1. Advertising Proposal
“iWasfa”
Mina Adly Younan
Business Development
Good News 4 Me
April 20th, 2011

2. Table of Contents
Campaign Brief 3
Objectives& Audience Profile 4
TargetingStrategy 5
Google Content Network 6
Facebook Social Ads 14
Recommendations 16
Estimated Traffic 17
Conclusion 18
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3. Campaign Brief
Promotion Promoting iWasfa website
Iwasfa website
Landing Page:
Facebook Fan Page
Target Markets: Arabic Speaking countries
* Gender: female - male
Target Audience Profile: * Age: Above 15
* Class: ALL
Languages: English & Arabic
1. To drive traffic to the Website
CampaignObjectives:
2. To make people aware of iWasfa
How will Success be Number of visitors to the Website
Measured? Number of fans on Facebook fan page
Campaign Dates: To be decided (Duration 6 months)
Budget: To be decided (Estimated 3000USD)

4. Objectives & Audience Profile
Objective is to promote the new iWasfa website in order to:
• Drive traffic to iWasfa website
•Increase the number of fans of iWasfa on Facebook Fan Page
Audience Profile
The target audience are males and females, above 15, and of all classes.
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5. Good News Targeting Strategy
To capture the target audience online and meet objectives, two primary methods will be employed:
1. Google Content Network: to serve iWasfa Banner Ads across premium sites in the Google
Content Network, which is made up of over 600,000 websites across all verticals and
categories. This is called ‘Placement Targeting.
2. Google Search network: To propagate iWasfa text ads about site’s categories or articles on relevant
Google search page, relevant emails on Gmail, and relevant videos on YouTube
2. Facebook Social Ads:to serve iWasfa short text ads posted on relevant profiles on the
Facebook platform
Please Note:
Google & Facebook Advertising are ‘Auction Based.’ There are no flat fees, guaranteed impressions
or lock-in periods.
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6. Google Content Network
Recommended Placement Targeting selection
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7. Placement Targeting
Ad Formats: Google accepts static image, animated flash, click-to-play video and gadgets in the
following formats:
Banner: 468 x 60
Square: 250 x 250
Small Square: 200 x 200
Leaderboard: 728 x 90
Medium Rectangle: 300 x 250
Large Rectangle: 336 x 280
Skyscraper: 120 x 600
Wide Skyscraper: 160 x 600
Please Note: Different sites accept different formats, so to ensure full coverage it is recommended
to create the Ads in every size.

