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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 11:38:33 PM 4/29/2017 Page 1 of 13 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 11:38:33 PM 4/29/2017 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. Page 2 of 13 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 11:38:33 PM 4/29/2017 Page 3 of 13 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 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” 11:38:33 PM 4/29/2017 Page 4 of 13 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 11:38:33 PM 4/29/2017 Page 5 of 13 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 11:38:33 PM 4/29/2017 Page 6 of 13 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 11:38:33 PM 4/29/2017 Page 7 of 13 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 11:38:33 PM 4/29/2017 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. Page 8 of 13 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 11:38:33 PM 4/29/2017 Page 9 of 13 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 11:38:33 PM 4/29/2017 Page 10 of 13 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 11:38:33 PM 4/29/2017 Page 11 of 13 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. 11:38:33 PM 4/29/2017 Page 12 of 13 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. 11:38:33 PM Page 13 of 13 4/29/2017 1