NetAware March 2012 - Presentation Google AdWords campaign Oranje Fonds

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  • NetAware March 2012 - Presentation Google AdWords campaign Oranje Fonds

    1. 1. NETAWAREIMMIGRANT CNetherlands – Oranje Fonds
    2. 2. 1. IntroductionContent  Introduction  Google AdWords Campaign  Our team  Facebook  Future recommendations
    3. 3. 1. Introduction1.1 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
    4. 4. 1. Introduction1.2 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 !!! 
    5. 5. 2. GOOGLEADWORDS CAMPAIGN
    6. 6. 2. Google AdWordsCampaign2.1 Campaign overview - Goals  English  General awareness  Dutch  General awareness (Consumer)  Awareness in business
    7. 7. 2. Google AdWordsCampaigns 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)
    8. 8. 2. Google AdWordsCampaign2.2 Evolution of campaigns’ strategies Initial Changed toArea All countries Only European countriesDaily budget PLN 12.5 PLN 20 / PLN 25Max. Default CPC PLN 0.5 PLN 2Dutch keywords Low search volume EligibleGroups About Oranje, Culture, About Oranje Music, Sport, Taal
    9. 9. 2. Google AdWordsCampaign2.3 Evolution of campaigns’ strategies  CPC  First: low CPC (NPL 0,5)  Adjustment: increase CPC (NPL 2,0)  Positive results
    10. 10. 2. Google AdWordsCampaign2.4 Evolution of campaigns’ strategies  Daily budget  First: NPL 12,5/day  Adjustment: NPL 20/day  Dutch campaign NPL 25/day  English campaign  Positive results
    11. 11. 2. Google AdWordsCampaign2.5 Key results
    12. 12. 2. Google AdWordsCampaign2.5 Key results - English
    13. 13. 2. Google AdWordsCampaign2.5 Key results - Dutch
    14. 14. 2. Google AdWordsCampaign2.5 Key results Successes FailuresAdvertisement descriptions Grouping in Dutch campaignKeywords optimization in English Keywords optimization in Dutchcampaign campaignAverage position Low CTR
    15. 15. 2. Google AdWordsCampaign2.5 Key resultsEffectives Non-effectivesLearn Dutch National non profit organizationsLearn free Donations to non profit organizationsOranje Fonds Non profit organizations for childrenVolunteer jobs Help donateDutch lessons Give donationDutch language course Make donationsDutch free Support immigrantsVolunteer work Talk Dutch
    16. 16. 2. Google AdWordsCampaign2.6 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
    17. 17. 3. OUR TEAM
    18. 18. 3. Our team3.1 Group dynamics  Challenges  Different characters and language skills  Communication  The group democratic nature  Long discussions  Making decisions
    19. 19. 3. Our team 3.1 Group dynamics  Positive aspects  Different characters and skills  Unique ideas through different thinking  Division of work  Motivation  No arguments
    20. 20. 3. Our team3.2 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
    21. 21. 3. Our team3.3 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
    22. 22. 4. FACEBOOK
    23. 23. 4. Facebook Page
    24. 24. 4. Facebook Page4.1 Topics on Blogs  IP activities  Awareness for Oranje Fonds’ activities
    25. 25. 5. FUTURERECOMMENDATIONS
    26. 26. 5. Future recommendations5.1 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
    27. 27. 5. Future recommendations5.2 Team Improve effectiveness of our work Efficient use of budget from the beginning Allocation of work in the same manner
    28. 28. “Remember, rememberalways, that all of us,and you and Iespecially, aredescended fromimmigrants andrevolutionists.” Franklin D. Roosevelt

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