Jasmine Aguirre, Quinton Doe, Philip Crank, Jacob White

Introduction• Radford Coffee Company profits go to The Reo Coco River (near

Nicaragua)• Money also goes towards helping the education of 1,200 students in

14 different communities.• They help The Green Coffee Producers• The two owners Barba and Eric Johnson do disaster relief in

Nicaragua. They help Utila and Honduras in Vero Beach, Florida

Overview• With the first campaign, we did not garnish a very high click rating amongst

viewers, but we did reach an Impression rate of over 3,000. This means that our keywords were working and that people were most likely seeing the ad, they just weren’t clicking. • We tried to stick with the Radford City target for the 2nd campaign and weed

out the underrated keywords and it certainly gained us a little more attraction with viewers. • The ultimate accomplish had to have been having our ads pop up when

searching competitor’s coffees, like Starbucks and Brewin’ Around (this was not something we had planned for).

• Clicks – 53• Impressions – 5,693• CTR - .93%

• Clicks – 18• Impressions – 1,203• CTR – 1.50%

Clicks – 15Impressions – 2,694CTR - .56%

Keywords• Radford Coffee• Radford Coffee Shops• Coffee shops• Radford Breakfast

Recommendations• The future recommendations that we have for The Radford Coffee Co., if they were to remain on

Google AdWords, would be to stick to advertising to just Radford City. • The cost-per-clicks and remaining on a top page result became very high once we extended out

the market to places like neighboring Virginia Tech. • The Radford Coffee Co. is a non-profit organization who may not have the means to keep up with

AdWords, cutting down the target market to a narrow base would save a lot of spending on the additional advertising.