Social For Good Ireland collaborated with ActionAid Ireland to deliver an in-depth Google Ads workshop. The session began with an introduction to Google Ads, explaining how the platform enables nonprofits to promote their causes through targeted advertisements. They learned how Google Ads functions, using a pay-per-click (PPC) model to place ads in front of audiences searching for relevant keywords. The workshop guided ActionAid Ireland through the process of setting up a Google Ads account, ensuring they could navigate the platform efficiently. 

The workshop then dove into the details of creating effective campaigns, covering essential aspects such as ad groups, targeting options, and setting clear goals for each campaign. Additionally, participants gained a solid understanding of key PPC metrics, such as cost-per-click (CPC), click-through rate (CTR), and conversion rates, learning how to use these data points to optimize performance. The session emphasised the importance of continuous testing, analysing results, and making necessary adjustments to improve campaign success.