Jimmi’s Bar & Grill ran a Google AdWords campaign to increase brand awareness and sales. The goals were to increase traffic to their website, attract more college students, and increase sales from $150,000 to $180,000. Three campaigns targeted promotions, branding, and entertainment. While the campaign exceeded website traffic goals and increased sales, it did not meet all metrics like click-through rate. Regular adjustments improved performance, such as allocating more funds to successful campaigns and modifying underperforming keywords and ads. The campaign was considered a success overall.
-How to set SMART objective and KPIs.
-The Digital marketing framework ( What , When , Who, where and why)
-How to draw empathy map.
-How to interview potentials customers to set the target persona.
-How to use Geoffrey Moore’s template as a guide to create value proposition.
Social Strategy to Monetize Media CoverageDonna + Nailah
Twitter can help brands deliver 50% ROI on TV advertising. Yet most brands are still not fully leveraging TV appearances & PR opportunities through social media. Developing strategic social campaigns around press opportunities can significantly increase the ROI of these opportunities.
-How to set SMART objective and KPIs.
-The Digital marketing framework ( What , When , Who, where and why)
-How to draw empathy map.
-How to interview potentials customers to set the target persona.
-How to use Geoffrey Moore’s template as a guide to create value proposition.
Social Strategy to Monetize Media CoverageDonna + Nailah
Twitter can help brands deliver 50% ROI on TV advertising. Yet most brands are still not fully leveraging TV appearances & PR opportunities through social media. Developing strategic social campaigns around press opportunities can significantly increase the ROI of these opportunities.
Google Ads Campaign Analysis for Our Meal-kit Review BlogChenJI12
My final project for Digital Marketing Analytics course. We reviewed the performance of the Google Ads Paid Search campaign and analyzed how we can further improve and optimize it.
This project is about running an Adwords campaign:
first, we established an approach description then identified both marketing objectives & KPIs then creating two Ad groups, each Ad group had two Ads and twenty keywords.
finally, we measure results and make recommendations for future campaigns.
Adam EspositoIBP1. Executive Summary The focus for our brand.docxgalerussel59292
Adam Esposito
IBP
1. Executive Summary The focus for our brand promotion will be on social media and social events. Not only is this way very cost effective it reaches out to the masses. Our goal it to touch with many families and their peers. From Cancer walks, to school functions. We will advertise with the client’s food, and special pricing. We would then promote the company through Facebook, Twitter and Instagram. These social media outlets are very beneficial to our client and future customers, by giving review pictures of the food, and pictures of the restaurant.
If marketed correctly, this rill provide a steady stream of new clients and will connect to
the community more. One happy customer will equal 3 happy customer do to social media and word of mouth. Establish loyalty and great customer support with the client and they will remain a proud customer throughout the years.
Introduction - Integrated Brand Promotion is what separates the successful companies to the failed ones. Our client wants to connect with the people through social media and live events. Contributing to local events and causes will help Café Cirino connect on a more personal level, and will establish themselves as a well-known company in the area. Throughout this campaign our marketing and brand promotion efforts will take everything from social media to target audience.
2. Situation Analysis –
a. Historical Context – The two owners, mother and daughter, have recently moved to America with the hopes and dreams of forming a successful and delicious Portuguese bakery for their clients to enjoy.
b. Industry Analysis – Café Cirino is entering a market that will continue to grow in revenue through 2013. Now what will make the company successful, will be the quality and price of the food. It is very fortunate this company is opening up its doors in the recovery of the economy, but that doesn’t not mean it is going to be an easy task. Since the recession consumer spending continues to go up at a slow pace, and people are going to continue to spend. Prices for eggs, flour, and milk have gone up in the New Year and will continue to go up.
c. Market Analysis- The market out client currently is serving (majority) are the Portuguese. Our client has established a steady client base from this ethnic group and without help will continue to target a vast array of different types of consumers.
