These are optional projects for all students.
For students in the Honors Program, completion of one of these options will earn Honors Credit.
Option 1: Digital Ads
Complete the Google Ads Certification courses including passing the required tests
Google Ads Display Certification: 2.6 hours
Google Ads - Measurement Certification: 4.7 hours
Google Ads Video Certification: 4 hours
Shopping Ads Certification: 3.1 hours
Google Ads Apps Certification: 2.8 hours
Upload links your certificates and add them to your portfolio.
Option 2: Analytics
Complete the Google Analytics Academy courses including passing the required tests
Google Analytics for Beginners
Advanced Google Analytics
Google Analytics for Power Users
Getting Started With Google Analytics 360
Introduction to Data Studio
Google Tag Manager Fundamentals
Option 3: Blazor Web App
Complete Blazor tutorials and then create your own Blazor web app
Blazor: Modify a project in Visual Studio
Create your own Blazor web app
objectives, sitemap diagram
Preparation
Read
Watch
Validate your business idea (8:48) IMPORTANT
Setting goals for your website (and why it matters) | Search for Beginners Ep 2 (2:36)
Think
The next several projects involve the development of a website for marketing, basically either to build or increase brand awareness or to sell a product or service.
You first need to decide what to make a website for. This depends on your professional goals.
If your goal is to be an Entrepreneurial Business Starter, create a website for ...
your own real business idea or entrepreneurial venture (possibly developed in ENT 2000)
one entrepreneurial venture idea is to become an independent digital marketing professional
another idea is selling goods through affiliate marketing
If your goal is to be an Entrepreneurial Content Creator, create a website for ...
promoting yourself as a content creator and affiliate marketing
selling stuff through Spri.ng
selling content access memberships, like through Patreon
If your goal doesn't involve starting a business or being a content creator, create a site for ...
your own personal brand, like to get a job or promotion
another student's personal brand, real business idea, or entrepreneurial venture (who isn't in this class, like a Runway Program participant or NCAA athlete)
an established business, possibly of a friend or family member
a social cause, like reducing climate change or sustainable behavior (research Community-Based Social Marketing)
a non-profit, like an animal rescue, possibly for service-learning hours
a club or RSO
Patreon for non-profit organizations
Whichever you choose, it is critical that you have a specific goal in mind for the website, something measurable that you want visitors to do. This is called a conversion. Examples of conversions are a purchase of something through you or through affiliate marketing, email signup, form completion, registration, subscription, video watch, or donation (like buymeacoffee).
You will get the most out of the activities and enjoy them more if you choose something you are passionate about.
Part 1: Preplanning your website
Create a document in Word named Website Planning containing a heading 1 for Website Planning.
Create a heading 2 for each of the top level bullet points below. Under the headings, answer the following questions, making it clear that you read the associated resources. (5 points each, 40 points total)
What are the goals of this website? This is very important for future assignments.
What is the specific conversion you are trying to achieve?
Read How to Create a Content Marketing Strategy for Your Personal Brand
It would be best to choose one of these goals:
Make a payment
Register online
Schedule visit
Donate
Create an account
Submit form
View schedule
Play media
Share to a social network
Newsletter sign up
Who is the target audience? What Is a Target Market?
What are at least 2 important use cases for your web site (things that a visitor to your site would want to do, like purchase a product)? Why Do People Visit Websites Today?
What information will you need on the site to achieve your goals? 10 Things People Want to See on Your Website
What pages will your website need? Make a list of at least eight. 13 most common pages that every website should have
What is your website and brand personality? Choose one of the Five Dimensions of Brand Personality that you want to go for and choose a facet and trait within that dimension. (Eg. Sophistication, Charming, Smooth)
What tone and voice do you want to use? Choose where you want to be on the 4 primary tone-of-voice dimensions. (Eg. serious, formal, respectful, and matter-of-fact)
Who are your competitors?
What will differentiate you from competitors?
Part 2: Planning your website’s structure and layout
Consider how your pages will be organized. Read about Site Structure.
In Lucidchart or another instructor approved tool...
Organize information and develop a sitemap diagram (Lucidchart instructions) (50 points)
Include at least five top level pages under your Home page indicating links that will be on those pages (example: About, Services, Products, FAQ, Sign Up / In)
Go down at least two more levels for at least one top level page indicating links on those pages (example: Products - Shoes - Men's)
Export your diagram from the tool you used to create it and add it to your document from part 1 under a heading 2 for Sitemap Diagram.
Continue to refine this as your website develops.
Determine the navigation flow (10 points)
For your earlier identified use cases, identify the flow visitors would take through the web site from the Home page to the final page that allows them to accomplish their goal. This could be written out, drawn on your sitemap diagram, or illustrated on a flowchart or user flow diagram. (Lucidchart example / template) This will help you or your web site developer to make design and functionality choices.
Save your Website Plan document in OneDrive because you will need to reference it later in the development process.
Upload and submit your document in Canvas.
Credit: https://www.lucidchart.com/blog/website-planning-tool
optional
Read
Create
Find a specialty product on Amazon. It’s better to find specialty products that are niche. Once you pick a product, create an affiliate account on Amazon and plan to sell the product through your site.
You can set up an Amazon affiliate account here: https://affiliate-program.amazon.com
mood board
This activity involves the following design aspects of your website:
Visual style
Images
Fonts
Color schemes
Mood Board
Mood boards serve as a fundamental transition between an initial thought and a first draft. They can be helpful for sparking inspiration and visually illustrating the style you wish to pursue.
Read to remember and understand with the aim to apply
Read The best website color schemes — and how to choose your own
Read about mood boards on Lucidchart and Canva.
Analyze and evaluate
Discover
Find and review additional sources related to mood boards, images, fonts, and color schemes for websites.
Think
Choose at least three images that convey your intended visual style. These could be images that you would use on your completed site or not.
Choose three font choices from Google Fonts or another source based on your research that you will use on your site.
Choose a color scheme created from Coolors based on your research that you will use on your site.
Write
Create a document in Word named Website Design containing a heading 1 for Website Design.
Add a heading 2 for Design Description.
Write a sentence or two describing your website and the visual style you are going for. (10 points)
A brief description of how you found or created your images, why you chose them, and whether or not you could or would use them on your site. (10 points)
Your font choices and support for them (why you chose them and why they are good, citing sources). (10 points)
The color codes for your color scheme choice and support for it. (10 points)
Optionally: include evidence of your chosen colors used with the Contrast Checker.
Create
Use Lucidchart, Canva, or another instructor approved tool to create a mood board for your website.
Required elements:
At least three images that convey your intended visual style. (20 points)
Good resources for finding images include Google Advanced Image Search, Unsplash, and Pixabay.
Good resources for creating or modifying images include Adobe Spark and Pixlr
Text that might appear in your created site (such as your business name, product names, or page names from your site map) using the three fonts you selected. Include the font names within your board so if you gave the board to a developer they would be able to identify them easily and so you don’t forget what they are. (20 points)
Your color scheme. Include the color codes within your board. (20 points)
Add a heading 2 to your document for Mood Board and embed your mood board in the document.
Optional elements:
Sample navigation buttons - Generator
A “call to action” button design - Generator
Sample menu - Generator
Anything else you want
Submission Instructions
Export your mood board to an image file and add it to your document.
