sales presentation: tio gazpacho paid search campaign
TRANSCRIPT
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