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Google Ads Set Up

Help Shelterforce make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Shelterforce
Montclair, NJ, USA
Shelterforce
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Shelterforce
Montclair, NJ, USA

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Cause
Community & economic development
Skills
Digital marketing Search engine marketing

Posted January 29th

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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
Additional details

We have a nonprofit Google Ad Word grant and have yet to use it, basically leaving money on the table (as well as circ. development, influence, etc.). The challenge for us has been time: getting started and staffing. Our small staff posts over 200 a year, publishes a quarterly print magazine, sends a weekly-newsletter to about 11k readers.

We do use Google analytics frequently, but we don't have a good grounding in it and are sure we're missing a lot of useful data.

What we have in place
  • Our first website was in 1994. We gone through two revisions and have over 4,000 articles up. We also have a strategic framework, descriptions of our readership and advertisers, and experience with WP, Yoast, an analytics account, and social media analytics.

    Our website has virtually no custom code. It built on off-the-shelf plugins (about 30) theme (Newspaper) We built it in house so we can provide answers to lots of questions.
How this will help
This project will save us $3,486 , allowing us to breath a little easier at the end of the year. Or every two payroll periods a month.

We are a recipient of a Google Ad Words grant, and really don't like leaving $10k a month on the table.
Goals.
1. Increase circulation/website traffic
2. Share our articles more widely
3. Increase donations

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

Shelterforce
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Causes
Community & economic development Diversity & inclusion Housing & homelessness
Posted by
Harold S
Harold S.

Publisher

Our mission

Mission
To realize a just society where everyone lives in an equitable, healthy community.

Core Strategic Approach:
Support those working toward equitable, healthy communities by publishing independent media content that informs them, challenges them, connects them, inspires them, and advocates for their work to others.

Testimonials

Read the Impact Story
Peter Kelly was great to work with. He helped us set up our Google Ads program, patiently waited while we got everything ready on our end and when all was working guided us through each section of Google Ads, making sure we understood how it all worked. He also helped us develop strategies to get the most out of it. We couldn’t have asked for better.
Harold S.
Harold S.

Publisher

Google Ads Set Up Project

(No testimonial has been submitted by Peter)
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