3. Mission
Goal : Raise awareness for Kevita’s
products and drive traffic to company
website or google searches
Strategy : Advertise KeVita’s
functional/health benefits and flavors
4. Beverage Industry
• Juice Production Industry
• Classification: Ready to Drink tea (RTD) &
Functional Beverage
• Marketing Benefits: Health Benefits, Faster
Hydration and increased alertness properties
13. What Did We Do?
Campaign Segments and Daily
Budgets:
$4.50 $4.50 $2.50
KeVita Drinks KeVita Weight KeVita Energy
Loss
Keyword Requirements:
$0.55 Max CPC
Ad position less than 2.00
4/10 quality score
CTR above .3%
14. Campaign Overview
Days & Hours of Campaign Operation:
Sunday to Thursday 10:30 AM to 2 PM and then 7 PM to 10:30 PM
Friday 10:30 AM – 2 PM
Saturday 11 AM – 4PM
Targeted Locations – Wellesley, MA and Greater Boston
Initial strategy was centered on “trial and error”
• Finding the best performing keywords
• Utilizing a limited budget economically and efficiently
• Altering tactics in response to campaign results
15. Evolution of Strategy
1. 2.
Increased Increased Max
Geographic CPC
Reach
3. 4.
Increased Total Added Display
Daily Budget Ad Group
17. Display Placements
1 Vegan Blogs
2 Recipe Websites for Vegan Meals
3 Weight Loss Blogs
4 Websites that talked about teas
5 Saw a 0.2% increase in CTR
Notes de l'éditeur
KeVita falls under the Juice Production Industry. It is classified as both a RTD (Ready to Drink) tea (12.7%) and as a functional beverage (Other beverages 35.5%). The industry has increased the production of RTD teas and RTD teas have been marketing as having additional benefits to refreshment. For example they have health benefits, faster hydration and increased alertness properties. Hybrid drinks encompasses functional RTD teas and functional fruit juices. The functional beverage market is made up of Hydration, energy/Rejuvenation, Health and wellness and weight management
Increase geography within US (California, Texas, NY)Increased max CPC on keywords to $1.00 (original was 0.55)Increased total daily budget to $33Added a display adgroupAdded Locations: Texas, Florida, California, New York To combat low impressions and clicks from first week resultsSpread reach of ads by adding populous areas with many Whole FoodsAdded Display Campaign segment:Place image ads on websitesTargeted health and nutrition sites, vegan blogs, etc. Increased Daily Budgets and Max CPCs:KeVita Drinks - $17.00KeVita Weight Loss - $11.00KeVita Energy - $11.00
