sales presentation: tio gazpacho paid search campaign

Katherine Angst, Brian Lane, Jaemin Lin, Michael Quagliana

Agenda• Problems and Opportunities• Category/Competition• Target• Google AdWords Targeting• Value Added

Google AdWords• Launched in 2000• 97% of Google’s revenue• Average return is double the

investment made• Over 1.2 million businesses advertise• Generates $80 billion in economic

activity across the U.S. annually• Serves over 180 billion impressions

each month on the Display Network

Source: WordStream

Product Life Cycle

Problem• New brand with low awareness• Ranking organically

• Tio Gazpacho’s website doesn’t rank on the first page for search queries such as:• “gazpacho soup” (13th page)• “gazpacho soup drink” (2nd page)• “cold soup” (Not Available)

Business Objectives• Increase awareness by increasing web presence through

paid and display search• Uncluttered advertising space for cold soup• Inexpensive and cost-effective

• Raise awareness by 30% • Increase trial by 5%

Category

Source: Prepared Foods

• Projected future of pre-packaged soup market: $8 billion (2018)

• Current refrigerated/frozen fresh soup market: $279 million (2013)

• Market forecast:• Offer more better-for-you soup• Expand flavor varieties • More convenient packaging• Easy consumption

Competitive Analysis• Direct competitors: Gina

Cucina, Mucho Gazpacho, The Splendid Soup market• Primary competitors:

pre-packaged soups• Secondary competitors:

cold-pressed juices, frozen foods

Competitive Analysis• Campbell’s:

• Market leader (40%)• On-the-go soup features

microwaveable, sippable container• Progresso:

• Recently launched its Artisan brand line

• Amy’s Kitchen:• Amy’s Kitchen’s Light in Sodium

• Others include: ConAgra Foods, and General Mills

Target

Source: Simmons OneviewBase: Ready-to-Serve or Organic Soup Users

• Male or Female (100)

• Age between 25-65 (101)

• White and Black or African American (101, 103)

• Graduated from college or more (114)

• Household Income of at least $40,000 (105)

• Professional Job (116)

Organic Soup User• “I consider my diet to be very healthy,” (146)• “I like to know as much as possible about ingredients

before I buy food products” (241)• “I try to eat healthier foods these days” (187)• “I enjoy eating foreign food” (177)• “When shopping for food, I especially look for organic

or natural foods”  (399)• “I often use the internet to help plan my shopping

trips” (245)

Source: Simmons OneviewBase: Organic Soup UsersAnswer: Agree a lot

Lifestyle Statements• “I like to try out new food products” (112)• “I like to try new recipes” (110)• “I don’t often have the time to prepare/eat healthy meals” (115)• “It’s worth paying extra for quality goods” (107)• “Yes - drink alcoholic beverages ” (128)• “Broad-minded, open-minded, liberal, tolerant” (110)• “Creative, inventive, imaginative, artistic” (111)• “Intelligent, smart, bright, well-informed” (111)

Source: Simmons OneviewBase: Organic Soup Users or Ready-to-Serve Users, and Age 25-64

Media Habits• Internet Active Quintile 1 (111)• “I am doing more of my shopping on the

internet than before” (111)• “It’s important for me to have internet access

when I am “on the go” - away from home or work” (110)

• “The internet has changed the way I shop for products/services” (110)

• Social Media User (104)

Source: Simmons OneviewBase: Ready-to-Serve or Organic Soup Users and Age Between 25-64

Jeremy Lozna• 35 years old• Works in IT• Constantly on the go• From NYC• “I am a heath-conscious eater who is

always trying new foods. Living in NYC, I am always on the go and it can be difficult to eat healthy food. I want a meal that is quick and easy, and fills me up.”

Locations• Arizona (107)• California (103)• Connecticut (119)• Delaware (118*)• DC (135**)• Florida (98)• Georgia (104)• Illinois (110)

• Iowa (104)• Louisiana (124)• Maryland (105)• Massachusetts (115)• Michigan (99)• Mississippi (107*)• Nebraska (135)• Nevada (102*)

• New York (101)• New Hampshire (116)• New Jersey (121)• North Carolina (107)• Pennsylvania (110)• Texas (100)• Virginia (101)• Washington (108)

Source: Simmons OneviewBase: Ready-to-Serve or Organic Soup Users

AdWords• Most efficient software in web advertising• An opportunity to reach your target• Different forms of reach:• Search • Display• Video

Potential Keywords• Cold soup related keywords

are searched approximately10,000 times during summer months

• Cheap cost of nearly $0.10 per keyword

• Expected 5% click-through rate

• Campaign could cost as little as $40.00 per month

Potential Keywords

Seasonality

“Soup” Searches

“Cold Soup” Searches

Device Breakdown

Based on cold soup-related keywords

Google Display Network• Serve banner ads to Google Search partners• Precise targeting based on the following:

• Keywords • Placements• Topics• Interests• Demographics• Geographic location (specific states, cities, zip codes, and metro

areas)

Google Display Network

Demographics that fit your target persona  

Google Display Network• Placements based on brand• Emphasize impressions• Ad formats• Banner (image)• Text• In-Stream

Geographic Targeting

Based on the locations where Tio is currently distributed, there’s is a potential reach of over 55 million internet users.

Geographic Targeting• Major U.S. cities• High indexes

• Organic soup consumers

• Ready-to-serve consumers

• Potential reach: 92,930,000

Atlanta, Boston, Chicago, Dallas, Detroit, Houston, Los Angeles, Miami, New York City, San Antonio, San Francisco, Washington D.C.

Ad Scheduling

• Target by hour of the day• Alternative strategies for each day of the week

Frequency Capping

• Cap your ad frequency per day• Optimize for clicks or conversions

Cost Breakdown: Search

Cost Breakdown: Display

Why it Works• Potential reach of 92,930,000 of target audience• Inexpensive• Uncluttered advertising space (no current cold soup competitors)• Quantifiable measurements

• ROI, impressions, impression share, CTR, conversions and revenue• Inexpensive• Retargeting• Precise targeting and limited waste

Why it Works• Google is leader of US search market (67%)• Offers broad match modifiers• Offers a greater chance for reach• More cost effective

Value Added: Power of Paid• Paid search and display will lead to:• Increase in social media activity• Increase in online sales• Relevant ad placement • Staying on top of mind

Value Added: SEO Strategy• AdWords helps strategize SEO efforts:• Paid search will get clicks and impressions immediately• It takes months for a new business's website to see results

from SEO• “Own” the AdWords keywords that are performing the best

and create SEO content around those keywords for your website• Generate organic keyword ideas for your site using the

AdWords Keyword Planner

Value Added: Additional Services• Additional services offered by Google:• YouTube video ads• Google AdSense• DoubleClick

Cost of Campaign• Run May-August• Cost is variable• Includes all 48 search terms• Unspecified targeting