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, 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, 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 the Jimmi’s Bar &

Grill’s website. The team spent $250 out of the $250 budget. The campaigns did not surpass

the 1.2% CTR goal as the final result was .15% CTR. The goal of 1.2 for the Average

Position was not surpassed as the final result was 2.2. The use of low competition keywords

helped achieve this goal. In addition, the final count of impressions was 221,371with the

original goal at 20,833 impressions. The use of broad keywords contributed to a lower CTR

than originally planned. 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, it is recommended for Jimmi’s Bar & Grill to continue using

Google AdWords. The Brand and Entertainment Campaigns should be continued as both

generated the highest CTR. The Brand and Entertainment campaigns had successful

advertisements and keywords, which would be 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 are substantially developed with impressions and average position. AdWords is a

great tool for increasing online presence in an easy, cost effective manner.1

Industry Component

Campaign Overview: The overall goal of this campaign was to increase traffic toJimmi’s

Bar & Grill’s website in order to meet the goals of 1) increase college student traffic into the

establishment, 2) increase sales revenue from $150,000 to $180,000 and 3) increase brand

identity. The 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 goals. 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 Campaign50%

EntertainmentCampaign

20%

PromotionsCampaign

30%

Total Per Week100%

Week 120%

$9.76($1.39 /per day)

$14.42($2.06/per day)

$2.71($.38 /per day)

$26.89($3.84/per day)

Week 232%

$18.89($2.69/per day)

$50.48($7.21 /per day)

$4.90($.70/per day)

$74.27($10.61/per day)

Week 348%

$60.74($8.67/per day)

$84.46($12.06/per

day)

$4.29($.61/per day)

$149.49($21.35/per day)

Total PerCampaign

$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: The four major changes that occurred during the

campaign were: 1) adjusting keywords from phrase exact matches to general words for all the

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campaigns, 2) adding additional ads to the Brand campaign, 3) deleting and creating ads

from the Promotions Campaign, and 4) adding additional 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, the initial

keywords were "Jimmi's Bar and Grill" and "Bars in Fullerton". These keywords 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 of

the objectives of 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. Clicks, impressions and building brand identity were 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 newly 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

further 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 to the three campaigns.

During the first week, a number of keywords were added. By the second week, the 3

understanding of effective keywords was greatly 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 GrillJager Drink shots on Thursday

at Jimmi’s Bar & Grill in FullertonJimmisBarAndGrill.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 was 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 due

to the majority of the clicks came from keywords with high Quality Scores and very low

CPCs. The goal of achieving 250 clicks was accomplished; with 331 clicks, which was 81

clicks over the 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. CTRAvg.CPC Cost Avg. Pos.

Brand 147 121,452 0.12 $0.61 $89.39 2.2Entertainment 147 55,214 0.27 $1.02 $148.71 1.8Promotions 37 44,705 0.08 $0.32 $11.90 2.9Total 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.

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Figure 1: Best Performing Keywords by Clicks

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 broader 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 broad and relevant keywords.

The Promotions Campaign was an issue 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 concern was not using 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

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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

known through the optimization process, the 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 it can generate additional leads. The client

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 a greater return on investment and additional

customer 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 as Google Analytics

showed, 54% of their search traffic came from Los Angeles, Fullerton and Anaheim. The

website garnered 373 total visitors. 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

to learn how to make a successful campaign with a high CTR and a low CPC. The team also 6

Week(s) CTR CostAvg.Pos.

1 2&3Brand Campaign 0.12% $ 89.39 2.2

Brand Ad Group 0.12% $ 89.39 2.2Entertainment Campaign 0.27% $ 148.71 1.8

Entertainment AdGroup 0.27% $ 148.71 1.8

Promotions Campaign 0.08% $ 11.90 2.9Promotions Ad Group 0.08% $ 11.90 2.9

represents active

learned how to effectively allocate the budget after issues with under spending during the first

week. As the project progresses, many questions were answered. 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 memorable team outcome was the success of working together as a group. It

takes substantial effort to coordinate schedules and discuss key issues, but this was made

easier with the use of Google Docs. In addition, the team learned information about online

consumer behavior, through search term reports and Google Analytics. For example, the aim

was to think similar to a Jimmi’s Bar & Grill customer. The team tried to choose effective

keywords which the potential customer may search in Google. Through Google Analytics,

the team watched 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. The

total ad budget for the Brand Campaign was $148.71 for 147 clicks.

Group Dynamics: Overall, the team worked very well together. The prominent challenges

were the billing procedures of the account and how to make effective keywords. The

challenge of billing was linking the credit with the AdWords account. After talking by phone

with a Google representative, this issue was corrected and achieved. 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 increased 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. The use of Google Docs helped the team build ads,

develop the pre-campaign as well as the post campaign. 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. 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

to be represented on Google AdWords. As a result of clear communication and easy access, 7

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 Bak was a great client and the team 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 great idea to 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. An additional

recommendation for the future is to add many keywords in the first week of our campaign. In

the first week, the focus was to have multiple ads and manage the budget for keywords to be

placed on the first page. In the second week, the team realized the effectiveness of keywords.

The team felt this strategy hindered the ability for more clicks and improved impressions

during the first week. However, the team learned an endless amount of information during the

project that will further help in future team projects. The team has a greater understanding of

the effectiveness Google AdWords. The Google Online Marketing Challenge experience was

a positive experience and demonstrated the value for local businesses to be promoted on

Google AdWords.

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