3. Competitor Analysis The first competitor is Nossa Aldei Portuguese Bakery. There is not much information on this bakery except for they cater to the same target audience as our client does. Nossa Aldei does not have a website nor can be found on the Better Business Bureau, The other competitor is European Bakery. As its other competitor this bakery to has no website and cannot be found on the BBB. Also to not, this bakery has only one review –“There was one major problem with the products I bought, that I never experienced anywhere else. When I got home and opened the cold cu.
Adam EspositoIBP1. Executive Summary The focus for our brand.docxbobbywlane695641
Adam Esposito
IBP
1. Executive Summary The focus for our brand promotion will be on social media and social events. Not only is this way very cost effective it reaches out to the masses. Our goal it to touch with many families and their peers. From Cancer walks, to school functions. We will advertise with the client’s food, and special pricing. We would then promote the company through Facebook, Twitter and Instagram. These social media outlets are very beneficial to our client and future customers, by giving review pictures of the food, and pictures of the restaurant.
If marketed correctly, this rill provide a steady stream of new clients and will connect to
the community more. One happy customer will equal 3 happy customer do to social media and word of mouth. Establish loyalty and great customer support with the client and they will remain a proud customer throughout the years.
Introduction - Integrated Brand Promotion is what separates the successful companies to the failed ones. Our client wants to connect with the people through social media and live events. Contributing to local events and causes will help Café Cirino connect on a more personal level, and will establish themselves as a well-known company in the area. Throughout this campaign our marketing and brand promotion efforts will take everything from social media to target audience.
2. Situation Analysis –
a. Historical Context – The two owners, mother and daughter, have recently moved to America with the hopes and dreams of forming a successful and delicious Portuguese bakery for their clients to enjoy.
b. Industry Analysis – Café Cirino is entering a market that will continue to grow in revenue through 2013. Now what will make the company successful, will be the quality and price of the food. It is very fortunate this company is opening up its doors in the recovery of the economy, but that doesn’t not mean it is going to be an easy task. Since the recession consumer spending continues to go up at a slow pace, and people are going to continue to spend. Prices for eggs, flour, and milk have gone up in the New Year and will continue to go up.
c. Market Analysis- The market out client currently is serving (majority) are the Portuguese. Our client has established a steady client base from this ethnic group and without help will continue to target a vast array of different types of consumers.
3. Competitor Analysis The first competitor is Nossa Aldei Portuguese Bakery. There is not much information on this bakery except for they cater to the same target audience as our client does. Nossa Aldei does not have a website nor can be found on the Better Business Bureau, The other competitor is European Bakery. As its other competitor this bakery to has no website and cannot be found on the BBB. Also to not, this bakery has only one review –“There was one major problem with the products I bought, that I never experienced anywhere else. When I got home and opened the cold cu.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
1. Jimmi’s Bar & Grill - Post Campaign Summary
Executive Summary
Campaign Overview:Jimmi’s Bar & Grill is a family-owned bar serving the community of
Fullerton in California. The goals for Jimmi’s Bar & Grill were getting college students to the
establishment, helping increase alcoholic beverage sales from $150,000 to $180,000 and
increasing brand identity. In addition, we emphasized the objective of driving traffic to the
website to increase awareness of the brand and achieve Jimmi’s Bar & Grill’s goals.
Therefore, Google AdWords was used to help drive traffic to the website and achieve a Click
Through Rate (CTR) of 1.2% and uphold an Average Position (Avg. Pos.) of 1.2. Three
campaigns were created to achieve these goals: Promotions, Brand and Entertainment.
Key Results: Through the above campaigns, AdWords added significant value to Jimmi’s
Bar & Grill’s website. The overall campaign goals were achieved. According to our client,
sales revenues are on target to reach $180,000 this year and he has seen an increase in college
students attending the tavern. In addition, our client mentioned that a number of customers
came to establishment based on seeing the ads on Google and decided visit to the bar. The
Google Online Marketing Challenge (GOMC) allowed our team to learn how to better
optimize online marketing and generate stronger leads for Jimmi’s Bar & Grill.
