Nonprofits can apply for the Google Ad Grants program that allows the organization to run search ads that link back to their website with a total monthly budget of $10,000. The application process is straightforward and can be completed online. This workshop will focus on how to structure your Google Ads account based on your website structure. 

While you do not need to be signed up for Google Ad Grants to participate in this workshop, it is strongly recommended that you have an account or sign up for one soon after so you can apply the learnings. Ashlan will cover setting up your campaigns, ad groups, selecting relevant keywords, writing effective ad copy, utilizing ad targeting, ad extensions, and setting budgets. There will also be a short overview of Google Analytics and Google My Business accounts as they relate to your Google Ads account.

Learning Objectives

• How to set up a Google Ads account that matches the architecture of your website
• Learn about the relationship between Google search ads and search engine optimization (SEO)
• Set your advertising up for success through remarketing and retargeting website visitors

Presenter:

Ashlan Glazier-Anderson has over a decade of experience in digital marketing and communications. She spent four years on the team at Coates Kokes supporting clients' print/billboard advertising, public relations, and media buying strategies. At her work with Logical Position as an Enterprise Account Manager, she learned the ropes of digital marketing including Google Ads, Facebook/Instagram advertising, Amazon advertising, and e-commerce platforms. Through her graduate program, she worked with Friends of the Children on a marketing and communications project and later joined the Friends team in April 2019 as a Digital Marketing Manager responsible for the website, social media, and email marketing program for the organization. In January 2020, Ashlan was promoted to the National Manager of Marketing and Online Fundraising and is responsible for building brand awareness, branding the organization, and leading major projects related to the redesign of the Friends National and chapter websites.

Ashlan spends her time outside of work supporting her community by volunteering as a leader on the board of directors of Betties360, an after-school youth empowerment program for girls, and AMA PDX, the local chapter of the national American Marketing Association.