Save your document to your OneDrive because you will need to reference it in future assignments.
Upload and submit your document to the assignment in Canvas.
If you are interested in graphic design…
Check out the free Canva course Graphic Design Basics
Talk to and possibly work with the FGCU graphic design team
Learn more about the Digital Media Design minor
Sources:
https://www.canva.com/learn/make-a-mood-board/
https://cft.vanderbilt.edu/guides-sub-pages/blooms-taxonomy/
use tools to make keyword list
Keywords are ideas and topics that define what your content is about. In terms of SEO, they're the words and phrases that searchers enter into search engines, also called "search queries." If you boil everything on your page — all the images, video, copy, etc. — down to simple words and phrases, those are your primary keywords. https://moz.com/learn/seo/what-are-keywords
The goal of this project is to create a list of 5-10 keywords for 3-5 pages on your web site. These should be "landing pages". Landing pages are key pages in your website where a user/customer would arrive from search results and potentially take an important action in your marketing funnel, such as a product page or sign-up page. One should be your home page.
Create a document in Word named SEO Keyword Research and List containing a heading 2 with the same.
Write down 3-5 landing pages for your site. Under each page, start a list of keywords. These should be simple words and phrases someone might type into a search engine for which you would want your site to appear as a result. A person who uses the search queries you identify should find value in your site. This is called relevancy.
Coming up with this list can be challenging at first, but there are digital technologies to help solve this problem like Ahrefs Free Keyword Generator and others mentioned at 10 Free Keyword Research Tools.
Writing a list off the top of your head or using a tool to generate a list is an alright place to start, but there is more to a truly effective keyword list. Some search queries are unlikely to ever be entered. This is called low volume. Some search queries already have lots of results, making it impossible for your site to appear near the top. This is called high competition. The combination of volume and competition is called difficulty.
There are keyword research tools to tell you these numbers. This is extremely important and valuable information so some of these tools cost a lot of money. For your project, you are not required to pay for anything if you don't want to, just realize that this means it will be a little bit trickier.
At least some of your keyword choices should be supported by evidence from at least one keyword research tool to have decent volume and low competition / difficulty.
First, prepare by learning more about Google Search and Keyword Research and familiarizing yourself with some tools.
Preparation
Watch
Read
about seed words at the Moz Keyword Research Guide.
Creating the spreadsheet as described is optional for this assignment.
about creating a keyword list at the Moz Keyword Research Guide.
about keyword research tools and resources at the Moz Keyword Research Guide.
about Grouping Keywords by Relevance and On-page Keyword Optimization at the Moz Keyword Research Guide. (We will revisit the only remaining chapter Tracking Keyword Rankings later in the semester.)
Google Keyword Planner
If done properly, you will not need to enter credit card information.
Sign in with your existing Google account or create a new one.
Scroll to the bottom of the page and go to Expert Mode
Click Create an account without a campaign
Click Submit
Click “Tools & Settings” at the top of the page, then Planning, then “Keyword Planner”
Click on “Discover new keywords”
Search some of your seed words
Find keywords that have a good number of monthly searches and low competition
Google Trends
Read How To Use Google Trends: 10 Mind-blowing Tricks For Entrepreneurs
Explore results for your seed words. You can type in multiple terms or expressions separated by commas on the first page or add comparisons from the button at the top of the results page.
Note the ‘related queries’ section on the bottom right for other search terms
Find terms with good trends.
Moz Keyword Explorer
Use the Keyword Explorer to search some seed words and get additional suggestions. With the free plan, the number of searches you can do is limited so this resource is best to use after you have some good ideas.
Read about the different categories.
Relevance: The degree to which a keyword is connected to or appropriate to your website and/or business.
Monthly Volume: The number of times, on average, users search for a keyword over a month-long period. Can be defined by “global” search volume or specified by a geographical area.
Keyword Difficulty: A score which predicts how challenging it would be to rank in the top 10 spots for a given keyword.
Organic CTR: In keyword research, Organic CTR refers to the estimated click-through rate of organic web searches. Generally, search results with many SERP features have lower CTRs.
Priority: A proprietary Moz score from 1-100 calculated by looking at all other metrics:
Volume, Difficulty, and Organic CTR. Higher Priority represents a sweet spot of higher Volume and lower Difficulty.
Read about Prioritizing Profitable Keywords at the Moz Keyword Research Guide.
Ideally find relevant keywords that have some volume and with a difficulty score in the 20-35 range.
Add a heading 2 for Keyword list
Add your resulting keyword list (5-10 for 3-5 pages). (70 points)
Keyword Justification and Research Evidence
Add a heading 3 for Keyword Justification and Research Evidence
Write a paragraph justifying your choices and identifying volume and competition / difficulty from the keyword research tools.
Include screenshots showing your keywords and results. (30 points)
Rename pages in your sitemap diagram and planning document list of pages so they include your primary keywords. You do not need to resubmit your planning document.
Submit your keyword research document.
create empty pages in hosted site
At the bottom of your Website Planning document, add a heading 2 for Website Development: Hosting and Framework.
Add a heading 3 for Hosting Considerations and Justification of Choice
Use information from the Website Development page and your sitemap diagram and mood board to make a website framework in your hosting service of choice.
You do not need to pay for hosting.
If you are creating your first site ever, choose a host with a CMS and WYSIWYG editor. If you don't need to sell anything, Google Sites is recommended. If you do want to sell things, Shopify is recommended
If you have some experience and would like to learn more choose a host that requires HTML & CSS, GitHub is recommended.
Check out what you can get for free at https://education.github.com/pack
Write in your document which web host you chose and why using proper spelling and grammar (capitalize product names like Google Sites).
Update your sitemap diagram if needed.
Your framework should include all of the pages from your Website Plan document, the ability to navigate between them, and the color theme you chose in your mood board (or something very similar). You are NOT required to populate the pages with any text, images, video, or other content at this point (and it's probably better if you don't).
Add a heading 3 for URL and paste the published URL for your site into your document.
Upload and submit your document.
keyword application in page names, title tag, meta description, headings, headlines, setup Google Analytics and Search Console
The purpose of this project is to start using your keyword list in your website for search engine optimization. You will incorporate your keywords on 3-5 of your key pages through:
URL: primary keywords (rename pages if needed to include keywords)
Title tag (in head): primary + secondary keywords
Meta description: primary + secondary + related/supporting keywords
Page title / Headline (h1 in body): primary + secondary keywords
Subheadings / Sub-headlines (h2, h3, etc.): secondary + question keywords
Body copy: primary + secondary + related/supporting keywords (in a later assignment)
Image alt text: primary + secondary + related/supporting keywords (in a later assignment)
Create a document named SEO Headlines and Titles containing a heading 2 with the same.
Add a heading 3 for SEO Notes
Add notes to your document as you engage with the following resources: (20 points)
The Beginner's Guide to SEO CHAPTER 4: ON-SITE OPTIMIZATION
What is the Difference Between a Page title and H1 tag for SEO?
Additional resources related to headlines as desired.
Example headlines:
AirBnB: “Book unique places to stay and things to do.”
Rocket Mortgage: “A simpler way to buy a home or refinance.”
In your document, add a heading 3 for Headlines for Key Pages
If you don't already have it, add an About Us page to facilitate SEO
Refer back to the list of landing pages and other key pages you created groupings of keywords for in an earlier assignment and list them under the heading along with their URLs.
