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Matched with Anthony D
Matched with
Anthony D.

Google AdWords Set Up

for  Open Door Legal
San Francisco, CA, USA
Posted by
Hannah W.

Engagement Associate

Posted Date
Aug 15, 2019
Virtual volunteer opportunity
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Impact statement
This project will save us $3,486 , allowing us to help more clients who have been evicted, who are victims of fraud, or who are fighting for their children in court.

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 would like help setting up google ad words before our end of year giving. This is to target potential donors.

-Advice on SEO on our website would also be very helpful.

What We Have In Place
  • The account is already set up and has donated spend.
How This Will Help

This project will allow us to drive more donors to our website and support our free legal help to low income San Franciscans.

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

Open Door Legal is an award-winning nonprofit working to eradicate poverty in San Francisco. We believe the best way to do that is to provide universal access to legal aid to everyone. We help our clients with issues like domestic violence, eviction defense, employer abuse, and more.

We are the only universal access center in the nation, meaning we don't turn people away because of arbitrary restrictions. Our work is proven: every $1 we spend on legal help generates $21 in benefit for the community. We can't wait for you to join the team!

Our project is sponsored by: Walter & Elise Haas Fund

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