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Google Ads Set Up

Help UltraViolet make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
UltraViolet
Washington, DC, USA
UltraViolet
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UltraViolet
Washington, DC, USA

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Cause
Gender equity & justice
Skills
Digital marketing Search engine marketing

Posted January 16th

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Google Ads Set Up

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

We have Google Adwords setup, but we need to update our conversion tracking and other pieces in order to be compliant with our Google Grant. We've also seen our traffic go down and would like to be able to increase it.

What we have in place
  • We currently have a Google Ad Grant, which should make it easy for you to get started. We also have a Senior Online Communications Director and Technology Manag, and the ability to provide any other information you need.
How this will help
This project will save us $2,760 , allowing us to save resources for other marketing endeavors, and focus on achieving our campaigning goals.

If we remain non-compliant, we will lose access to our Google Grant

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

UltraViolet
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Causes
Gender equity & justice Diversity & inclusion
Posted by
Kathy P
Kathy P.

Senior Online Communications Director

Our mission

UltraViolet is a national advocacy organization that creates consequences for sexism and promotes a more equitable and safe world for all women. Our advocacy is powered by a community of 1.2 million people across the country who are fighting the most egregious threats to women in more than a decade. We work across a broad spectrum of interconnected issues that impact women--violence, reproductive rights, healthcare, economic security, and racial justice. In all of our work, we center those who are disparately impacted by sexist policies and practices, especially women of color, low-income women, immigrants, Indigenous women, and LGBTQ people.

Testimonials

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