interactive Discussion
Come Prepared to TALK
Class Topic:
Contaminants That Can Affect Your Marketing Objectives
 Lack of Research
 Poor Strategy
 Poor Implementation
 Website Errors
 Spam filters
 Lack of team coordination
 Poor account management
 Using web analytics tools, how you can identify potential contaminants or
errors.
HOMEWORK: Due Tuesday May 20
 Reading assignment to be sent separately
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17. May 20, 2008 - Tuesday
Class Topic:
Paid Search Part 1
 Review Google Ad Campaign
 Review Key Performance Indicators (KPIs)
 Discuss keyword strategy
 Discuss ad copy and landing pages per book reading
HOMEWORK: Due Thursday May 22
5% of grade < 3 Minute presentation each person [Tip: 30 seconds per
slide]
Prepare PowerPoint presentation with observations and recommendations
Specific website and data will be sent separately
Basic KPIs to include
 Impressions
 Clicks
 CTR
 Avg Position
 Avg CPC
 Total Cost
Review ad groups ad copy
 How could we improve CTR?
 How do we maximize our budget?
 How do we target audience?
 Present finding and recommendations
 Present to class
 Compare organic vs. paid
 Compare ad copy
 Compare to competitors
18. May 22, 2008 - Thursday
Presentations - 5% of grade
o Print copy required for Thieme, double sided, 2 slides per page,
handout view if possible
HOMEWORK: Due Tuesday May 27, 2008
 Complete Adwords -Google Adwords Professional
Certification exam if desired ($50) -5% bonus
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19. May 27, 2008 – Tuesday
Class Topic:
Presentations - 5% of grade (continued)
o Print copy required for Thieme, double sided, 2 slides per page,
handout view if possible
HOMEWORK: Due Tuesday May 29
 Reading and blogging assignment to be sent separately
20. May 29, 2008 - Thursday
Paid Search: Part 2
 Google Adwords, Yahoo and MSN
 Differences between the search engines
 Differences between the ad consoles
Review for final exam. You do not want to skip this class. We will have several
topics discussed in this session that will crucial for you to pass your final exam.
Repeat: Do not miss this class.
HOMEWORK:
 Study for final exam
21. June 3, 2008 - Tuesday
Final Exam
Our final exam will be during regular class hours in Mason Room 345.
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Grading Scale:
Evaluation Components
Class Participation, Homework, and Attendance
2 Quizzes (5% each) April 8, April 17
Midterm, April 29
Presentation May 22-27
Final Exam, June 3
Google Adwords Professional (GAP) Certification1
40%
10%
20%
10%
20%
5% Bonus
Grading Scale
A
92+
A90-91
B+
88-89
B
82-87
B80-81
C+
78-79
C
72-77
C70-71
E
Below 60
Pass/NonPass: I will not authorize any Pass/NonPass requests for
any reason throughout the quarter. NO EXCEPTIONS
Class Attendance;
If you are hoping for an A, you must not miss more than one class. If you are
hoping for a B, do not miss more than two classes. Search engine marketing is a
very new topic in the marketing industry. Do not expect to read the assignments
and get a good grade without coming to class. Class attendance and active
participation is required for this class. If you miss a class, do not ask me what
you need to do. You are solely responsible for the content you miss, so get to
know the person sitting next to you.
Software Tools:
 Wordtracker www.wordtracker.com.
 WebPosition 4 Professional www.webposition.com
 Google Analytics www.google.com/analytics.
 Clicktracks Pro www.clicktracks.com
 ExactTarget www.exacttarget.com.
 Bizwatch™ www.bizresearch.com.
Technical Course Requirements: Laptop with wireless capability recommended.
Digital camera and web access required. This is a highly technical course. If you are
not a technology geek in the slightest way, you might struggle in this class. An active
desire to learn will be requited to succeed in this class.
Google Adwords Professional (GAP) Certification 5% Bonus. Costs $50 each time you take it.
Once you pass the exam, you will have GAP certification, which could increase your chance of
finding a job in the search marketing industry.
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