Reflections for Lesson 12

Seo rules
1.  Linkability
2.  Make tagging and bookmarking easy
3.  Reward inbound links not necessary.  Good quality will be linked.
4.  help content travel via video is a good way through social media.
5.  encourage sharing of information
6.  Send your users to others, even competitors.  It will benefit you.
7.  Not only thank those who share your stuff but form a relationship with them.
8.  You can't just post on social media, you have to participate.  Talk to those who comment.
9.  Know your target audience.
10.  create good content.  find what content spreads socially and create it.
11. Be real
12.  Be humble, help others and appreciate others.
13.  Try new things, stay fresh.
14.  Have a social media strategy.  Have a plan.
15.  Choose your smo strategies wisely.  What works for others may not work for you.
16.  Make smo a part of your life.

SMO strategy
Have a plan, see whats out there for you, what are your competitors doing,
subscribe to blogs in your industry and see who is most contributing, write comments on blogs and social media.  answer questions on yahoo or other groups, develop relationships with others in your industry - not just the big ones.  Network with others in person.

Measure SMO
measure the increase in followers across all platforms,  measure the positive comments vs the bad ones - there are always bad in social media, develop relationships for future use, measure traffic from each social site. analyze your data - know what time of day to interact with social media.

traffic sources - referrals
advanced segments
create a new segment (name it traffic from facebook for example)
include source containing facebook.com
or statement and source containing m.facebook.com
save it
You can add several and they will show up.
Press overview and you can see

to add another press add segments

You could also see the landing pages coming from twitter by landing and then advanced segment and apply will you give you the report


More questions to ask for SEO
What social medias are your customers using.
Use good social keywords
make a blog post with a post back to your site sharing more information on the topic
have a lot of good content all over
find out what your buyers do on social media
Spend 10-30 minutes a day commenting, liking, friending on social media
promote shareable content

Lesson 11 Reflections

when thinking about your landing page.  You need to ask yourself three questions.
1.   Is the page featuring what you promised in your ad?
2.  Can people easily find what they are looking for on your site?
3.  What do you want them to do on your site?  For me it might be, "find more hikes?"

To check your rating go to the keywords tab.  place your cursor over the speech bubble next to the status of any keyword. You’ll see one of three rankings: above average, average, or below average.
Your Quality Score includes a measure of your landing page experience, so you can get a sense of how well you’re doing by checking your Quality Score as well.

Here is a list of things to make clickers into users
1.  Pre-populate the cursor for email list
2.  Look at what the eye is looking at?  Make sure images are looking at your information.
3.  Have testimonials.  Get trust.
4.  put secure logos near your buying button.  Help them feel secure.
5.  Match your headline with you page intent.
6.  Drive one single call to action on your landing page.

Analytics has content experiments.  You can change the layouts of your pages to see which variation works best.  It will help you improve your conversion rate.

1. Sign in to your Analytics account at http://www.google.com/analytics.
2. Open the relevant view.
3. Click the Reporting tab.
4. In the left menu, click Behavior, then click Experiments.
5. Click Create experiment.

choose your objective

Identify the original and variation pages

Add the experiment code to your original page.

click next step

review and launch your experiment

Create different versions of your web pages to test:

• Headlines and headers
• Images and icons
• Text
• Calls to action
• Page layout

It can also help experiment with url destination goals

event goals

session duration goals

pages per session goals

Test only a few items on your page at a time.

Use high volume pages

Make bold changes

Keep testing

SEO
Google is the librarian,  We need to know the recipe or algorithm to help the librarian find our site
The recipe includes
-words matter
-Titles matter
-Links Matter,  sending links to another site. 
-Word in links matter too.
-Reputation (quality links)

Other elements of an optimized page.  SEO Algorithm

Uniquely Valuable
-Does it have unique content?
-Is the unique content valuable?  Unique value is better than unique content.
Provides Phenomenal UX

• Easy to understand
• Providing intuitive navigation and content consumption
• Loading quickly, even on slower connections (like mobile)
• Rendering properly in any browser size and on any device
• Designed to be visually attractive/pleasing/compelling

Crawler/Bot Accessible
-Should be best practices
-Don't block the bots
-If your page is down use error code 503 instead of 404

Keyword Targeted
-Page Titles -Have your keywords at the first of the title not at the end.
-Matching headline to the page title that is clicked.  With keywords at first of sentence.
-Use relevant keywords in the body of your text.
-Keywords in Url
-Image attributes should contain keywords.  Give images a title with keywords.
-Have internal and external links.
-Good Meta Description with your keywords at the first.
-Meta Keyword tags.

