Google Ads Set Up

Help Market Central make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Market Central
Charlottesville, VA, USA
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Market Central
Charlottesville, VA, USA

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Posted March 3rd

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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

While we have some strategy ideas of how Market Central would like to use our Google Ads Grant, we would love help ensuring that our strategy makes sense and making sure we aren't missing any opportunities. We would also like to set up Google Analytics.

What We Have In Place
  • We currently have a website at marketcenral.org, which should make it easy for you to get started. We also have the Google Ads Grant, and the ability to provide any other information you need.
How This Will Help
This project will save us $3,486 , allowing us to have more market days and continue updating our digital strategy to be as robust as possible.

This project is important, because we want to expand our reach locally in the Charlottesville area. This will allow us to reach more people and customers to join us at our farmers market, get educated on healthy eating and local farming, and expand our SNAP program (which allows folks that use food stamps to double their money at the farmers market).

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

Market Central
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Our Mission

Market Central supports local farms, farmers markets, and entrepreneurs by connecting them to the community. These efforts benefit our health, the environment, the local economy, and promote social and cultural diversity in the City of Charlottesville.

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