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Google Ads Set Up

Help Armed Services Arts Partnership make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Armed Services Arts Partnership
Alexandria, VA, USA
Armed Services Arts Partnership
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Armed Services Arts Partnership
Alexandria, VA, USA

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Cause
Military & veterans affairs
Skills
Digital marketing Search engine marketing

Posted August 31st

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
What we have in place
  • We currently have a G-suite account, which should make it easy for you to get started. We also have a fully built out Squarespace site, and the ability to provide any other information you need.
How this will help
This project will save us $3,486 , allowing us to provide scholarships for arts classes for veterans in our community!

We are a five years' old organization with hundreds of views from across the country each day, but have never used Google Ads (or our nonprofit grant!).

As we expand to become a national organization, this is a key pillar in that effort.

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

Armed Services Arts Partnership
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Causes
Military & veterans affairs Arts & culture
Posted by
Scott G
Scott G.

Communications Director

Our mission

Cultivate community and growth with veterans, service members, military families, and caregivers through the arts.

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