Shareable through Social Sites

-Have social buttons
-craft links that are short and easy to copy
-Make content shareable.  Ask if you would share this?

Multi Device Ready

Inclusive of authorship, metadata, schema, and rich snippets

-

Lesson 10 Reflections

One way to define ROI is:

    (Revenue - Cost of goods sold) / Cost of goods sold

Roi is important because we want to see how the ads are benefiting us so we are just wasting money. 

We use Conversions to measure ROI.

With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more.  

So for me I would use an email list as a conversion tracking or maybe how much time on a page.   You can track almost anything.  And implement multiple trackings.  There are privacy settings put in place for the user, which I like.  So you can use a site stats box to let your customers know you are using data collection.  

To set up a conversion go to tools menu in adwords.  Then click conversions.  then the +conversion button.  there will be many different conversion options.  Click on the one you want.  For email it would be website.  Give the conversion a name, then set the value.  then select count.  Purchases would probably be every but email would be one.  Choose category.  save and continue

To get your tag:

Get your conversion tracking tag

1. Review your settings. If you need to make any changes, click Edit settings.
2. (Optional) Under "Install your tag," click Choose whether to track conversions on a page load or click. Select an option:
   • Page load: Count conversions when customers load a new page, such as a confirmation page for a purchase or sign-up. This is the default and most common option. Under “Page load,” you can also select Add a ‘Google Site Stats’ notification to webpage. Learn more about Google’s security standards.
   • Click: Count conversions when customers click a button or link (such as a "Buy Now" button). You'll need to edit the conversion tracking code according to these instructions.
3. At the bottom of the gray box with your tag, select one of the options:
   • Save instructions and tag: Select this option if you'll be installing the conversion tracking tag on your website yourself.
   • Email instructions and tag: Select this option if someone else, such as your webmaster, will be installing the tag on your website.
4. Click Done.

Then add to your website like this

1. Open the HTML for the page your customers reach on your website after they've completed a conversion—the "Thank you for your order" page, for example. This is called the conversion page.
2. Between the body tags (<body></body>) of the page, paste your conversion tracking tag. (If you haven't already, follow these instructions to create your tag.)
3. Save the changes to your webpage. And that's it!

Here is an example:

<html>
  <head>
  <title>Sample HTML File</title>
  </head>
  <body> Paste your conversion tracking tag here.
  <!-- Google Code for Purchase Conversion Page -->
  <script type="text/javascript"> 
  /* <![CDATA[ */
  var google_conversion_id = 1234567890;
  var google_conversion_language = "en_US";
  var google_conversion_format = "1";
  var google_conversion_color = "666666";
  var google_conversion_label = "xxx-XXx1xXXX123X1xX";
  var google_remarketing_only = "false"
   var google_conversion_value = 10.0;
   var google_conversion_currency = "USD"
  /* ]]> */ 
  </script>
  <script type="text/javascript" 
  src="//www.googleadservices.com/pagead/
  conversion.js">
  </script>
  <noscript>
  <img height=1 width=1 border=0 
  src="//www.googleadservices.com/pagead/
  conversion/1234567890/
  ?value=10.0&amp;currency_code=USD&amp;label=xxx-   
  XXx1xXXX123X1xX&amp;guid=ON&amp;script=0">
         </noscript>
  </body>
  </html>

After talking to the adwords assistant.  they showed me that I can add extensions to my add.  LIke if I wanted a contact number or Price reduced, or promotion, giveaway added you go to ad extensions and then view 

Also, to check how much the bid is going for add some columns in keywords.  Go to keywords, then columns, modify columns, then to attributes.  then add quality score and then the next 4.  

This way you can see what the bid is and you can change yours to be more competetive.  

as far as keywords go, if you have a few words that could be in any order like zion national park which could be national park zion as well, add a plus sign in front of every word and have it as a broad match.

if you have hiking in zion you will want it to be phrase with quotes around it.  That way if someone types in hiking zion it will still show up.  
 

Lesson 10 Reflections

One way to define ROI is:

    (Revenue - Cost of goods sold) / Cost of goods sold

Roi is important because we want to see how the ads are benefiting us so we are just wasting money. 

We use Conversions to measure ROI.

With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more.  

So for me I would use an email list as a conversion tracking or maybe how much time on a page.   You can track almost anything.  And implement multiple trackings.  There are privacy settings put in place for the user, which I like.  So you can use a site stats box to let your customers know you are using data collection.  

