There are many awesome benefits of Search Engine Marketing (SEM) including advertising in the Google search results. And in Pay Per Click advertising, Google AdWords is king. Why? Impressions are free and you only pay when someone clicks on your ad. These PPC ads allow us to target pain points and more importantly, tap into the subconscious in ways beyond other forms of digital advertising.
I love eating out and rarely ever eat at buffets. When I see the buffet restaurant logos and their branding, I have preconceived notions and an already formed opinion of them. Based on my interest in casual dinning, savvy marketers who build personas could target me based on my interests in similar food choices and beyond.
An example persona could be as simple as this:
Active guy, prefers local restaurants, wants to feel like he gets a good value and a balanced meal.
These personas could also be as complex as:
31-36 years old, likes to walk, jog and enjoy outside activities with family and friends, locavore, needs a strong call to action such as a discount to try chain restaurants, tends to eat in small groups which typically include his mom or a date, except on Friday’s when eating with his team from work which is a total of 9 people.
Buffet restaurants feature foods such as steaks and other grilled items similar to casual dinning they could leverage to convert searchers through an optimized conversion path. The conversion path encompasses everything, really. When creating a PPC ad, you have to think about the ad copy, keyword searches, the landing page, signup, and a strong call to action. A value proposition such as a coupon for a discount or a free drink can also be included in the PPC ad and included in the call to action.
Overcoming these preconceived opinions will help you convert searchers into high lifetime value customers. What do you need to do so? Have a researched strategy that goes way beyond keywords, ads, calls to action and landing pages.
What are some other aspects of your ad to test? Try testing a strategy of ignoring brand until the bottom of a landing page on a printable coupon or until entering an email address for a current and future offers from buffets. This would give our Media + Marketing team at LEAP (LEAP) the opportunity to test strong calls to action in the PPC ads such as focusing on the lower price point of a meal compared to competitors, a discount on a meal only today, or a free drink only today.
You can test integrating your PPC ads with other marketing programs as well. For example, LEAP could help implement a simple email entry for future offers from buffet restaurants. As part of our test, we would then provide reports on the incremental revenue directly attributable to our actions in PPC compared to ad spend to show the return on ad spend (ROAS).
Through Google Ad Words, you can even set targeted search times for your campaign. For example, you could create a PPC ad that shows in search results with increased frequency from 10:30-11:45 AM, when people are making their decisions on where to go for lunch. A similar strategy could be implemented in the evening to target folks prior to dinner and up to an hour before the restaurant closes. Converting these groups would drive sizable incremental revenue for buffet restaurants.
Just think, if you could pinpoint a location and time of day when more people would come in, restaurants could accurately plan for an incoming surge of diners and drive incremental revenue at specific times of day. There is power in using Google Ad Words and managed PPC advertising to help you boost your business and create new “regulars” with a simple click and targeted call to action.