Sexual bias exclusion - Team B Presentation made by Alice Sisterson, Adriana Dumitrascu, Christina Nolte, Nicolas Ribeiro De Abreu & Balázs László 1

Agenda 1.Introduction 2.A.L.E.G. 3.Google Adwords Campaign overview 4.Social media overview 5.Conclusion 2

Our team Balázs LászlóAdriana Dumitrascu Alice Sisterson Nicolas Riberio De Abreu Christina Nolte 3

Structure of our team AdwordsSocial Adriana ChristinaNicolas Alice Balázs

A.L.E.G. 2004, Sibiu promotes gender equality public awareness on gender stereotypes fights against gender discrimination and gender-based violence

Projects High school students Non-formal education Gender equality festival Theater, workshops, seminars Street events Community

Social networks & Blog

Schedule

Social media component: Google Plus Results: 502 views Followers: 4 people

Social media component: Facebook page Methodology: Promote the Romanian Organization: „A.L.E.G.” We also decide to create a link to our WordPress Blog Publish every kind of messages Key results: Around 300 likes Total brought is on our publications 620 clicks in total 10

Social media component: WordPress Blog Methodology: Step 1: Creation and customization of our blog Step 2: Content and connection with other medias Step 3: Categorization of our Blog Key results: 51 users 324 pageviews 84% of new visitors 16% of returning visitors Good connection with our Facebook page

Google Adwords campaign

Industry component - How we proceeded 2 campaigns English & Romanian Budget Ad Groups A.L.E.G. & projects Target market & group, positioning Various ads promoting A.L.E.G., topic itslef & specific projects Daily Improvements: Added & improved keywords, checked bids, created new ads 161 clicks

English Campaign - AdGroup A.L.E.G. A.L.E.G. and topic related issues Keywords like women’s rights, discrimination of women, sexual harassment, help organization etc. General ads worked better than organization specific ones Most successful ad: 10 clicks CTR 0.20% Avr CPC 1.12 PLN Avr Pos 1.1 ➡ The more catchy & provocative the ad, the more successful it was Overall performance of number of clicks and impressions

English Campaign - AdGroup Projects Upcoming projects, festivals, seminars Keywords of AdGroup A.L.E.G & project specific ones (e.g. festival Sibiu, volunteering Romania, project women discrimination) Specifically headlined ads worked better than general ones Most successful ad: 4 clicks CTR 0.27% Avr CPC 1.60 PLN Avr Pos 2 ➡ The more precise the ad, the more successful it was Overall performance of number of clicks and impressions

English Campaign Difficulties A.L.E.G.’s website only in Romanian language besides few articles A.L.E.G.’s facebook profile only in Romanian language Low likelihood of Romanians to google in English Attempt to also include UK as target location failed due to huge price increase Use of violent words

Romanian campaign

Strategy National campaign Gain visibility for association Attract volunteers Target audience: Teenagers Students Parents

Ad for the association Keywords: “voluntary Sibiu” “equal rights” “youth association” “volunteering” 27 clicks - first day 61 clicks - overall CTR: 4,35% First ad

Three groups: 1.The ALEG Association 2.ALEG Projects 3.ALEG Projects Facebook

A.L.E.G. Association Group Ads: 5 Clicks: 64 Impressions: over 3,500 CTR: 1,78 Cost: 88 PLN

A.L.E.G. Projects Ads: 11 Clicks: 42 Impressions: over 6,600 CTR: 0,64% Cost: 65,70 PLN

A.L.E.G. Projects Facebook Ads: 5 Clicks: 33 Impressions: over 7,800 CTR: 0,42% Cost: 89 PLN

Romanian campaign overall Ads: 21 Clicks: 139 Impressions: over CTR: 0,77% Cost: 243 PLN

Conclusion Learning objectives and outcomes: Muticultural framework No communication problems in our team Learning about Google AdWords campaign and Google Analytics Future recommendations : Keep visibility on internet Put some Hastags # Continue with Google AdWords

Thank you for your attention!