Google Ad Campaign Build

Timeline

October 2023 - December 2023

Role

Client

Digital Marketing Consultant

Teranga Foundation

Background

For my Capstone project with COOP Careers, I collaborated with a local nonprofit organization, Teranga Foundation, to assist in setting up Google Search ads, creating campaigns, and providing education on the platform, specifically utilizing the Google Ads platform.

I. Campaign Objective

Through collaborative efforts, three other digital marketing consultants and I met with the Teranga Foundation to discuss their business needs and goals. Together, we decided to implement three campaigns aimed at enhancing the understanding of Teranga's mission among new visitors and sustaining awareness for their nonprofit cause. Teranga Foundation's mission is dedicated to "uplifting and connecting individuals worldwide and fostering a global community of farmers, suppliers, and consumers, with a particular focus on underrepresented communities" (Teranga Foundation website).

II. Approach

Before constructing the campaigns using Google Ads, it's essential to brief the client on the basic structure of a campaign. This typically includes defining the campaign goal, creating ad groups, and establishing a set of keywords (including Negative Keywords which are keywords that the client prefers not to be associated with their brand). This involves a collaborative process where we delve into the specifics of what the client aims to achieve and for Teranga, we will focus on website traffic to generate volunteer leads.

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Next, it's crucial to consider how success will be measured using Key Performance Indicators (KPIs). This allows us to utilize the data to understand the performance of each campaign effectively.

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Finally, we built personas for each campaign that represent the different segments of our target audience. This involves conducting thorough research to uncover demographic information, interests, pain points, and behavioral patterns. By gaining a comprehensive understanding of our audience, we can create targeted Google Ads campaigns that resonate with them at every stage of their journey.

This focused strategy guarantees that our messages will resonate with our audience, driving genuine engagement and nurturing enduring connections. We then created ad creative mock-ups to visually demonstrate how the search ad campaign would look with keywords, ad copy, and site link extensions.

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III. Wrap Up

With the aim of expanding Teranga's reach both locally and internationally, we've outlined a strategic plan to guide their digital growth. Given their early stages in the digital sphere, we suggest beginning with localized campaigns to establish a strong foundation, gradually targeting key areas within the US before scaling to global campaigns. This phased approach allows for a focused and sustainable expansion strategy, ensuring effective utilization of resources while maximizing impact across target markets.

Interested in learning more? Let's connect on LinkedIn!