Google Ads Set Up

Help Empower Missouri make the most of a Google Ad Grant by setting up Google Ads to drive traffic to their website.
Empower Missouri
Jefferson City, MO, USA
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Empower Missouri
Jefferson City, MO, USA


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Civil Rights

Posted September 14th

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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 not received the Google Ads grant. I would need help to apply for the grant.

What We Have In Place
  • We currently have IRS 501 (c) 3 determination letter, which should make it easy for you to get started. We also have Google Analytics Account, and the ability to provide any other information you need.
How This Will Help
This project will save us $3,486 , allowing us to focus more on our coalitions and the new anti-poverty programs we hope to offer in the future.

This project will help us increase traffic to our organization's website, new landing pages, events page, and training opportunities page. We hope to increase the number of our supporters by creating more awareness about the anti-poverty work we do within Missouri.

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

Empower Missouri
Posted by
Rico B.

Communications Director

Our Mission


Empower Missouri works to secure basic human needs and equal justice for every person in our state through coalition-building and advocacy.


We envision a Missouri in which all people have food, shelter, and justice.


Adequate nutrition, affordable housing, and equal justice are essential for Missouri's success.

All structural oppressions are recognized, challenged, and dismantled.
Evidence-based public policy is foundational for those who govern.

The lawmaking process is truly accessible to all in our state.

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