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Google Ads Set Up

Help The Word make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
The Word
Denver, CO, USA
The Word
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The Word
Denver, CO, USA

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Cause
Diversity & inclusion
Skills
Digital marketing Search engine marketing

Posted March 1st

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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 are a non-profit who needs a little help making our website more visible so we can continue to grow! We want to figure out how to appear higher in search results and get folks to our content. Our goal is to enlarge awareness of our mission and vision and make use of the ad budget given to nonprofits.

What we have in place
  • We currently have a website, which should make it easy for you to get started. We also have a Google ads nonprofit budget, 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 to fund community program for writers and publishing hopefuls. Our goal is to promote diversity in the publishing industry.

We want to reach a wider audience and expand awareness of our mission and vision. Our goal is to increase equity and diversity in the publishing industry. Learn more about us here!: https://www.thewordfordiversity.org

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

The Word
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Causes
Diversity & inclusion Arts & culture
Posted by
Aida L
Aida L.

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Our mission

The Word | A Storytelling Sanctuary fights for cultural equity through the literary arts. Our mission is: To promote voices from underserved communities and diverse backgrounds, to honor the stories of those who have faced adversity and injustice, and to provide a sanctuary space where these groups will see themselves in literature.

What we do

We provide support for and build community among writers and publishing professionals from marginalized backgrounds. Our programs include, among others: The Editor-Writer Mentorship, connecting upcoming diverse writers with experienced editors; the BIPOC Bookseller Award, celebrating innovative and engaged BIPOC booksellers; and the [margins.] conference, a space where writers from an intersection of marginalized backgrounds gather in community and engage in workshops and discussions to support healthy writing careers.

Testimonials

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