Regal Rabbit Google AdWords Campaign [Group Senior Project, Purdue Calumet]

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My senior group project in my Advertising Management course focused on creating a PPC campaign for a local culinary business. Our goal was to increase visitors and time on site, as well as decrease bounce rate. We tracked and measured success in Google Analytics and presented our findings to all of our clients involved in the project and the management department at Purdue Calumet.

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Regal Rabbit Google AdWords Campaign [Group Senior Project, Purdue Calumet]

  1. 1. Regal Rabbit Gourmet Kitchen & Home
  2. 2. Located in Chesterton, IN
  3. 3. Owner: Marybeth Coyne Website: www.regalrabbit.net • Founded in 2003 • Sales totaled $140,000 (2009) estimated $160,000 (2010) • Kitchen utensils: dinnerware, cutlery and cookware • Cooking classes • Regal Rabbit is the retail portion • The Corner Cookery offers cooking classes featuring local chefs • Special promotions: seasonal discounts, end of the year sale and game of chance Client Profile Regal Rabbit Gourmet Kitchen &Home
  4. 4. Industry: moderately weak competition Target market: 40-60 year old female homeowners; annual income $65,000; live in Porter County Competitors in the industry: Regal Rabbit store: Williams & Sonoma, le Gourmet Chef, Bed, Bath, and Beyond, and Macy’s The Corner Cookery: U Cook, The International Culinary School, Kitchen Magician, Le Cordon Bleu Chicago, Kendall College, Chicago, Robert Morris, French Pastry School Competitors outside the industry: cooking shows, cookbooks and restaurants Competitive Advantage: • Offers on-site cooking classes with local chefs • Sells high-end kitchen utensils Market Analysis
  5. 5. WOT Analysis Threats • indirect competition: cooking shows, cookbooks, restaurants • Williams & Sonoma, Bed, Bath, and Beyond, and Macy’s • culinary classes and schools Opportunities • user friendly website to increase sales • use Google AdWords to increase visibility of business • expand target location Weaknesses • website is not user friendly • location hidden off of major roads • does not market to potential customers Strengths • sells high-end kitchen utensils • offers cooking classes taught by local chefs • not many competitors within 10 miles S
  6. 6. Campaign the
  7. 7. Campaign dates: November 24th – December 5th Advertising Budget: •$100 budget •Limit per day: $15.00 •Cost per click: $1.00 Strategy
  8. 8. Strategy Target location: Northwest Indiana and nearby Illinois Ad Group: Gourmet Cooking Classes Classes with Professional Chefs; Using Top-Quality Kitchen Utensils regalrabbit.net Gourmet Utensils Classes with Professional Chefs Using Top-Quality Kitchen Utensils www.regalrabbit.net
  9. 9. Keywords•Vinturi • Zyliss • NWI cooking classes • Nora Fleming • couple cooking class • Nordicware mini scone pan • couples cooking lesson • vinturi wine airator • holiday baking • holiday cookies • cooking classes porter county • holiday deserts • bakeware • baking pans • cooking with chef •cookware gift certificates Main
  10. 10. • Added 54 words; total of 61 words • Expanded target location Advertising Budget: •Limit per day: $50.00 •Cost per click: ranged from $1.00 - $7.57 Mid-campaign Changes
  11. 11. • 31 clicks in 12 days • 27,627 impressions • Click through rate: .11% • Average time spent on website: Pre: 19 seconds; Post: 42 seconds • Average cost per click: $3.06 • Average website position: 2.6 Campaign Results
  12. 12. Keyword ResultsKeyword Final CPC Number of Clicks bakeware $5.90 13 holiday cookies $7.19 3 baking pans $7.57 2 wine aerator $1.50 1 Vinturi $4.00 1 pan baking $2.50 1 Nordicware pan $2.44 1 Nora Flemming $1.00 1 porter county cooking classes $1.50 1 couples cooking class $1.00 1 Display Network* 6 * Includes all sites within Google Network; total spent = $7.81
  13. 13. Number of Visits Comparison of the 0 5 10 15 20 25 27-Nov 28-Nov 29-Nov 30-Nov 1-Dec 2-Dec 3-Dec 4-Dec 5-Dec Number of Visits Date Number of Visits: 2009 to 2010 Comparison 2009 2010
  14. 14. Geographic Results Town Number of Visits Valparaiso 118 Chesterton 59 Portage 48 Hammond 17 Highland 15 Crown Point 13 Leroy 9 Schereville 9 Hobart 7 Merrillville 7 Indiana 12.94% 15.90% 31.81% 18.59%
  15. 15. Geographic Results Town Number of Visits Chicago 103 Palatine 5 Evergreen Park 4 Elmwood Park 3 Illinois 63.98% 21.13%
  16. 16. • Continue with Google AdWords, using words such as bakeware pan, Vinturi wine aerator, baking classes, and holiday recipes • Revamp the website with links and multiple pages • Adjust campaigns with seasonal and holiday promotions • Utilize Google Analytics • Continue with direct marketing efforts but to potential customers as well Reccomendations
  17. 17. Gourmet Utensils Classes with Professional Chefs Using Top-Quality Kitchen Utensils www.regalrabbit.net
  18. 18. thank you

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