Google AdWords Set Up

Posted by
Rick C.

Dir. of Advancement

Posted Date
Jan 18, 2019
Virtual volunteer opportunity
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1 application submitted

Impact statement
This project will save us $3,486 , allowing us to reach two additional school sites with our community outreach programming in Title one, public schools-for children with limited access to the arts and healthy activities.

Project Details

What We Need
  • Setup of Google AdWords ads
  • Training for staff on how to monitor performance and update Google AdWords ads going forward
  • Optional: Set up integration between Google AdWords and Google Analytics
What We Have In Place
  • We currently have 5k, which should make it easy for you to get started. We also have a google grant, and the ability to provide any other information you need.
How This Will Help

We need the advantage of targeting and retargeting for our online sales success. This is phase one of reinventing these tools.

Project may require a short interview with the organization.

Project Plan

Prep: Discuss AdWords Goals & Strategy
  • Professional and Volunteer Manager discuss goals and target audiences for search engine marketing efforts
  • Volunteer Manager shares AdWords 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 AdWords 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 the AdWords portal for ongoing reporting
  • (Optional) If Organization already has Google Analytics tracking codes on website, Professional integrates Google AdWords 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 Adwords ads on Google Analytics
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About The Org

Our Mission

The Rock School for Dance Education is one of the world's premier institutions for classical ballet and dance training, dedicated to enriching the lives of all students and preparing those who are exceptionally gifted for careers as professional artists. Through its innovative arts-in-education/outreach program, RockReach, The Rock School is committed to making dance accessible to local underserved communities, regardless of socioeconomic background-providing egalitarian access to art.

What We Do

Our primary focus is providing education and performance opportunities for our world-class students, via programming at both Rock Center (Philadelphia, PA), the Merriam Theater, The Kimmel Center, The Seaport Museum, The Annenberg Center, The Mann Center, and Rock West (located west of Philadelphia in suburban West Chester, PA), and the expansion of RockReach, the most extensive dance and movement/community outreach program held in over 30 Philadelphia public and charter school locations throughout the region (serving over 28,000 kids and families).

Our project is sponsored by: Philadelphia Foundation

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