Introduction
"TasteBuds" is a high-end restaurant situated in Downtown San Francisco, offering a fusion of Asian and European cuisines. Despite its unique menu and excellent service, the restaurant was facing low footfall during weekdays. To improve customer engagement and boost sales, "TasteBuds" turned to Pay-Per-Click (PPC) advertising.
Objectives
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Increase weekday footfall by at least 20% within two months.
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Achieve a click-through rate (CTR) of at least 3%.
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Maintain an average cost-per-click (CPC) below $2.
Strategy
Keyword Research
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Use tools like Google's Keyword Planner to identify high-traffic yet low-competition keywords related to fine dining, fusion cuisine, and restaurants in San Francisco.
Ad Creation
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Develop different ad copy variations that highlight unique selling points like "fusion cuisine," "sustainably sourced ingredients," and "weekday discounts."
Landing Page Optimization
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Create a landing page that directly correlates with the ad copy, featuring high-quality images of the restaurant and food, as well as customer testimonials.
Geo-Targeting
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Enable geo-targeting to display ads only to users within a 10-mile radius of the restaurant.
Ad Scheduling
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Schedule the ads to appear more frequently during lunch and dinner time.
Implementation
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Platform: Google Ads
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Budget: $2000 per month
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Duration: 2 months
Results
Traffic and Engagement
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Average CTR: 3.5% (exceeded objective)
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Average CPC: $1.80 (within objective)
Sales and Revenue
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Weekday footfall increased by 22% (exceeded objective)
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A 30% increase in weekday sales revenue compared to the previous two months
Customer Retention
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A 15% increase in repeat customers during weekdays, likely attributed to the offer mentioned in the PPC ads.
ROI Analysis
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Total ad spend: $4000
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Revenue generated from PPC leads: $10,000
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ROI: 150%
Lessons Learned
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Geo-targeting was crucial in focusing the campaign on potential customers who were more likely to visit the restaurant.
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High-quality visuals on the landing page significantly enhanced user engagement.
Future Recommendations
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Test new ad copy and keywords to identify further optimization opportunities.
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Explore other PPC platforms like Bing Ads and social media advertising for diversification.
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Invest in retargeting campaigns to re-engage users who have visited the landing page but did not make a reservation.
Conclusion
The PPC campaign significantly increased weekday footfall and revenue for "TasteBuds," surpassing all objectives set at the beginning of the campaign. The results demonstrate the effectiveness of a well-planned and executed PPC marketing strategy for restaurants.
