Google Online Marketing challenge presentation

1. ADWORDS JOURNEY
Team 5
Shaun Tham
Catherine Pomiecko
Reshmi Bhattacharjee
Frederick Horlali Tsa
Avinash Gurijala
Mink Tantikornphan

2. Agenda
RECOMMENDATIONS
INDUSTRY OVERVIEW
OUR COMPANY
OUR CUSTOMERS PERSONA
CAMPAIGNS AND STRATEGY
KEY METRICS
CAMPAIGN EVOLUTION
KEY RESULTS
INSIGHTS AND IMPLICATIONS

3. Industry overview
Food and Beverage - Snacks - Energy Bars
Energy Bar Sales
$1.275 B in 2015 (projected)
Up 125% from 2005
Industry rapidly expanding from athletes to health and wellness - conscious consumers
● All natural ingredients
● Non GMO
● Soy and nut free
● Portion/calorie controlled units
● Gluten free
● Locally produced
● High protein

4. Our Company : Enerchi Bites
Enerchi Bites is a snack company that
sells a nutrient-packed snack made of
100% all natural, gluten and soy & dairy
free ingredients. Featuring the all mighty
chia seed in every bite, Enerchi Bites
solves the age-old dilemma of mixing
legitimate nutrition without sacrificing
taste.
Key challenge: market saturation
and low sales volume online

5. “LOHAS” Lifestyles Of Health And Sustainability ~40M in US
Customers’ Persona
Family With kids
• Looking for allergy-
free options
• Natural ingredients
important
• Convenience key
• Flavor options - variety
• “Kid-friendly” flavors
Sports and Fitness
• “Green” consumer
• Calorie-conscious
• On-the-go
• Non GMO
• Looking for high protein
snacks
• Athlete
The Goodbites Family Ms. Mary Thon

6. Campaigns and strategy
FAMILY WITH KIDS
(Display network ads)
NUTRITIOUS
(Search network ads)
FLAVORS
(Search network ads)
SPORT & FITNESS
(Search network ads)
Increase Brand Awareness
Strategy
● Use keywords to attract targeted
customers in New England area
● Increase the budget for the best
performance campaigns
Increase Sales
Strategy
● Create call-to-actions ads for each
flavor
● Leverage value propositions of the
products into keywords
CAMPAIGNS
GOALS

7. Key Metrics
Impressions
Clicks
CTR, CPC
Conversions
Avg. page depth
Effective reach
Increase Brand Awareness Increase Sales
Visitors
Abandonment rate

8. Campaign Evolution
ACTIONS
RESULTS
DATE
•Created all 4
campaigns over this
period of time.
•Add more ad
groups to Family
with kids & Flavors
•Enerchi Bites put
discounts on sales
•Increased the
budget for the best
performed
campaigns
•More ads
created for
campaigns
•Changed
bidding strategy
27-Mar
•Decreased
budget for
Family with
kids and
increased for
Flavors
31-Mar 1-Apr 5-Apr 7-Apr
Impression:
973
Clicks: 4
CPC: $0.56
Impression:
10,510
Clicks: 52
CPC: $0.19
Impression:
23,649
Clicks: 70
CPC: $0.16
Impression:
63,284
Clicks: 233
CPC: $0.15
Impression:
53,996
Clicks: 221
CPC: $0.14

9. 1248375,517 0.33% $0.11 Display
29,646 183 0.62% $0.40 Search
32,021 88 0.27% $0.34 Search
6,220 47 Search0.76% $0.28
SPORT & FITNESS
FLAVORS
FAMILY WITH KIDS
CAMPAIGNS
NUTRITIOUS
Key Results

10. Insights and implications
● Adwords require experimentation
● Business infrastructure
40% 26%
56% of clicks
49% of Imp
91%
● Bounce rate vs Click/impressions
● Attribution & Conversion

11. Website redesign
Recommendations
Narrow targeting
“Family with Kids” Digital marketer
1
2
3
4

12. Lessons learned
Start two campaigns at the beginning
Set target & metrics for each campaign
More client Involvement in major changes
1
2
3

13. Thank you

14. Appendix

15. Current Webpage

16. Campaign Group Data

17. Metrics and Results