Tactical Execution

TACTICAL EXECUTION ON GOOGLE ADS

Set up of Google Ads

Used to set up country-specific advertising campaigns across Google Products (Google Search, Display & Video)
Structured as follows:
- Account name: Allan Gray Orbis Foundation Endowment Trust
- User access: Geoffrey Forbes, Shinade Nomdoe & Sue Marx
  1. Invitations for Admin rights access has been sent to Amanda Luyenge, Aline Gaju and Njoki Riguga Kiama. Waiting on them to accept the invite.
- Structured as one Google Ads account, with different campaigns under this account. Examples include:
  1. Wavumbuzi_Kenya_Search
  2. Wavumbuzi_Rwanda_Search
  3. Wavumbuzi_Rwanda_Display

Search Ads

For cost efficiency & keyword optimization, the Search Campaign is structured into 4 Ad Groups

Branded Wavumbuzi Campaign - keywords related to Wavumbuzi & misspellings
Education- keywords related to learning, education, teachers and schools.

Gamified Learning- keywords related to game learning, gamified programmes etc.

Entrepreneurship - keywords related to competency development, entrepreneurship & entrepreneurial studies.

Targeting for Search ads should be geo-located to each country.

An example of a search ad in each ad group is shown below:

Branded Wavumbuzi Campaign

Education

Gamified Learning

Entrepreneurship

Display Ads

The best use case for a display campaign is execution in 2 phases.

Phase 1: Setting up a contextually targeted animated gif campaign to create brand awareness & expand reach, 4 weeks prior to Challenge launch based on the following audience parameters.
- Educators
- Secondary Schools
- Teachers
- Secondary School learners
- Entrepreneurship Programmes

Creative Assets: Wavumbuzi branded GIF banners

Examples of three display ads are shared below for reference.

Phase 2: Create a remarketing campaign based on previous website visitors. These remarketing buckets can be set up in Google Ads. The suggested time period for these is 1 week prior to Challenge launch, until minimum Week 3 of Challenge duration.
- Visitors to the wavumbuzi.africa/country homepage
- Visitors to the registration page
- Visitors to support page

Creative Assets: Secondary banners with strong CTA for registration

FLAG: Account role invites to be sent to the AGGP Marketing Manager or Junior Marketing Officer via the Google Ads account once employed to allow them access. No login details for Google Ads as you access this via your own Google Account.

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