Good Night, and Good Luck

To the students of COMSTRAT 310:

Thank you!!!

I had a fantastic time working with you this past semester. It was a pleasure to work with all of you on your semester-long campaign and projects.

Please have a safe and fun winter break! :)

WEEKS 15 & 16: Learning Google Analytics, StatCounter & Web Analytics Tools/Learning Google AdWords/Final Projects & Social Media Marketing Plans

SUMMARY:

For the final weeks of the semester, we will:
  • Learn about website analytics tools (such as Google Analytics and StatCounter) that enable better understanding of site/campaign traffic, referral and behavior patterns.
  • Learn about best practices in building an official Facebook and Google AdSense campaign.
  • Finish our semester-long campaign website and related social media channels.
HOMEWORK:
  • Work on your final exam, due no later than the end of the day on Tuesday, Dec. 12.
  • Continue to work on your Social Media Marketing Plan, due Thursday, Dec. 7.
  • Continue to Facebook and Twitter updates frequently (several times this week) and attempt to build a larger follower/fan count by outreach to friends and family, as well as activity on like-minded social media pages.

Landing your First PR or Advertising Job

Looking for a job in PR or Advertising? Getting that first gig can be tough. Here are some resources that may help in your search:
Socially network in the following LinkedIn Groups:

Research the company before you apply!

Understanding Google Analytics

Would you like to know more about the Web traffic click-through patterns and keyword referrals on your site? Google Analytics is a free Web-based tool that will give you rich data on how people interact with your Web site content.

Visit Google Analytics to learn more.



With Google Analytics, you can even get "real time" reports of what is happening on your website:

REAL TIME REPORTING




In addition, you can track the following type of website activities:

AUDIENCE
 


ACQUISITION



BEHAVIOR



NOTE: For Wix.com accounts, you must upgrade to a paid account with a unique vanity domain name in order to connect Google Analytics tracking to your webpage. A free alternative that does work with Wix.com is StatCounter.

Additional Resources:

There are several online resources that you can help you better understand and analyze the data that you get from the various Web analytics services.


Adding Google Analytics to your Wix site -- and a free alternative option: StatCounter

ADDING GOOGLE ANALYTICS TO WIX

If you have connected a unique domain to your Wix account (which requires an additional fee or subscription), then you have the option of using Google Analytics to measure website activity.

Here is information on how to connect Google Analytics to your Wix site:
https://support.wix.com/en/article/adding-your-google-analytics-code-to-your-site

Please note that you will need to generate a unique tracking code associated with your Google Analytics account. Here is more info:
https://support.wix.com/en/article/retrieving-your-google-analytics-code


STATCOUNTER

StatCounter allows you to track who is visiting your campaign site. By installing StatCounter code into your Wix.com site, you'll be able to see detailed information on your visitors.

To get started, visit http://statcounter.com. Sign up for a free account and then follow the instructions to generate and install tracking code.
NOTE: Upon installation of your tracking code, StatCounter may ask you to verify that the code has been installed correctly. In many cases, it will inform you with this message "Code Not Detected" -- However, if you do continue to the next step, you will typically see that your tracking code is indeed working and that data is being tracked correctly.

Please note that two features of StatCounter are not available with Wix.com. You may not see accurate tracking for page titles and referring information. 



Optimizing your Campaign Site for Mobile Smartphones

How does your campaign site look on a mobile device or smartphone?

One should always think about how their site appears on multiple types of screens. A mobile device has smaller screen real estate than a full-sized computer monitor associated with a desktop computer. Given the rise of smartphones, some people even have a "mobile first" strategy where mobile is prioritized over desktop access in the design choices. One new option is a "responsive" design:



Related Link:
Did you know that your existing Wix.com website content can be modified slightly so that it displays more correctly on mobile devices? Watch this video to learn how:



Related Links:

Monetizing with Google AdSense and Doubleclick for Publishers (Small Business)

WHY GOOGLE ADSENSE?

As the semester comes close to ending, many students may find interest in the topic of monetizing their content. This means that you can potentially make money from the work that you create!

To get started, you need to first have a Google AdSense account.





To learn more about Google AdSense, visit the AdSense Academy help pages or watch the various tutorial videos provided by Google. There is also a series of tutorials available for free in the Optimizing AdSense online course.

ADDING ADSENSE


For Blogger:

If you have a Blogger account, getting set up with AdSense is easy. Here are the instructions:
For Wix:

If you have a Wix site, you can set up AdSense using these instructions:


For Wordpress:

If you have a Wordpress account, watch this video to learn how to connect AdSense to it:



 

For Tumblr:

For Tumblr blogs, you can add AdSense using the instructions in this video:


 

AD SERVERS & AD NETWORKS
http://www.google.com/doubleclick/publishers/small-business/
Many journalists and content creators have websites that include advertising that originates from one of several ad networks. However, managing multiple competing ad networks might get complicated quickly. Ad servers, such as Doubleclick for Publishers (Small Business) help you centralize and manage the inventory of ads originating from the various competing ad networks so that you get the most value out of your advertising. It can also be used for scheduling, reporting and targeting of your various ad opportunities.

Click this infographic to learn more about how Doubleclick for Publishers and Ad Servers work:



You can learn even more about DFP at the Google Publisher University.




AN INTRODUCTION TO AD SERVING



Examples of ad networks that work with Doubleclick for Ad Publishers include:

 OVERVIEW OF DOUBLECLICK FOR PUBLISHERS (SMALL BUSINESS)



If your media property has fewer than 90 million impressions/month, then you qualify for the "Small Business" version of Doubleclick for Business.



Additional Resources: