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Adwords promotional campaign – elements indicators of
efficiency and rules to followPiotr Dąmbrowski
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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
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Your marketing tools Advertisement tools
Google Adwords Social Media:
Facebook Page Google+ Page
Blog Hosted Wordpress Blog
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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
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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
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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)
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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
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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
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PROJECT GUIDELINES
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Project guidelinesGoogle AdWords: Impressions/Clicks (CTR) Quality Score Cost Per Click (CPC)
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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
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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
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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)
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Thank you for your attentionand see you tomorrow!
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