Google Ad Restructuring For New Products

Network for Good, a Delaware nonprofit organization, seeks an advisor to help the organization structure and define its Google Ads grant program as we expand the network of partner organizations who use Network for Good’s donor advised fund for donations and nonprofit grants.

Network for Good works with corporate partners such as Walmart, Google/YouTube, Patagonia and others with innovative programs to process over $200 million in donations annually and over $5 billion in our 20+ year history. We have been developing new products and programs to help us achieve our mission of unleashing generosity and are seeking support to reach new target customers for these programs.

Our existing Google Ad infrastructure was set up many years ago, and we are seeking an advisor to help our leadership and partnership team restructure our $120K annual Ad grant from Google and position us for the future. Assistance is needed in areas such as:
- Overall structure recommendations for Campaigns, Ad Groups and Ads
- Guidance in cleaning up legacy structure and what to delete vs. archive
- Keyword research including recommendations for how those keywords could be leveraged for search engine optimization content that should be created
- Helping us create a new set of Campaigns and Ads including pricing strategies and best practices for cost optimization
- Strategy for effective network reach and customer segmentation
- Goals and effectiveness tracking including use of Google Analytics or other tracking tools
- Campaign budget management

Our goal is to take a “Crawl, Walk, Run” approach and start with a limited set of Campaigns and Ad Groups and to expand the campaigns and our learnings over time as our product line expands and we gain confidence and build up internal expertise. Ideally we are seeking an advisor who can provide a higher level of input initially to help us get up and running and then a lower level of program mentorship and guidance on an ongoing basis.

Our annual donation volume and funding of nonprofits comes directly from our corporate partners' innovative giving programs. This project will help us build a pipeline of new leads and potential new partnership opportunities which we expect to lead to new sources of donation volume to achieve our mission.

And new donation sources are just the first step. As those funds reach the nonprofits who are more in need of funding than ever, they are able to leverage those funds to tangibly impact their program areas whether it be disaster recovery, feeding the hungry or finding a home for a rescued pet.

We have an existing Google Ads account based on the legacy products previously promoted and will share the login credentials to our Google Ads workspace. We have an energetic, tech-savvy project team with some (rusty) experience with Google Ads, so we expect to be quick learners without large amounts of hand holding. This project has strong support from the CEO and leadership team, and we are excited to move forward and adapt our Google Ad program to our 2025 goals and initiatives.