Polish Bar Brooklyn

2015 GOMC

Client ProfileLocation: Clinton Hill, BrooklynCustomers: Age group 25-50Services: Manicures, Pedicures, Sugaring, Brazilian Waxing, Makeup Applications, Exclusive Bridal Packages, and Rental Space for Private Parties and Promotional ActivitiesPrice range: $12-$45Competition: Purity Nail Salon, other contemporary boutique salons

Polish Bar Brooklyn owner: Tricia Lee

Conversion Campaign

Hot Oil Pedicurewww.polishbarbrooklyn.comHydration and softening for dryand brittle nails. Book now!

AdWords Strategy● Build awareness - Targeted keywords● Drive conversions - Daily optimizations● Increase new online appointments - Quality landing pages

Brand Awareness Campaign

Nail and Spawww.polishbarbrooklyn.comAdded services and attractive seasonal sales. Visit now!

AdWords Campaign: Week 1

Budget = Brand Awareness: $5.36, Conversion: $1..79 ● Created and launched campaigns with focused ad groups● Using Google Keyword Planner, expanded our keywords list

Results: ● 80% of the sessions were new users● Ads displayed on mobile platform generated more clicks/CTR

GOAL: DRIVE TRAFFIC TO SITE

AdWords Campaign: Week 2Budget = Brand Awareness: $13.39, Conversion: $4.46● Removed low quality (‘0’ impressions and CTR) keywords● Included targeted ads to ‘Service’ and ‘Location’ ad groups● Experimented ads with better call to action ● Implemented mobile bid adjustment (+20% mobile bid; +25% for high traffic days Friday, Saturday,

Sunday, Monday; +25% for Brooklyn, NY location)● Optimized ‘Conversion’ campaign’s search settings from ‘standard’ to ‘all features’

Results: ● Service focused ads like jelly pedicure were served the most● Most of our ads were displayed ahead of our competitors

GOAL: GAIN CONVERSIONS

Adwords Campaign: Week 3

Budget = Brand Awareness: $15.92, Conversion: $5.31● Implemented call and location ad extensions to increase ad rank● Converted keywords from broad match to phrase match● Experimented with mobile optimization

GOAL: OPTIMIZE AGAINST WEEK 2 SUCCESS/FAILURES

Results4/10-4/23: 46 total online appointments, 18 new online appointments

Acquired 55,370 impressions and 211 clicks

Exceeded our goal by 284% for impressions and 195% for clicks

80.5% sessions were new visitors, out of which, 35.1% sessions were from mobile platforms acquired through geo-targeting.

Future Recommendations● Implement distinct quality landing pages to avoid high bounce rate● Execute brand awareness campaign in Google display network● Use event and conversion trackers to measure your campaign’s ROI● Build more service and promotion based campaigns with focused ad

groups● Experiment ad performance through A/B testing