Conclusion: The overall campaign resulted in driving more traffic to Jimmi’s Bar & Grill’s
website. We spent $250 out of the $250 budget. We did not surpass the 1.2% CTR goal, the
final result was .15% CTR. We had a goal of 1.2% for the Average Position and our final
result was 2.2%. This was feasible because there was a low competition for the keywords
used in the campaigns. In addition, the final count of impressions was 221,371 and the
original goal was 20,833 impressions. This was a contributor to the low CTR rate. The use of
Google Tools such as the Opportunities Tab, Traffic Estimator, and Keyword Tool were
beneficial in during this assignment.
Future Online Marketing Directions: Given the increase of traffic to Jimmi’s Bar & Grill’s
website during the campaign, we recommend Jimmi’s Bar & Grill continue to use Google
AdWords. The Brand and Entertainment Campaigns generated the highest CTR and
therefore should be continued. The Brand and Entertainment campaigns had successful ads
and keywords, which would helpful if they continue to use AdWords in the future. If Jimmi’s
Bar & Grill is committed to increasing their Promotions campaign, the ad examples have a
substantially developed start with impressions and average position. AdWords is a great tool
for increasing online presence in an easy, cost effective manner.
1
2. Industry Component
Campaign Overview: The overall goal of this campaign was to increase traffic to Jimmi’s
Bar & Grill’s website in order to meet the goals of 1) getting college students to attend the
establishment, 2) increase sales revenue from $150,000 to $180,000 and 3) increase brand
identity. Three AdWords objectives were set in the Google Challenge Pre-Campaign Strategy
Report to achieve the above objectives: 1) do not exceed an average CPC of $1.00, 2) achieve
a CTR of over 1.2% ($250 as the budget/$1.00 average CPC= 250 clicks out of 20,833
impressions), and 3) maintain an Avg. Pos. of 1.2. The positioning focused on having a high
Average Position with highly relevant ads and a low CPC by utilizing long tail keywords
with high Quality Scores.
Operational Details: The account was active from April 12, 2013 to May 3, 2013. The
account was active twenty four hours a day/seven days a week for the three week campaign.
Table 1 shows the total and daily budget spent by campaign and week. At the end of Week 1
the actual budget spent was under the planned budget. Thus, the budget was adjusted for
Week 2 by increasing the daily budget for the Brand, Entertainment and Promotions
campaigns.
Table 1: Total and Daily Budget Spent by Campaign and Week
Brand Campaign
50%
Entertainment
Campaign
20%
Promotions
Campaign
30%
Total Per Week
100%
Week 1
20%
$9.76
($1.39 /per day)
$14.42
($2.06/per day)
$2.71
($.38 /per day)
$26.89
($3.84/per day)
Week 2
32%
$18.89
($2.69/per day)
$50.48
($7.21 /per day)
$4.90
($.70/per day)
$74.27
($10.61/per day)
Week 3
48%
$60.74
($8.67/per day)
$84.46
($12.06/per
day)
$4.29
($.61/per day)
$149.49
($21.35/per day)
Total Per
Campaign
$89.39
($12.77/per day)
$149.36
($12.77/per
day)
$11.90
($1.70/per day)
$250
In order to ensure the success of each campaign, close attention was paid to the
keywords and Ad Groups. In most cases, these keywords were broad match so the ads would
not be highly relevant to the searched terms. The specific keywords were more effective but
garnered fewer clicks. The given keywords examples were too broad, which is why the
campaign totaled higher impressions versus the CTR rate.
Evolution of Campaign Strategy: There were four major changes that occurred during the
campaign: 1) adjusting keywords from phrase exact matches to more general words to all the
2
3. campaigns, 2) adding additional ads to the Brand campaign, 3) deleting and creating ads
from the Promotions Campaign, 4) adding more keywords to the Entertainment
Campaign.
The first major change was adjusting the keywords of all the campaigns. During the
second week, changes were made to the keywords. The initial keywords were changed from
exact phrase keywords as the keywords were too specific. For an example, we initially used
the keywords "Jimmi's Bar and Grill" and "Bars in Fullerton", but did not garner any clicks or
impressions. After analyzing the campaign, the decision was made for broad keywords to
further develop the campaign. The use of keywords such as, "Bars" and "Fullerton" were
added to the Brand Campaign. This strategy not only allowed more clicks, but more
impressions. The increase of clicks and impressions enabled further promotion the objectives
to improving the brand identity of Jimmi's Bar and Grill.
