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Google Ads Set Up

Help DC Appleseed Center for Law & Justice make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
DC Appleseed Center for Law & Justice
Washington, DC, USA
DC Appleseed Center for Law & Justice
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DC Appleseed Center for Law & Justice
Washington, DC, USA

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Cause
Community & economic development
Skills
Digital marketing Search engine marketing

Posted April 16th

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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 launching a new website so this project would coincide with that. Goal is to set up and inform the communications staff about the process and help us generate more traffic to the site.

What we have in place
  • We currently have a small staff and easy access to website function and design, which should make it easy for you to get started. We also have flexibility and a very helpful staff, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to direct more resources to projects helping residents of the District.

DC Appleseed is a very small organization with a great mission, to provide a better life for those living in the District of Columbia. The pandemic has hit economically disadvantaged and those underserved in this area, especially hard. DC Appleseed's work is needed now more than ever. Directing people to our work is a vital mission and will help so many in need.

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

DC Appleseed Center for Law & Justice
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Causes
Community & economic development Justice & legal services
Posted by
AR
Alex R.

Director of Development

Our mission

For over 20 years, through litigation and other methods, DC Appleseed has helped make the District of Columbia a better place to live and work. Throughout our history, we have taken on some of the District's toughest problems, developed proposed solutions to those problems, worked to get our proposed solutions adopted and implemented, and then monitored the implementation to make sure it actually improves services to District residents, particularly low-income residents and people of color. DC Appleseed is a 501(c)(3) organization. Contributions to DC Appleseed are tax-deductible.

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