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Google Ads Set Up

Help Fair Shake Environmental Legal Services make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Fair Shake Environmental Legal Services
Pittsburgh, PA, USA
Fair Shake Environmental Legal Services
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Fair Shake Environmental Legal Services
Pittsburgh, PA, USA

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Cause
Justice & legal services
Skills
Digital marketing Search engine marketing

Posted November 12th

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 just got accepted into Google Ad Grants and now I am struggling to understand how to best use it for our business. I could use some help learning the ropes of AdWords, understanding best practices, and I could use some help understanding how to nonprofits use google Adwords successfully.

What we have in place
  • We currently have Ad Grants, which should make it easy for you to get started. We also have a website and an active blog, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to dedicate $3,486 worth of attorney hours to the people who need it most.

We are currently trying to spread brand awareness and I believe that Google Adgrants can help with this! If more people know about our services then more people can benefit from them! But our service is unique so I think a big hurdle will be finding relative keyword phrases that rank high enough for our ads to show! At least that is what I am struggling with right now.

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

Fair Shake Environmental Legal Services
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Causes
Justice & legal services Education Environment
Posted by
Josh E
Josh E.

Marketing Director

Our mission

FOSTER EQUAL ACCESS TO ENVIRONMENTAL JUSTICE
providing legal services and promoting the fair treatment and meaningful involvement of all people in the development, implementation, and enforcement of environmental laws, to allow for equal access to environmental decision-making processes and equal protection under the law;

PROVIDE EDUCATION IN LEGAL SERVICES ENTREPRENEURSHIP
educating young attorneys in legal services entrepreneurship and incubating legal services organizations to serve the needs of underserved low- and middle-income clients;

SUPPORT COMMUNITY EMPOWERMENT
stimulating economies in Appalachia through environmental legal services and counseling to allow the underserved to make decisions about solutions to environmental challenges across the region.

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