Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

Post Campaign Report (Vickery Park)

Executive Summary
Campaign Overview:
Established in 2013, Vickery Park is a neighborhood restaurant and bar on
the popular North Henderson strip in Dallas, Texas. They offer quality food
and drinks at all hours of the day, but two of the most popular timeframes
are weekend brunch and late night food. The prices of each dish vary, but
they range as low as $5 appetizers to $10 entrees. Their main entrees that
they specialize in are chicken and waffles, fish and chips, and steak fingers.
They also offer a variety of sandwiches including a popular buffalo chicken
tender sandwich and a burger called, The Murican. Vickery Park also offers
a competitive happy hour every weekday from 2pm-7pm and is known to
attract soccer fans (especially Manchester United fans) because they always
have international games on the televisions.
This neighborhood bar and restaurant has a thorough and respectable
presence online that includes social media platforms such as Facebook,
Twitter, and Instagram as well as a quality website they designed in 2015.
They offer specials as well as contests on their social media pages. Vickery
Park currently has 15 employees and holds about 100-200 people at
capacity. On a busy day, there are usually around 25-50 people there, most
of which are seated on the Best Patio in Dallas.
The team ran an AdWords campaign between November 7 to November 21
with a $120 budget to increase awareness of Vickery Parks specials. As a
team, we went over budget by $4. The campaign goals were to reach 50
clicks and 5,000 impressions while achieving a 1% CTR. Two search
campaigns, Happy Hour and Weekday Lunch were created with 10 ads and
32 keywords to achieve these objectives.
Key Results:
51 clicks, 9,456 impressions, and .54% CTR for both campaigns. Most of the
established goals were met except for the CTR. Weekday Lunch totaled 27
clicks with an average CPC of $2.50 and a CTR of 0.39%. Happy Hour totaled
24 clicks with an average CPC of $2.39 and a CTR of 0.93%. The highest CTR
was the second week of the campaign with .88% for both search network
campaigns. The Happy Hour campaign was more successful than Weekday
Lunch because of a higher CTR even with a lower CPC. CPC increased from
$1.86 week 1 to $2.88 week 2 for both campaigns. Our most successful

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

keyword was burgers with 0.32% CTR and an average CPC of $2.54. Our
top 2 most successful ads all were in the Happy Hour campaign targeting the
drinks section: $4 wells, $2 domestics, and $1 off all drafts from 2pm - 7pm
on weekdays.

Conclusion:
Using the Scheduled Reports, Opportunities, Tools tab, and various charts,
the team was able to effectively utilize many of Googles offerings to achieve
success. Even with an inactive social media presence, we were able to have
a good average position for both campaigns: 1.4 for Weekday Lunch and a
1.9 for Happy Hour.
Future Online Marketing Recommendations: It is highly recommended
that Vickery Park continue to use AdWords to continue promoting their
restaurant. As a team, we should have made direct contact with the Social
Media coordinator. By posting new updates to raise awareness for their
restaurant on their social media platforms, it gives customers an incentive to
take advantage of their daily specials. We could have made significant
changes to the website to have higher performance. By combining files to
minimize the number of requests made, we could have raised our
performance score for faster navigation between tabs. Also, by including a
meta description, it gives customers a concise explanation for the contents
of our web page, improving CTR. We recommend continuation of both
campaigns, with increased budget on Weekday Lunch to drive higher sales
revenue.
Industry Component
Campaign overview:
Vickery Parks goal at the end of the two-week ad word campaign was to
ultimately to increase sales by bringing awareness to their lunch and happy
hour specials hoping that it will increase website traffic which would
potentially lead to more foot traffic in the bar. To achieve these goals, two
campaigns were launched targeting both Happy Hour and Weekday
Lunch consisting of two ad groups, 10 Ads and 32 keywords. Some of the Ad
groups, keywords, and campaigns were suggested by the research done
through the Keyword Planner.
Our campaign objectives were to reach 50 clicks, 1% CTR, and 5,000
impressions. Our campaign ran from 11/7 - 11/21. As of 11/21, we had hit 51

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

clicks, 9,531 impressions, a 0.54% CTR (click through rate), an average CPC
(cost per click) $2.45 and ranked an average position at 1.6. Overall, we
averaged out a little lower than our projected numbers but were still happy
with the results.
We wanted to invest 20% of our budget in the first week simply to see
what keyword worked and which did not. We used the first week as a trial
period. Beginning the second week, we dropped the keywords that didn't pull
up results and stuck with the ones that did. We raised the budget on our high
hitters like Happy hour specials, Burgers and Cocktails since those
were the keywords that had the most clicks. We spent the remaining 80%
and distributed them accordingly to the results of our first week trials.
After our modifications in week 1, we achieved a .84% CTR which was
a significant improvement and we believe with a slightly higher budget, we
would surpass our goal of a 1% CTR. Our main recommendations to Vickery
Park would be to maintain a $20-$25 daily budget and really try and
capitalize on keyword phrases containing burgers because thats where we
saw the most impressions.
Table 1: Search Network Total Budget Spent by Week and Campaign
Happy Hour

Weekday Lunch Total

Week 1

$18.43
($3.68/day)

$11.39
($2.28/day)

$29.82
($8.91/day)

Week 2

$38.98
($7.80/day)

$56.02
($11.20/day)

$95
($19.00/day)

Total

$57.41
($5.74/day)

$67.41
($6.74/day)

$124.82
($12.48/day)

Table 2: Variance from Search Goals

Goal

Actual

Variance

Clicks

50

51

+2%

CTR

1%

.54%

-85%

Impressions

5,000

9,456

+89.12%

Table 3: Overall Account Performance

Campaig

Clicks

Impr.