Just in your document for now, write powerful headlines for these pages using your primary and secondary keywords.
Write sub-headlines using secondary + question keywords.
Write titles for these pages using your primary and secondary keywords.
Keep your titles under 60 characters. Character Counter
Analyze
Enter your headlines into Headline Studio - https://coschedule.com/headline-analyzer
Read about the factors that contribute to a good headline score.
Revise your headlines until you don’t get any red on the Headline Score tab or the SEO Score tab. You are allowed 25 revisions per headline. When you reach that limit, click the feather icon on the left and click New Headline.
You only need to do this for your headlines, not your sub-headlines.
In your document, add a heading 3 for Headline Analysis and Application.
For each of your pages, add screenshots of the Headline Score showing your headline, the Word Balance, Word Count, Character Count, Headline Type, Reading Grade Level, Sentiment, Clarity, and Skimmability, and the SEO Score showing Keyword Quality, Keyword Density, Average Monthly Searches, Search Competition, Keyword Trend, Search Preview, Headline Competition, Keyword Variations, and Related Questions. (40 points)
If you have trouble with Headline Studio you can try other SEO headline tools like https://capitalizemytitle.com/headline-analyzer/
Apply
Edit your landing pages and other key pages: (40 points)
Add Headlines (using h1 tags on-page or set as Title in Google Sites) in a font you chose in your mood board
Add Sub-headlines (using h2 and h3 tags on-page or set as Heading and Subheading in Google Sites) in a font you chose in your mood board
Take screenshots of 3-5 of your web pages showing the headlines used with the analyzer
Add Title tags (if you are able, Google Sites doesn't allow adding meta information)
Optional: Add Meta descriptions 50-160 characters
Host specific instructions
If you were able to add them, take screenshots of your HTML or where in your CMS you added title tags that include your keywords and add them to your document. If you weren't able to add them, include a statement that your hosting service doesn't support them and just include them as text in your document.
Optional: earn a SEO certification
Submit your document.
keyword application in body copy
Website copywriting is the process of writing digital content for landing pages, product pages, blog posts, and everything in between.
Read
Create a new document named Website Copywriting containing a heading 2 with the same.
Add a heading 3 for Body Copy Components and Considerations
Under the heading, add links to and notes from the following resources
Additional resources related to copywriting and blogging that you research
Research
Write
Open and review your Website Plan document.
Open your keyword list from your keyword research activity.
Add a heading 3 for Main Page Body Copy in your Website Copywriting document. In it, list the 3-5 landing pages or key pages you used in the earlier assignments and their published URLs.
For those pages, just in your document for now, write body copy in an active voice including primary + secondary + related/supporting keywords.
Include:
Call to actions (on-page)
Benefits (on-page)
Features (on-page)
If you are not a strong writer, you can utilize the FGCU Writing Lab for an in-person or online one-on-one appointment. https://www.fgcu.edu/academics/caa/writinglab/
Depending on your hosting platform, you may want to use your body copy with a landing page builder like unbounce
Analyze
Add a heading 3 for Body Copy Analysis in your Website Copywriting document.
Analyze what you wrote in the Hemingway Editor and revise as needed in your document.
You should have no sentences that are hard or very hard to read. (no red or yellow)
Ensure Readability is at a Grade 9 level or below.
The page should have valuable content without being too long. Reading time should be 10-30 seconds. (Click show more under the Readability score)
Pay attention to other recommendations from the app as well.
Screenshot the results and add it to your document. (100 points)
Optional: Use Wynter or another analysis tool as well
Apply
Add your body copy to your web pages.
Screenshot your 3-5 web pages showing that you have added the analyzed body copy.
Submit your document.
update content with images, video, and audio
Review your Website Planning document to keep your website's objectives in mind as you create multimedia for your website.
Create a new Word document named Website Multimedia containing a heading 2 of Website Multimedia and a heading 3 of Multimedia Creation Resources and Notes.
Add content under this heading including the sites you use and any information that would help you to create multimedia in the future.
Infographic - Create a flyer using Adobe Creative Cloud Express (formerly Spark)
Include text using a font from your mood board
Optional: add animation
When you don't know how to do something, check the - tutorials
Download the image as a PNG or JPG
Logo - Create two versions of a logo using the Logo Maker one square (1:1, e.g. 600 x 600), and one landscape (4:1 e.g. 1200 x 300). You can use the Free Image Resizer or use the "Custom size" button on the Adobe Creative Cloud Express home page. Transparent backgrounds preferred. You may need to change the aspect ratio after downloading and opening in another program, like Photos.
In Google Sites, upload your logo in Settings - Brand images. You can also set a Favicon here.
Marketing images - Create using Adobe Creative Cloud Express or other software like Canva (premium free for students) in two formats, one square (1:1, e.g. 600 x 600) and one landscape (1.91:1, e.g. 1200 x 628) that don't include your logo or text as this can be repetitive when used together, such as in certain ad layouts that will be created later. You can use the "Custom size" button on the Adobe Creative Cloud Express home page. Blank space should not take up more than 80% of the image. Your product or service should be the focus. Use single images. Collages are not recommended. At least one image in the two formats is required, 5-10 are recommended. More information
Save all images to a repository, like a folder on your OneDrive or Google Drive. Saving to Google Drive will make it easier to add the images to your website. Digital marketing professionals use Digital Asset Management Software
Add the images to your website. Add or edit text & images in Google Sites Add images using HTML
Add meaningful alt text that includes words from your keyword list. Alt text How to in Google Sites
In your Website Multimedia document, add a heading 3 for Images and Infographics (50 points)
Add a heading 4 for Flyer
Add your flyer and a very brief summary of how you created it.
Add a heading 4 for Logo
Add your logo and a very brief summary of how you created it.
Add a heading 4 for Marketing Images
Add your images and a very brief summary of how you created it.
Create a video using Adobe Creative Cloud Express that is around 30 seconds long
Choose the “Promote an idea” template and watch the quick tips video
Use text and / or images to customize the slides for
Setting
Problem
What could be
Solution or idea
Reward
How you can help
Use the Theme link to choose colors that match your website palette from your mood board and a font that is at least similar to one from your mood board
Add at least two video clips that you create yourself using a tool like Shotcut or videos that you find on a site like Pixabay as new slides or on any existing slides that contain text.
Use the Music link to add provided music or music that you find on a site like Pixabay
Optional: record narration within Adobe Creative Cloud Express or import audio you create using a tool like Audacity
Customize the Credits slide to give credit for the video and audio used
Upload your Adobe Creative Cloud Express video to YouTube. You can leave it unlisted. You might want to use a different Google account than your personal one.
Optional: create additional videos in Adobe Creative Cloud Express or another tool
Embed the video on your website
In your Website Multimedia document, add a heading 3 for Video. (50 points)
Add the link to your video on YouTube and a very brief summary of how you created it.
Submit your document.
put it all together and reflect on process
Update your website as needed and summarize the entire process.
You should have proper UI/UX design, all major pages, appropriate navigation, good fonts, a consistent color theme, images and videos. Every page should have content.
Create a new Word document named Content Marketing and Search Engine Optimization (SEO) containing a heading 1 that is the same.
