1. NETAWARE
IMMIGRANT C
Netherlands – Oranje Fonds

2. 1. Introduction
Content
 Introduction
 Google AdWords Campaign
 Our team
 Facebook
 Future recommendations

3. 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

4. 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 !!! 

5. 2. GOOGLE
ADWORDS CAMPAIGN

6. 2. Google AdWords
Campaign
2.1 Campaign overview - Goals
 English
 General awareness
 Dutch
 General awareness (Consumer)
 Awareness in business

7. 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)

9. 2. Google AdWords
Campaign
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, About Oranje
Music, Sport, Taal

10. 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

11. 2. Google AdWords
Campaign
2.4 Evolution of campaigns’ strategies
 Daily budget
 First: NPL 12,5/day
 Adjustment:
NPL 20/day  Dutch campaign
NPL 25/day  English campaign
 Positive results

12. 2. Google AdWords
Campaign
2.5 Key results

13. 2. Google AdWords
Campaign
2.5 Key results - English

14. 2. Google AdWords
Campaign
2.5 Key results - Dutch

15. 2. Google AdWords
Campaign
2.5 Key results
Successes Failures
Advertisement descriptions Grouping in Dutch campaign
Keywords optimization in English Keywords optimization in Dutch
campaign campaign
Average position Low CTR

16. 2. Google AdWords
Campaign
2.5 Key results
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

17. 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

18. 3. OUR TEAM

19. 3. Our team
3.1 Group dynamics
 Challenges
 Different characters and language skills
 Communication
 The group democratic nature
 Long discussions
 Making decisions

20. 3. Our team
3.1 Group dynamics
 Positive aspects
 Different characters and
skills
 Unique ideas through
different thinking
 Division of work
 Motivation
 No arguments

21. 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

22. 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

23. 4. FACEBOOK

24. 4. Facebook Page

25. 4. Facebook Page
4.1 Topics on Blogs
 IP activities
 Awareness for Oranje Fonds’ activities

26. 5. FUTURE
RECOMMENDATIONS

27. 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

28. 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

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