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Google Ads Set Up

Help Court Appointed Special Advocates of NYC make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Court Appointed Special Advocates of NYC
New York, NY, USA
Court Appointed Special Advocates of NYC
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Court Appointed Special Advocates of NYC
New York, NY, USA

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Cause
Youth development
Skills
Digital marketing Search engine marketing

Posted July 29th

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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

CASA-NYC's goal is to optimize AdWords for volunteer recruitment, brand awareness, and fundraising.

What we have in place
  • We have professional grade photographs, program metrics from the past three years, and three volunteer-youth profiles. We also have raw data from this year and are able to pull together profiles and other data as needed. Finally, we have a newly redesigned website and are able to accommodate landing pages.
How this will help
This project will save us $3,486 , allowing us to spend funds on recruiting, screening and training volunteer Advocates to match with children and youth in foster care.

A stronger online presence will impact the quality of services we provide to children and youth in foster care because it will increase volunteer recruitment and awareness.

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

Court Appointed Special Advocates of NYC
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Causes
Youth development Human services
Posted by
Takouhi M
Takouhi M.

Development & Communications Coordinator

Our mission

CASA-NYC's mission is to ensure that children in foster care have their needs met and rights protected; that they move out of foster care and into permanent, safe and loving homes as quickly as possible; and that young people aging out of foster care have the resources and support they need to live independently.

Testimonials

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