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!