8. Placement Targeting Examples
YouTube
Alwatan
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9. Placement Targeting Examples
Amr Diab Street
El-Ahly
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10. Female Interest
Placements* Category Impressions (Daily)
handycafe.com::Homepage,Middle center /Food & Drink/Restaurants 10K-50K
about.com::Food Pages, Multiple slots /Food & Drink/Cooking & Recipes 10K-50K
alaan.tv::Homepage,Multiple locations /Food & Drink/Cooking & Recipes 10K-100K
brooonzyah.net /Online Communities 15k-60k
feedo.net /Health/Nutrition 10K-50K
hi-mama.com /Lifestyles/Women's Interests 10K-50K
rjeem.com /Health/Nutrition 10K-50K
women.bo7.net /Lifestyles/Women's Interests 10K-50k
Gn4me.com /lifestyles/women/recipes 10k-50k
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11. News & Lifestyle
Placements Category Impressions (Daily)
egypty.com /Internet/Web Portals 100K-500K
akhbarak.net /Local/Regional Content/Middle East/Egypt 100K-500K
mubasher.info /Finance &Insurance 100K-500K
alwatanvoice.com /News & Current Events 10K-100K
asuaq.com /Local/Classifieds 10K-100K
flightstats.com /Travel/Air Travel 10K-100K
hotel-discount.com /Travel/Hotels & Accommodations 10K-100K
trekearth.com /Photo &Video 10K-100K
albawaba.com /Local/Regional Content/Middle East 10K-100K
al-waseet.org /Business/Advertising & Marketing 10K-100K
elaph.com /News & Current Events 10K-100K
elbashayer.com /News & Current Events 10K-100K
ewaseet.com /Local/Classifieds 10K-100K
lbcgroup.tv /News & Current Events 10K-100K
mashy.com /Local/Regional Content/Middle East 10K-100K
mixx.com /News & Current Events 10K-100K
reuters.com /News & Current Events 10K-100K
xe.com /Finance &Insurance 10K-100K
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12. Social Networks & Entertainment
Placements Category Impressions (Daily)
tagged.com /Online Communities/Social Networks 10M-20M
facebook.com /Online Communities/Social Networks 1M-5M
nogomi.com /Entertainment/Music 500K-1M
youtube.com /Entertainment 500K-1M
flixster.com /Entertainment/Movies 100K-500K
imdb.com /Entertainment/Movies 100K-500K
blogspot.com /Online Communities 100K-500K
justin.tv /Entertainment/Multimedia Content 100K-500K
netlog.com /Online Communities/Social Networks 100K-500K
real.com /Entertainment/Movies 100K-500K
110mb.com /Internet 10K-100K
3arabtv.com /Entertainment/Music 10K-100K
amrdiabstreet.com /Entertainment/Music 10K-100K
fomny.com /Entertainment/TV 10K-100K
ghaneli.net /Entertainment/Music 10K-100K
listenarabic.com /Lifestyles 10K-100K
mazzikacool.com /Entertainment/Music 10K-100K
planetarabica.com /Entertainment/Movies 10K-100K
almohandes.org /Online Communities 10K-100K
myspace.com /Online Communities/Social Networks 10K-100K
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13. Male Interest
Placements Category Impressions (Daily) We will exclude
xe.com /Finance &Insurance 100K-500K irrelevant sites from
sify.com /News & Current Events 100K-500K our placement
car100100.com /Automotive/Vehicle Brands 100K-500K network to
el-ahly.com /Sports/Football 100K-500K guarantee the
softpedia.com /Computers &Electronics 10K-100K maximum exposure
alhandasa.net /Internet 10K-100K to the right audience
about.com /Reference 10K-100K
gulf-daily-news.com /Local/Regional Content/Middle East 10K-100K
accuweather.com /Local/Weather 10K-100K
cnn.com /News & Current Events 10K-100K
bloomberg.com /News & Current Events/Business News 10K-100K
ameinfo.com /News & Current Events/Local News 10K-100K
dawn.com /News & Current Events/Newspapers 10K-100K
nilemotors.com /Automotive 10K-100K
elismaily.com /Sports/Football 10K-100K
reyada.com /Sports/Football 10K-100K
zamalek.sc /Sports/Football 10K-100K
zamalek-toolbar.com /Sports/Football 10K-100K
arab-friendships.net /Local/Regional Content/Middle East 10K-100K
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14. Facebook Social Ads
Sample Keyword Search Campaign
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15. Facebook Usability & Effectiveness
•5 million people visit facebook daily from Egypt only, making it a perfect place to insert targeted ads
•iWasfa can leverage this opportunityto drive users to click on ‘like’ and become fans
Google Confidential and Proprietary 15

16. Recommendations and ideas:
1- Running 2 online campaigns at the same time on Facebook and Google
for 6 months.
2- Dedicating a monthly budget (500USD) to be divided between Facebook
and Google network.
3- Sharing from 3 to 5 articles daily on Facebook fan page that direct users
to iWasfa.
4- If possible, organizing an on-ground advertising campaign by printing
flyers and distributing them on cafés and restaurants in Cairo.
5- Announcing and advertising a competition for the Best Wasfa every
month and the prizes could be home appliances
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17. Estimated traffic:
•Based on the previous recommendations, estimated
traffic could be calculated as follows:
1. If the monthly budget is 500USD
2. And minimum CPC is 0.10USD
3. Therefore, 500/0.10= 5000 users
4. 5000 users * 6 months = 30000
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18. Conclusion:
• Recommended campaign duration is 6 months
•Estimated traffic could reach 30000 users
•Needed budget for the entire online campaign is
3000USD
•Estimated budget for the ideas on competitions is
100USD/month
•Estimated Budget for the on-ground advertising could
be calculated if approved by the administration
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19. Thank You
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