PPC and Pizza make a great combination. The following Atkins Marketing Solutions case study shows how professional PPC management can drive sales in the competitive pizza restaurant market.
Pizza Restaurant Situation Appraisal
- Client is an LA-based pizza restaurant founded in 2013.
- Client recently opened a second location in a nearby city and has also expanded internationally to Japan and South Korea.
- Most of their past advertising dollars invested in traditional marketing and word of mouth.
- Until engaging with Atkins Marketing Solutions, client never used PPC advertising.
- Client desired to increase online pizza orders, deliveries, and walk-in sit down traffic with efficient ad spend.
- Client approached Atkins for a customized PPC solution.
Custom Solution and Results for A Pizza Restaurant
- Atkins formulated a custom PPC strategy to garner strong performance for this unique pizza restaurant. This included the addition of remarketing campaigns, account creation and campaign design in Google Ads, new keyword sets, custom ad copy, geo-targeted campaigns for each of the LA store locations, display ads, in-store visit and local action conversion tracking, and online order conversion tracking.
- The primary goals of this campaign was to increase online delivery orders, plus expand brand awareness for the newly opened location.
- With all the right tactics in place, Atkins was able to meet campaign goals and generate strong results for this client that aligned with PPC investment and objectives.
Atkins Results-Based Pizza Restaurant Approach
- Account structure targeted a local radius with branded, non-branded, and competitive campaigns.
- Keywords structure was primarily broad match and highly focused.
- Conversion tracking setup based on sales objectives.
- Identified & added top performing keywords
- Responsive Search Ad creation
- Added display ads
- Added audience targeting
- Negative keywords optimization
- Added location optimization to minimize cannibalization between stores
- Added store visit tracking
- Search query analysis applied weekly
- Strategic bid optimizations applied
- Online order tracking installed
Atkins Six Month Performance Averages
- 31,500 ad impressions
- 1,208 online order clicks
- 566 GrubHub orders
- Average CTR rate of 14.22%
- Cost per online order decreased 44% to $2.76
- Average conversion rate of 39.57%
Key Benchmarks Show Strong Performance
May 2020 In Market Audience Performance
July 2023 Mobile Ad Sample
Stuart Atkins
Leave a Reply