Due Monday,
December 9th to lfair@sl.on.ca.
Marked and
returned with comments Friday, December 13th
Revised
report sent to client by students, cc’d to Lindsey by Monday, December 16th.
15%
Full Project Rubric >>
Thursday, December 5, 2013
Wednesday, November 20, 2013
Sunday, November 10, 2013
Intro to Google Analytics (Nov 11 for MCOM43, Nov 14 for MARK5000)
Overview of Google Analytics
Creating & Editing a Google Analytics Account
Step-by-Step Instructions >> https://support.google.com/analytics/answer/1009694
Lesson Review to Complete >>https://analyticsacademy.withgoogle.com/unit?unit=4&lesson=1
Setting Google Analytics Goals
Homework: (Individual Assignment)
- Watch the Google Analytics Goals video above.
- Reference this handout and the sample report provided in class.
- Set up a Google Analytics account for your blog (MCOM43) and your client project (MARK5000).
- Set up Goals for this 'campaign'.
- Email a PDF report directly from your analytics account (conversions > goals > overview > email this report to lfair@sl.on.ca)
Due:
- MCOM43 Wednesday, November 20 (5%)
- MARK5000 Thursday, November 21 (2.5% blog, 2.5% client)
Friday, November 8, 2013
Friday, November 1, 2013
Free or Trial Analytic Tools You can Use
Web
- Google Analytics
- Open Web Analytics
- Yahoo Marketing Dashboard
- Piwik
- Clicky
- GoingUp
- Stat Counter
- Site Meter
Social
Web & Social
You can also use a lot of the same tools that were used for your digital audit [here's that blog post to help you remember those]
Wednesday, October 30, 2013
Target Market Refresher
direct response market segmentation and lists from Lindsey Fair
[ignore the last slide about assignments - that was from a previous course]
This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.
[ignore the last slide about assignments - that was from a previous course]
This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.
Segmentation Tools
Gantt Chart Samples for MarComm Planning
Here's a sample Gantt Chart that had several different content themes & messages and an integrated channel approach >>
Monday, October 28, 2013
Web Marketing Plan Outline
· Client
Overview
o
Target Market / Persona (general,
web)
o
Audit
o
Goals (business, web)
§ Priority
List
· Recommendations
o
Strategy
§ Themes
§ Focus
· SEO
· SEM
· Conversion
o
Web
o
Mobile
o
Blog
o
Wiki
o
Email
o
Tactics
§ Content
· Formats
· Calendar
§ Integration
§ Timeline
· Milestones
· Ghantt
Chart
o
Metrics / Analytics
Monday, October 21, 2013
TrendsTalk Rubric & Outline
Learning Outcomes:
2. Develop and recommend strategies for search engine marketing including organic and paid options.
5. Perform duties in a professional manner that models practitioners in a digital marketing role.
Components:
2. Develop and recommend strategies for search engine marketing including organic and paid options.
5. Perform duties in a professional manner that models practitioners in a digital marketing role.
Components:
- TrendsTalk Mini video presentation (6 minutes, full slidedeck)
- Slidedeck uploaded to slideshare, embedded to your blog and tweeted to @lindseyfair #imcslc
- TrendsTalk full presentation at the main event (20 minutes + 7 min Q & A)
Who: Partners
Description: A TedTalk inspired presentation will be developed related to Search & Site Marketing. Topics to be chosen by the students, however, a how-to seminar will not be accepted. All topics must be pre-approved and will be approved on a first-come-first-served basis.
Full TrendsTalk Rubric >>
For examples from previous years TrendsTalk visit >> http://trendstalk.com/
Description: A TedTalk inspired presentation will be developed related to Search & Site Marketing. Topics to be chosen by the students, however, a how-to seminar will not be accepted. All topics must be pre-approved and will be approved on a first-come-first-served basis.
Full TrendsTalk Rubric >>
For examples from previous years TrendsTalk visit >> http://trendstalk.com/
Mini In-Class Case
In partners, develop a GeoTargeted web strategy for Gosling's Rum. Describe the strategy and create a wireframe that highlights the key aspects of the strategy.
