SEM: Search Engine Marketing Strategy

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An analysis of Google SEM using Garbanzo restaurants as a case study.

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SEM: Search Engine Marketing Strategy

  1. 1. Search Strategy: Restaurant Interactive Marketing Tools & StrategiesWorkGroup A.2
  2. 2. Garbanzo is a Mediterranean themed restaurant headquartered in Denver, CO. “At Garbanzo Mediterranean Grill, our pitas (white or wheat) are made from scratch and baked on site throughout the day. For your main meal choose from Chicken or Steak Shwarma, Falafel, Falarma, Portobello Mushroom, or Hummus. Combine this with rice and one or many fresh made salads such as tabuleh, vegetable salad and many more that are prepared each morning then top it off with some, you guessed it, freshly prepared mediterranean sauces! For your side select falafel, dolmas, or fresh made potato chips! We also offer homemade soups such as Lemon & Chicken Orzo and Mediterranean Lentil to name a few.”BackgroundWorkGroup A.2
  3. 3. Mission: To provide high quality products and exceptional service to each guest. We will conduct our business by reaffirming daily our commitment to: • INTEGRITY: Maintain mutually beneficial relationships with all of our guests and business partners. • QUALITY WITH GREAT VALUE: Provide our guests healthy, original, premium-quality specialty food at a reasonable price. • SERVICE: Go above and beyond our guests expectations every day. • COMMUNITY: Have strong connections with civic and charitable activities. • OPPORTUNITIES: Provide associates with equal employment and advancement opportunities within our company. • ENTREPRENEURSHIP: Empower associates with a challenging and rewarding work environment that allows them to do their best work. • INNOVATION: Always be open to new ideas for conducting our business.BackgroundWorkGroup A.2
  4. 4. GarbanzoBackgroundWorkGroup A.2
  5. 5. Goals 1. Increase Website Traffic 2. Grow Customer Base 3. Promote Social Media Properties 4. Educate About Menu 5. Attract Franchisees 6. Publicize Community OutreachGoalsWorkGroup A.2
  6. 6. Strategy: KeywordsWorkGroup A.2
  7. 7. Strategy: KeywordsWorkGroup A.2
  8. 8. Strategy: GroupsWorkGroup A.2
  9. 9. Strategy: Text AdsWorkGroup A.2
  10. 10. Click on your ads CTR = Impressions(ad views) (Revenue-Cost) ROI = Cost Total Conversions CR = X 100 Total ViewsStrategy: MeasurementWorkGroup A.2
  11. 11. Setting monthly budgetsStrategy: CostWorkGroup A.2
  12. 12. FinStrategy: CostWorkGroup A.2
  13. 13. FinWorkGroup A.2

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