To set up a conversion go to tools menu in adwords.  Then click conversions.  then the +conversion button.  there will be many different conversion options.  Click on the one you want.  For email it would be website.  Give the conversion a name, then set the value.  then select count.  Purchases would probably be every but email would be one.  Choose category.  save and continue

To get your tag:

Get your conversion tracking tag

1. Review your settings. If you need to make any changes, click Edit settings.
2. (Optional) Under "Install your tag," click Choose whether to track conversions on a page load or click. Select an option:
   • Page load: Count conversions when customers load a new page, such as a confirmation page for a purchase or sign-up. This is the default and most common option. Under “Page load,” you can also select Add a ‘Google Site Stats’ notification to webpage. Learn more about Google’s security standards.
   • Click: Count conversions when customers click a button or link (such as a "Buy Now" button). You'll need to edit the conversion tracking code according to these instructions.
3. At the bottom of the gray box with your tag, select one of the options:
   • Save instructions and tag: Select this option if you'll be installing the conversion tracking tag on your website yourself.
   • Email instructions and tag: Select this option if someone else, such as your webmaster, will be installing the tag on your website.
4. Click Done.

Then add to your website like this

1. Open the HTML for the page your customers reach on your website after they've completed a conversion—the "Thank you for your order" page, for example. This is called the conversion page.
2. Between the body tags (<body></body>) of the page, paste your conversion tracking tag. (If you haven't already, follow these instructions to create your tag.)
3. Save the changes to your webpage. And that's it!

Here is an example:

<html>
  <head>
  <title>Sample HTML File</title>
  </head>
  <body> Paste your conversion tracking tag here.
  <!-- Google Code for Purchase Conversion Page -->
  <script type="text/javascript"> 
  /* <![CDATA[ */
  var google_conversion_id = 1234567890;
  var google_conversion_language = "en_US";
  var google_conversion_format = "1";
  var google_conversion_color = "666666";
  var google_conversion_label = "xxx-XXx1xXXX123X1xX";
  var google_remarketing_only = "false"
   var google_conversion_value = 10.0;
   var google_conversion_currency = "USD"
  /* ]]> */ 
  </script>
  <script type="text/javascript" 
  src="//www.googleadservices.com/pagead/
  conversion.js">
  </script>
  <noscript>
  <img height=1 width=1 border=0 
  src="//www.googleadservices.com/pagead/
  conversion/1234567890/
  ?value=10.0&amp;currency_code=USD&amp;label=xxx-   
  XXx1xXXX123X1xX&amp;guid=ON&amp;script=0">
         </noscript>
  </body>
  </html>

After talking to the adwords assistant.  they showed me that I can add extensions to my add.  LIke if I wanted a contact number or Price reduced, or promotion, giveaway added you go to ad extensions and then view 

Also, to check how much the bid is going for add some columns in keywords.  Go to keywords, then columns, modify columns, then to attributes.  then add quality score and then the next 4.  

This way you can see what the bid is and you can change yours to be more competetive.  

as far as keywords go, if you have a few words that could be in any order like zion national park which could be national park zion as well, add a plus sign in front of every word and have it as a broad match.

if you have hiking in zion you will want it to be phrase with quotes around it.  That way if someone types in hiking zion it will still show up.  
 

Lesson 10 Reflections

One way to define ROI is:

    (Revenue - Cost of goods sold) / Cost of goods sold

Roi is important because we want to see how the ads are benefiting us so we are just wasting money. 

We use Conversions to measure ROI.

With AdWords conversion tracking, you can see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, newsletter sign-ups, and more.  

So for me I would use an email list as a conversion tracking or maybe how much time on a page.   You can track almost anything.  And implement multiple trackings.  There are privacy settings put in place for the user, which I like.  So you can use a site stats box to let your customers know you are using data collection.  

To set up a conversion go to tools menu in adwords.  Then click conversions.  then the +conversion button.  there will be many different conversion options.  Click on the one you want.  For email it would be website.  Give the conversion a name, then set the value.  then select count.  Purchases would probably be every but email would be one.  Choose category.  save and continue

To get your tag:

Get your conversion tracking tag

1. Review your settings. If you need to make any changes, click Edit settings.
2. (Optional) Under "Install your tag," click Choose whether to track conversions on a page load or click. Select an option:
   • Page load: Count conversions when customers load a new page, such as a confirmation page for a purchase or sign-up. This is the default and most common option. Under “Page load,” you can also select Add a ‘Google Site Stats’ notification to webpage. Learn more about Google’s security standards.
   • Click: Count conversions when customers click a button or link (such as a "Buy Now" button). You'll need to edit the conversion tracking code according to these instructions.
3. At the bottom of the gray box with your tag, select one of the options:
   • Save instructions and tag: Select this option if you'll be installing the conversion tracking tag on your website yourself.
   • Email instructions and tag: Select this option if someone else, such as your webmaster, will be installing the tag on your website.
4. Click Done.