Add links to the 3-5 web pages that you focused on. These pages should contain headlines using keywords, body copy using keywords, and multimedia.
Write at least 500 words summarizing and reflecting on what you did, including your content creation plan. (You can basically compile your earlier projects into one cohesive summary.) This will become part of your final project, so check out those instructions. Use proper spelling and grammar.
This document should serve as a resource to you in the future in case you need to make a marketing website again in the future and also as something you could include in your portfolio to impress potential investors or employers. Make yourself sound good.
Setup and Certification
Add Google Analytics to your website if you haven't already. See setup instructions.
Optional: add Facebook pixel. It will be very useful to have this when creating Facebook and / or Instagram ads later.
CMS specific instructions for adding Google Analytics
Wix (cannot use Google Analytics with a free account, you can use Google Analytics with their basic professional account)
Create a new document named Google Analytics
Create a heading 3 for Google Analytics
Write a brief summary of the benefits of Google Analytics.
Add a screenshot of your Data Stream from Google Analytics - Admin - Property - Data Streams
Note: You will analyze your Google Analytics data later in the semester.
Start or continue the Google Analytics for Beginners Certification course provided for free from Google. Google expects the course to take 4-6 hours to complete, depending on your level of familiarity with the course content. Really try to learn and follow along because you will need to implement Google Analytics on your website and pass tests.
You must pass the required tests in the course to earn a certificate of completion. Once you finish the course, you will be awarded a certificate of completion in a PDF file format. Note: You must score 80% or better on each assessment to earn a certificate of completion. If you score less than 80% on a test you must wait 24 hours before retaking the test.
Note: For activities with times listed, these are guidelines for passive reading / watching. It should take you more time because you should be actively reading / watching (taking notes, following along / applying the instructions, developing questions, making connections, etc.). Give the training your full attention (deep work). The goal is not to get through the trainings as quickly as possible, it is to learn and to apply or be prepared to apply what you learn for your own entrepreneurial enterprise or for an employer. Interact with the resources as if the success of your venture or getting hired for a job you want depends on knowing the information.
Checkpoint 1
Google Analytics for Beginners
Unit 1: Introducing Google Analytics (23m total)
Why digital analytics? (3m)
How Google Analytics works (3m)
Google Analytics setup (5m)
How to set up views with filters (7m)
Assessment 1 (5m)
Unit 2: The Google Analytics Interface (30m total)
Navigating Google Analytics (5m)
Understanding overview reports (7m)
Understanding full reports (6m)
How to share reports (3m)
How to set up dashboards and shortcuts (4m)
Assessment 2 (5m)
IMPORTANT: Check the name listed at https://myaccount.google.com/profile/name and edit it if necessary because it will be used for your certificate when you complete Unit 4.
Screenshot the page showing that you completed assessment 1 and 2 for this assignment.
Create a document named Google Search Console with a heading 3 for Google Search Console Verification
Verify your site in Google Search Console now so data will start to accumulate, enabling you to see the results of your SEO efforts later.
If you are using Google Sites, you will verify in Search Console using the Google Analytics method. Instructions
If you aren't using Google Sites, watch 7 ways to verify site ownership (13:58)
About Search Console "Search Console will help you monitor your website traffic, optimize your ranking, and make informed decisions about the appearance of your site's search results. You can use the information in Search Console to influence technical decisions for the website and do sophisticated marketing analysis in conjunction with other Google tools like Analytics, Google Trends, and Google Ads."
Search Console explained (and why you need it)| Search for Beginners Ep 6 (2:18)
Go to URL Inspection, enter the URL of your home page, and then Request indexing.
For your submission, click the arrow on the right side of the "Property" box at the top left so it shows your full web domain and screenshot that. The property should not have a page name at the end, just the root, like https://sites.google.com/view/ent-minded/ If you do have a page name at the end, like https://sites.google.com/view/ent-minded/home, you need to remove the property from the bottom of the Settings page and then add it using the URL with no page name at the end.
Complete the Google Analytics for Beginners Certification course
Unit 3: Basic Reports (24m total)
Audience reports (7m)
Acquisition reports (7m)
Behavior reports (5m)
Assessment 3 (5m)
Unit 4: Basic Campaign and Conversion Tracking (36m total)
How to measure Custom Campaigns (4m)
Tracking campaigns with the URL Builder (6m)
Use Goals to measure business objectives (9m)
How to measure Google Ads campaigns (8m)
Course review and next steps (4m)
Assessment 4 (5m)
On your certification page, toggle "Enable sharing" and click the link to copy the URL.
In a document named Google Analytics Certification
Add a heading 4 for Certification and add your certificate and the publicly accessible shared URL for it.
Upload your document.
Analyze Social Media Marketing Posts
Review your Website Planning document where you identified your Target Market. Go to a social media platform that would be used by your target audience. Check the Social Media Network Reference Sheet.
In order to have a reminder of what you learned to reference in the future and to create an artifact for your portfolio, create a Word document named Social Media Marketing Post Analysis that contains a heading 2 for Social Media Marketing Post Analysis.
Open your Keyword List document. Search the social media platform using keywords from your keyword list to find at least 3 posts to analyze.
For each post
Take a screenshot of it and paste it in the Word document (40 points)
Answer the following questions under the screenshot (60 points)
What problem do you think the poster / product / service is trying to solve? In other words, for what job-to-be-done would it be hired?
Who do you think would be the target audience for this post? Why?
What elements of the AIDA model are addressed by the post? Be specific.
What type of post is it?
Upload your document to Canvas.
Create Social Media Marketing Posts
Read:
About Facebook Pages
Write (30 points)
In document named Social Media Marketing Posts, create a heading 2 for Social Media Marketing Posts. Under it, answer the following questions.
What problem are you trying to solve with this post? In other words, for what job-to-be-done would it be hired?
Who would be the target audience for your post? Why?
What are you trying to get them to do / what is your call to action?
What social media platform would be best to reach your target audience? Why? Support your choice with evidence, like citing the Social Media Network Reference Sheet.
Based on what you learned from the Establish Platform Presence section of the 100-101 Facebook Certified Digital Marketing Associate Exam Courses...
Would a Facebook Page be appropriate for you? Why or why not?
Would an Instagram Business be appropriate for you? Why or why not?
Would a WhatsApp Business be appropriate for you? Why or why not?
Create (70 points)
Social Media Marketing Posts
Note: You can, but do not have to, publish these posts.
Create at least two social media marketing posts.
Review this guide regarding number of characters, emojis, and hashtags.
Use Hashtagify.me or all-hashtag or a similar tool
Reference The Ultimate Emoji Guide and / or Emojipedia (Be careful, check here)
At least one post should target the first two stages of the marketing funnel / AIDA model.
At least one post should target the second two stages of the marketing funnel / AIDA model.
Refine your posts based on the Coschedule Social Message Optimizer until you get all green, or at least no red, for the social media platform you chose.
Improve your sentiment score: 273 Winning Words for Emotional Copywriting (with Examples!)
Take a screenshot of the Overview section of the Optimizer results.
Create a Facebook Page for your business idea or your personal brand. You can unpublish right after you make it if you want by clicking Settings at the bottom left then Page Visibility at the top right. (Optional)
Create a Instagram Business account for your business idea or your personal brand (Optional)
Create a WhatsApp Business Account for your business idea or your personal brand (Optional)
Create a Buffer Publish account, add some channels, and schedule some posts (Optional)
Go to channel, then Settings, then Posting Schedule to change your time zone.
