Some Tips for PPC Marketing for Restaurants
Restaurants are getting inclined towards digital marketing with the passage of time, and it has been noticed that their focus is shifting towards PPC marketing. Kristopher Jones of Forbes Agency Council writes in his article on Forbes’ website, “Paid advertising benefits some businesses more than others and is often recommended for new startups and small businesses.” This fact is perfectly applicable to restaurants, and now restaurants owners are understanding it.
PPC also makes it easier for the restaurant to target the audiences in their areas, which is also one of the reasons why restaurants are deciding to go for PPC marketing. Some of the restaurants have already adopted it whereas there are some others, which are thinking of this.
But, like other digital marketing campaigns, PPC campaigns also need a proper strategy. Before discussing some random steps for PPC marketing, let’s first talk about which types of PPC campaigns can be done by the restaurant owners or marketers.
Major PPC Campaigns
According to Webopedia, “AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.”
The above definition tells the brief about Google AdWords. When you buy the Google Ads, your ads are displayed on the top of search results on certain keywords, which you target. For example, if you have targeted “restaurants in New Jersey”, then your ad will appear on the top, above the organic search results, when someone will search for this phrase.
Bing Ads is the Bing’s version of PPC and is identical to Google AdWords, expect the fact that is meant for displaying your advertisement on the Bing search results. In addition to this, it uses two search engines to display its advertisements. The first one is its own Bing search, and the second one is Yahoo search, with which Bing has the dealing to display the ads.
Bing is also a good platform for advertisement and is also considered as an alternative to Google AdWords by many individuals and companies.
Bing is owned by Microsoft Corporation; therefore, it is also supposed to be a reliable option for displaying the ads.
The social media ads are also the perfect PPC options in today’s scenario, among which the Facebook ads are supposed are getting hugely popular. The Facebook ads are becoming widely popular among the businesses for marketing because of some of its unique features.
One of the major unique features of Facebook includes its targeting option. In Facebook Ads, you can target the audiences on the basis of their interests as well as locations. For instance, you can target the people living in New Jersey and those interested in restaurants or foods if you are promoting a restaurant in New Jersey. You get the options to target in the settings of your Facebook Ads.
Another thing that you find in Facebook is that you can sponsor or promote your posts, which are displayed under the news feeds of the audiences, which you have targeted. So, the ads do not look like the spams, and they seem to be usual news feeds. You can sponsor some of your posts on Facebook or can promote the most recent post, which is displayed under the new feeds of people who like restaurants and living in New Jersey as well as other audiences whom you have targeted.
#Other Social Media Ads
Other social media platforms, such as Twitter, Instagram, etc. also provide you the options to display their advertisements to the targeted audiences, in the feeds as well as stories.
Steps for Restaurants for PPC Marketing on Search Engines
After understanding some major PPC campaigns, let’s have a look at some random steps that you can take for the PPC marketing of restaurants.
1. Do Proper Keyword Research
Keyword research is the major aspect of PPC because the keywords are the phrases people enter for searching something, and if you don’t know what people search when they search for the restaurants or their favorite foods, then it will not be possible for you to get the desired results. You target these keywords for the PPC campaigns, and when people search for those phrases, your ad is displayed in the search results above the organic searches. The question, for which you may be looking for, is how to get the keywords for your PPC campaigns.
#How to Search Keywords for the PPC Campaigns for Your Restaurant
Some of the keywords are sometimes fixed for campaigns with experienced estimates. It is not difficult to make some estimates about what people may search for a restaurant in a specific location. They may either simply search “restaurant” with city or state name where they want it, or they may search for the food name they want to eat with location name. A number of people like to search for their favorite foods without any second thought.
But, these criteria are not sufficient, and there is no doubt that these estimates are the estimates of your competitors also. Therefore, the estimated keywords are highly competitive without any second thought.
To get more keywords, especially the long-tail keywords, you need some keyword research tools. The major tool is provided by Google itself, which is Google Keyword Planner. Planner suggests a number of keywords, to select from for your SEO campaigns.
Apart from Google Keyword Planner, there are many other tools, which can help you in finding the right keyword. Ubersuggest, Keyworditt, SEMrush, KWfinder, and many other tools are available online to help you in the keyword research.
#How to Choose Best Keywords
After doing the keyword research, the next thing you need to do is to choose the best campaigns for your campaigns. It is a necessary step for PPC campaigns. Remember, you can take little risks in the SEO process, but not in PPC, because, you will be charged for every click in PPC, which is not the case of SEO.
Choosing the right keyword is not a difficult step, and here again, Google Keyword Planner comes into the picture. Add the list of keywords under “Get search volume data and trends.” Also select the region, which you are targeting. After this step, the Planner will show you:
- Search volumes of the keywords.
- Competition level of the keywords.
- Suggested bids
2. Write a Good Ad
Once you finalize the keywords, the next step is to craft some enticing ads. The time you invest in writing a better advertisement will result in better ROI.
Any typical text can be targeted, but more it will be close to capturing the nerve of audiences, more likely they will click and convert.
According to a survey conducted by CMO Council, 43% of marketers said that personalization of ads increased conversions. As per another survey, respondents indicated that they just expect the advertisement that is relevant according to their needs and interests.
In addition to the above-mentioned surveys, your own experiences will also help you a lot. You audience research, keyword research, and the responses, will help you understand the psychology of the potential clients or customers and work accordingly in the campaigns in the near future.
The PPC ad comprises a limited space, and you work on the key components, which include:
- The headline
- Your description lines
- Your display URL
Besides, you can add following elements in your PPC advertisement.
Make your ad attractive, and don’t compare the price in the advertisement.
Customers are very careful about spending, so make your ad believable.
Also, include a guarantee or some trust signal in your ad copy.
Add the keyword in advertisements, but make sure that they should come in a natural way.
Apart from all this, one more thing that you need to do is to create a powerful Call-To-Action (CTA).
Social Media PPC Marketing
When it comes to PPC marketing on social media platforms, such as Facebook, Twitter, and Instagram, etc., you need to think in a different way. The social media advertising is based on sponsoring or promoting your social media posts and engaging the audiences.
If you are going to sponsor some specific posts, it is recommended to promote engaging posts more than the advertisements. For instance, you can promote the pictures of foodies, restaurant and a lot more.
Another option is to promote the most recent posts up to a certain time period. You have to take care of the quality of your posts if you are going through such campaigns.
The PPC campaigns are helpful for restaurant marketing in order to get instant traffic, which further results in more customers. But, you need the proper PPC management services in order to get the full benefit of the campaigns. You can avail the services for some digital marketing company in order to accomplish this purpose.
When digital marketing was in its earlier phase, that time Search Engine Marketing activities include both SEO and Paid Search tasks, but with its evolution, SEM becomes a synonym for paid search only. It would not be wrong if I say it needs a lot of efforts to rank a website on search engines like Google and Bing.
Like every year, end of December 2016 has arrived and January 2017 is waiting to get started.