Restaurant Pearl Morissette Paid Search Campaign Proposal.

Course Code: MKT2410 Module: Digital Marketing Student Name: Student ID: Restaurant Pearl Morissette Paid Search Campaign Proposal. Table of Contents 1. Introduction: ............................................................................................................................ 2 1.1. Goals: ................................................................................................................................ 2

1.2. Strategy Overview: ........................................................................................................... 2 2. Target Market Analysis: .............................................................................................................. 3 2.1. Description of the target market demographics and preferences: ........................................ 3 2.2. Explanation of how the target market aligns with the campaign goals: ............................... 3 3. Keyword Research and Selection: ............................................................................................... 3 3.1. List of target search phrases/keywords: ................................................................................ 3 3.2. Explanation of the rationale behind the selection of each keyword: .................................... 3 3.3. Long-tail keyword analysis and selection: ........................................................................... 4 4. Google Search AD Copy ............................................................................................................. 5 4.1. Google Search AD ................................................................................................................ 5 AD 1 ............................................................................................................................................. 5 AD 2 ............................................................................................................................................. 6 4.2. Ad Copy Strategy: ................................................................................................................ 6 4.3. A/B Testing Plan: ................................................................................................................. 6 5. Display Ad Design: ...................................................................................................................... 6 5.1. Leaderboard Ad (728 x 90): ..................................................................................................... 6 5.2. Mobile Banner Ad (320 x 50): .............................................................................................. 7 5.3. Design Elements and Attraction to the Target Market: ........................................................ 8 5.4. A/B Testing Plan: ................................................................................................................. 8 6. Landing Page Design ................................................................................................................... 9 6.1. How the Landing Page Supports the Campaign Objective: ................................................. 9 6.2. A/B Testing Plan: ............................................................................................................... 10 7. Campaign Timeline and Budget: ............................................................................................... 10 7.1. Proposed Start and End Dates: ........................................................................................... 10 7.2. Estimated Budget Allocation: ............................................................................................. 10 8. Campaign Evaluation: ............................................................................................................... 10 8.1. Key Performance Indicators (KPIs): .................................................................................. 10 8.2. Plan for Tracking and Analyzing Campaign Performance Data: ....................................... 10 8.3. Adjustments and Optimizations Based on Campaign Performance: .................................. 11 9. Conclusion ................................................................................................................................. 11 References ...................................................................................................................................... 12

These strategies, if applied, will help paid search campaign to accomplish its objectives and remain as one of the major contributors in the digital marketing campaign of Restaurant Pearl Morissette. 2. Target Market Analysis: 2.1. Description of the target market demographics and preferences: For our paid search campaign in Restaurant Pearl Morissette, we want the market segment which are the affluent foodies, residing in or near Jordan Station, Ontario, aged between 25 to 55. They prefer refined cuisine, fresh local and seasonal ingredients and interesting gastronomic journey. They are prone to have more money and the food quality decision could be considered to play a vital role in the entire cuisine which is provided (Dodson, 2016). 2.2. Explanation of how the target market aligns with the campaign goals: The campaign appeals to a demographic with more flexible budgets, who will cherish quality dining and demand local produce. This would be achieved by adding customer tastes to the campaign in place so as to grow online sales and encourage referrals and repeat business. This way of doing things is meant to enable a campaign to fit the audience and therefore to improve the effectiveness of the campaign in driving online sales for Restaurant Pearl Morissette (Gong et al., 2019). 3. Keyword Research and Selection: 3.1. List of target search phrases/keywords: 1. Fine Dining Jordan Station 2. Locally Sourced Restaurant Ontario 3. Gourmet Dining Experience 4. Reserve Table Jordan Station 5. Unique Culinary Offerings 6. Pearl Morissette Wine Pairing 7. Farm-to-Table Dining Experience 8. the best restaurant in Jordan Station. 9. Ontario Gourmet Cuisine 10. Exquisite Dining Experience

3.2. Explanation of the rationale behind the selection of each keyword: 1. Fine Dining Jordan Station: Designed to cater to discerning individuals in search of premium dining in Jordan Station. 2. Locally Sourced Restaurant Ontario: A focus on locals who are passionate about restaurants that use farm-to-table ingredient concept is the core of our concept Restaurant Pearl Morissette (Martínez-Navarro & Bigné, 2022). 3. Gourmet Dining Experience: Those who are in the category of those consumers looking for sophisticated, gourmet dining. 4. Reserve Table Jordan Station: Draws individuals looking to make booking at the station’s restaurant in Jordan. 5. Unique Culinary Offerings : Pearl Morissette's menu distinctiveness and freshness are the key ones. 6. Pearl Morissette Wine Pairing : Attentions those taking wine pairing experiences from your restaurant. 7. Farm-to-Table Dining Experience: The target market is those who follow farm-to-table eating practices. 8. Best Restaurant in Jordan Station : Catering to such people who are searching for the best eateries in Jordan Station. 9. Ontario Gourmet Cuisine: Answers to those who want fine dining in Ontario as well. 10. Exquisite Dining Experience: Targets the audience that goes for luxury and distinguished dining experience. 3.3. Long-tail keyword analysis and selection:  "Best Fine Dining Experience in Jordan Station": Attracts persons who search for superior dining.  "Locally Sourced Farm-to-Table Restaurant": Reach Out to The Health-Conscious Farm-to-Table Foodies.  "Unique Culinary Experience with Wine Pairing": Caters to the needs of customers searching for varietals and delicacies (Nizam & Jaafar, 2018). Using long-tail keywords can bring in more precise visitors, therefore, having a higher transaction likelihood.

