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Adwords promotional campaign

Adwords promotional campaign. Artur Strzelecki. Agenda. Teams and Organizations match Overview of written report Vocabulary and terminology AdWords Account Campaign Ad Group Keywords Ads Facebook requirements. Google Adwords in IP. 10 teams 10 non-profit organizations

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Adwords promotional campaign

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  1. Adwords promotional campaign Artur Strzelecki

  2. Agenda • Teams and Organizationsmatch • Overview of written report • Vocabulary and terminology • AdWordsAccount • Campaign • Ad Group • Keywords • Ads • Facebookrequirements

  3. Google Adwords in IP • 10 teams • 10 non-profit organizations • 6 students per team • 2 weeks of developing campaigns • ~50€

  4. Group: Immigrants - A • Country: France (Quimper) • Account: netaware.france2@gmail.com • Password: netaware2012

  5. Group: Immigrants – B • Country: Belgium • Account: netaware.belgium@gmail.com • Password: netaware2012

  6. Group: Immigrants - C • Country: Netherlands • Account: netaware.netherlands@gmail.com • Password: netaware2012

  7. Group: Immigrants - D • Country: Spain • Account: netaware.spain@gmail.com • Password: netaware2012

  8. Group: Immigrants - E • Country: Germany • Account: netaware.germany@gmail.com • Password: netaware2012

  9. Group: Homeless - A • Country: Italy • Account: netaware.italy@gmail.com • Password: netaware2012

  10. Group: Homeless - B • Country: Romania • Account: netaware.romania@gmail.com • Password: netaware2012

  11. Group: Homeless - C • Country: Poland • Account: netaware.poland@gmail.com • Password: netaware2012

  12. Group: Homeless - D • Country: France (Savoie) • Account: netaware.france.h@gmail.com • Password: netaware2012

  13. Group: Homeless - E • Country: Hungary • Account: netaware.hungary@gmail.com • Password: netaware2012

  14. IP requirements • 2 weeks of developing campaign • Written report (in english) • Detailedrequirements of report -> • Will be given on Thursday 15th March at 10:45  • Create and run Page on Facebook • Evaluation with amount of shares & likes

  15. Overview of Report • ExecutiveSummary • Industry Component • Learning Component • Communicationand Readability • Relevantuse of Tables, Figures and Charts

  16. ExecutiveSummary (1p) • Aprojectsnapshot and highlights from fourkeyareas: • CampaignOverview • Keyresults • Conclusion • Future Online Marketing Recommendations

  17. Industry Component (5p) • Shareresults and includeCharts, Figures and Tables: • Campaignoverview • Evolution of YourCampaignStrategy • KeyResults • Conlusion • FutureRecomendations

  18. Learning Component (2p) • The teams' reflection on what you learned: • Learning objectives and outcomes • Group dynamics • Futurerecommendations

  19. Communication and Readability • The Report should have: • a logical flow • be easy to follow • and avoid grammatical mistakes.

  20. Charts, Tables and Figures • Teams should intersperse relevant charts, tables, figures in the report to illustrate their results. • In addition, teams should label and refer to the charts, tables and figures in the body of the report.

  21. FormattingRequirements • All reports should use the following formatting: • 12-point Times font, • 2.54cm page margins, • A4 paper, • left-justification, • 1.5 line spacing • A4 paper is a standard paper size, in the 'Page Layout' section of most word processing programs.

  22. FormattingRequirements • Do not include: • cover pages, • Title Pages, • orTable of Contents with your reports. • Similarly, do not include information that shows your team members' names or university affiliation

  23. Online Marketing Vocabulary

  24. Online Marketing Vocabulary • Blog – A type of website or online journal that allows you to publish articles and updates that visitors can comment on. • Display Ads – Ads displayed on websites. Display ads can be static or animated and include images, video, text, and interactive elements. • Email Marketing – A marketing technique whereby email is used to promote products or services to potential customers and generate repeat business from existing customers. • Local Marketing – Marketing initiatives that promote your business to potential customers in your region, state, or city (local area).

  25. Online Marketing Vocabulary • Organic (Natural) Search Results – Free listings displayed on search engine results pages that are relevant to the search terms entered. • Pay-Per-Click (PPC) – An online payment model where you only pay when someone clicks on your online ad. • Return on Investment (ROI) – A way to measure the performance, or efficiency, of an investment. To calculate the ROI of your marketing investments, divide the benefits (return) by the cost of the investment. • Search Engine Marketing (SEM) – The use of online advertising on search engine results pages to help visitors find your website. SEM often uses pay-per-click (PPC), a bidding model that charges advertisers only when someone clicks on their ad (also referred to as cost-per-click, or CPC).

