Kerbey Lane Café Google Online Marketing Campaign

May 9, 2012

Overview

¨  Kerbey Lane Café ¨  Campaign Marketing Goals ¨  Campaign Strategy

¤ Google+ and Google Adwords

¨  Implementation of Campaigns ¨  Campaign Results ¨  Campaign Wrap Up and Future Recommendations

Kerbey Lane Café Overview

¨  Opened in 1980 ¨  Established as provider of diverse, great tasting

food while using only locally grown ingredients ¨  5 locations in Austin ¨  Past social media efforts: Facebook, Twitter,

Pinterest, and YouTube ¨  Online sales previously included holiday orders and

pancake mix orders ¨  Print ads appeared in Alamo, Austin Monthly, and

Austin Kids Directory

Campaign Marketing Goals

¨  Google+ ¤ Establish a Google+ presence ¤ Create a community of authentic and loyal consumers

¨  Google Adwords ¤ Generate 9,000 impressions ¤ Gain 560 clicks ¤ Produce a realistic click through rate of 1% ¤ Average cost per click to spend: $1.00

Campaign Strategy

¨  Google+ ¤  Integrate Google+ into Kerbey Lane Café’s social

media platforms while taking the Google+ community from 0 followers to 450

¤ Follow other Google+ pages that could benefit Kerbey Lane Café

¤ Re-air tweaked Facebook content to maintain brand image

Campaign Strategy

¨  Google Adwords ¤ Target: Kerbey Lane Catering ¤ Met with Kerbey Lane Catering Director ¤ Develop 3 ad groups to cater to different types of

Kerbey Lane Catering ¤ Daily monitoring of dashboard and keywords ¤ Maintain set cost per click at approximately $1.00

Campaign Implementation

¨  Google+ ¤ Minimum 2 posts per week, most weeks went over ¤ Provide continued conversations with HOT topics ¤ Held 2 hangouts for followers to get involved ¤ Encouraged involvement on other social media

platforms

Campaign Implementation

¨  Google Adwords ¤ Set 3 ad groups: Funeral Catering, Business Catering,

and General Catering ¤ Average cost per click: $1.64 ¤  Created 21 ads total, running a total of 18

n 4 for Funeral Catering n 8 for Business Catering n 6 for General Catering

Campaign Results

¨  Google+ ¤ 34 fans transitioned to Google+ from other social

media platforms ¤ Small interaction between page and its members ¤ Hangouts resulted in 2 followers of the brand engaging

¨  Conclusions: ¤ Absence of interaction on page ¤ Potential causes: no unique content, low Google+

integration in consumers lives

Campaign Results

Campaign Results

¨  Google Adwords ¤  Business Catering:

n  4 ads, 106 clicks, 7,932 impressions, 1.34% click through rate

¤ General Catering: n  2 ads, 41 clicks, 3,479 impressions, 1.18% click through rate

¤  Funeral Catering ¤ Generated 5 catering orders ¤  Figure 1.0 shows breakdown of keywords and dollars spent ¤  Figure 1.1. shows successful keywords ¤  Figure 1.2 highlights successful click through rates in Business

Catering

Campaign Results

Campaign Results

Campaign Results

Campaign Wrap Up

¨  Overview of Campaign ¤ The Google+ page maintained an overall presence on

Google+ with little engagement from followers, with a 2 posts per week minimum.

¤ The Adwords Campaign included selection of keywords that fit for Kerbey Lane Catering, bidding on Google Adwords and monitoring daily the keywords in order to stay below the $250 threshold allocated. Overall click through rate of 1.15%, total impressions of 13,100, and cost of $245.44.

Campaign Wrap Up

¨  Future Recommendations ¤ Online Marketing

n Monitor daily and remove underperforming ads n  Longer time period of running ads would have allowed for

better evaluation of ads

¤ Social Media n Unique content on every platform

¤ Website n Continue to use contact form on catering site

Questions?