The COVID-19 pandemic has forced advertisers of all shapes and sizes to adjust their strategies, particularly those that rely on physical foot traffic. Restaurants are among the many businesses that have been impacted due to these uncertain times, as they aim to quickly shift from in-store sales to online orders for carryout and delivery. This presents a challenge for advertisers who must completely change their targeting and conversion- tracking efforts on the fly.
One pizza restaurant had experienced success in their geo-targeting strategies for more than two years. However, with the mandate to move exclusively to delivery and takeout, they needed to adjust their advertising campaigns to drive revenue immediately.
All existing advertising budgets we shifted to focus on online ordering from a strategy of driving in-store foot traffic. This entailed immediately swapping out creative, changing targeting tactics, adjusting optimization models, and implementing new conversion-tracking measures. The primary goal of the new campaign was to increase online sales of delivery and takeout orders.
The following tactics were implemented:
- Keyword Search Retargeting: Ads shown to people who have searched for your products/services. (competitors websites, GrubHub, UberEats, etc).
- Website Retargeting: Ads shown to people who have visited your website. Great for getting repeat customers and those that didn’t yet purchase to place their order.
- Keyword Contextual Targeting: Ads shown to people reading web content related to pizza, food delivery, takeout, and more relevant terms.
Also, the call-to-action in the ad creative was updated to “Order Online” as opposed to “Visit Today.”
QUICK ACTIONS DRIVE IMMEDIATE RESULTS
After only one week, the new campaign drove online orders at only $0.86 each!
Cost per Order Placed
$0.86
Tactics Used
3
Type of Business
Pizzeria
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