Then add to your website like this

1. Open the HTML for the page your customers reach on your website after they've completed a conversion—the "Thank you for your order" page, for example. This is called the conversion page.
2. Between the body tags (<body></body>) of the page, paste your conversion tracking tag. (If you haven't already, follow these instructions to create your tag.)
3. Save the changes to your webpage. And that's it!

Here is an example:

<html>
  <head>
  <title>Sample HTML File</title>
  </head>
  <body> Paste your conversion tracking tag here.
  <!-- Google Code for Purchase Conversion Page -->
  <script type="text/javascript"> 
  /* <![CDATA[ */
  var google_conversion_id = 1234567890;
  var google_conversion_language = "en_US";
  var google_conversion_format = "1";
  var google_conversion_color = "666666";
  var google_conversion_label = "xxx-XXx1xXXX123X1xX";
  var google_remarketing_only = "false"
   var google_conversion_value = 10.0;
   var google_conversion_currency = "USD"
  /* ]]> */ 
  </script>
  <script type="text/javascript" 
  src="//www.googleadservices.com/pagead/
  conversion.js">
  </script>
  <noscript>
  <img height=1 width=1 border=0 
  src="//www.googleadservices.com/pagead/
  conversion/1234567890/
  ?value=10.0&amp;currency_code=USD&amp;label=xxx-   
  XXx1xXXX123X1xX&amp;guid=ON&amp;script=0">
         </noscript>
  </body>
  </html>

After talking to the adwords assistant.  they showed me that I can add extensions to my add.  LIke if I wanted a contact number or Price reduced, or promotion, giveaway added you go to ad extensions and then view 

Also, to check how much the bid is going for add some columns in keywords.  Go to keywords, then columns, modify columns, then to attributes.  then add quality score and then the next 4.  

This way you can see what the bid is and you can change yours to be more competetive.  

as far as keywords go, if you have a few words that could be in any order like zion national park which could be national park zion as well, add a plus sign in front of every word and have it as a broad match.

if you have hiking in zion you will want it to be phrase with quotes around it.  That way if someone types in hiking zion it will still show up.  
 

Lesson 9 Reflection

Expected Clickthrough Rate (CTR) is based on your keywords matching up with your ad.  If they do match and have a good clickthrough rate, google will rate you.  It will be either average, above average or below average.  This helps you know if your keywords are working with you ad.  That way you can get the best possible outcome for your ad.

Ad relevance: If a search was made with your keywords, would your ad seem directly relevant to their search?  You could get the same rating of average, above average or below average.  The average and above average is as expect, your keywords are relevant to your ad.  A "below average" status means that your ad or keyword may not be specific enough or that your ad group may cover too many topics.  

• To see the ad relevance status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon next that's next to a keyword.

Landing Page Experience: adwords gives your landing page a status on how relevant your keywords and ad are to your landing page.  Are the keywords found in your landing page?  

quality score is a rating of all three above.  

Improve your ad quality by making your ad more specific. 

By choosing your keywords more carefully with keywords tool.  

By using keywords in your ad text.  

Creating simple and enticing ads, consider what makes you unique.  

Use a strong call to action.  

Test out multiple ads to see which works the best, they will rotate ads within an ad group automatically. 

Lastly, regularly review your campaign performance.  That way you can see all your ratings and be able to change accordingly. 

Google analytics
To find my google analytics script to add to my website, I went into my google analytics site.  Then to admin, Then to tracking info and then to tracking code.  I then copied that code and entered it into my website in the header.

Then I had to connect my adwords account to the analytics by clicking on the gear.  Under google analytics click view details.  You'll see the google property you have and click set up link.  click import and save.  

Lesson 8 Reflections

Ads are usually at the top or bottom of google searches.  When creating an ad think about the headline.  Use words that they user used for their search.  The display url is different from the landing url.  For the description use a call to action sentence like buy now.

Tips for writing your ad:
When writing an ad make a list of things that make you unique.
 People use google to make a decision on something.  Help them make that decision.
Next call to action, help them know what to do next.
Use your keywords in your ad.
make it mobile friendly with contact info they use their phone with.

Adwords has three layers
-Your account
-Your campaign
-Your ad groups.