Add screenshots of the posts and the results of the Optimizer in your document.
social media marketing yourself
Apply some of the SEO strategies learned earlier to yourself. Remember to use keywords.
Create or update a LinkedIn profile for yourself using the instructions and resources on the Portfolio page
Complete the "Must-have Components"
Complete the "Course Components" for this course
In the Projects section, add a link to your website.
Complete the "Recommended Components"
In the Certifications section, add your Google Analytics (now) and Google Ads (later) certifications.
Get the URL from the end of the course.
For the media, you could add your mood board, the image and / or video you created for your website, or anything else you've created.
Your profile progress bar should reach All-Star status.
Submit the URL of your profile
social media marketing yourself
Apply some of the SMM strategies learned earlier to yourself and build your network.
In the Effectual theory of entrepreneurship, the Bird-in-Hand principle states: When expert entrepreneurs set out to build a new venture, they start with their means: who I am, what I know, and who I know. Then, the entrepreneurs imagine possibilities that originate from their means. In this project, you will connect with and expand "who you know" through social and professional networking, thereby increasing your means and expanding your possibilities.
Complete the "Network Components" on the Portfolio page.
At least until the assignment is graded, add the #OpenToWork photo frame to your profile picture so it is visible to everyone. After grading, you can set to only show to recruiters or take it off completely.
Submit a link to your profile.
Other ways to build your personal brand
Create a logo for yourself
Create a favicon for your website
and optional implementation
SEM is an umbrella term that includes SEO and PPC, the goal is to rank in paid and unpaid (organic) search results
Training
For this project you are going to engage with lessons covering foundational advertising concepts on Facebook, Instagram and Messenger. The lessons are part of a course to prepare people to earn a Facebook digital marketing certification. Taking the certification exam is optional.
You will get the most out of the course if you create a Facebook Page, Instagram business account, and / or WhatsApp Business and actually implement what you are learning.
Follow the link below to access the course, log in, and complete the sections. At the end of each section there is a Knowledge Check. When you pass the knowledge check you will get an award that can be shared through a URL. Share either that URL (make sure it is publicly viewable when you are logged out) or simply share screen shots of the completions.
100-101 Facebook Certified Digital Marketing Associate Exam Courses
In order to have a reminder of what you learned in the course to reference in the future and to create an artifact for your portfolio, create a Social Media Marketing on Facebook Word document add a heading 2 of Social Media Marketing on Facebook, a heading 3 for each course section (like The Value of Facebook), a heading 4 for each lesson group (like Get Started With Marketing on Facebook), and a heading 5 for each lesson (like Introduction to Facebook Apps, not including Knowledge Check). Under each lesson heading, add notes from that page (at least copy and paste the Key takeaways).
Part 1 Lessons - Social Media Marketing
The Value of Facebook (25 min)
Get Started With Marketing on Facebook
Establish Platform Presence (110 min)
Build an Online Business Presence With a Facebook Page
Establish a Facebook Page Following
Build an Online Business Presence With Instagram
Connect With Customers on Instagram
Use WhatsApp for a Business
Implementation
If you actually applied any of the information from the lessons, write a brief summary of what you did, including links and screenshots, under your notes. (optional, extra credit)
Analyze paid social media ads
In a Word document named Paid Social Media Ad Analysis add a heading 3 of Paid Social Media Ad Analysis
Go to https://www.facebook.com/ads/library/
Read the Frequently Asked Questions and answers.
Use keywords from your keyword list to find 3 ads to analyze.
For each ad
Take a screenshot of it and paste it in your Word document
Answer the following questions under the screenshot
What problem do you think the advertiser / product / service is trying to solve? In other words, for what job-to-be-done would it be hired?
Who do you think would be the target audience for this ad? Why? (Pick from the Facebook Audience Targeting Guide)
What elements of the AIDA model are addressed by the ad? Be specific. (Pick from Call-to-Action Buttons Available Per Objective)
Upload your document to Canvas.
Create paid social media ads
In document named Paid Social Media Ad Posts, add a heading 3 for Paid Social Media Ad Posts
Read:
Choose the Right Objective Facebook Business Help
About Custom Audiences Facebook Business Help
Best Practices to Make Your Ad More Engaging Facebook Business Help
5 Tips to Creating an Unbeatable Facebook Ad Campaign neilpatel
Optional: 9 Facebook Advertising Tools That’ll Save You Time and Money neilpatel
Think
What do you want people to do when they see your ads?
Write
The category of your ad objective / stage of the marketing funnel: Awareness, Consideration, or Conversion.
Your advertising objective (from the list on Choose the Right Objective - New: Updated Objectives)
Where you want to place your ads
The target audience for your ad (location, age, gender, demographics, interests, behaviors) Facebook Audience Targeting Guide
Ideally, your audience should be defined, meaning it's specific enough to reach the people most likely to be interested in your ad, but not so specific that your audience is difficult to reach.
Your call to action (from the list available for your objective as shown at Call-to-Action Buttons Available Per Objective)
Create
Note: You do not have to actually pay to distribute these ads.
Create an ad using Facebook Ad Manager
Campaign - First create a new campaign. Choose the campaign objective you identified earlier.
In Name Your Campaign
Name this campaign something like Page Name – Item Promoted – Objective Category
Name this ad set something like Scheduling – Audience Targeted – Placement – Optimization
Name this ad something like Copy/Imagery Details – CTA Button
Review other options
Ad Set - click Next to go into the Ad Set
Set Budget & Schedule (you do not need to actually spend money)
In Audience, set the location, age range, gender, and targeting for at least one audience
In Placements, review Automatic Placements and if preferred, set Manual Placements
In Optimization & Delivery, review options and make changes as desired
Ad - click Next to go into the Ad
Create your ad with your objective in mind. Include text that complements the visual of the ad. People read quickly, so ensure your text is brief and to the point (limit primary text to 125 characters, headline to 40 characters). Pick an image or video that’s relevant and compelling. Use stock photos or videos from a site like Pixabay or create your own. Create your ad using one of the options below:
Facebook ads Templates on Canva or Adobe Creative Cloud Express
Instagram post Templates on Canva or Adobe Creative Cloud Express
Other than that, what you do in the Ad page depends on how you are creating your Ad Creative and the type of ad. You don't need to do anything on this page if you aren't planning on actually publishing your ad.
FYI: there is a mini version of this process available through the Promote button or Create New Ad link or Create Automated Ad on a Facebook Page
Take two screenshots
One of the ad creative, such as previewing it.
One of your Ad Set page that includes the Audience section, Audience Definition with Potential Reach, and Estimated Daily Results. To get to this screen from the Ad Manager home page, click the Ad Set tab in the middle at the top then Edit under your ad set name.
Add the screenshots in your document.
Training
Prerequisite: complete the Social Media Marketing component of the Facebook Digital Marketing course.
Create a Word document named Advertising on Facebook and Instagram that contains a heading 2 of Advertising on Facebook and Instagram, a heading 3 for each section (like Advertising Fundamentals), a heading 4 for each lesson group (like Get Started with Advertising on Facebook and Instagram), and a heading 5 for each lesson (not including Knowledge Check). Under each lesson heading, add notes from that page (at least copy and paste the Key takeaways).
