President and CEO Lee Hereford founded Pedernales Brewing Company in July of 2009, and began distribution in April

2012. Located in Fredericksburg, TX, the microbrewery features Classic and German style beers with skillfully crafted lagers and ales. For years Hereford had the desire to start a craft brewery in the Texas Hill Country, but lacked the funds to do so. After two years he raised the capital to make his dream come true and launched Pedernales Brewing Company. The company is named after the river that is south of the brewery. Head Brew master Peter McFarlane was a graduate of Siebel Institute with a masters degree in Fermentation Science, and has worked at major breweries along with operating his own microbrewery. Today, Pedernales Brewing Company produces 400 barrels a day, about 20,000 cases a month, in its 8,500-square-foot Fredericksburg plant, where Hereford employs about 10 full-time workers. The brand has more than 100 customers, ranging from big grocers to small restaurants between the Austin and San Antonio areas. Name & Location: Number of Employees: Goods Offered: Online personnel: Age of company: URL: Website Age: Social Media: Fredericksburg, TX 10 full-time Various types of beer, primarily 4 types Jason Fritz 3.5yrs, founded July 2009 http://www.pedernalesbrewing.com/ 3.5yrs Facebook page

Company presence and sales via online and offline channels: Pedernales can only sell their products to licensed distributors, who then sell to licensed retail accounts, who sell to the final customer. They do have an online merchandise shop, which sells company-branded hats and t-shirts. Other relevant information: Pedernales is quickly growing its distributor network in Texas, and has become available in the DFW market the first week in March.

Current and potential customers: Current customers are mostly the local citizens in and near Fredericksburg. However, they have recently begun to offer their products in other markets by creating a distributor network. They can be found mostly in Southern Texas until they

expand into the DFW metroplex in early March. Potential customers also include of age beer drinkers who support local and regional craft beers. Current and potential competitors: Current competitors range from national brands like Shiner to local brands like Lakewood. Potentially, it can be any craft beer in the marketplace which may have the same type or style of beer offered by Pedernales. Overview of the industry: The U.S. beer market is basically flat with premium beers such as Bud Light, Miller Lite and Coors Light. However, the U.S. craft beer market is strong and growing. Year over year, the craft segment is gaining market share and dollar share in the overall beer category according to ACNielsen data. Projected and historical online spend for the industry: The amount of money spent annually on marketing and advertising online is in the millions of dollars. However, craft breweries spend relatively small amount of money compared to the major 3 brewers. Market position/specialties: Currently Pedernales is still growing their brand through expansion of their distributor network, but lacks any major market sales data to show current trends and past performance. They offer great Texas made beers which are true to style, according to the Beer Judge Certification Program. Unique selling points of the goods/services offered: A unique selling point for Pedernales is that it is made in Texas and all their beers use many ingredients relative to the Texas. Seasonality of their goods/services or seasonality that the company has identified: Beer itself is relatively seasonal with 47% of beer sales occurring during the summer months of May Aug. Other relevant market information: The DFW market for craft beers is growing with ample room for expanding brands and new emerging brands to enter the market.

Website uses, e.g. sales, customer service: Pedernales utilizes their website both to inform customers of the beers offered and for distributor partners to utilize for obtaining graphics for printed point-of-sale and other selling materials. Website strengths and weaknesses- The Pedernales website is useful in explaining the profile of their beers with taste and ingredients. It also has a page listing upcoming events where customers can try their products. However, the company is currently not listed with Google Places, making location-based search less effective. The navigation of the website could also be more standardized and optimized.

Website visibility, such as Google PageRank, incoming links, a few keyword search results- PageRank: 3/10, unique linking domains to website: 36 (Seobook) Other online advertising and offline promotion of the url- Online advertising: The company currently has other online marketing. Offline advertising: at the live events http://www.pedernalesbrewing.com/PBC_Events.html Conclusion on How the AdWords Campaign Aligns with the Client's Business- Pedernales Brewing Company is just in the beginning stages of ramping up production and quickly gaining distribution. The Adwords campaign is beginning at a perfect time as the brand gains awareness in the marketplace and consumers will be utilizing Google to search for this great new beer. Proposed AdWords Strategy

Lobo Texas Lager Classic HefeWeizen

Lobo Negro

Classic IPA

Brewery

Events

Goals for impressions, clicks, CPC and CTR

4,000 impressions 200 clicks $1.20 CPC 5% CTR

Proposed success metrics

Check status of ad daily, measure the success of the ad every couple of days, re-evaluate the settings if needed. Monitor keywords and click-through rate against the cost-per-click

Keywords

beer, lobo negro, Pedernales brewing co, beer tasting, Texas brewery, Hefe-Weizen, India pale ale, dark lager beer, Pedernales brewing, English IPA, lager, lagers, dunkel

Negative Keywords

IPA-international phonetic alphabet, river, state park

Text AdWords 1

Lobo Texas Lager, a 1910 Pre-Prohibition American Lager, is one of the cleanest, most refreshing lagers made with Czech hops and Texas well water

Text AdWords 2

Lobo Texas Lager is crisp and clear with a dense head of foam and light golden color and subtle hop aroma

Budget Spending

Utilize the budget to maximize the impressions during Thursday-Sunday and lesser amount spent on Monday -Wednesday. Increase during the evenings versus during the day

Network for ads Target Audience Settings Ad Serving

Google search networks only Texas adults ages 21 and over

Rotate evenly, monitor, and manually adjust as needed

Keyword Bidding Geo-targeting

$1.20 per keyword per search Dallas and Fort Worth metroplex, Houston and Austin area