Google AdWords Plan
Pro Bono Time
S3IDF works to expand the poor’s access to energy and other basic infrastructure services by creating and strengthening small-scale enterprises in developing countries.
After 10 years of working on the ground, proving that our innovative Social Merchant Bank ApproachSM works, and benefiting more than 100,000 people, S3IDF is now ready to embark on a new initiative to spread awareness about its work, approach, and impact.
To kickstart this effort, we would like to explore how AdWords might help us to: 1) bring in online donations, 2) increase the number of “likes” and “follows” on our recently created Facebook and Twitter accounts, and 3) improve our organization's "name recognition."
Currently, S3IDF has free AdWords advertising on Google.com as part of the “Google Grants” program. We currently have 1 campaign up and running to raise awareness about S3IDF. While we are slowly building the number of impressions and clicks, we are hoping to learn how to better use, manage, and target campaigns.
By working with us you will have the opportunity to learn about our unique approach to development and the nuances of effectively delivering sustainable access to lighting, electricity, modern cooking technologies, and safe drinking water to some of society’s poorest individuals. You will also have the opportunity to hone your ability to effectively target keywords for various S3IDF AdWords campaign(s) in a field full of “social enterprise” ads.
A Google AdWords plan helps an organization take advantage of the free advertising grants that Google offers select nonprofits. This plan helps an organization determine how to spend its advertising dollars and manage this program. This project involves keyword research, ad copywriting, and account optimization guidelines.
The professional meets with the organization to learn the branded language and strategic goals of the nonprofit and what it hopes to gain through search engine marketing.
The professional conducts market research to determine how people perceive the organization and to gain a better understanding of the organization's position in the market.
The professional delivers initial sets of keywords, ad copies, geographic settings (if applicable), and negative keywords for the organization's Adwords campaign.
The professional and the organization conduct a meeting to discuss and review the initial Adwords settings.
The professional incorporates the organization's feedback to finalize the initial Adwords settings.
The professional implements the Adwords plan and activates the account.
The professional conducts weekly optimizations for the first month of advertising.
The professional and organization conduct a meeting to discuss and review the first month of Adwords results.
The professional conducts weekly optimizations for the second month of advertising.
The professional and the organization conduct a wrap-up meeting to review the second month of Adwords results. At this meeting, the professional provides the organization with training and guidelines on continued optimization moving forward.
- At least 2 years of experience with Google Adwords and Google Analytics
- An in-depth knowledge of the Adwords platform and metrics
- A Google grant for online advertising, or an allocated budget toward search engine marketing
- Commitment from senior leadership to allocate human resources to maintain the Adwords account and strategy after the initial 2 months (Note: if a nonprofit grant recipient does not log in to an account for three consecutive months or proves unresponsive to email requests from the Google team, the account will be subject to automatic pausing or cancellation without notification)