The second major change was creating additional ads to the Brand Campaign.
During the second week of the campaign, two new ads were created to the Brand
Campaign. There was concern as the clicks and impressions and building brand identity was
a major objective for Jimmi's Bar and Grill. One of the original ads was, "Local family
owned bar located near Downtown Fullerton". The campaign did not receive any clicks or
impressions with this ad example. Therefore, the decision for additional ads was created to
further develop the campaign. For an example, one of the new added ads was "Neighborhood
dive bar located in the heart of Fullerton." This ad helped to garnish over 1,200 impressions
and 4 clicks to help improve the overall Brand Campaign.
In addition, the third major change was deleting three ads from the Promotions
Campaign. The three ads were under review for several days. The two of the three ads
related to promotions on Cherry Whiskey and Jagermeister. Our client wanted to try and
showcase their drink specials on AdWords to see if that would drive sales into their
establishment. The third under review ad was related to happy hour. Our client mentioned
happy hour as one of their specials for promotions. The ad read, "Happy Hour on beer, wine,
and shots at Jimmi's Bar and Grill." By the second week, this ad was deleted. These changes
were essential to improve and develop the Promotions Campaign. In addition, these changes
likely proved to be effective by focusing attention towards driving clicks and impressions for
the Promotions Campaign.
The final major change was adding additional keywords in all our three campaigns.
During the first week, a number of keywords were added. By the second week, the
3
4. understanding of effective keywords was realized. The realization of improved and effective
keywords allowed for increased impressions. During the third week, the decision was made
to add almost twenty additional keywords to the campaign. For an example, keywords such
as "Fullerton Bars" and "Fullerton, CA." were added. As a result of these changes, the
campaigns received additional clicks, impressions, and ultimately more views on our client's
website. Table 2: Example of Most Effective Ads
Brand Campaign, Brand Ad group.
Search query: Fullerton, Bars, Pool Tables.
Entertainment Campaign, Happy Hour Ad group.
Search query: Happy Hour, Fullerton, Drink.
Jimmi's Bar and Grill
$1 Pool Games at Jimmi’s Bar & Grill!
JimmisBarAndGrill.com
Jimmi's Bar and Grill
Jager Drink shots on Thursday
at Jimmi’s Bar & Grill in Fullerton
JimmisBarAndGrill.com
Key Results:Prior to using Google AdWords, Jimmi’s Bar & Grill’s website received
40clicks during the three week period prior to the campaign. According to Google Analytics,
the website received 331 clicks while using AdWords during the 3 week campaign period,
which is a significant increase in site traffic.
The overall CTR of .15% didn’t exceed 1.2%. Moreover, the average CPC was $.76 which
met the anticipated goal of <$1.00; this was because the majority of the clicks came from
keywords with high Quality Scores and very low CPCs. The goal of achieving 250 clicks was
accomplished; we had 331 clicks, which were 81 clicks over our initial goal. Lastly, with a
final Average Position of 2.2, the goal to obtain an Avg. Pos. of 1.2 was also not met due to
more competition than originally expected. In spite of not achieving all the goals, the
campaign was successful as it generated the appearance of more college students and
increased sales for Jimmi’s Bar & Grill. Table 3 depicts the account’s overall performance.
Table 3: Overall Account Performance
Campaign Clicks Impr. CTR Avg CPC Cost Avg. Pos.
Brand 147 121,452 0.12 $0.61 $89.39 2.2
Entertainment 147 55,214 0.27 $1.02 $148.71 1.8
Promotions 37 44,705 0.08 $0.32 $11.90 2.9
Total 331 221,371 0.15 $0.76 $250.00 2.2
Some of the effective keyword combinations were keywords involving the brand
name such as [Bars]. These keywords and other similar ones had a very high Average
Position, low CPC, and high CTR. Some of the other keywords that were effective were
“Fullerton”, “Jimmis Bar & Grill” and “Fullerton California.” Figure 1 shows the top 5
performing keywords by clicks.