At the bottom of the document add a heading 3 of My Facebook Digital Marketing Awards and under it add a screenshot of your Facebook Blueprint profile that shows your name and your awards (accessible from clicking on your image icon at the top right of the Facebook Blueprint page then My Profile).
Certification (optional, extra credit, $99)
Submit your document.
Part 2 Lessons - Pay Per Click Advertising
Advertising Fundamentals (30 min)
Get Started with Advertising on Facebook and Instagram
The Importance of Campaign Objectives
Create & Manage Ads (90 min)
Create Audiences in Ads Manager
Choose Ad Placements, Budget and Schedule in Ads Manager
Customize Ad Creative in Ads Manager
Set Up and Use the Facebook Pixel for Ad Campaigns
Reporting (40 min)
Manage Your Ad Campaigns
Understand Facebook Privacy, Data and Ad Policies
Read
A Beginner’s Guide to Email Marketing neilpatel
Email is the king of marketing channels
Write
Create a document named Email Marketing containing a heading 1 of Email Marketing.
Create a heading 2 named Email Marketing Overview. Under it, write a short description of email marketing.
Create a heading 2 named Email List Generation. Under it, write a strategy you could use to build an email list. (choose one from this video)
Create a heading 2 named Email Service Provider. Under it identify an email service provider (ESP), also known as an email marketing platform, that you could use to help manage your email list and a little bit of information about them.
Create a heading 2 named Email Marketing Goal. Under it, write a clearly defined goal for your email marketing including a CTA. For example, you can use email marketing to:
drive sales
boost brand awareness
generate and nurture leads
keep customers engaged
increase customer loyalty and lifetime value
Create a heading 2 named Example Marketing Email Message. Think about an actual email you might want send regarding your entrepreneurial venture or something else, like fundraising for a non-profit or marketing an event. (You don't need to really send it.) Under the heading, identify the audience segmentation you would send the message to. Reference the "How to Write Emails With Proper Audience Segmentation" section at https://neilpatel.com/blog/write-emails-that-drive-results/
Write a great subject line.
Identify which of the 12 tips to create good email subject lines your subject line exhibits.
Keep it under 40 characters or about five to seven words
Copy.ai has an email subject line generator
Write the body of a marketing email. Sell the benefits, not features. Spelling and grammar is very important. Use Grammarly.
Use a template from beefree.io. Toggle off the purple Pro ones on the left to only see Free ones.
When completed, click Export, then Download. Unzip the downloaded file and click on the html file to open it in a browser.
Add the email to your Word document. Options...
Select all (Ctrl+A), Copy (Ctrl+C), Paste (Ctrl+V)
Print the browser page to save it as a pdf file. Insert the pdf file into your Word document by clicking Insert > Object... > From File.
Take screenshots of the email and paste them into the Word document.
Submit your document
Optional: If you are interested in going deeper into this topic and becoming an email marketing expert, utilize the following resources:
High-Converting Workflows & Sequences That You Can Copy, Paste & Send - Email Marketing Unlocked (7:10)
Send your email to the Mail Tester at Mailgenius and fix any identified problems.
Read
8 Considerations To Make When Designing Your First Online Survey
Market research survey templates surveymonkey
Write
Create a document named Marketing Survey.
Identify three survey makers and briefly describe them. (20 points)
Choose from https://blog.hubspot.com/service/free-survey-maker-software or do your own research.
Define your survey's purpose. What do you want to achieve and why? Choose one of the options listed in one of the three categories below. (20 points)
Concept testing, like Product testing, Ad testing, Name testing, Logo testing, Messaging/claims testing, Package testing, or Price testing
Brand research, like Brand awareness, Brand conversion, Brand personality, or Brand performance
Customer profiling, like Typical customer analysis, Typical customer demographics, Employment, Firmographics, Target market analysis, Target market demographics
Identify who you are targeting with your survey. (20 points)
Current customers or prospective customers? "Getting feedback from your current customers is valuable. But to identify new opportunities that ultimately grow your business, you’ll want to collect opinions from your entire target market." source
Unless doing a survey to learn typical customer demographics or target market demographics, include demographics of your target audience like age, gender, and income. To help you brainstorm other demographics, check out the questions from Survey Monkey's U.S. demographics survey template.
Create
Create an online market research survey and distribute for feedback.
If you already have experience with one survey maker, try another one to expand your knowledge.
Add a link to the survey in your document. (40 points)
Submit your document.
For this assignment, you will complete the Google Ads Search Certification course provided for free from Google via Skillshop.
You will need to pass the required knowledge checks in each lesson to demonstrate completion.
Create a document named Google Ads Training containing a heading 2 for Google Ads Training.
Add a heading 3 for each lesson in the course (like Grow Your Business with Google Ads) containing very brief notes about the lesson (at least copy and paste the relevant information labeled as "Note", "Recap", "Quick recap!", or similar in the lesson).
Under your notes, take a screenshot of the certification page showing the blue checkmarks next to the lessons and your face icon at the top right.
Complete for checkpoint 1
Grow Your Business with Google Ads (15m)
Explore the Value of Google Search (32m)
Understand the Google Ads Auction (11m)
Deliver the Right Message with Text Ads (9m)
Make Ads Relevant with Search Ad Extensions (19m)
Analyze Google Ads
Create a document named Google Ad Analysis containing a heading 2 for Google Ad Analysis
Search Google using keywords from your keyword list to find 3 ads to analyze. (Make sure you have any ad blockers turned off.) You might find ads on the Google Search results page.
For each ad
Take a screenshot of it and paste it in your document
Answer the following questions under the screenshot
What problem do you think the advertiser / product / service is trying to solve? In other words, for what job-to-be-done would it be hired?
Who do you think would be the target audience for this ad? Why? (Pick demographics and pick from the Affinity List and In-market and life events List)
What elements of the AIDA model are addressed by the ad? Be specific.
Upload your document to Canvas.
Create Google Ads
Read:
Write (in a document named Google Ad Post under a heading 2 for Google Ad Post):
What is the goal of your campaign? (5 points)
Sales - Drive sales online, in app, by phone, or in store
Leads - Get leads and other conversions by encouraging customers to take action
Website traffic - Get the right people to visit your website
Product and brand consideration - Encourage people to explore your products or services
Brand awareness and reach - Reach a broad audience and build awareness
App promotion - Get more installs, interactions and pre-registration for your app
Local store visits and promotions - Drive visits to local stores, including restaurants and dealerships.
Where you want to place your ads (Websites, YouTube channels, YouTube videos, Apps, App categories) (5 points)
The target audience for your ad (5 points)
Read Rediscover your audience with Google ads including the playbook pdf and the video
Who they are (Detailed demographics) - gender, age, household income, parental status, marital status, education, homeownership status
What their interests and habits are (Affinity). What are they passionate about and what are their habits and interests? List
What they are actively researching or planning (In-market and life events) List
How they have interacted with your business (Your data and similar segments)
Website and app visitors?
Your existing customers?
New users with similar interests to your website visitors or existing customers?
