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Adwords promotional campaign – elements indicators of efficiency and rules to follow

Adwords promotional campaign – elements indicators of efficiency and rules to follow. Piotr Dąmbrowski. Google AdWords in Intensive Programme. 10 teams in two groups: Financial [A,B,C,D,E] Sexual [A,B,C,D,E] 10 non-profit organizations 2 weeks of developing campaigns ~300PLN budget.

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Adwords promotional campaign – elements indicators of efficiency and rules to follow

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  1. Adwords promotional campaign – elements indicators of efficiency and rules to follow Piotr Dąmbrowski

  2. Google AdWords in Intensive Programme • 10 teams in two groups: • Financial [A,B,C,D,E] • Sexual [A,B,C,D,E] • 10 non-profit organizations • 2 weeks of developing campaigns • ~300PLN budget

  3. Your marketing tools • Advertisement tools • Google Adwords • Social Media: • Facebook Page • Google+ Page • Blog • HostedWordpressBlog

  4. Your marketing tools Statistics and diagnostics • Google Analytics - generates detailed statistics about a website's traffic and traffic sources • Google Webmaster Tools - allows webmasters to check indexing status and optimize visibility of their websites

  5. IP requirements • 2 weeks of developing Google AdWords campaign • Written report in English • Detailed requirements of report will be given on first Workshop • Create and run Page on Facebook and G+ Page • Run WordPress Blog

  6. AdWords requirements • Account Structure • Optimization Techniques • Account Activity and Reporting • Performance and Budget • Relevance • At least 2 campaigns (first in selected organisation national language, second in English)

  7. Google+ Page and Facebook Page • Must have complete basic information with profile photo and about section • Must post at least twice per day during the 2-week project time frame • Must share content from your blog site • Must be informative about the institution you are going to advertise • Must share content from your blog site

  8. WordPress Blog • Visual customisation using free themes from wordpress.org • Must be informative about the institution you are going to advertise • Must post at least twice per day during the 2-week project time frame • Must be connected with your Google+ Page and Facebook Page

  9. Project guidelines

  10. Project guidelines Google AdWords: • Impressions/Clicks (CTR) • Quality Score • Cost Per Click (CPC)

  11. Project guidelines Google+ Page • Number of +1s • Number of followers • Use of features like social extensions, Hangouts, Events, Communities, Photos, Videos or Reviews • Frequency and quality of postings • Innovation/creativity

  12. Project guidelines Facebook Page • Number of Likes • Total Reach (number of people who saw your Page posts) • Use of features like Photos or Videos • Frequency and quality of postings • Innovation/creativity

  13. Project guidelines Wordpress Blog • Number of Users and Pageviews based on Google Analytics • Overall impression of site and customisation of chosen template • Number of high quality materials created on your own (photos, movies, etc.)(optional)

  14. Thank you for your attention and see you tomorrow!

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