Google Ads Set Up

Help THE EMILY SHANE FOUNDATION make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Malibu, CA, USA
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Malibu, CA, USA


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Posted September 17th

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 just received the google ad grant confirmation and require technical administration and support to create and provide the ads, ensure messaging is targeted to maximize engagement, and all management is set-up for this to be an effective tool for our nonprofit charity.

What We Have In Place
  • We currently have an intern to work with you, which should make it easy for you to get started. We also have other resources, such as marketing and social media interns, 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 funding to the children we support.

We are hoping these ads will help garner awareness of our work and ideally, support for it as well.

Project Plan

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
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
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
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
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

Our Mission

The Emily Shane Foundation believes that all students deserve the opportunity to attain their best academic potential. Our flagship SEA (Successful Educational Achievement) Program provides intensive, individualized mentoring/tutoring support to at-risk, failing middle school students who could not otherwise afford this much needed help. Students who fit our profile often head down the wrong path, suffer low self-esteem, act out, etc. Our SEA Program provides them with the positive support and guidance to change attitudes, motivation and ultimately, guide them towards a better future. We are making a difference in children's lives.

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