Google AdWords Set Up

Posted by
Takouhi M.

Development & Communications Coordinator

Posted Date
Jul 29, 2019
Virtual volunteer opportunity
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3 applications submitted

Impact statement
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.

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

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

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 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

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.

Our project is sponsored by: AMEX

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