This document summarizes the results of a 3-week AdWords campaign run by Polish Bar Brooklyn beauty salon. In the first 2 weeks, the campaign drove over 55,000 impressions and 211 clicks within a $7-17 daily budget. Conversions increased appointments by 284% over the previous month. The takeaways were to increase the budget, focus on service and location ads, optimize the mobile experience and landing pages, and continue with paid search in the future.

1. Polish Bar
Brooklyn
2015 GOMC

2. Client Profile
Location: Clinton Hill, Brooklyn
Customers: Age group 25-50
Services: Manicures, Pedicures, Sugaring,
Brazilian Waxing, Makeup Applications,
Exclusive Bridal Packages and Rental Space
for Private Parties and Promotional
Activities
Price range: $12-$45
Competition: Purity Nail Salon, other
contemporary boutique salons
Polish Bar Brooklyn owner: Tricia Lee

3. Conversion
Campaign
Hot Oil Pedicure
www.polishbarbrooklyn.com
Hydration and softening for dry
and brittle nails. Book now!
AdWords Strategy
● Develop two campaigns
● Build awareness - targeted keywords
● Drive conversions - daily optimizations, research
● Increase new online appointments -- targeted landing pages
Brand Awareness
Campaign
Nail and Spa
www.polishbarbrooklyn.com
Added services and attractive
seasonal sales. Visit now.

4. AdWords Campaign: Week 1
Budget = Brand Awareness: $5.36 Conversion: $1.79
● Created and launched campaigns, ad groups, and corresponding keywords.
● Discovered 80% of the sessions are new users
● Incorporated PBB’s keyword ideas
● Used Google Keyword Planner for additional keywords after first 5 days
GOAL: DRIVE TRAFFIC TO SITE

5. AdWords Campaign: Week 2
Budget | Brand Awareness: $13.39 Conversion: $4.46
● Removed all low quality keywords -- 0 impressions, 0 CTR
● Added targeted ads to Service and Location ad groups
● Audiences drawn to Jelly Pedicure
● Optimized ad copy to include CTAs
● Analyzed device usage -- Mobile generating more clicks/CTR
● Change mobile bid adjustment -- ads appear ahead of the competitors
○ +20% mobile bid for our campaign
○ +25% for high traffic days Friday, Saturday,Sunday, Monday
○ +25% for Brooklyn, NY location
● Conversion Campaign -- changed the search settings from standard to all features
GOAL: GAIN CONVERSIONS

6. Adwords Campaign: Week 3
Budget | Brand Awareness: $15.92 Conversion: $5.31
● Ad extensions to increase rank/ quality score: Call and location
● Attempted to add conversion goal
● Switched some keywords from broad match to phrase match
● Added 47 keywords to Brand Awareness campaign
● Added 5 new ads
● Experimented with Mobile optimization
● Changed status of all location/service ads from New York, New York to Brooklyn.
● Browse keyword errors and attempt to fix those with low QS
GOAL: OPTIMIZE AGAINST WEEK 2 SUCCESS/FAILURES

7. Results
4/10-4/23: 46 total online appointments, 18 new online appointments
March: 43 total online appointments, 13 new online appointments
55,370 impressions and 211 clicks
Exceeded goal by 284% for impressions and 195% for clicks
New visitors: 80.5% sessions Mobile: 35.1% sessions are from mobile.
Geographically, 61.37% of the website visits are from New York area

8. Takeaway Points
Budget management
➢ Budget restraints
Quality of landing page
➢ high bounce rate
➢ A/B Testing
Quality Score
➢ Ads adjustment
Bid adjustment & Geo-targeting
➢ Increase web traffic and ROI

9. Recommendations
-Th
❏ Paid Search in the future
❏ Increase budget
❏ Stick with Service-based ads/location-based
ads
❏ Try Google Display network
❏ Ad Extensions, Mobile optimization
❏ Promotion
❏ discounts, reviews
❏ Website
❏ Distinct landing pages
❏ Thank you page (trackable)

10. Thank
You!
C
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