Overview

You have just been hired as 360i’s new Performance Media Analyst, and you are taking on a brand new client – Copa Cabana – a Brazilian Steakhouse with four locations in Southern Ontario. The client has never conducted any search engine marketing campaigns in the past, but is interested in getting more involved in SEM after bringing on a new CMO. The new CMO has extensive experience using digital marketing within the restaurant industry, especially in search, and is considering SEM to be a cornerstone to the new marketing strategy she will be rolling out in the coming months. The CMO has engaged 360i as its performance media agency for the next 12 months, and you will be managing Copa Cabana’s campaigns, spending $25,000/month in Adwords. The CMO has asked 360i to present the Copa Cabana SEM strategy.Your assignment is to prepare a 15 minute presentation, and present it to Copa Cabana’s CMO.About the ClientCopa Cabana is a chain restaurant that specializes in Brazilian BBQ. It caters to an upscale crowd with all-you-can-eat dining prices at $35-50 per meal depending on the day of the week. It has a loyal following within its core audience, but is looking to grow market share and reach new clientele. Its downtown Toronto location opened 3 years ago, but has not been as successful as the client had hoped. The client assumes that the level of competition in the area could be the big reason why. The other three locations are pretty busy for dinner, and all four locations are planning to open soon for lunch. Copa Cabana recently launched Offers and Gift Cards and is interested in seeing how those can be pushed through SEM. Overall the client does not have any specifics in mind for the SEM strategy, aside from the desire to have SEM drive profit growth.More information on the client can be found on their website: http://www.thecopa.ca/The PresentationThe following elements must be included in the presentation, although feel free to include any other details you feel are relevant.?

Conversion goals: What are the conversion goals to which you will optimize your campaigns? Why have you chosen them??

Landing pages: What landing pages on the client’s website will you use? Why? Are there any landing pages you would suggest the client create or edit for optimal campaign performance??

Sample ads: Provide at least 10 sample Adwords ads, as well as the keywords you will use for each sample ad?

Campaign structure: Provide a brief overview of how you would structure the Adwords account (campaigns, ad groups, ads)

PRIVATE & CONFIDENTIAL © 360i LLC. All Rights Reserved.

1? Targeting: What tactics will you use to reach your intended audiences?? Measuring success: What will success look like? How will you measure?