An analysis of Google SEM using Garbanzo restaurants as a case study.

1. Search Strategy: Restaurant
Interactive Marketing Tools & Strategies
WorkGroup A.2

2. Garbanzo is a Mediterranean themed restaurant
headquartered in Denver, CO.
“At Garbanzo Mediterranean Grill, our pitas (white or wheat) are made from scratch and
baked on site throughout the day. For your main meal choose from Chicken or Steak
Shwarma, Falafel, Falarma, Portobello Mushroom, or Hummus.
Combine this with rice and one or many fresh made salads such as tabuleh, vegetable salad
and many more that are prepared each morning then top it off with some, you guessed it,
freshly prepared mediterranean sauces! For your side select falafel, dolmas, or fresh made
potato chips! We also offer homemade soups such as Lemon & Chicken Orzo and
Mediterranean Lentil to name a few.”
Background
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3. Mission: To provide high quality products and exceptional service to
each guest. We will conduct our business by reaffirming daily our
commitment to:
• INTEGRITY: Maintain mutually beneficial relationships with all of our guests and business
partners.
• QUALITY WITH GREAT VALUE: Provide our guests healthy, original, premium-quality
specialty food at a reasonable price.
• SERVICE: Go above and beyond our guests' expectations every day.
• COMMUNITY: Have strong connections with civic and charitable activities.
• OPPORTUNITIES: Provide associates with equal employment and advancement
opportunities within our company.
• ENTREPRENEURSHIP: Empower associates with a challenging and rewarding work
environment that allows them to do their best work.
• INNOVATION: Always be open to new ideas for conducting our business.
Background
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4. Garbanzo
Background
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5. Goals
1. Increase Website Traffic
2. Grow Customer Base
3. Promote Social Media Properties
4. Educate About Menu
5. Attract Franchisees
6. Publicize Community Outreach
Goals
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6. Strategy: Keywords
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7. Strategy: Keywords
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8. Strategy: Groups
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9. Strategy: Text Ads
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10. Click on your ads
CTR =
Impressions(ad views)
(Revenue-Cost)
ROI =
Cost
Total Conversions
CR = X 100
Total Views
Strategy: Measurement
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11. Setting monthly budgets
Strategy: Cost
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12. Fin
Strategy: Cost
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13. Fin
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