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Matched with Hongxue Q
Matched with
Hongxue Q.

Google AdWords Set Up

Posted by
Lisa A.

Marketing and Communication Coordinator

Posted Date
Mar 14, 2019
Location
Virtual volunteer opportunity
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Impact statement
This project will save us $3,486 , allowing us to market 23 unique sites for a diverse audience

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
What We Have In Place
  • We currently have Google Nonprofit approved g-suite and a website domain, which should make it easy for you to get started. We also have a marketing and communication person to work with, and the ability to provide any other information you need.
How This Will Help

It will help bring awareness to our organization and our 23 historic houses in NYC. We also have events throughout the year that needs a spotlight.

Project Plan

P
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
1
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
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 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

Our Mission

The Historic House Trust of New York City (HHT), in partnership with the New York City Department of Parks & Recreation (NYC Parks), advocates for, promotes, and provides expertise to preserve 23 publicly owned historic sites located throughout the city's five boroughs.

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