Digital Campaign Set-Up and Management

Cognitive Paths : Bristol Black History Month Magazine Digital Optimization

Project Overview: We propose a development project focused on leveraging the Google Ad Grant program to enhance the online presence and impact of Bristol Black History Month Magazine. This project aims to effectively utilize the grant to drive website traffic, increase awareness, encourage donations,subscription and achieve our mission-based goals. The key components of the project include account setup, campaign creation, optimization, compliance management, conversion tracking, and ongoing campaign management.

II. Objectives:

Increase website traffic: Drive targeted traffic to the Bristol Black History Month Magazine website to expand our reach and engage with a larger audience.

Increase audience engagement : through submission of content. This is through our themes and will be the main call to action as it enables us to curate the magazine.


Raise awareness: Improve brand visibility and awareness among our target audience to enhance recognition and understanding of our organization's mission.


Encourage donations and subscriptions : Utilize compelling campaigns to inspire supporters to make contributions and help us sustain our programs and initiatives.


Track and measure conversions: Implement conversion tracking to analyze the effectiveness of our campaigns and optimize them for higher conversion rates.


III. Project Plan and Implementation:

Account Setup and Troubleshooting:
Create a Google for Nonprofits account and complete the registration process.
Establish a Google Ads account or link an existing one to the Google for Nonprofits account.
Verify our nonprofit status and submit the necessary documentation for validation.

Campaign Creation and Optimization:
Identify specific goals and objectives aligned with our mission.
Conduct comprehensive keyword research to identify relevant keywords and phrases.
Create targeted campaigns and ad groups to reach specific audience segments.
Develop compelling ad copy and utilize ad extensions for enhanced engagement.
Implement geo-targeting, ad scheduling, and other optimization strategies.
Regularly monitor and analyze campaign performance to refine and optimize strategies.

Google Analytics Integration:
Improve our Google Analytics account set-up
Improve our Google Analytics tracking code on our website to collect valuable data.
Integrate Google Analytics with Google Ads for enhanced tracking and reporting capabilities.
Utilize insights from Google Analytics to refine advertising campaigns and optimize their performance.

Conversion Tracking:
Define and set up conversion actions to track specific goals on our website.
Implement conversion tracking code or use Google Tag Manager for streamlined management.
Monitor conversion data to assess the effectiveness of our campaigns and make data-driven optimizations.



Campaigns, Ad Groups, and Ads Creation:
Create campaigns aligned with our objectives, ensuring they are organized and targeted.
Establish ad groups within campaigns based on specific themes or target audiences.
Develop compelling ad copy that incorporates targeted keywords and resonates with our audience.
Utilize relevant ad extensions to provide additional information or encourage specific actions.

Optimization:
Continuously monitor campaign performance and analyze data to identify areas for improvement.
Adjust bids and budgets to maximize the impact of the grant budget.
Refine ad copy and test different variations to optimize click-through rates.
Regularly review and update keyword lists, adding negative keywords when necessary.
Optimize landing pages to improve user experience and increase conversion rates.