Figure 1: Best Performing Keywords by Clicks
4
5. Some of the ineffective keyword combinations were from the Entertainment
Campaign such as [party events] and [Cherry Whiskey]. The keywords related to party
events and Cherry Whiskey were too expensive for the allocated budget and, therefore,
couldn't achieve a high enough Avg. Pos. to receive any clicks.
The campaign's biggest success was allocating more of the budget to the
Entertainment Campaign which increased the amount of times the ads were shown and
therefore increased its CTR. At the end of Week 1, the Entertainment Campaign's CTR
was .22%. By the end of Week 3, the CTR had increased to .33%. This campaign was the
most successful campaign with high clicks and an average CPC of $1.02, and the Branding
Campaign finished in a close second. This was due to keywords with high Quality Scores
and highly effective ads. Figure 2 illustrates the breakdown of total clicks for each campaign.
Figure 2: Campaign by Clicks
Another successful strategy was adding keywords to the Entertainment Campaign
and changing exact phrase keywords to less specific words for all campaigns. This campaign
ended with a CTR of .27%, which is a modest increase over its CTR of .22% in the first
week. This is likely occurred as the campaign had less specific and relevant keywords.
The Promotions Campaign was a problem as it received many impressions, but very
few clicks. Three ads involving drinks and happy hour specials were deleted after being
under review. Keywords such as "sports" and "drink specials" continued to have a low CTR
for this campaign. The biggest failure was not finding effective words, resulting in low
performance. Another factor was an insufficient number of ad groups were not created to
effectively segment the campaign. Despite this campaign being the least successful, it ended
with a .08% CTR due to major modifications throughout the campaign.
Table 4 below shows the overall performance of the Ad Groups at the end of the
campaign. As seen through the performance metrics, many of the original Ad Groups did not
receive many clicks because of their narrow focus and high keyword cost. Throughout the
campaign, ads were modified and replaced with relevant and broad keywords. A very small
portion of the budget was used at the beginning of the campaign; therefore money was
allocated for improved words and ads. After these modifications, the overall Average
Position increased to 2.2 and the CTR was .15%.
Table 4: Metrics by Ad Group
5
6. Conclusion: Jimmi’s Bar
& Grill’s AdWords
account was successful
and generated 331 clicks
with a CTR of .15%, and
an Average CPC of $.76.
The account success was
achieved by creating
highly focused Ad
Groups, allocating the budget towards more successful campaigns and keywords. The
modification of underperforming keywords helped improve each campaign's CTR. Some ads
were deleted in the Promotions Campaign which may have affected overall metrics. Given
the information now known through the optimization process, pre-campaign goals will likely
be achieved in subsequent campaigns.
Future Recommendations: Jimmi’s Bar & Grill should continue online advertising with
AdWords and continue to create brand awareness through this form of online advertising. Not
only is this a cost effective form of advertising, but generate additional leads for Jimmi’s Bar
& Grill. Jimmi’s Bar & Grill offers a unique selling point with competition by creating an
establishment with inexpensive drink specials and entertainment. Jimmi’s Bar & Grill has the
ability to communicate its brand through online channels, which generate ROI and leads for
increased business growth.
It is recommended Jimmi’s Bar & Grill keep the Brand Campaign and Entertainment
Campaign due to their successes. Additionally, Jimmi’s Bar & Grill should experiment with
the Promotions Campaign due to their ability to gain a high Avg. Pos. at a low CPC.
Jimmi’s Bar & Grill should allocate $25 per week every week to have successful advertising
campaigns. It is extremely important to geo-target all future campaigns Jimmi’s Bar & Grill
decides to run on Google AdWords since, according to Google Analytics, 54% of their
search traffic comes from Los Angeles, Fullerton and Anaheim. In conclusion, Jimmi’s Bar
& Grill has the ability to successfully compete on Google AdWords and create a large online
PPC presence.
Learning Component
Learning Objectives and Outcomes: Overall, the team hoped to gain a better understanding
about Google AdWords and the functions to promote business success. The ultimate goal was
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Week(s) CTR Cost
Avg.
