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Sexual bias exclusion - Team B

Sexual bias exclusion - Team B. Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László. 1. Agenda. Introduction A.L.E.G. Google Adwords Campaign overview Social media overview Conclusion. 2. Our team. Alice Sisterson.

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Sexual bias exclusion - Team B

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  1. Sexual bias exclusion - Team B • Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László 1

  2. Agenda • Introduction • A.L.E.G. • Google Adwords Campaign overview • Social media overview • Conclusion 2

  3. Our team Alice Sisterson Christina Nolte Nicolas Riberio De Abreu Adriana Dumitrascu Balázs László 3

  4. Structure of our team Adwords Social Alice Adriana Christina Nicolas Balázs

  5. A.L.E.G. • 2004, Sibiu • promotes gender equality • public awareness on gender stereotypes • fights against gender discrimination and gender-based violence

  6. Projects • High school students • Non-formal education • Gender equality festival • Theater, workshops, seminars • Street events • Community

  7. Social networks & Blog

  8. Schedule

  9. Social media component:Google Plus • Results: • 502 views • Followers: 4 people

  10. Social media component:Facebook page • Methodology: • Promote the Romanian Organization: „A.L.E.G.” • We also decide to create a link to our WordPress Blog • Publish every kind of messages • Key results: • Around 300 likes • Total brought is 2 300 on our publications • 620 clicks in total 10

  11. Social media component:WordPress Blog • Methodology: • Step 1: Creation and customization of our blog • Step 2: Content and connection with other medias • Step 3: Categorization of our Blog • Key results: • 51 users • 324 pageviews • 84% of new visitors • 16% of returning visitors • Good connection with our Facebook page

  12. Google Adwords campaign

  13. Industry component - How we proceeded 2 campaigns English & Romanian Target market & group, positioning Budget Ad GroupsA.L.E.G. & projects Various ads promoting A.L.E.G., topic itslef & specific projects Daily Improvements: Added & improved keywords, checked bids, created new ads 161 clicks

  14. English Campaign - AdGroup A.L.E.G. • A.L.E.G. and topic related issues • Keywords like women’s rights, discrimination of women, sexual harassment, help organization etc. • General ads worked better than organization specific ones • Most successful ad: • 10 clicks • CTR 0.20% • Avr CPC 1.12 PLN • Avr Pos 1.1 • The more catchy & provocative the ad, the more successful it was Overall performance of number of clicks and impressions

  15. English Campaign - AdGroup Projects • Upcoming projects, festivals, seminars • Keywords of AdGroup A.L.E.G & project specific ones (e.g. festival Sibiu, volunteering Romania, project women discrimination) • Specifically headlined ads worked better than general ones • Most successful ad: • 4 clicks • CTR 0.27% • Avr CPC 1.60 PLN • Avr Pos 2 • The more precise the ad, the more successful it was Overall performance of number of clicks and impressions

  16. English Campaign Difficulties • A.L.E.G.’s website only in Romanian language besides few articles • A.L.E.G.’s facebook profile only in Romanian language • Low likelihood of Romanians to google in English • Attempt to also include UK as target location failed due to huge price increase • Use of violent words

  17. Romanian campaign

  18. Strategy • National campaign • Gain visibility for association • Attract volunteers • Target audience: • Teenagers • Students • Parents

  19. Ad for the association • Keywords: • “voluntary Sibiu” • “equal rights” • “youth association” “volunteering” • 27 clicks - first day • 61 clicks - overall • CTR: 4,35% First ad

  20. Three groups: • The ALEG Association • ALEG Projects • ALEG Projects Facebook

  21. A.L.E.G. Association Group • Ads: 5 • Clicks: 64 • Impressions: over 3,500 • CTR: 1,78 • Cost: 88 PLN

  22. A.L.E.G. Projects • Ads: 11 • Clicks: 42 • Impressions: over 6,600 • CTR: 0,64% • Cost: 65,70 PLN

  23. A.L.E.G. Projects Facebook • Ads: 5 • Clicks: 33 • Impressions: over 7,800 • CTR: 0,42% • Cost: 89 PLN

  24. Romanian campaign overall • Ads: 21 • Clicks: 139 • Impressions: over 18.000 • CTR: 0,77% • Cost: 243 PLN

  25. Conclusion • Learning objectives and outcomes: • Muticultural framework • No communication problems in our team • Learning about Google AdWords campaign and Google Analytics • Future recommendations : • Keep visibility on internet • Put some Hastags # • Continue with Google AdWords

  26. Thank you for your attention!

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