Google Ads Set Up

Help Namati make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Namati
Washington, DC, USA
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Namati
Washington, DC, USA

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Posted September 18th

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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

The project: Create two ad campaigns using Namati's Google Ad Grant; one focused on Namati generally and the other specifically tailored to align with our year end fundraising appeal. The goal of both campaigns is to increase traffic to our website and donations.

Timeline: The Namati general campaign should be live by the end of October and the year end fundraising campaign should be live by December 10th (but can be created before then).

What We Have In Place
  • Functional website for Google Ads

    Google ad grant awarded with basic set up

    Clear goals for our marketing efforts

    Staff to devote time to continuing Google Ads strategy
How This Will Help
This project will save us $3,486 , allowing us to put more dollars towards communities in which we work; they are taking on some of the greatest justice challenges of our time.

This project will help us to raise awareness about meaningful access to justice and increase support for the legal empowerment movement.

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

Namati
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Our Mission

These are dark days if you care about justice. Power and wealth are extremely concentrated. Authoritarianism and nativism have gained ground. And we are speeding towards environmental collapse.

Law is supposed to be one of our most powerful tools for advancing justice. But for billions of people around the world, the law is broken. It's an abstraction--or worse, a threat. Namati and members of the Global Legal Empowerment Network advance justice by equipping people to know, use, and shape the laws that affect them.

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