CT

Avg CPC

Total Cost Avg

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

n
Happy
Hour

Position

24

2,523

.
93
%

$2.39

$57.41

1.9

Weekday 27
Lunch

6,923

.
39
%

$2.50

$67.41

1.4

Total

9,446

.
54
%

$2.45

$124.82

1.6

51

We used Search Terms Report to discover negative keywords we used such

as cheap in the keywords Cheap food and cheap drinks. We dropped
some of these in hopes to increase the relevancy of impressions. This report
was also used to add new keywords that matched that had generated clicks
from broad matches. Manual Keyword Bid Adjustment was used to ensure our
ads maintained first page positions without going over our budget.

Figure 1: Effective AdWords Ads Used that had the most clicks

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

Avg CTR / CPC

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

Learning Component
Learning Objectives/Outcomes:
As a group, we have certainly learned the harshness of the real world. As we
launched our campaigns, we did not reach our intended goal. With an
average CTR of .54%, we realized that despite our efforts and money, it was
difficult to raise brand awareness and reach our goal of 1% CTR. However, as
a group we learned how to improve our campaign from before. On our first
week we only had a CTR of .38%. We then reviewed our campaigns,
eliminated bad keywords, and created better ads. Thus, in the 2nd week, we
achieved an average of a .83% CTR.
Some of the techniques we utilized to improve our CTR was creating ads that
had more of the keywords we were aiming for. This improved our ad
credibility as Google did approve of their validity. Also, we as a group became
accustomed to the Google AdWords tools in order to help our campaigns. For
example, we decided to change the location settings from the city of Dallas
to certain zip codes in the area nearby our advertised location. Originally, our
ads were going to 17 million people in the DFW area. After the change, it
went to 11 million, cutting of 6 million people that were likely not important.
Thus, our ads were decreased to the general population but increased to
people of relevance.
Another key component we learned was the importance of the keywords.
Surprising to us, we had over 9,456 impressions, shattering our initial
estimates. Some keywords we bid low on had high amounts of impressions
such as burgers which resulted in 1,978 impressions. On the other hand,
other keywords we deemed important did not have as many impressions and
did not warrant the amount of money we placed in. Examples would be best
patio in Dallas and outdoor seating lunch that resulted in 0 impressions.
Through this, we had to siphon our money into keywords that had potential
and could attract a higher CTR while cutting multiple keywords out that did
not impact our campaign.
For the ads themselves, there were a lot of mixed results. Ads that had low
impressions did not result in any clicks. They would have impression
numbers in the double digits and have a 0% CTR. However, as the amount of
impressions rose, so did the CTR on the ads. Our Lunch ad group would have
a very low CTR while the Drinks ad group would have a slightly higher CTR

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

for it. This can be attributed the fact that Vickery Park is a neighborhood bar
and people would be expecting drinks rather than food.
Group Dynamics:
Some challenges of the team we faced would be communication. Because
we only had class once a week and many of us were busy, it was hard to
make decisions based off online messenger. Thus, some of the group
members would not be updated about the changes until the next day and
may have been confused on why certain decisions were enacted. From this,
we had to commit ourselves to communicate better with one another and
actively try to reach out. Through this we were able to improve our campaign
by making group based decision.
Client Dynamics:
Our only challenge with the client was when we discussed what ads to make,
he asked us to make ads targeting the lunch and happy hour rather than the
already popular brunch. This did not affect our campaign too much, for we
then had to transition some of our initial planning and divert more attention
to less popular areas of Vickery Park. To accommodate to the certain hours,
we ran the ads from Monday to Friday. Our Weekday Lunch campaign was
from 8am to 11pm. The timing was for those who were interested in the
morning and at night, they utilize the same menu so we extended the time
for those interested. The Happy Hour campaign ran from 10am to 4pm in
order to notify those in the morning and early lunch as well as those who
were interested later in the day. A minor problem we faced was the fact that
the website was not updated to the current date. Although it was a decent
website, it lacked content and important information such as the Happy Hour
times and date. This was not too much trouble though, as we went to
external websites to find specials and reviews of Vickery Park that we
couldnt previously access.
Future Recommendations:
If we had a chance to do a project like this again, we would have been more
attentive to detail during the week rather than trying to fix everything at the
end of the 1st week. Rather than seeing how the campaigns will end up, we
should have tried changing some ads or keywords that were not performing
well every few days to maximize the limited time and money we had. Also,
we would contact our employer and ask them to update the website. Some
problems we encountered stemmed from lack of updates from the website as
well as slight disorganization on it. With better communication and

Michael Rammal, Albert Kim, Daniel Wong, Chase Delong

interaction from the employer, we believe the numbers would increase

significantly.