BeingHungry is an Indian restaurant located in Hyderabad that offers vegetarian and non-vegetarian dishes as it expands from casual to full dining. Google AdWords was used to advertise the restaurant over 16 days through 5 campaigns and 13 ad groups targeting relevant keywords in Hyderabad. Performance was analyzed over three phases where the budget was increased for best performing groups, extensions were added, and negative keywords and pausing were used to improve results. The campaign received over 1,000 clicks, a 1.76% click-through rate, and 4 direct conversions for a total cost of $250.

1. Google AdWords Campaign
BeingHungry.co.in
Group 02:
Deepshikha Kaushal
Neha Chaudhary
Raviraj Khatu
Rugved Gramopadhye
Shashank Gupta
Vikrant Vaidya

2. Business Overview
 Being Hungry is an Indian restaurant located at 3 locations in Hyderabad
 Offers variety of vegetarian and non-vegetarian dishes
 Expanding from casual dining to full fledged dining
 Tasty food is the unique selling point of this restaurant

3. Account Structure
Account Campaigns AdGroup
Google AdWords Account
(2017GOMC-1961)
Biryani Veg Biryani
Non Veg Biryani
Vegetarian Indian Gravy
Rice
Online Delivery
Non-Vegetarian Sea Food
Chicken Mains
Starters
Chinese Chinese_Veg
Chinese_Non Veg
Offers Online Offer
Student Offer
Dinning Offer

4. Campaign Highlights
 The campaign was active for 16 days, from April 8 – April 23
 The account has 5 campaigns, 13 Ad Groups, 411 Keywords and 7 negative
keywords
 Used location targeting as the restaurant is located in Hyderabad, India
 Used keyword planner to extract relevant keywords
 Used broad match, negative keywords and long tail keywords as exact match
did not work well for our campaign
 Site link extension and call extension were added to redirect customers
directly to the landing page.
 We observed a CTR of 1.76% and 4 direct conversions as well

5. Overall Campaign Performance
Campaign Total Cost Clicks Impressions CTR
Biryani 38.03 337 34,161 0.99%
Vegetarian 72.22 329 8,511 3.87%
Non-
Vegetarian
60.96 292 17,505 1.67%
Chinese 55.47 232 5,388 4.31%
Offers 23.40 88 7,058 1.25%
TOTAL 250.08 1,278 72,623 1.76%

6. Phases of Campaign Performance
Phase 01
 Setup of AdWords
account
 Prepared a rough draft
 We created a trial
AdWords account
 Created 4 campaigns
and 8 Ad Groups to
begin with
 Used keyword planner
to extract relevant
keywords
Phase 02
 Increased budget for
better performing Ad
Groups
 Changed keywords
based on first week
performance
 Added call extension
and sitelink extension
 Increased ads for
better performing
campaigns
Phase 03
 Increased and utilized
the remaining budget
for best performing
campaigns
 Inserted negative
keywords to narrow
down the results
 Paused the worst
performing campaigns
and aimed to increase
the conversion rate