The Bowery Mission

Primary Goal

Participate in the Google Ad Grants Marketing Challenge and assist the Bowery Mission, a non-profit organization located in New York, in creating and optimizing paid search campaigns.

Process

We first extensively familiarized ourselves with the mission and goals of the Bowery Mission. From there, each team member would focus on preparing a campaign for one of the Bowery Mission’s programs. We delivered a campaign complete with ad groups, keywords, and ads each week over the four weeks during which the marketing challenge took place. The program that I focused on was the Mont Lawn Summer Camp that the Bowery Mission holds each summer for inner-city youth. While going through the web pages for the summer camp and other complimentary materials I discovered that although the web content was in both English and Spanish, all of their search ads were in English only. I’m fairly fluent in Spanish so I created an English ad group and a Spanish ad group, then I developed similar keywords and ads in both languages. To make sure that my work was of professional quality, I had it all proofread by a native Spanish speaker before delivering it to the Bowery Mission.

Challenges

It was important to maintain effective communication with the Bowery Mission’s marketing team to make sure our work was staying true to their mission and their brand. This was a challenge due to us being located in Arizona while they were in New York, so communication was typically not immediate. Thus we often had to rely on our best judgement while creating the campaigns, then reconvene with them to ensure we were on the right track. Combined with only one week to work on each campaign, our team had to take a lot of initiative to ensure that we could deliver campaigns on-time while fitting the organization’s vision.

Results

The Bowery Mission was very impressed with the campaigns we produced and the initiative we showed with efforts like the Spanish language ads. Because of our work and results we were recognized by Google as a top marketing team upon completion of the challenge. My Google Ads Top Marketer Certificate is available to view below.

To see the in-depth report our team did for the challenge, please see the pre- and post-campaign reports below.