Your combined audience segments (Combined segments)
Your custom audience segments (Custom segments)
Your call to action. (like purchase, call today, order, browse, sign up, or get a quote) (5 points)
Ad headlines 7 Ready-Made Google Ads Headline Formulas to Make Your Life Easy (5 points)
Short: Up to 30 characters. Include at least one of your keywords in your headline. Something simple like keyword + benefit is good for a short headline. You can have 5 of these per ad to make your ad more responsive. Use some of the different formulas.
Long: The first line of your ad, which appears instead of a short headline in larger ads. Long headlines can be up to 90 characters, and may appear with or without your description.
Ad description. Up to 90 characters. How to Create a Winner Description for Your Google Ads Text Ads The description adds to the headline and provides additional context or details allowing you to highlight unique details about your product or service. May appear after the headline and should support it. Could include a call to action. Add up to 5 descriptions that will be combined with any one of your headlines to generate your ads. Could include text about benefits, trust, awards, ratings, reviews. (10 points)
Your bid strategy. Determine a bid strategy based on your goals (5 points)
Create
Note: You do not have to actually distribute these ads. Do not pay for the ads for the purposes of this assignment. Simply create them and provide screenshots as instructed.
First create a campaign.
Select the campaign goal and campaign type.
At the end of the campaign name, add the product, site, or event you are promoting
Review all campaign settings and make adjustments as you would like
In the Targeting section, segment your audience.
Enter a bid and budget.
Next, create an ad. For a real campaign you would want to add 3-5 ads per ad group. Remember that you are trying to provide relevant information and help people solve problems. Keep your goal and audience segment in mind.
Upload images, including a logo. Click "Edit description" for the logo image and click the radio button to "Use as" Logo. You should have these from an earlier assignment.
Add a video. You should have this from an earlier assignment.
Refine your ad until the Ad Strength is "Excellent".
If your ad strength is not improving, your checkmarks aren't appearing after adding headlines and other content, or anything else unusual seems to be happening, use Firefox as your browser.
You may need to go to the bottom of the screen when you first open the website and switch it to professional view.
Take a screenshots of the Ads screen showing your Ad Strength and Weekly Estimates. (60 points)
Optional: add sitelinks, callout extensions, and structured snippets. Structured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.
Optional: add other extensions like location, call, app, price, promotion, and message
Add your screenshot to your document.
For this assignment, you will complete the Google Ads Search Certification course provided for free from Google via Skillshop.
You will need to pass the required knowledge checks in each lesson to demonstrate completion.
In your document named Google Ads Training, add a heading 3 for each lesson in the course (like Grow Your Business with Google Ads) containing very brief notes about the lesson (at least copy and paste the relevant information labeled as "Note", "Recap", "Quick recap!", or similar in the lesson).
Under your notes, take a screenshot of the certification page showing the blue checkmarks next to the lessons and your face icon at the top right.
Complete for checkpoint 2
Increase Efficiency with Automated Bidding (12m)
Reach Valued Customers with Search Audiences (21m)
Boost Performance with Optimization Score (11m)
Increase Conversions with Performance Planner (15m)
For this assignment, complete the Google Ads Search Certification course provided for free from Google via Skillshop.
Complete for the Certification assignment
Review Your guide to Google Ads, especially Performance Planner
Take the certification exam at Google Ads Search Certification
Create a document named Google Ads Certification containing a heading 2 for Google Ads Certification
Add your certificate as a screenshot or embedded pdf and add a link to the URL for your certificate.
Data Analysis
Part 1: Introduction to Spreadsheets
Make a personal budget for practice using information from the Personal Finances page for reference. You do not need to submit this, just use it to practice functions and charts.
Digital marketing budget spreadsheet introduction
Part 2: Make a Digital Marketing Budget spreadsheet
The purpose of this assignment is to learn more about spreadsheets, to see how much digital marketing costs, and to review the digital marketing concepts learned throughout the semester.
Make a real or hypothetical digital marketing budget for your own current or future business or business idea or the business of a friend or relative. Assume that you would not be doing any of the digital marketing yourself and you would need to hire a person or business to do it for you.
Start with a template
Annual Marketing Budget Template - SCORE (more about SCORE below)
Look at all of the items in the template to get an idea of different expenses associated with marketing.
At a minimum, fill out the following sections using the cost estimator resources below and / or your own research. Do not just pick numbers from thin air, find a cost from a source. It should be interesting for you to see the value of the skills that you have learned in the class. All other sections are optional.
Advertising
Google Ads (PPC)
Social media advertising
Website / Interactive
Website development (or redesign)
SEO program
Website traffic reporting tool
Direct / Email Marketing
Webinars
Cost estimator resources
Submit your digital marketing budget spreadsheet.
(and possibly Google Search Console)
Part 1: Access, visualize, share, and manipulate your Google Analytics data in Google Sheets.
This requires Google Analytics data, preferably from your website. You should have set this up in an earlier assignment. If you don't have Google Analytics data for your own site, you could do this assignment with the Analytics Demo Account information for the Google Merchandise Store. How to Use the Analytics Demo Account
Import data from Google Analytics to Google Sheets. There was a free addon from Google to do this automatically for the older version of Google Analytics (UA) but as of summer 2022 they hadn't updated it to work with GA4. There are paid addons that do this but you are not required to purchase one. You can try to find a free addon or you can copy and paste between Google Analytics and Google Sheets.
Get data for website visitors by date and create a chart.
Embed your chart visualization(s) on a page in your website as a dashboard. You probably don't want this page to appear in the navigation menu or as a link accessible to regular website visitors.
One way to do this is by clicking on the three dots icon at the top right of the chart and then Publish chart, then Embed. Copy the embed code and insert it in your Dashboard page in Google Sites. This will allow everyone who finds the page to see the charts and is needed for grading.
Another way to do this is by going to Insert -> Chart in Google Sites. The charts will only be visible to you when you are signed in to your Google Account using this technique. You can use this after grading if you want.
Part 2: Perform analyses of Google Analytics data and interpret the data
Read
Note: if your Google Analytics data is very sparse you could do this assignment with the Analytics Demo Account information for the Google Merchandise Store. How to Use the Analytics Demo Account
The information and interface is very different between UA properties and GA4 properties.
Interpret your Google Analytics data by writing answers to these questions that include supporting data:
What are the values for the most important metrics (such as users, avg. session duration, pageviews, exit rate, bounce rate) and what do they tell you?
For a GA4 property, from the Home screen, click the Insights icon to bring up the Insights sidebar.
Click Suggested Question and explore some options
Use the search bar at the top to find these Insights
How many users did I have last week?
What are my top pages and screens by views?
Top Session default channel grouping by Users
If you have a large amount of traffic, but your bounce rate is high or the session time is particularly low, it could mean that users are not finding what they're looking for and you should improve your content. If users are very engaged, on the other hand, but your traffic is low, you may want to spend more effort on promotion.
Are there differences in behavior depending on the visitors' channel?
For GA4, in Reports, go to Life cycle -> Acquisition -> Acquisition overview and look at First user default channel grouping and Session default channel grouping
If you see lots of visitors coming from a particular channel but not engaging, it could indicate that your content is not well-aligned with the link or ad they clicked on. You should check for consistency in your messaging. If, on the other hand, you see a particular channel with very little traffic but a high conversion rate, you might consider investing more in promotion on that high-performing channel.
Is there a particular page that is performing extremely well?
