Campaign Optimization Specialist: Google Ad Grants
Organizational Context
Rousto Charity aims to foster the social, economic, intellectual, and informational development of cities and districts in Tajikistan, with a focus on empowering youth and women. The organization has secured Google Ad Grants, providing $10,000 monthly for search advertising. However, the lean team lacks the specialized digital marketing expertise to effectively manage this platform and ensure compliance with grant rules, making this role crucial for continued funding and project support.
Job Purpose
This assignment seeks an online volunteer with expertise in Google Ad Grants to optimize Rousto Charity's advertising account and enhance online fundraising efforts. The volunteer will bridge the organization's digital marketing capacity gap, ensuring the effective utilization of the $10,000 monthly Google Ad Grant. By building high-converting campaigns, the volunteer will directly contribute to attracting donors, raising awareness, and securing vital funding for ongoing projects. This role is critical for maintaining grant compliance and maximizing the impact of digital advertising for the organization's mission.
Responsibilities
The Campaign Optimization Specialist will be responsible for auditing and optimizing existing Google Ads campaign parameters, geo-targeting, and account structure. Key duties include conducting targeted keyword research for nonprofit fundraising, ensuring strict adherence to Google Grant policies, and setting up Smart Bidding strategies like 'Maximize Conversions'. The volunteer will also link the Google Ads account to Google Analytics 4 (GA4) for effective conversion tracking, specifically monitoring donation buttons. Furthermore, they will be tasked with drafting high-quality Responsive Search Ads (RSAs), incorporating compelling headlines and copy, and utilizing ad extensions to improve campaign performance and compliance.
Work Experience
Required experience includes managing Google Ads accounts, specifically within the Google Ad Grants framework for nonprofits. Candidates should possess a strong understanding of Google Ads compliance policies, including the 5% CTR threshold and keyword restrictions. Proficiency in setting up and troubleshooting conversion tracking via Google Analytics 4 (GA4) is essential. Proven skills in keyword research, SEM, and drafting high-converting RSAs are also necessary. An active Google Ads Search Certification is highly preferred.
Skills
Required skills include expertise in Google Ad Grants management, Google Ads account optimization, keyword research, and Search Engine Marketing (SEM). Proficiency in Google Analytics 4 (GA4) for conversion tracking is essential. The ability to draft high-converting Responsive Search Ads (RSAs) and a strong understanding of Google Ads compliance policies are crucial. Fluency in written and spoken English is required. Experience with nonprofit fundraising campaigns is desirable.