IU (Summer 2008) Rubrics

Search Engine and Internet Marketing Indiana University Summer 2008 Pat East, Instructor

SEM Strategy Map

Here’s the general outline of your SEM Strategy Map:

• SWOT for the company
• SWOT for two online competitors
• Basic keyword research findings
• Recommendations for on-page optimization
• Recommendations for improved site structure and usability
• Five recommendations for inbound links (who to get links from)
• Three recommendations for brand building
• Recommendations for starting a pay per click campaign
• Three key performance indicators (KPIs)
• Top 10 steps for getting started
• Recommendations for on-going management
• How they can stay up-to-date

Timeline:

• Companies will be assigned in Module 2 (Tuesday, May 13)
• An outline for the SEM strategy map will be due on Module 4 (Tuesday, May 27) at 1 pm.  Please email these to me at.
• Because we will not have covered all the material for the course by Module 4, you won’t be able to complete the outline in its entirety.  Just complete as much as possible.
• I’ll give feedback and recommendations—just as would if I were grading the final version—via email.
• Note well - Outlines do not count toward final project grade.
• Presentations are due in Module 6 (Tuesday, June 10).

How I’ll grade you:

• 30%: Presentation (30 minutes)
  • What i’m looking for here is an oral demonstration that:
    • You’ve grasped the material I’ve assigned for readings
    • You’ve grasped the material we’ve discussed in class
    • You’ve adapted and applied them specifically for your client
• 50%: General thoroughness of each section
  • What I’m looking for here is a written demonstration that:
  • You’ve grasped the material I’ve assigned for readings
  • You’ve grasped the material we’ve discussed in class
  • You’ve adapted and applied them specifically for your client
• 20%: Will a typical business owner (a lay person) be able to understand the map and implement it?  Questions to ask yourself:
  • Would your mom/dad/aunt/uncle be able to understand this?
  • Would your mom/dad/aunt/uncle be able to easily determine the first steps?
  • Would you mom/dad/aunt/uncle be able to tell you why SEM is important to her business?
  • Would your mom/dad/aunt/uncle be able to figure out how to improve her SEM on an on-going basis?

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Pay Per Click Campaign

Timeline:

• Companies will be assigned in Module 3 (Tuesday, May 20).
• Accounts are due to me (usernames/passwords) in Module 5 (Tuesday, June 3) at 1 pm.
• Pause the account before you turn it in.
• Do not make any changes to the accounts after that time.

How I’ll grade you:

• 25%: Set up account correctly in Google for search network (no content network)
• 20%: Keywords are organized correctly (i.e. ads match keywords)
• 10%: Completed at least two split tests for each ad group
• 10%: Correctly used regional targeting
• 10%: Have generated at least 25 visitors via PPC
• 10%: Have loaded a minimum of four ad groups
• 10%: Have loaded a minimum of two campaigns
• 5%: Fudge factor – Have you been in contact with the professor regarding keyword selection and approval? How quickly did you get in touch with your client? Did you demonstrate (during class) that you know how to do something but overlooked doing it for this project?

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