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Google Ads Set Up

Help Uptown Stories make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Uptown Stories
New York, NY, USA
Uptown Stories
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Uptown Stories
New York, NY, USA

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Education
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Digital marketing Search engine marketing

Posted April 27th

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

We have a free Google AdWords account (as a nonprofit) but we have never had the expertise or time to set it up properly. We would also love to integrate Analytics.

What we have in place
  • We're a small organization, but we have a great website, and a powerful, important program.
How this will help
This project will save us $3,486 , allowing us to devote more time and resources to curriculum development and teacher training.

Right now, word of mouth is the primary way parents find out about our creative writing workshops. We'd like to take advantage of more location-driven marketing to reach parents in our neighborhood who don't know about our incredible pay-what-you-can workshops.

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

Uptown Stories
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Education Arts & culture Youth development
Posted by
Kate R
Kate R.

Founder and Executive Director

Our mission

At Uptown Stories, we believe that writing is an essential tool for self-expression, critical thinking, and academic success.

Based in upper Manhattan, we offer small-group writing workshops for children ages eight to fifteen, led by master teachers and professional authors. To ensure our workshops are accessible to all children, tuition is pay-what-you-can.

Whether your child is a struggling writer or an aspiring novelist, Uptown Stories creates an exciting, challenging, and supportive community in which young authors thrive.

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