For any digital marketing campaign, PPC plays a very important role. Businesses, especially restaurants, need PPC campaigns that will help them drive traffic to their websites, generate leads, and boost sales. However, to run a PPC campaign, you need a basic yet solid understanding of a lot of factors involved in the restaurant business.
Lower return of interest despite spending a significant sum on PPC campaigns can be stressful, isn’t it? Well, the frustration can be overwhelming if you are not able to achieve the desired ROI.
If you are looking forward to boosting your ROI
through PPC campaigns, this article has the best solutions for you. This
article will shed light on various ways to enhance your return on investment
via your PPC campaigns.
Boosting Your Restaurant’s ROI Through
PPC Campaigns: How to Do?
Before learning about the best ways to secure better ROI via your restaurant marketing agency PPC campaign, you need to know how exactly your campaign works.
Pay-per-click is a kind of online advertising method in which advertisers have to pay each time a user clicks on one of their advertisements. Through this method, restaurants and other types of businesses can place targeted ads in front of a particular group of audience, driving traffic to their website, earning leads, and boosting sales.
PPC ads also appear on SERP results, social media sites, and other online platforms. The price of each click can differ due to various aspects like the ad’s quality score, keyword competition, and the advertiser’s bidding strategy.
As you have an idea of how PPC works, here are
some important strategies that will help you boost ROI for your restaurant
business, as given below:
● Develop
Localized Campaigns With Ad Scheduling:
Through local campaigns, you can show your business to people in your locality across various Google tools, such as Google Search, Maps, Display Network, and YouTube. When you develop your campaign, you can define the location where you want to promote by linking your Google Business Profile or choosing affiliate locations.
You can also set a budget for your campaign and develop a set of ad assets for every property. Google then utilizes its machine learning tools to optimize bids, ad placements and combinations of assets. This helps boost your in-house conversion goals.
With Google Ads, you can even combine local campaigns with ad scheduling to avoid ads from showing up while your place is closed. This combination will also allow you to promote impressions during the most profitable times for your restaurant.
Google’s algorithm
works to discover the most suitable blend of ad placements and campaign
settings. Through this blend, you will be able to boost foot traffic and
conversion rates. Although this is an automated campaign, you will be able to
control targeting options, such as ad scheduling, to boost results.
● Running
Advertisements on Google Maps Using Location Extension:
If you are running a local business, you can run ads on Google Maps. Let’s say if a user types “birthday cake delivery” into Google Maps or clicks on the Maps feed in the search, they will find options for various shops and restaurants on their screen.
The website on the top of the screen of the user’s phone is the one running on paid ads. This result also places a pin on its local results, which makes it more visible than organic pins that are also regular.
You can use
location extensions to offer users contextual information about your business,
which includes:
-
Name of the location and its distance from the
user
-
Street address of the business(desktop)
-
A “call” button that is clickable
-
Access to additional business details, such as
opening hours, phone number, pictures and directions.
By doing so, your
users will be allowed to call your restaurant’s team and place an order without
any problem.
● Driving
Menu-Based Conversions With Assets:
Using your restaurant’s menu can be a really great opportunity for your digital marketing campaign. All you need to do is place sitelinks leading to your restaurant’s menu. Such sitelinks allow users to click through to the online menu. Not only that, they can also place their orders online, further taking the user experience to the next level.
This strategy not
only works for conversions but also works well for remarketing campaigns for
users who don’t book a table or place orders on the first visit.
● Targeting
Local Competition:
Another tactic
that will help you improve your ROI is to bid on the brand name keywords used
by local competitors. Let’s say you are searching for McDonalds in a certain
area. Yet after typing “McDonald’s Pizza” to jump the results, you will see the
other pizza joints, for example, Domino’s. This ad becomes more effective as it
showcases itself as a pocket-friendly alternative as compared to McDonalds by
offering significant discount rates on ordering.
● Tracking
In-Store Conversions:
In-house visitor traffic attributes in-store conversions to ad views and engagements during searches generating foot traffic. It effectively works by matching the local search data and location history of users to recognize sessions that resonate with your business, along with a journey to your promise.
For example, if someone searches for continental restaurants in their locality or a specific area, they will use Google Search to see and find the restaurant of their choice. If they pay a visit to the restaurant in the featured ad, Google will recognize that the user has visited this location as a business. It will then register it as a store visit.
This will show
you which ads are generating foot traffic. This way, you will be able to judge
the campaign’s performance beyond basic web conversion metrics, allowing you to
go beyond and tailor your digital marketing and overall promotional campaign
for your restaurant.
Additional Things to For Boosting Your
PPC Campaign’s ROI
Here are some additional things you need to do to
boost the ROI from your PPC campaign:
● Analyzing
Your PPC Campaign:
As your PPC
campaign gets up and running, it is essential to track its performance daily.
This will help you recognize areas of improvement, and make well-informed
decisions as per the data. Here’s how you can measure the performance of your
PPC campaign:
1. Measure and evaluate the performance of your campaign with the help of metrics, such as conversion rates, cost-per-click, and return on every ad spend. Through these metrics, you will be able to get insights into its performance, which will help you understand the way your ads are performing.
For instance, a low conversion rate is an indication of the improvement required in your landing page. On the other hand, if your campaign has a higher cost-per-click, you need to amend your bidding strategy effectively.
2. Adjust your
bidding and targeting strategies as per the performance of your campaign. Once
you do so, you will be able to optimize its performance. Let’s say if you are
not getting enough clicks; you could adjust your bids or target different
audiences as a part of a trial. If your campaign has lower conversion rates,
you could test with different landing pages and ad copies.
3. Use automated
bidding strategies like Target CPA or ROAS, which will help you optimize your
bids to achieve the conversion rate you desire or return on ad spend. These
strategies utilize machine learning tools to make adjustments to your bids
automatically as per your campaign’s performance.
●
Building Brand Awareness Through PPC
Campaigns:
PPC advertising
is an effective tool that will help you build brand awareness and improve your
visibility in the digital market space. Here are some tactics that will help
you develop ad campaigns centred on your brand:
1. Use PPC campaigns
to build recognition for your brand and increase its visibility. These
campaigns will allow you to get your brand in front of more people. They do so
by placing your brand on the top of SERPs. By using relevant keywords and
demographics, you will be able to ensure that your ads will be seen by the
right audience at the right moment.
2. Develop ad copies
that focus on your brand. It is important to highlight your brand and its
unique selling points. Not only that, you should use language that is relevant
to your audience and reflects the personality and values of your brand.
3. Reinforce your
brand’s message using remarketing campaigns. Through remarketing campaigns, you
will be able to target people who have previously interacted with your brand
online. By showing relevant ads and messaging to them, your marketing message
will be further reinforced, encouraging the user to take action that is
favourable to your restaurant’s business.
To Summarize
Lower ROI can be a troublesome thing, especially
if you are spending a significant amount on your PPC campaign for your
restaurant. However, with the right approach and direction, you will be able to
boost the ROI, thus boosting in-store foot traffic, sales, conversion rates,
etc, in an effective manner.