Due a the beginning of class on Monday. (hard copy)
Sunday, October 20, 2013
Wednesday, October 9, 2013
Conducting a Digital Audit
Here's some tools for conducting a digital audit:
- Google Webmaster Tools http://www.google.com/webmasters/tools/
- Hubspot’s SEO Audit Tips http://blog.hubspot.com/blog/tabid/6307/bid/34088/How-to-Audit-Your-Website-for-Improved-SEO-and-Conversions.aspx
- Woorank SEO and Traffic Estimator Report www.woorank.com
- Inbound Link Assessment, SERP Results www.moz.com/tools
- Other Useful Google Insights Tools: https://support.google.com/webmasters/answer/156184?hl=en
- to check inbound links on Google: link:url.com
- Sitemaps: https://support.google.com/webmasters/answer/156184?hl=en
- Domain Name Search: domainsatcost.ca
- Link Checker: brokenlinkcheck.com
- Mobile Analysis: http://mobitest.akamai.com/m/index.cgi
Monday, October 7, 2013
Blog Rubric
Due: October 21 7am
Value: 14%
Here's the printable checklist to help you get your blogs ready.
Use the slidedecks from the first Digital Assets lesson that covered blogging as a reference, plus there's tons of info on SEW.
Value: 14%
Here's the printable checklist to help you get your blogs ready.
Use the slidedecks from the first Digital Assets lesson that covered blogging as a reference, plus there's tons of info on SEW.
SEO & SEM Jargon
Run-of-network (RON)
In run-of-network advertising, advertisers generally give up say over placement in return for low rates and broad reach. Ads may be placed randomly in unsold, less valuable portions of sites within an ad network. Run-of-network buys are similar to run-of-site buys, except the ads appear on many sites instead of an individual site. (Thanks Matt for your info >>) (Thanks Joanna for your info>>)
Run-of-site (ROS)
Definition Ad buying option in which ad placements may appear on any pages of a target site. Information In run of site advertising, advertisers generally give up say over placement in return for low rates and broad reach. Ads may be placed randomly in unsold, less valuable portions of the target site. (Thanks Tina for your info >>) (Thanks Kristen for your info>>)
Real-Time Bidding (RTB)
Real-time bidding (RTB) is a new display ad solution that is revolutionizing the advertising industry, allowing advertisers to: Bid in real-time on available ad inventory, Maximize results within shorter timelines, Improve budget flexibility, Set price based on site content relevance. Here's a great article from SEW on RTB. (Thanks Taylor Y for your info>>)
Clickthrough Rates (CTR)
A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. (Thanks Sarah for your info>>)
Quality ScoreQuality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. You can find out your Quality Score for any of your keywords, and there are several things you can do to help improve your Quality Score. (Thanks Jess for your info>>)
Conversion Rate (CR)
How often a click on your ad resulted in a conversion, a meaningful action like a sale, lead, or sign-up. (Thanks Amber for your info>>)
Display Network
A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads.(Thanks Brad for your info>>)
Ad Rank
A value that's used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score. (Thanks Josh for your info>>)
Cost-per-thousand impressions (CPM) CPM stands for cost-per-thousand impressions, so you pay for each set of a thousand views of your ad. (Thanks Alex for your info>>)
Standard Delivery vs Accelerated Delivery
Standard delivery (the default option) tries to show your ads throughout the entire day to make sure that you don't spend your whole budget in the morning and cause your ads to stop showing for the rest of the day. Accelerated delivery tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent. (Thanks Jessica for your info>>)
Ad Extensions
A feature that displays extra business information with your ad such as an address, phone number, more webpage links, or a coupon. (Thanks Shaun for your info>>)
Ad Group
A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups. (Thanks Julia for your info>>)
Default Bid
A bid amount that applies to all of the keywords and placements in your ad group that don't have individual bids. This bid sets the maximum amount that you're willing to pay for each click on your ad for any keyword and placement without its own bid. (Thanks Katie for your info>>)
Ad Relevance
A keyword status that measures how closely related your keyword is to your ads.(Thanks Taylor O for your info>>)
AdSense
A Google product that pays website owners for showing relevant AdWords ads on their site. (Thanks Rachel for your info>>)
Auto-Tagging
A feature that automatically creates custom destination URLs to help you track your ad performance using website tracking programs like Google Analytics. (Thanks Kylie for your info>>)
Broad Match
A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes." (Thanks Katrina for your info>>)
Destination URL
The URL address for the page in your website where you'd like people to be sent after they click your ad. Thanks Sydne for your info>>)
Enhanced CPC
A bidding feature that raises your bids in situations that seem more likely to lead to a sale or other conversion on your website. It lowers your bids for situations that seem less likely to lead to a conversion. (Thanks Amanda for your info>>)
Landing Page
The webpage where customers end up after they click your ad. This page is usually the same as your ad's destination URL. (Thanks James for your info>>)
Play Rate
How often your ad's video was played compared to how often the ad was shown. (Thanks Chris for your info>>) (Thanks Hollie for your info too>>)
