Adwords promotional campaign – elements indicators of

efficiency and rules to followPiotr 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

Your marketing tools Advertisement tools

Google Adwords Social Media:

Facebook Page Google+ Page

Blog Hosted Wordpress Blog

Your marketing toolsStatistics 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

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

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)

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

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

PROJECT GUIDELINES

Project guidelinesGoogle AdWords: Impressions/Clicks (CTR) Quality Score Cost Per Click (CPC)

Project guidelinesGoogle+ 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

Project guidelinesFacebook 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

Project guidelinesWordpress 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)

Thank you for your attentionand see you tomorrow!