HOW WE QUADRUPLED AN ITALIAN RESTAURANT IN 1 YEAR
*Agency Name Hidden for Privacy by owner's request
ABOUT THE CLIENT
A newly opened restaurant that was looking to create a strong presence in the community, have a strong online presence, and run efficient and creative online advertising.
At this point, they were driving 20 to 30 new customers per month over their 2 months career.
As more customers became active on social media, the client realized that they could leverage these channels to promote their online banking website and other services. Facebook was the second largest reach driver in the region they operated, next only to TV and 400% more cost efficient. Approximately 20 million of the client’s account holders were active Facebook users.
Clearly, relying on traditional ad campaigns and only a minor social media presence was no longer viable. Eager to put an increasingly important platform at the center of their strategy, the client approached us with these three objectives:
Drive traffic from Facebook to the online banking website
Drive traffic from Facebook to the client’s other services on the website
Achieve these goals in the most efficient manner possible
The next task was to create and deliver the right ads that would work best for the campaign. Facebook offers several ad formats for advertisers to choose from. For this campaign, Rami Consulting Group's Social Media Team found that Carousel Ads performed best, while also using Dynamic Product Ads for remarketing.
Ads were then given the appropriate creatives that would appeal to the ad set’s target audience (e.g. newly employed, young families, retirees).
LOCAL AD PLACEMENT
We started creating strategic advertisements and partnerships with local businesses to refer business customers to each other. What we also did, was place local signs on the highway close by, bought billboard space, and increase their ORGANIC ranking on Google.
The goal of any ad campaign is to reach the right people with the right frequency in order to stay top-of-mind and drive action. As a Google & Facebook Partner, Rami Consulting Group has access to Facebook’s Reach and Frequency Tool, allowing for predictable reach and the ability to cap frequency for each person.
To lower costs even further, Rami Consulting Group's Social Media Team purchases ad units in advance of the campaign when the price for ad inventory is lower.
Constant ad optimization was key to keeping the campaign efficient. Rami Consulting Group monitored the efficiency of each ad set per audience segment by CPR (Cost Per Reach) and CPC (Cost Per Click). Non-performing ads were then replaced with newer ones weekly, while non-performing segments were modified based on high-performing ones.
Targeting became increasingly granular over time for more meaningful reach and value on each dollar. The campaign had an average CPM of only $0.45, an 86% costs savings relative to the Global Index.
Even with a small starting budget, the campaign was able to generate almost 13 times more traffic to its new website in its first month. Satisfied with the results, they began to invest more in the campaign in the months that followed.
We started targeting our keywords on Google, and optimizing the new website for those keywords.
We also started a review campaign.
Ad sets and audience segments were constantly tested and modified according to performance. Traffic grew, steadily, hitting a plateau at the 3rd and 4th month due to ad weariness. An ad refresh was rolled out, and again traffic grew until peaking in the 7th month. We continued to optimize our local outreach.
At this time, Our listing on Google was ranking #1. Helping drive more traffic to our website.
After several ad refreshes was carried out. Again, traffic grew at a steady rate and reached a new high in the 12th month. At the same time local partnerships created were helping out driving customers with the help of referrals to keep track.
We started ranking #1 for all of our target keywords, and #1 on Google Maps Ranking.