Google Ads Set Up

Help Social Finance make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Social Finance
Boston, MA, USA
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Social Finance
Boston, MA, USA

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Posted December 14th

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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
What we have in place
  • We currently have a Google Ad Grant and interest in employing it, which should make it easy for you to get started. We also have in-house and vendor staff support, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to reach more governments and nonprofits, helping them serve the most vulnerable members of our communities.

As we build a new approach to social change, we are eager to continue our role as trusted thought leaders in the field. Google Ad Grants will help us stay at the forefront of a growing movement.

Project plan

P
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
1
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
2
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
3
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
4
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

Social Finance
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Posted by
Kayleigh B.

Associate Director, Communications

Our mission

Social Finance is a national 501(c)(3) nonprofit organization dedicated to mobilizing capital to drive social progress. We believe that everyone deserves the opportunity to thrive, and that social impact financing can play a catalytic role in creating these opportunities.

What we do

At Social Finance, we are building a world in which funding is directly linked to results. Data and evidence increase the accountability and impact of public resources. Funding grows programs and interventions that work. Investors link their money directly and tangibly to the lives of the most vulnerable, building a better shared future.

Our sister organization, Social Finance UK, launched the world's first Social Impact Bond (SIB) in 2010, which we first imported to the United States in 2011. Over the years, we have built a set of innovative strategies and financial instruments, called Pay for Success, which connect funding to improved social outcomes, offering individuals and communities the opportunity to thrive. We do this through Advisory Services (for governments, philanthropy, and service providers) and Social Investments (deal development, implementation, and managing for results).

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