- Radford Coffee Company uses profits to support education and disaster relief in Nicaragua and Honduras. They help over 1,200 students in 14 communities and The Green Coffee Producers. - Their Google AdWords campaigns reached thousands of impressions but had low click-through rates around 1%. Future recommendations are to target just the local Radford City area to save costs.

1. Jasmine Aguirre, Quinton Doe, Philip Crank, Jacob White

2. Introduction
• Radford Coffee Company profits go to The Reo Coco River (near
Nicaragua)
• Money also goes towards helping the education of 1,200 students in
14 different communities.
• They help The Green Coffee Producers
• The two owners Barba and Eric Johnson do disaster relief in
Nicaragua. They help Utila and Honduras in Vero Beach, Florida

3. Overview
• With the first campaign, we did not garnish a very high click rating amongst
viewers, but we did reach an Impression rate of over 3,000. This means that
our keywords were working and that people were most likely seeing the ad,
they just weren’t clicking.
• We tried to stick with the Radford City target for the 2nd campaign and weed
out the underrated keywords and it certainly gained us a little more
attraction with viewers.
• The ultimate accomplish had to have been having our ads pop up when
searching competitor’s coffees, like Starbucks and Brewin’ Around (this was
not something we had planned for).

4. • Clicks – 53
• Impressions – 5,693
• CTR - .93%

5. • Clicks – 18
• Impressions – 1,203
• CTR – 1.50%

6. Clicks – 15
Impressions – 2,694
CTR - .56%

7. Keywords
• Radford Coffee
• Radford Coffee Shops
• Coffee shops
• Radford Breakfast

8. Recommendations
• The future recommendations that we have for The Radford Coffee Co., if they were to remain on
Google AdWords, would be to stick to advertising to just Radford City.
• The cost-per-clicks and remaining on a top page result became very high once we extended out
the market to places like neighboring Virginia Tech.
• The Radford Coffee Co. is a non-profit organization who may not have the means to keep up with
AdWords, cutting down the target market to a narrow base would save a lot of spending on the
additional advertising.