Google AdWords Set Up

Help Ethos make the most of a Google Ad Grant by setting up Google AdWords to drive traffic to their website.
Jamaica Plain, MA, USA

Posted January 21st

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Project Details

What We Need
  • Setup of Google AdWords ads
  • Training for staff on how to monitor performance and update Google AdWords ads going forward
  • Optional: Set up integration between Google AdWords and Google Analytics
Additional Details

One of our programs has recently expanded to cover the entire city of Boston vs. the five neighborhoods we were responsible for. 85% increase in the program. At the same time, were seeing declines in referrals for our meals and home care programs. I set up adwords when I first started here but I didn't really know what I was doing. Need someone to go through our ads and keywords and tune them up.

Also need to set up adwords for an annual fundraiser we hold. We're changing the name this year.

What We Have In Place
  • We currently have an adwords account with keywords set up, which should make it easy for you to get started. We also have staff ready to assist, 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 an addition 700 meals to low income seniors throughout Boston

So many seniors, family members, social workers and health care professionals turn to the internet to find the resources they need. Having an effective adwords strategy will enable us to cut through all of the noise and stay top of mind with those looking for aging services.

Project Plan

Prep: Discuss AdWords Goals & Strategy
  • Professional and Volunteer Manager discuss goals and target audiences for search engine marketing efforts
  • Volunteer Manager shares AdWords 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 AdWords 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 the AdWords portal for ongoing reporting
  • (Optional) If Organization already has Google Analytics tracking codes on website, Professional integrates Google AdWords 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 Adwords ads on Google Analytics
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About The Org

Posted by
Raymond S.

Chief Development & Community Relations Officer

Our Mission

Ethos is a private, not-for-profit organization that promotes the independence, dignity, and well-being of the elderly and disabled.

Ethos achieves its mission through the coordination and delivery of high-quality, affordable home and community-based care.

In all aspects of its work Ethos supports family caregiving, fosters social interaction and respects cultural diversity.

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