AD 2 4.2. Ad Copy Strategy: The ad has emphasized on Restaurant Pearl Morissette's authentic features, like growth of local produce and gourmet food, via the use of appropriate language so that the audience can take an immediate action. We seek to attract people who want fine dining options, thus supporting the campaign's push for online purchases. 4.3. A/B Testing Plan: Within the plan, headline tests are to be performed, along with comparison of CTA options (“Reserve Your Table” vs. “Register Now”), and tone variations within ad descriptions. These tests will wipe out the message that benefits conversions and overall reach campaign goals. 5. Display Ad Design: 5.1. Leaderboard Ad (728 x 90):  Design: Dishes from Pearl Morissette, giving the headline "that reflects Culinary Excellence."

 Description: Highlights the authentic farm-to-table method and its focus on having excellent ingredients.  CTA : Large "Book Now" button creates an urge to do the action right then. 5.2. Mobile Banner Ad (320 x 50):  Design : Pays tribute to the gorgeous banquette room, which is very appealing for the elite dine-out connoisseurs.  Description : Though short trend is in-line with the farm-to-table principles and quality commitment.  CTA : “Learn More” button makes users read more about products. 5.3. Design Elements and Attraction to the Target Market:  High-Quality Imagery: Premium dining experience is the market drive.  Compelling Copy : Emphasizes unique selling propositions for foodies in the dining community. 5.4. A/B Testing Plan:  Test Different Images: Compare the quality of the dish with the whole ambiance of the restaurant.  Test Different CTAs: Analyze how "Make a reservation" against "Explore Menu" works.  Test Different Ad Formats: Compare rate card versus mobile banner ads. A/B test helps the campaign to make changes to align to the target market preference.

Using A/B testing on the optimized landing page is critical as it will help increase the conversion rates and boost the e-commerce business for Restaurant Pearl Morissette. 7. Campaign Timeline and Budget: 7.1. Proposed Start and End Dates:  Start Date: March 1st of 2024  End Date: Agosto 14,2024. 7.2. Estimated Budget Allocation:  Google Search Ads: $500  Display Ads: $300  Landing Page Design: $200  A/B Testing: $100  Total Budget: $1,100 8. Campaign Evaluation: 8.1. Key Performance Indicators (KPIs):  Click-through Rate (CTR): Measure the click-through rate for the presentation  Conversion Rate: Measure the percentage of users who achieve a specific outcome (e.g. reservation of a table).  Return on Ad Spend (ROAS): Estimate the return on investment for a dollar spent on ads. 8.2. Plan for Tracking and Analyzing Campaign Performance Data:  Track the website traffic, conversions, and user behavior using Google Analytics.  Utilize conversion tracking to evaluate the number of reservations as influenced by the campaign.  Embed UTM parameters to trace the efficacy of the ad adjustments 8.3. Adjustments and Optimizations Based on Campaign Performance:  A/B test ad copy, images, and call-to-actions to increase the CTR and conversion rates.  Alter the funds allocated to each element of the campaign per performance.  Monitoring campaigns on a regular basis and tweaking to enhance ROI.

We will monitor and make necessary changes using such KPIs as campaign performance. This will guarantee that the campaign brings up results in terms of online sales for the Pearl Morissette restaurant. 9. Conclusion Restaurant Pearl Morissette’s Digital Marketing Strategy Is Designed to Boost the Brand’s Online Presence and Increase Its Online Sales. Through an incorporation of result-oriented Google Search and Display ads, the campaign aims to get to the target audience employing a well-conceived landing page. The key performance indicators such as CTR, conversion rate, and ROAS will be prospects for evaluation, thus allowing refining of campaign performance after a short time. By adopting this strategy, the Restaurant Pearl Morissette will see an increase in its brand visibility, a rise in the number of customers and, of course, an increase in revenue. References Aslam, B., & Karjaluoto, H. (2017). Digital advertising around paid spaces, E-advertising industry’s revenue engine: A review and research agenda. Telematics and Informatics , 34 (8), 1650-1662. Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development , 5 (5), 196-200. Dodson, I. (2016). The art of digital marketing: the definitive guide to creating strategic, targeted, and measurable online campaigns . John Wiley & Sons. Gong, S., Wang, W., & Li, Q. (2019). Marketing communication in the digital age: online ads, online WOM and mobile game adoptions. Nankai Business Review International , 10 (3), 382-407.