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Rike A.

Google AdWords Set Up

Help PublicSource make the most of a Google Ad Grant by setting up Google AdWords to drive traffic to their website.
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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

We had adwords set up by a consultant, but it needs to be updated and maintained and we do not have the expertise to do this. We are particularly interested in someone who will work with our staff to make the changes needed so that we understand them going forward.

What We Have In Place
  • We currently have a google adwords grant and our adwords are up and running, which should make it easy for you to get started. We also have a staff member responsible for future maintenance, and the ability to provide any other information you need.
How This Will Help
This project will save us $3,486 , allowing us to continue to run a small amount of paid advertising that we have budgeted from grants

We are an online news site that relies on traffic from google and other channels to drive readers to our site and see our product. This supports our core mission of telling the stories of Pittsburgh.

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

Posted by
Jennie L.

Director of Loyalty Programs

Our Mission

PublicSource is a nonpartisan, nonprofit, digital-first media organization dedicated to serving Pittsburgh and the region. We provide public-service reporting and analysis, convene communities of shared interests and connect civically engaged citizens with local decision makers.

We listen. We investigate. We tell in-depth stories for a better Pittsburgh.

What We Do

We provide public-service reporting and analysis, and also provide a vehicle for Pittsburghers to tell their own stories through first-person essays -- all at

We also host events in the Pittsburgh area. These events include speakers who present on a topic that supports or aligns with our reporting, and also Citizen's Toolkit classes to teach citizens about topics like researching government data or detecting fake news.

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