Transcript
Kristi AriiKimberly Bak Kristen Bak Phil Mayer
• Company and Campaign Overview
• Goals and Strategies
• Outcomes and Measurements By Week
• Sales Figures
• Google Analytics
• Learning Objectives
• Group and Client Dynamics
• Recommendations
Agenda
• Jimmi's Bar and Grill is a neighborhood bar located in
Fullerton, California.
• James Bak, the client, has owned the establishment for
13 years.
• Jimmi's Bar and Grill sells a variety of alcoholic
beverages which include beer, wine, shots, and mixed
drinks.
Company Overview
• Do not exceed an average CPC of $1.00
• Achieve a CTR of over 1.2%
• Maintain an average position of 1.2.
• Achieve 250 Clicks
• Spend $250 budget
Campaign Overview
• Increase alcoholic beverage sales from $150,000
to $180,000
• Increase brand identity of Jimmi's Bar and Grill
• Have more college students come to the
establishment
Campaign Goals
• Adjusting keywords from phrase exact matches to
more general words to all the campaigns
• Adding additional ads to the Brand campaign
• Deleting and creating ads from the Promotions
Campaign
• Adding more keywords to the Entertainment
Campaign
Evolution Strategies
Campaign Clicks By Week
Campaign Impressions by Week
Campaign CTR By Week
Campaign Avg. CPC By Week
Campaign Cost By Week
Campaign Avg. Position By Week
Outcomes
Campaign Clicks Impr. CTR Avg CPC
Cost Avg. Pos.
Brand 147 121,452 0.12 $0.61 $89.39 2.2
Entertainment 147 55,214 0.27 $1.02 $148.71 1.8
Promotions 37 44,705 0.05 $0.32 $11.90 2.9
Total 331 221,371 0.15 $0.76 $250.00 2.2
Jimmi's Bar & Grill Sales Figures
Monthly Sales Figures
January
Feburary
March
April
0 5000 10000 15000 20000 25000
2012 Monthly Sales Figures
• The most popular content page was the homepage
• Los Angeles, Fullerton, Anaheim were the top 3 cities for
the website
• 912 Page Views
o 2.45 pages per visit lasting 1:26
• 373 Total Visitors
o 86.6% new visitors
Google Analytics
Google Analytics Website
• Effective keywords involving the brand
• Budget allocation to Brand Campaign
• Ineffective words from Entertainment
Campaign
• Struggle with Promotions Campaign
Successes and Problems
• Running Google AdWords campaign
• Understanding Google Analytics
• Developed insight into consumer behavior
• Allocating a budget
Learning Objectives
• Our group worked well together
• We divided up the parts equally
• Had personal meeting to make pre-campaign
and post-campaign
• Went on Google Docs to discuss keywords
and creation of ads
Group Dynamics
• Two of our group members were related to the client
which allowed easy access for a personal meeting
• We discussed our AdWords strategy, Google
Analytics, and the website
• The client gave the team freedom to advertise on
AdWords
Client Dynamics
• Increased involvement with the website
• Increased social media affiliation
• Additional marketing at colleges to get
younger demographic
Recommendations
Thank You!
top related