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Google Ads Set Up

Help Global Detention Project make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Global Detention Project
Geneva, Switzerland
Global Detention Project
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Global Detention Project
Geneva, Switzerland

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Cause
International affairs
Skills
Digital marketing Search engine marketing

Posted November 7th

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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
What we have in place
  • We are eligible for a Google Ad Grant, and so would like help in setting this up so that we can start driving more users through to our website.
How this will help
This project will save us $3,486 , allowing us to increase the geographical focus of our work, so that we can document conditions in even more immigration detention facilities.

One of the Global Detention Project's key goals is to promote the rights of detained migrants and refugees and to ensure transparency in their treatment. In setting up Google Ads, it will help ensure more people access our materials and learn about the situations non-citizens face around the world - which, we believe, is vital in the process of holding governments to account.

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

Global Detention Project
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Causes
International affairs Justice & legal services
Posted by
Katie W
Katie W.

Communications Consultant

Our mission

The Global Detention Project (GDP) promotes the human rights of people detained for reasons related to their immigration status. Our mission is to:

- Promote the human rights of detained migrants, refugees, and asylum seekers;
- Ensure transparency in the treatment of immigration detainees;
- Reinforce advocacy aimed at reforming detention systems;
- Nurture policy-relevant scholarship on the causes and consequences of migration control policies.

Testimonials

Read the Impact Story
(No testimonial has been submitted by Katie)
Katie and the team at Global Detention Process were easy to work with and communicative. They had clear goals and ideas on their target audience which made setting up and getting their Ad Grant account a great success. I would definitely recommend others to work with Global Detention Project!
Nathan K.
Nathan K.

Volunteer

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