This project was completed on Dec 18, 2019
Matched with Nathan K
Matched with
Nathan K.

Google Ads Set Up

Help Mystic River Watershed Association make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Mystic River Watershed Association
Arlington, MA, USA
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Mystic River Watershed Association
Arlington, MA, USA


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Posted December 5th

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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

We have applied to Google AdWords; however, we have never set up the ads. As we have a small geographic footprint-76 square miles this seems like it would be a really impactful way for us to get the word out. However, we need help setting them up.

What We Have In Place
  • We currently have a communications plan and calendar, which should make it easy for you to get started. We also have lots of engaging content, and the ability to provide any other information you need.
How This Will Help
This project will save us $3,486 , allowing us to instead invest in important program work.

The Mystic River Watershed Association needs to get the word out about our great work! We have a small geographic location--76 square miles--so Google Ads could have a great impact on our outreach efforts.

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

Mystic River Watershed Association
Posted by
Michelle L.

Development & Communications Director

Our Mission

To protect and restore the Mystic River, its tributaries and watershed lands for the benefit of present and future generations and to celebrate the value, importance and great beauty of these natural resources.


Nathan was great! He was super efficient, responsive and patient. We have our AdWords up and running in record time!
Michelle L.

Development & Communications Director

Google Ads Set Up Project

Michelle was great to work with and had a clear vision for campaigns in her mind. By working together I was able to get the Mystic River Watershed Association access to their Google Ad Grant which they are now using to grow their cause. I would highly recommend working with this organization!
Nathan Kallen
Nathan K.


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