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Matched with Rike A
Matched with
Rike A.

Google AdWords Set Up

Posted by
Melissa A.

Communications and Volunteer manager

Posted Date
May 30, 2019
Location
Virtual volunteer opportunity
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Impact statement
This project will save us $3,486 , allowing us to invest resources in researching and promoting Hoboken history.

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
Additional Details

As a very small museum, we have a good website, and are set up as a Google for Nonprofits user, and have Google Analytics on our website, but none of us is very technical or savvy about how to use either. I'm a writer, and I manage the website (barely), and need someone with Nonprofit AdWords experience to walk me thru the process of setting it up and creating a few campaigns to get us started. I've attended seminars, but am intimidated by the process. Strongly prefer someone with experience.

What We Have In Place
  • We currently have a good Wordpress website, which should make it easy for you to get started. We also have Google NonProfit account and analytics, and the ability to provide any other information you need.
How This Will Help

Our website has good organic search traffic (I think) and good social media traffic, but I have no idea how to capitalize on it. For example, we would like to bring in more foot traffic to the Museum, sell more merchandise online, collect new members and donations online, recruit more volunteers. Most visitors/members/volunteers/donors (90%) would be local (Hoboken or Hudson County, NJ) or regional.

Project Plan

P
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
1
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
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 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 Hoboken Museum documents Hoboken's physical and cultural heritage, which has local, regional, and national significance. By collecting, preserving, and interpreting artifacts and oral histories, the Museum serves the community of Hoboken and all those who enjoy its history and culture. We offer historical walking-tour maps and a map of significant sites in Frank Sinatra's life in Hoboken. We also offer Hoboken-themed merchandise: Books, t-shirts, mugs, prints and more. The Hoboken Museum staffs the Hoboken Fire Department Museum, 213 Bloomfield St., on Saturdays & Sundays from 12 - 5 pm. The Museum is open six days a week (Tues-Thurs 2 - 7 pm; Fri 1 - 5 pm; Sat - Sun 12 - 5 pm) in one of the oldest buildings on the Hoboken waterfront, a former Bethlehem Steel shipyard, 1301 Hudson St. Phone number: 201-656-2240. Admission is just $5. The Museum is a 501c3 nonprofit organization, founded in 1986.

What We Do

The Hoboken Historical Museum creates exhibits showcasing aspects of Hoboken's history, changing them every 6 - 12 months, and hosts lectures and programs relating to these exhibits. Topics have ranged from Hoboken in World War I, immigration history, a history of music in Hoboken, mom & pop shops, a focus on Hoboken in the 1970s, and more. We also host 6 exhibits by local artists in a small mezzanine gallery. In addition, we provide educational programs for local schools and families, and have created an oral history program called "Vanishing Hoboken," with 30 printed chapbooks of recollections by ordinary Hobokenites. Our fundraising events function as community gatherings, from our Hoboken House Tour to the Secret Gardens Tour.

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