Pos.
1 2&3
Brand Campaign 0.12% $ 89.39 2.2
Brand Ad Group 0.12% $ 89.39 2.2
Entertainment
Campaign 0.27% $ 148.71 1.8
Entertainment Ad
Group 0.27% $ 148.71 1.8
Promotions Campaign 0.08% $ 11.90 2.9
Promotions Ad Group 0.08% $ 11.90 2.9
represents active
7. to learn how to make a successful campaign with a high CTR and a low CPC. The team also
learned how to effectively allocate the budget after problems with under spending during the
first week. There were questions asked during the pre-campaigns but most were answered as
we progressed through the project. The team worked diligently together to meet the learning
expectations with the daily monitoring of clicks, money spent and effective ads. This
campaign improved the team's confidence to use Google AdWords in the future. A key
outcome the team will remember the success of working together as a group. It takes
substantial effort to coordinate schedules and discuss key issues. In addition, the team learned
information about online consumer behavior, through search term reports and Google
Analytics. For example, the aim was to think like Jimmi’s Bar & Grill customer in choosing
effective keywords, the respondent from searches showed differences from the aim. Through
Google Analytics ,the team saw the website content traffic and learned how to successfully
target the campaign. The Brand Campaign was extremely effective and by far the most
successful campaign with a CTR of .27%, an average CPC of $1.02, and an average position
of 1.8. Total ad spend in the Brand Campaign was $148.71 for 147 clicks.
Group Dynamics: Overall, the team worked very well together. The prominent challenges
were the billing of develop the account and how to make effective keywords. The challenge
of billing was linking the credit with the AdWords account. In the beginning, the challenge of
the specific keywords resulted in a low amount of clicks. By the middle of the campaign,
general keywords were used resulting in increasing clicks for the three different campaigns.
As a result of effectively handling of issues and great communication, the team worked very
well together as a team. In the past, when the team had group projects, they were trapped in
groups where group members did not fully contribute. In addition, the team expected the
campaign project to be difficult due to limited experience with Google AdWords, but it was a
lot easier than anticipated. The tutorials and examples gave great insight to learn about the
project. Google AdWords is user friendly with many tools and opportunities to ease with
understanding.
Client Dynamics:Being that the client was the father of two of our team members, this
allowed ease for the team to meet with him. The client was very eager to be associated with
Google AdWords. The client loved hearing updates about the status of the campaign. He
would email back regarding any questions about his business in a timely matter. The team
was able to ask him multiple questions and get his input on the different marketing strategies.
He gave insight into what his business was trying to market and how he wanted his business
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8. to be represented on Google AdWords. As a result of clear communication and easy access,
the team did not have any problems with the client. He gave freedom when making the
specific ads and allowed the team to update his website with different ads created in Google
AdWords. In addition, the team installed Google Analytics on his business website. He had
never used Google Analytics before and appreciated the ability to track visits for the website.
The team did not have any issues linking Google Analytics to the team Google AdWords
account. James was a great client and we would definitely recommend him for future
projects.
Future Recommendations:For future recommendations, the team realized additional ideas
to increase the effectiveness of a future AdWords project. One recommendation was to create
a different campaign other than event planning. The promotions campaigns only received a
total of nineteen clicks while the other two campaigns received almost 150 clicks each. The
event planning campaign was a good idea to try and get customers into the establishment, but
it was not effective on Google AdWords. Jimmi’s Bar & Grill didn’t receive any parties
planned. The team expected someone to book a party, but it was not successful. Another
recommendation for the future is to add many keywords in the first week of our campaign. In
the first week, we focused on the topics of ads and budget our keywords to be placed on the
first page. In the second week, we noticed the effectiveness of keywords. We felt this strategy
hindered the ability for more clicks and improved impressions during the first week. Overall,
the team learned an endless amount of information during the project that further help in
future team projects. The team has a greater understanding of the effectiveness Google
AdWords. The Google Online Marketing Challenge was a positive experience and it showed
the value for local businesses to be promoted on Google AdWords.
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