Google Ads Set Up

Help Executive Service Corps (ESC) make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Executive Service Corps (ESC)
Chicago, IL, USA
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Executive Service Corps (ESC)
Chicago, IL, USA

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Posted May 13th

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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
What We Have In Place
  • We currently have google analytics, which should make it easy for you to get started. We also have an active Outreach Committee, and the ability to provide any other information you need.
How This Will Help
This project will save us $3,486 , allowing us to serve additional organizations and build capacity in our community.

The better we can communicate the more organizations we can serve.

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

Executive Service Corps (ESC)
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Our Mission

The mission of the Executive Service Corps (ESC) is to make nonprofits successful. To achieve our mission, we provide consulting, coaching, and professional services to other nonprofit organizations. Each year we help 1.2 million people.

What We Do

The Executive Service Corps (ESC) is Chicagoland's premier nonprofit consultancy. ESC is a 42-year-old nonprofit organization that provides consulting and coaching services to about 150 philanthropic organizations, associations, and governmental institutions each year.

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