netaware march 2012 - presentation google adwords campaign oranje fonds

NETAWARE IMMIGRANT C

Netherlands – Oranje Fonds

1. Introduction

Content Introduction  Google AdWords Campaign Our team Facebook Future recommendations

1. Introduction

1.1 Organization: Oranje Fonds Gift to prince Willem-Alexander and princess Maxima in

honor of their marriage One of the largest foundations in the Netherlands Expenditure: 32 million Euro to 7000 social initiatives Aims: promote participation in society and bring people

together Supports social integration projects, language progras

and other initiatives

1. Introduction

1.2 Goals IP

create two Google AdWords campaigns work together in international teams

Personal develop two successful campaigns (many “clicks”) become a good working team make friends from all over Europe improve our language skills

Win the contest !!!

2. GOOGLE ADWORDS CAMPAIGN

2. Google AdWords Campaign 2.1 Campaign overview - Goals

English General awareness

Dutch General awareness (Consumer) Awareness in business

2. Google AdWords Campaigns

2.1 Campaign overview - Goals

Generate a targeted traffic volume with a minimum of 50,000 impressions (consumers in general and potential organizations for investments)

Pursue an average CTR of 0,4% with a CPC of PLN 1,5 to 2,0.

Generate at least 100 clicks per campaign (“clicks” on the webpage are our main goal. Conversions are for the next stage)

2.2 Evolution of campaigns’ strategies

Initial Changed to

Area All countries Only European countries

Daily budget PLN 12.5 PLN 20 / PLN 25

Max. Default CPC PLN 0.5 PLN 2

Dutch keywords Low search volume Eligible

Groups About Oranje, Culture, Music, Sport, Taal

About Oranje

2. Google AdWords Campaign

2. Google AdWords Campaign 2.3 Evolution of campaigns’ strategies

CPC First: low CPC (NPL 0,5) Adjustment: increase CPC (NPL 2,0) Positive results

2.4 Evolution of campaigns’ strategies

Daily budget First: NPL 12,5/day Adjustment:

NPL 20/day Dutch campaignNPL 25/day English campaign

Positive results

2. Google AdWords Campaign

2. Google AdWords Campaign 2.5 Key results

2. Google AdWords Campaign 2.5 Key results - English

2. Google AdWords Campaign 2.5 Key results - Dutch

2. Google AdWords Campaign 2.5 Key results

Successes Failures

Advertisement descriptions Grouping in Dutch campaign

Keywords optimization in English campaign

Keywords optimization in Dutch campaign

Average position Low CTR

2. Google AdWords Campaign

Effectives Non-effectives

Learn Dutch National non profit organizations

Learn free Donations to non profit organizations

Oranje Fonds Non profit organizations for children

Volunteer jobs Help donate

Dutch lessons Give donation

Dutch language course Make donations

Dutch free Support immigrants

Volunteer work Talk Dutch

2.5 Key results

2. Google AdWords Campaign 2.6 Conclusion

Learning important facts during project: Manage budget properly Specific ads for target groups Optimize CPC Adjust expensive keywords (efficiency) Relation between price of ad & average position

3. OUR TEAM

3. Our team

3.1 Group dynamics Challenges

Different characters and language skills Communication

The group democratic nature Long discussions Making decisions

3. Our team

3.1 Group dynamics

Positive aspects Different characters

and skills Unique ideas through

different thinking Division of work Motivation No arguments

3. Our team

3.2 Learning outcomes Work with Google AdWords (and Facebook pages) AdWord’s beneficial functionality Dividing work efficiently Managing time Improved English skills How to work with a limited budget

3. Our team

3.3 Conclusion Success in every way!!!

Our group… became a harmonic, well functioning team created two sophisticated and unique AdWords

campaigns learned to work efficiently became friends

4. FACEBOOK

4. Facebook Page

4. Facebook Page

4.1 Topics on Blogs IP activities Awareness for Oranje Fonds’ activities

5. FUTURE RECOMMENDATIONS

5. Future recommendations

5.1 Oranje Fonds Select a person who can deal with Google AdWords Develop STP models at first Create a financial plan Adjust campaigns according to the target country

5. Future recommendations

5.2 Team Improve effectiveness of our work Efficient use of budget from the beginning Allocation of work in the same manner

“Remember, remember always, that all of us, and you and I especially, are descended from immigrants and revolutionists.” Franklin D. Roosevelt