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Best targeting for restaurants
Hi all, Let’s say I have a new restaurant with 1000 monthly ppc budget. Goal is more awareness and reservations. Where would you spend it and with what targeting/goals/setup would you use.
Would u use an agency or do it yourself?
All input is welcome!
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1 Reply
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I would put most of it on Google Local, but I’d experiment with Yelp, Facebook and other platforms. Again, at least 65%-70% on sponsored Google local but you can try other platforms and see what works.
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Try doing it yourself, or instead of hiring an agency, consider hiring a professional copywriter.
I’m a copywriter myself. I’m not suggesting you hire me specifically; there are many other platforms like Fiverr and Upwork where you can find copywriters.
However, based on my 15 years of experience, I can tell you that hiring a copywriter is better than going with an agency, especially in the beginning stages.
A copywriter focuses on your POSITIONING, OFFER, and FRAMING, making you stand out from the crowd.
I often write about copywriting; you can also check my Reddit profile for help.
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Regardless of what channels you choose, you’re mostly likely better off using a freelancer as opposed to an agency. Or, if you know what you’re doing, running the ads yourself.
Paid social would probably be your best bet so you can take advantage of the visual aspect to showcase the food and ambiance of the restaurant to people. However, if you go with Google Ads you’re going to want it to be hyperlocal.
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1. Sit down and write out your very specific business goals for this traffic. Forget PPC and Google for a second. What exactly do you want these ads to do? How do you want to measure success? Awareness and reservations are two very very different things. Think about the type of person you want to target. Think about the physical location you want to target. Add as much detail as you can.
2. Hire a freelancer on Upwork (or anywhere) to spend a day with you shoulder to shoulder setting up the account making sure he or she carefully explains what they’re doing and how they’re doing it. Make sure they’re following your goals outlined in Step 1.
3. After a few weeks, maybe hire the same freelancer to go back and look at the results. Are you happy? Did you get what you want? What tweaks can you make?At that point, you might be able to just do it yourself. $1000/month is not much money so you don’t need an agency or even a freelancer.
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Performance Max for Store Visits sounds like the right choice for a restaurant. You’ll be able to track things like phone calls and directions until visit conversions become available.
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Facebook, drop a pin on you restaurant, go 5-10 miles out. Show your specials via image and video creative, as well as your menu/hot items. during peak hours (lunch dinner etc)
This is really it…
Small budget should be perfectly fine for most local restaurants. Unless your super high end luxury date night reservations needed type of place
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