Google Ads Set Up

Help Alliance for Positive Change make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Alliance for Positive Change
New York, NY, USA
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Alliance for Positive Change
New York, NY, USA


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Posted March 22nd

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Project details

What we need
  • Set up of Google Ads
  • Training for staff on how to monitor performance and update Google Ads going forward
  • Optional: Set up integration between Google Ads and Google Analytics
Additional details

*Help set up and manage Google Ad Grant account
*Participate in forming, monitoring, and optimizing effective strategies that reach intended audiences
*Assist in keyword selection and audience targeting
*Monitor ads grant budget and adjust bids to gain better ROI
*Track KPIs and produce reports to assess performance and pinpoint issues
*Assist in writing attractive and concise copy for adverts
*Recommend ways to reduce the risk of click fraud Preferred

What we have in place
  • We currently have 1 to 2 staff members available to assist, which should make it easy for you to get started. We also have digital assets and language for the ads, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to direct funds toward programs.

Alliance aims to broaden our audience by highlighting our work and receiving donations. Annually, we serve over 5,000 New Yorkers, and we would like to advertise our services and programs to serve more people.

Project plan

Prep: Discuss Ads Goals & Strategy
  • Professional and Volunteer Manager discuss goals and target audiences for search engine marketing efforts
  • Volunteer Manager shares Ads credentials with Professional, as well as past marketing materials and style guide to use for ad content creation
Milestone 1: Organize Account & Choose Landing Pages
  • Professional establishes Google Ads campaigns based on target audiences (e.g., donors vs. beneficiaries) and Ad groups within each campaign
  • Volunteer Manager and Professional choose landing pages for each ad group
  • Professional trains Volunteer Manager on how to establish/modify campaigns and ad groups going forward
Milestone 2: Establish Keywords
  • Volunteer Manager and Professional use Keyword Planner to pick keywords for each ad group
  • Professional trains Volunteer Manager on how to monitor performance and update keywords & keyword match types
Milestone 3: Write Ads
  • Professional writes copy for Ads (one for each Ad group, if applicable)
  • Volunteer Manager provides feedback on Ad copy, which Professional incorporates
Milestone 4: Reporting
  • Professional trains Volunteer Manager on how to monitor Ads portal for ongoing reporting
  • (Optional) If Organization already has Google Analytics tracking codes on website, Professional integrates Google Ads with Google Analytics to help Volunteer Manager understand the behavior of users who click on their ads
  • (Optional) Professional trains Volunteer Manager on how to monitor website activity from Google Ads on Google Analytics
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About the org

Alliance for Positive Change
Posted by
Kristin L.

Assistant Director of Development & Planning

Our mission

Alliance for Positive Change is a leading multiservice organization that provides low-income New Yorkers living with HIV/AIDS and other chronic conditions with access to quality health care, housing, harm reduction, coaching, food and nutritional services, peer training, and more.

Alliance opened in 1990, at the height of the HIV crisis--a welcoming community of transformation and opportunity. Today, we deliver on the promise of positive change with services and resources that equip people to navigate systemic inequities and achieve health and well-being.

What we do

Using a harm reduction lens and offering English/Spanish bilingual services, provide services that include:
-Peer-led community outreach/engagement
-HIV/hepatitis C testing, counseling, and linkage to care
-Full-spectrum harm reduction services and recovery supports
-HIV prevention education
-Food and nutritional services
-Other services that add up to a supportive and effective prevention infrastructure for New York City's low-income communities of color.

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