  26. Online Marketing Vocabulary • Search Engine Optimization (SEO) – Improving a website’s presence in organic search engine results. • Search Engine Results Page – The list of websites displayed by a search engine, such as Google, after someone searches for a word or phrase. • Social Media – Websites, blogs, forums, online communities, social networks, image and video sharing sites that encourage people to interact, share, and collaborate. • Social Media Marketing – Advertising and promoting your business, products and services through social media and social media sites.

  27. AdWordsTerminology • Ad – An advertisement that is displayed on search results pages, alongside or above search results, and websites. With AdWords, you can create text, image, video and mobile ads • Ad Group – A group of related ads that share a keyword list. With AdWords, you can create up to 100 ad groups per campaign • Campaign – A marketing campaign that defines your geographic targeting, budget, settings and more. A campaign is made up of ad groups, ads and keywords. You can create up to 25 campaigns in your account

  28. AdWordsTerminology • Click – When someone sees your ad and clicks on it to visit your website • Clickthrough rate (CTR) – The ratio of the number of times your ad was displayed (impressions) to the number of times it was clicked. For instance, if an ad is displayed to 100 people, and 2 of them click on it, your CTR is 2% • Conversion – When a visitor to your website completes a desired action; this can be an online purchase, filling out a form, signing up for a newsletter, or posting a comment

  29. AdWordsTerminology • Cost-per-click (CPC) – The amount of money you pay each time a visitor clicks your ad. The Max CPC is the highest amount you are willing to pay for a click • Destination URL – The web page people will be directed to after clicking on your ad. This page may be different from your Display URL or homepage • Display URL – The URL that is included in your ad (fourth line)

  30. AdWordsTerminology • Impressions – The number of times your ad was displayed to potential customers • Keyword list – The list of words or phrases you want your ad to appear for, when someone searches for them • Quality score – A measure of how relevant your keyword and ad are to people who search for your business, products or services. Quality Score is measured on a scale of 1-10 (with 10 being the highest), and the higher your Quality Score, the better

  31. SettingupAnAdWordsCampaign

  32. Campaigns • At leasttwocampaigns • First in nationallanguage (eg. hungarian) • Second in english

  33. AdWordsAccount • Your AdWords account features 5 core tabs. These tabs will allow you to navigate todifferent sections of the account, such as billing, campaigns, or tools. Most work usuallyhappens in the Campaigns tab.

  34. AdWordsAccount • You will find a second set of tabs in the middle window. These tabs help you navigate tokeywords, ads and your selected settings.

  35. OrganizingAccountStructure

  36. AccountStructure - Campaign • A campaign is simply a way of organizing your advertising efforts to help you achieve your goals. For example, if you creatingads for Non-Profit O., you might create separate campaigns for charity, fundations, and donationsand then create ads as part of each campaign.

  37. AccountStructure – Ad Group • Ad groups are exactly what they sound like — groups of ads — plus keywords • Ad groups allow you to create a tightly themed keyword lists and ads for every product that you offer.

  38. AccountStructure - Keywords • Keywords are words and phrases that you choose as potential triggers for your ad • You should pick keywords based on what you think people are most likely to enter when they’re looking for your products or services on Google.

  39. WritingAds

  40. Create a strong ad! • Be relevant: Make sure that your ad text is closely related to the product and services you offer. • Highlight what sets you apart: In other words, why should someone contact or buy from you, and not someone else? • Include a call to action: After someone clicks on your ad, what do you want them to do next? Do you want them to buy something, sign-up to your newsletter, contact you, or take another action?

  41. Chooserightkeywords

  42. Keywords • Use keywords that are 2-3 words long • Keywords that consist of two or more words tend to be more specific and therefore may speak better to what a potential customer is searching for

  43. Keywords • Usenegativekeywords • Negative keywords keep your ads from appearing for searches that aren’t likely to drive business your way (e.g. queries including the word ‘government’)

  44. Keywords • Use the KeywordTool • The Keyword Tool helps you discover new keywords and potential negative keywords. To find it, go to the Reporting and Tools tab in your account or go directly to adwords.google.com/select/KeywordToolExternal

  45. WhatisQualityScore?

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