For GA4, search "Top Page title by Exits"
If so, maybe you should consider making it more central on your site. If your most important pages are underperforming perhaps you should emphasize them more, revise the content, or add more compelling CTAs.
How do the bounce rates and conversion rates compare for mobile vs desktop?
For GA4, in Reports, go to User -> Tech -> Tech details, switch to Platform / device category, and look at engagement rate and Average engagement time
If you see a higher bounce rate, or lower conversion rate for mobile devices, it could indicate that your site or publication is not well-optimized for smaller screens and you should fix it. Try to design your site or publication around the type of device the majority of your visitors use.
Submission instructions
Submit a document that includes a link to the page on your website containing your embedded visualizations and your analysis.
Part 3: Google Search Console (Optional)
Ideally, by this time, you should be able to see the results of your SEO efforts and how well your keywords are doing with Google Search Console, but sometimes it takes longer to get indexed. You can do this part of the project if you have been indexed and have data.
See Tracking Keyword Rankings in the Moz Keyword Research Guide.
You did a lot of work researching, planning, and applying keywords to your website that had good scores for Relevance (The degree to which a keyword is connected to or appropriate to your website and/or business), Volume (The number of times, on average, users search for a keyword), Keyword Difficulty (A score which predicts how challenging it would be to rank in the top 10 spots for a given keyword), and Organic CTR (the estimated click-through rate of organic web searches).
Now you get to see the result of those efforts. Exciting!
Search Console Training Playlist
Bring up your performance report Performance reports in Search Console (8:20)
Check all your pages are indexed and fix any problems URL Inspection Tool (4:35)
In your existing Marketing Analytics document, after your heading 3 for Google Analytics, create a heading 3 for Google Search Console
Performance: Add a screenshot of the Performance page that includes your site name and the four metrics in your document.
Analysis: Analyze your Performance page in Search Console containing the four main metrics.
Impressions: How often someone saw a link to your site on Google.
Clicks: How often someone clicked a link from Google to your site.
Position: A relative ranking of the position of your link on Google, where 1 is the topmost position.
Click-through rate: The calculation of (clicks ÷ impressions).
If you have data, describe what you learned about your site, its visitors, and your SEO efforts from Search Console and what actions you will take as a result.
If you don't have data, just include a description of the four main metrics.
Follow the recommendations in Basic Search Console usage for website owners
If you intend to maintain this site, add a recurring monthly event to your calendar to check the Search Console.
Inspection: Use the URL Inspection Tool for at least 3-5 of your main pages. (10 points)
Add a screenshot of the URL Inspection Tool results for at least one of your pages in your document and identify in your document what errors you had for your site (if any) and how you resolved them.
If you still don't have data, for now, screenshot the resulting message that your page is not on Google and request indexing. You should not get the message that the page is not in the property. If you do, you need to remove the property from the bottom of the Settings page and then add it using the URL with no page name at the end, like https://sites.google.com/view/ent-minded/
Learn about (SEO / search) sitemaps (different than a sitemap diagram)
Optional: build and submit a sitemap (not necessary for small, well linked site, not supported on Google Sites)
Read
Levels
Attention - Web Site Visitors
Interest / Desire - Engagement
Action - Conversions
Estimate the cost at each level
The goal of the final project is to reflect on everything you have learned and package up everything you have created in the class.
All students will complete the Requirements section.
Depending on your own professional goals, you will then choose one of the options listed below.
In one document...
Reflection:
Write a short essay (400-600 words) in which you reflect on your work and your learning throughout the projects.
In it, in general, describe how digital tools can be used to solve problems.
Specifically, describe the problem your website was designed to solve. Remember Jobs Theory.
Identify who exactly you are solving the problem for and what exactly are they trying to accomplish.
A suggested format is to identify three main concepts presented in the course you found most useful and use them to start an outline. Add two to three details about each concept under them in your outline. Turn each concept into a paragraph with each detail as a sentence. Describe your feelings about the concepts and then analyze them by applying the concepts and theories to real life experiences, if possible. Tell the reader about your feelings on the concepts, and describe how and why (or why not) your feelings about the concepts changed or developed during the course.
Add an introduction paragraph to introduce the reader to the course with a summary of the material covered by the course. Describe the method of instruction and the major topics covered. Tell the reader why you took the course and what educational benefits you expected from the course.
Add a conclusion paragraph with a summary of your feelings about the course material in the beginning of the course. Summarize your feelings after the course was completed. State how the course helped or did not help you.
Use digital technologies such as Grammarly for spelling and grammar checking.
Personal Option Choice:
Choose one option from below and complete the mini-project associated with it.
Evidence:
Source evidence of all of the existing marketing materials / channels you have developed. You are free to grab from previous assignments if you did well on them, however, if you struggled or received a grade you were not happy with, you might have to redo some of the work there.
This should include your
Content Marketing
Marketing Analytics
Social Media Marketing
Search Engine Marketing
Pay per click Advertising
Search Engine Optimization
Email Marketing
Sample outline below
If you actually have or are planning to start your own business and / or go through the Runway Program.
Create or update your lean startup business plan or business model canvas to help you get funding or launch your business.
Supplement the limited information in the Channels (and possibly Marketing) section with a more detailed lean marketing plan that you create yourself or through Facebook for Business.
If you want to earn income through creating digital content.
Create a document that lays out a (real or hypothetical) plan for what you are going to do.
The plan must include your full social media content strategy
If you aren't planning on starting your own business or seeking a career in digital marketing but might use your knowledge of digital technologies and marketing for occasional gigs to support an entrepreneur or existing business.
Create a web page that markets how you are able to provide technical support including digital marketing to an entrepreneur, small business, or athlete. Create this as if you will make a QR code associated with this page that you could post in the maker space, innovation lab, small business development center, or athletics office.
If you aren't planning on starting your own business or seeking a career in digital marketing but will use your knowledge of digital technologies and marketing to market yourself.
Create a document that summarizes how you have or will use the digital marketing skills gained in this class to market yourself in pursuit of employment or promotion.
If you might want a career in digital marketing.
Find at least three job listings for a job related to digital marketing.
Write a cover letter that you could include in an application for a job related to digital marketing.
Look into Moz Academy Certifications
(Doing Ctrl-F on your document, it should look like this)
Reflection
Personal Option
Digital Marketing
Content Marketing and Search Engine Optimization (SEO)
Website Planning
Website Design
SEO Keyword Research and List Creation
Website Development
Hosting and Framework
SEO Headlines and Titles
Website Copywriting and Blogging
Website Multimedia
Marketing Analytics
Google Analytics
Google Analytics Implementation
Google Analytics Training
Google Analytics Certification
Google Search Console
Data Analysis
Digital Marketing Budget
Google Analytics Data Analysis
Excel Funnel Report
Social Media Marketing (SMM)
Organic Social Media Post Analysis
Organic Social Media Posts
Personal Brand Development
My LinkedIn Profile
Facebook Digital Marketing
Pay-per-Click (PPC) Advertising
Analyze Paid Social Media Ads
Create Paid Social Media Ads
Facebook Certification (Optional)
Email Marketing
Marketing Email and Email Marketing Strategy
Online Marketing survey
Search Engine Marketing (SEM)
Google Ads Training
Google Ads Analysis
Google Ad
Google Ads Certification