CASE DESCRIPTION
Today, an effective promotion of a restaurant or cafe is impossible without digital marketing. Over the years of working with HoReCa, we have identified the most effective promotion strategy for this niche. In this article, we’re sharing our experience as well as some cool ideas and tools that help promote eating establishments.
To put it briefly, a successful strategy looks like this: show up when the person is hungry. If there is a match by time, dish and offer, you’ll receive a transaction. It looks simple, but actually there is a lot of daily work on traffic and content behind it.
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DISPLAY ADVERTISING
We created separate ad groups based on the audiences:
- interests (people interested in the HoReCa business, related businesses, startups)
- keywords (users who had previously searched information about events or training related to the niche)
- advertising platforms (because the event was to take place in Lviv, we created a list of partnering sites to show our ads)
- custom audience (email addresses of the HoReCa business owners provided by the client)
We created banners for different ad formats.
Examples of audiences:
Results after 30 days following the launch:
We received 665,853 impressions on Google partner sites and 9,033 direct site visits. We spent UAH 3,776 and achieved a cost per click of UAH 0.42.
We got 231 conversions with an average cost per conversion of UAH 16.35 (= a coffee roll you could buy at the festival):
VIDEO ADVERTISING
The client had previously created a YouTube channel and downloaded promotional videos to use for advertising the event.
We decided to focus on YouTube. Since we perfectly managed to fulfill all the planned tasks and achieve KPIs, we also started working with older videos on the channel that didn’t get proper attention from viewers.
- interested audiences
- audiences searching HoReCa business projects
- audiences visiting competitors’ websites
Campaign objective: Leads
Bidding strategy: Maximize Conversions
Results in 3 weeks of advertising:
By the moment of stopping advertising campaigns (2 days before the event), 970 tickets had been sold online, and 345 other visitors found out about the event from advertising.
CONCLUSION
The PPC department of Panem approaches each client and each project as well as develops strategies for creating and launching advertising campaigns individually. Experiments, testing and retargeting of audiences ultimately allows us to find the right and effective customer niche and scale advertising in the future.
YouTube is the second largest search engine (after Google, of course). As of 2022, it was used by more than 2,000,000,000 active users monthly, a half of the entire Internet population. They watch a billion hours of video a day.
Also, advertising on partner sites covers up to 90,000 various sites around the world, and with the right targeting, you can show your advertisement to the right audience at the right time. Undoubtedly, there are your potential customers here, too, waiting for you to offer them your content. The main thing is to target properly.