SEO Remarketing
A feature that lets you reach people who have previously visited your website. Your ads can show to these customers when they visit other websites in the Google Display Network or when they search on Google. (Thanks Megan for your info>>)
Search Network & Partners
A group of search-related websites where your ads can appear, including Google search sites and search sites that partner with Google to show ads (search partners). Partners are Sites in the Search Network that partner with Google to show ads.(Thanks James P for your info>>)
In run-of-network advertising, advertisers generally give up say over placement in return for low rates and broad reach. Ads may be placed randomly in unsold, less valuable portions of sites within an ad network. Run-of-network buys are similar to run-of-site buys, except the ads appear on many sites instead of an individual site. (Thanks Matt for your info >>) (Thanks Joanna for your info>>)
Run-of-site (ROS)
Definition Ad buying option in which ad placements may appear on any pages of a target site. Information In run of site advertising, advertisers generally give up say over placement in return for low rates and broad reach. Ads may be placed randomly in unsold, less valuable portions of the target site. (Thanks Tina for your info >>) (Thanks Kristen for your info>>)
Real-Time Bidding (RTB)
Real-time bidding (RTB) is a new display ad solution that is revolutionizing the advertising industry, allowing advertisers to: Bid in real-time on available ad inventory, Maximize results within shorter timelines, Improve budget flexibility, Set price based on site content relevance. Here's a great article from SEW on RTB. (Thanks Taylor Y for your info>>)
Clickthrough Rates (CTR)
A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. (Thanks Sarah for your info>>)
Quality ScoreQuality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. You can find out your Quality Score for any of your keywords, and there are several things you can do to help improve your Quality Score. (Thanks Jess for your info>>)
Conversion Rate (CR)
How often a click on your ad resulted in a conversion, a meaningful action like a sale, lead, or sign-up. (Thanks Amber for your info>>)
Display Network
A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads.(Thanks Brad for your info>>)
Ad Rank
A value that's used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score. (Thanks Josh for your info>>)
Cost-per-thousand impressions (CPM) CPM stands for cost-per-thousand impressions, so you pay for each set of a thousand views of your ad. (Thanks Alex for your info>>)
Standard Delivery vs Accelerated Delivery
Standard delivery (the default option) tries to show your ads throughout the entire day to make sure that you don't spend your whole budget in the morning and cause your ads to stop showing for the rest of the day. Accelerated delivery tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent. (Thanks Jessica for your info>>)
Ad Extensions
A feature that displays extra business information with your ad such as an address, phone number, more webpage links, or a coupon. (Thanks Shaun for your info>>)
Ad Group
A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups. (Thanks Julia for your info>>)
Default Bid
A bid amount that applies to all of the keywords and placements in your ad group that don't have individual bids. This bid sets the maximum amount that you're willing to pay for each click on your ad for any keyword and placement without its own bid. (Thanks Katie for your info>>)
Ad Relevance
A keyword status that measures how closely related your keyword is to your ads.(Thanks Taylor O for your info>>)
AdSense
A Google product that pays website owners for showing relevant AdWords ads on their site. (Thanks Rachel for your info>>)
Auto-Tagging
A feature that automatically creates custom destination URLs to help you track your ad performance using website tracking programs like Google Analytics. (Thanks Kylie for your info>>)
Broad Match
A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes." (Thanks Katrina for your info>>)
Destination URL
The URL address for the page in your website where you'd like people to be sent after they click your ad. Thanks Sydne for your info>>)
Enhanced CPC
A bidding feature that raises your bids in situations that seem more likely to lead to a sale or other conversion on your website. It lowers your bids for situations that seem less likely to lead to a conversion. (Thanks Amanda for your info>>)
Landing Page
The webpage where customers end up after they click your ad. This page is usually the same as your ad's destination URL. (Thanks James for your info>>)
Play Rate
How often your ad's video was played compared to how often the ad was shown. (Thanks Chris for your info>>) (Thanks Hollie for your info too>>)
SEO Remarketing
A feature that lets you reach people who have previously visited your website. Your ads can show to these customers when they visit other websites in the Google Display Network or when they search on Google. (Thanks Megan for your info>>)
Search Network & Partners
A group of search-related websites where your ads can appear, including Google search sites and search sites that partner with Google to show ads (search partners). Partners are Sites in the Search Network that partner with Google to show ads.(Thanks James P for your info>>)
For more important SEO / SEM Terms and Jargon use the Google Glossary (will be important for your certification).
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