Google Advertising Overview

GOOGLE ADVERTISING OVERVIEW

Capitalizing on the internet behaviour of users to turn to online search engines when in need of information, the addition of strategic campaigns through various Google products enables us to increase the visibility of Wavumbuzi when users are expressing their intent to engage.

The following 2 platforms within the Google Advertising Stack are included in the Wavumbuzi Marketing Mix.

Search Campaign

The cost-effectiveness and high conversion potential of a well-defined and optimized search campaign unlock the ability for Wavumbuzi to be visible when teachers and learners search for keywords or phrases related to a pre-defined list of keywords. These campaigns are set up as a grouping of text ads, optimized towards driving website traffic & new challenge registrations.

Display Campaign

Through Google’s vast network of partner websites, we’re able to expand our marketing initiatives to a wider online audience on contextually relevant websites, with strategic targeting parameters to display a selection of animated promotional gifs or graphics to users who fit our user profile.

While our aim is to extend our digital footprint with broad marketing campaigns, it’s more important to ensure that our marketing messages are seen by teachers and students who fall within our strategic target audience, rather than casting the net as wide as possible - ultimately resulting in poor campaign performance and unsuitable website traffic.