Learn how to use Hootsuite, HubSpot Google Ads and Google Analytics in Teaching Digital Marketing. Understand how to integrate Google Analytics with Blogger for Engaged Learning.

1. Best Practices in Teaching
Digital Marketing
Association of Collegiate Marketing Educators, March
2020, San Antonio, TX
Materials at http://www.hollysyrdal.com/resources.html
Dr. Debra Zahay-Blatz, St. Edward’s University
Dr. Holly Syrdal, Texas State University
Dr. Wes Pollitte, St. Edward’s University

2. • Background
• 1:30 Session A
• Module 1 Certifications (Zahay-Blatz)
• Module 2: Social Media Analytics (Syrdal)
• 3:30 Session A
• Module 3: Action Learning (Zahay-Blatz)
• Module 4: Marketing Metrics and Analytics (Pollitte)
Agenda

3. • Presentation
• Application and Sharing
• Q & A
Format

4. Who am I?
• Professor of Marketing, St. Edward’s University, Austin, TX
• Director of Master of Science in Digital Marketing and Analytics
• Teaching Internet (Digital)Marketing since 1999
• Marketing EDGE Outstanding Marketing Educator 2016-2017
• Sixth Program
• Lots of experiments, experiences,
• And BOOKS!!

5. Module 1: Certifications: Hootsuite, HubSpot Google Ads and
Analytics and their role in the classroom
Dr. Debra Zahay, St. Edward’s University,

6. • “Real World” Component
• Supplemental Material to keep students
current
• “Badges” for job seeking
• Student confidence
Certification Benefits

7. • Students need to reinforce learning
• Answers are readily available online
• No substitute for expereince
Certification Limitations

8. • Hootsuite Academy: Social Media
Management Tool and Social Media
Marketing
• HubSpot Academy: Inbound Marketing
and others
• Google Ads and Analytics (Skilshop)
Certification Options

9. Available Certifications
Undergraduate
• Digital Marketing (Required):
HubSpot Inbound Marketing and
Google Ads
• Sales and Relationship
Management: Salesforce
• Social Media Marketing:
Hootsuite
• Marketing Metrics: Google
Analytics
Using Certifications in Curriculum
Development

10. Graduate Options Are More Extensive

11. Hootsuite Academy

12. Hootsuite Dashboard Helps Manage
Social Media

13. https://hootsuite.com/pages/landing/st
udent-program

14. HubSpot Academy

16. https://academy.hubspot.com/education-
partner-program

17. HubSpot InBound Marketing
Matches Core Concepts of
Digital• Inbound Marketing
Fundamentals
• Content Strategies
• Blogging
• Social Media
• Pillars and Clusters in Web
Design
• Conversational Growth
• Conversion and Lead
Generation
Zahay, Digital Marketing
Management, 2e

18. Google Ads and Analytics
Classroom Use

19. Google Skillshop: Ads Fundamentals
https://skillshop.exceedlms.com/st
udent/path/17374-learn-the-
fundamentals-of-google-ads-
search

20. Analytics and Ads Certification in One
Place

21. • How can you use these certifications at your institution?
• How would you get started?
• How would you monitor success/progress?
• Prepare to share!
Small-Group Activity

22. Module 3: Action Learning Project for Google Ads and Analytics
Dr. Debra Zahay, St. Edward’s University,

23. Google Ad Grants Online
Marketing Challenge (OMC)
https://get.google.com/onlinechallenge/

24. Google Pairs Student Teams with
Nonprofits

25. Alternative: Client Project Overview
• Students form groups
• Contact company
• Create and review plan with client, get signatures (Scope of
Work)
• Get instructor approval for plan
• Create Ads account and request $250 credit from company
(PrePaid Visa Works)!
• Create and implement Ads Campaign to drive traffic to
landing page (one per group)
• Strongly suggest linking Google Analytics to the page for
further insights

26. Client Project Overview Continued
• Run campaign for a three-week period
• Analyze the results (Suggest using Ads and ONE OTHER
other appropriate measure such as Google Analytics,
bitly)
• Report back via presentation, final report.
• Involve industry experts to coach, evaluate

27. Pre-Campaign Report
• Pre campaign plan (4 1.5-spaced pages) (100
points)
• Client Overview (40 points)
• Ads Strategy (45 points)
• Communication and Readability (15 points)
• Signed Scope of Work Document
• Pre-Campaign Presentation (50 points)

28. Post-Campaign Summary
• Post-Campaign summary (8 1.5-spaced pages) (300 points)
• Executive Summary (50 points)
• Industry Component (100 points)
• Learning Component (80 points)
• Communication and Readability (40 points)
• Relevant use of Tables, Figures and Charts (30 points)
• Post-Campaign Presentation (50 points)

29. Google Manager Account Aids Monitoring

30. Final Presentations Aid Learning

31. Pros of Google Project
• No searching for client
• Larger budget
• Students learn social
responsibility
Cons of Google Project
• Client may be long distance
• Google might be difficult
to contact
• Client might not have a
minimal level of knowledge
in digital marketing
• Time constraints might exist
Considerations

32. Whether to Coach an Ads
Project
• Does everyone have time? (Client, student, coach)
• Does the project fit with course/program learning objectives?
• Does the student team have the background?

33. If a for-profit, does the team
have access to clients?
• Tangible product
• Specialized
• Small product category
• Clearly defined target
• Geographic limitations

34. Do you know what to
avoid?
• Expensive products (insurance)
• National or local brand competition
• Restricted (i.e., alcohol)

35. Additional Best
Practices
• Get Certified as a Coach!
• Put Google Analytics on the client landing page
• Redesign the webpage before launch

36. Summary
• GOMC provides real-world application of paid search
• Effective when linked with Analytics
• Other options for Analytics in the Classroom
• Q&A

37. Analytics: Easy Google
Analytics with Blogger
NOTE: It is still possible to find the UA code with GA4. Watch this
account for updated instructions for GA4.

38. Click Settings Gear in Analytics (lower left corner) and
under Admin tab, add a web property

39. For New Property Select “Get Tracking
ID”

40. For current Property, Select Tracking
info

41. Tracking Code Appears under Tracking
Info and is Above Code Snippet

42. Tracking Code can be inserted in any web page; In Blogger, just
add the UA-Code under Settings, Other

43. Students can now track a blog in
Analytics, just like AdWords Campaigns

44. Students Can Also Track Analytics
on the blog in Blogger

45. Statistics Reveal Most Popular Posts
https://zahaytea
chesdigital.blogs
pot.com/2017/02
/how-to-apply-
digital-
marketing.html

46. • Create blogger and analytics accounts and link the two
• OR Discuss how you might use these tools at your
institution
• Prepare to share!
Activities

47. Questions?
• dblatz@stedwards.edu
• @zahay
• https://www.linkedin.com/in/drzahay/
• 512-448-8645

48. Questions?