adwords promotional campaign
DESCRIPTION
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 - PowerPoint PPT PresentationTRANSCRIPT
Adwords promotional campaign
Artur Strzelecki
Teams and Organizations match Overview of written report Vocabulary and terminology AdWords Account
◦ Campaign◦ Ad Group◦ Keywords◦ Ads
Facebook requirements
Agenda
10 teams 10 non-profit organizations 6 students per team 2 weeks of developing campaigns ~50€
Google Adwords in IP
2 weeks of developing campaign
Written report (in english)◦ Detailed requirements of report ->◦ Will be given on Thursday 15th March at 10:45
Create and run Page on Facebook◦ Evaluation with amount of shares & likes
IP requirements
1. Executive Summary
2. Industry Component
3. Learning Component
4. Communication and Readability
5. Relevant use of Tables, Figures and Charts
Overview of Report
A project snapshot and highlights from four key areas:
◦ Campaign Overview◦ Key results◦ Conclusion◦ Future Online Marketing Recommendations
1. Executive Summary (1p)
Share results and include Charts, Figures and Tables:
◦ Campaign overview◦ Evolution of Your Campaign Strategy◦ Key Results◦ Conlusion◦ Future Recomendations
2. Industry Component (5p)
The teams' reflection on what you learned:
◦ Learning objectives and outcomes
◦ Group dynamics
◦ Future recommendations
3. Learning Component (2p)
The Report should have:◦ a logical flow◦ be easy to follow◦ and avoid grammatical mistakes.
4. Communication and Readability
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.
5. Charts, Tables and Figures
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.
Formatting Requirements
Do not include:◦ cover pages,◦ Title Pages,◦ or Table of Contents with your reports.
Similarly, do not include information that shows your team members' names or university affiliation
Formatting Requirements
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).
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).
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.
Online Marketing Vocabulary
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
AdWords Terminology
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
AdWords Terminology
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)
AdWords Terminology
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
AdWords Terminology
Setting up An AdWords Campaign
At least two campaigns◦ First in national language (eg. hungarian)◦ Second in english
Campaigns
Your AdWords account features 5 core tabs. These tabs will allow you to navigate to different sections of the account, such as billing, campaigns, or tools. Most work usually happens in the Campaigns tab.
AdWords Account
You will find a second set of tabs in the middle window. These tabs help you navigate to keywords, ads and your selected settings.
AdWords Account
Organizing Account Structure
Account Structure - Campaign A campaign is simply a
way of organizing your advertising efforts to help you achieve your goals. For example, if you creating ads for Non-Profit O., you might create separate campaigns for charity, fundations, and donations and then create ads as part of each campaign.
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.
Account Structure – Ad Group
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.
Account Structure - Keywords
Writing Ads
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?
Create a strong ad!
Choose right 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
Keywords
Use negative keywords
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’)
Keywords
Use the Keyword Tool
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
Keywords
What is Quality Score?
First step , we are going to like official Funpage - NetAware Erasmus Intensive Programme at the University of Economics◦ http://www.facebook.com/pages/NetAware-
Erasmus-Intensive-Programme-at-the-University-of-Economics/116937258435929
Facebook Page Requirements
Second step◦ Create own Facebook Page for your Organization
(non-official page)◦ At least two entries per day (including weekend)◦ Evaluation includes amount of shares & likes
Facebook Page Requirements
That’s all folks!