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Kerbey Lane Café Google Online Marketing Campaign
May 9, 2012
Overview
¨ Kerbey Lane Café ¨ Campaign Marketing Goals ¨ Campaign Strategy
¤ Google+ and Google Adwords
¨ Implementation of Campaigns ¨ Campaign Results ¨ Campaign Wrap Up and Future Recommendations
Kerbey Lane Café Overview
¨ Opened in 1980 ¨ Established as provider of diverse, great tasting
food while using only locally grown ingredients ¨ 5 locations in Austin ¨ Past social media efforts: Facebook, Twitter,
Pinterest, and YouTube ¨ Online sales previously included holiday orders and
pancake mix orders ¨ Print ads appeared in Alamo, Austin Monthly, and
Austin Kids Directory
Campaign Marketing Goals
¨ Google+ ¤ Establish a Google+ presence ¤ Create a community of authentic and loyal consumers
¨ Google Adwords ¤ Generate 9,000 impressions ¤ Gain 560 clicks ¤ Produce a realistic click through rate of 1% ¤ Average cost per click to spend: $1.00
Campaign Strategy
¨ Google+ ¤ Integrate Google+ into Kerbey Lane Café’s social
media platforms while taking the Google+ community from 0 followers to 450
¤ Follow other Google+ pages that could benefit Kerbey Lane Café
¤ Re-air tweaked Facebook content to maintain brand image
Campaign Strategy
¨ Google Adwords ¤ Target: Kerbey Lane Catering ¤ Met with Kerbey Lane Catering Director ¤ Develop 3 ad groups to cater to different types of
Kerbey Lane Catering ¤ Daily monitoring of dashboard and keywords ¤ Maintain set cost per click at approximately $1.00
Campaign Implementation
¨ Google+ ¤ Minimum 2 posts per week, most weeks went over ¤ Provide continued conversations with HOT topics ¤ Held 2 hangouts for followers to get involved ¤ Encouraged involvement on other social media
platforms
Campaign Implementation
¨ Google Adwords ¤ Set 3 ad groups: Funeral Catering, Business Catering,
and General Catering ¤ Average cost per click: $1.64 ¤ Created 21 ads total, running a total of 18
n 4 for Funeral Catering n 8 for Business Catering n 6 for General Catering
Campaign Results
¨ Google+ ¤ 34 fans transitioned to Google+ from other social
media platforms ¤ Small interaction between page and its members ¤ Hangouts resulted in 2 followers of the brand engaging
¨ Conclusions: ¤ Absence of interaction on page ¤ Potential causes: no unique content, low Google+
integration in consumers lives
Campaign Results
Campaign Results
¨ Google Adwords ¤ Business Catering:
n 4 ads, 106 clicks, 7,932 impressions, 1.34% click through rate
¤ General Catering: n 2 ads, 41 clicks, 3,479 impressions, 1.18% click through rate
¤ Funeral Catering ¤ Generated 5 catering orders ¤ Figure 1.0 shows breakdown of keywords and dollars spent ¤ Figure 1.1. shows successful keywords ¤ Figure 1.2 highlights successful click through rates in Business
Catering
Campaign Results
Campaign Results
Campaign Results
Campaign Wrap Up
¨ Overview of Campaign ¤ The Google+ page maintained an overall presence on
Google+ with little engagement from followers, with a 2 posts per week minimum.
¤ The Adwords Campaign included selection of keywords that fit for Kerbey Lane Catering, bidding on Google Adwords and monitoring daily the keywords in order to stay below the $250 threshold allocated. Overall click through rate of 1.15%, total impressions of 13,100, and cost of $245.44.
Campaign Wrap Up
¨ Future Recommendations ¤ Online Marketing
n Monitor daily and remove underperforming ads n Longer time period of running ads would have allowed for
better evaluation of ads
¤ Social Media n Unique content on every platform
¤ Website n Continue to use contact form on catering site
Questions?