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.

2. Regal Rabbit
Gourmet Kitchen & Home

3. Located in
Chesterton, IN

4. 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

7. 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

8. 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

9. Campaign
the

10. Campaign dates:
November 24th – December 5th
Advertising Budget:
•$100 budget
•Limit per day: $15.00
•Cost per click: $1.00
Strategy

11. 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

12. 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

13. • 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

14. • 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

15. 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

16. 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

17. 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%

18. Geographic Results
Town Number of Visits
Chicago 103
Palatine 5
Evergreen Park 4
Elmwood Park 3
Illinois
63.98%
21.13%

19. • 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

20. Gourmet Utensils
Classes with Professional Chefs
Using Top-Quality Kitchen Utensils
www.regalrabbit.net

22. thank you