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Google Ads Set Up

Help 350 Seattle make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
350 Seattle
Seattle, WA, USA
350 Seattle
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350 Seattle
Seattle, WA, USA

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Digital marketing Search engine marketing

Posted March 24th

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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 $10,000/month Google ads grant through our Google for Nonprofits, but we've never taken good advantage of it. I've recently created 3 new ad campaigns (after watching a starter video), and I'd love an assessment of them and advice on how we can best utilize this resource.

What we have in place
  • We currently have a google ads grant, which should make it easy for you to get started. We also have 3 campaigns started, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to continue with our badass campaigns, and rise to meet the challenge of the climate crisis.

We have way more work than our current core activists can do, so we need to continue to build power in the organization. To do that, we have to reach people we aren't reaching. Traditionally we do that by the attention we get in big mobilizations--but now, during COVID, we're not growing, because those aren't happening. We need to be as effective as we can in order to get more beautiful work done!

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

350 Seattle
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Causes
Environment Civil rights
Posted by
Emily J
Emily J.

Communications Director

Our mission

350 Seattle works toward climate justice by organizing people to make deep system change: resisting fossil fuels; building momentum for healthy alternatives; and fostering resilient, just, and welcoming communities

What we do

Hearings and meetings and legislation and letters? We do that. Protests and blockades? We do that, too....and how. We believe our most important task is building and inspiring the movement, because only a movement can bring about the profound change we need, as quickly as we need it to.

Testimonials

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