Google Ads for Media Business Development: Workshop Led by a Google Representative for Newsrooms in the Republic of Moldova
On July 24, approximately 20 representatives of the media community in the Republic of Moldova participated in a workshop dedicated to using Google Ads for media business development and the promotion of journalistic products. The event was organized by the Independent Journalism Center (IJC), in partnership with Internews, and brought together journalists, editors, and media managers interested in understanding how they can use digital promotion tools to expand their audience and contribute to the sustainable development of their newsrooms.
The workshop was led by Ana Maria Prutean, account manager at Google, who presented current trends in the digital landscape, changes in news consumption, and ways in which Google Ads can be used to increase the visibility of journalistic products and reach relevant audiences. “As Moldovans increasingly shift their news consumption to the online environment, platforms like Google are becoming essential for quality journalism to reach the public. Google Ads provides newsrooms with the tools they need to amplify relevant content, as well as to grow and retain their audience. Effective use of these digital solutions helps publications diversify their revenue streams and become sustainable. And a solid financial foundation is the cornerstone of true editorial independence,” said Ana Maria Prutean.
The workshop covered the fundamentals of Google Ads, the factors that influence campaign performance, defining and reaching relevant audiences, as well as planning, monitoring, and optimizing campaigns. Participants also discussed changes in the media industry, subscription-based and crowd-funding models, as well as examples of best practices used by European media organizations.
Participants highlighted the usefulness of the information presented and the direct dialogue with the Google representative, who provided answers to their questions and recommendations for optimizing their campaigns. “The face-to- face meeting with the Google specialist was an extremely valuable experience. It was the perfect opportunity to get clear answers, optimization ideas, and find the solutions I needed,” said Virgil Bogonovschi, head of the online department at TV8.
For her part, Victoria Dumbravă, editor-in-chief at Agora, noted the usefulness of the information on media market trends: “The data on the media market was helpful in providing context and showing us where we currently stand and what the trends have been in recent years.”
Adelina Motricală, editorial secretary at Est Curier in Criuleni, believes that such training sessions address a real need among newsrooms in the Republic of Moldova. “The reality is that Google Ads is still underutilized in newsrooms across the Republic of Moldova, because not all media organizations can afford a dedicated specialist. That is precisely why such activities provide media organizations with information about practical tools to use online promotion more effectively, even with limited resources,” said Adelina Motricală.
The workshop on using Google Ads was organized after Google responded to a request from the Independent Journalism Center to provide media organizations in the Republic of Moldova with access to expertise on using digital tools for media business development.
Earlier, in June, approximately 20 journalists and media managers from the Republic of Moldova participated in an online discussion with a YouTube representative focused on monetizing media content. Participants had the opportunity to ask questions about channel monetization, copyright, journalistic content, and other challenges faced by newsrooms on the platform.
Through these activities, the IJC facilitates direct dialogue between representatives of digital platforms and the media community in the Republic of Moldova to help newsrooms adapt to changes in the digital environment.
