Torchy’s Tacos
For Paid Search Engine Marketing (SEM)
Top of the Page to Ya.
Google themselves will tell you that 85% of paid search traffic is incremental. Those are clicks that you wouldn’t have received with your Organic traffic alone.
SEM for restaurants remains the most effective, nimble, lowest-cost advertising resource online and offline. At this very moment, your potential guests are searching for what your restaurant offers. Whether that’s tacos, a high-class steakhouse experience, wedding catering, or a private dining experience….you essentially cannot afford to come up missing.
The client had never implemented Paid Search for their restaurant brand until we offered it up as a test.
- Develop a 90 day strategy for lower-performing restaurants and measure the efficacy of SEM
- Measure the Return on Ad Spend (ROAS) for the brand as a whole
- Leverage the data to implement an overall strategy for new store openings vs. legacy stores
With a hot brand at a high growth rate and over 100 locations in different markets, we developed a strategy that was measurable.
We developed different strategies for a spectrum of stores including lower-performing stores and new-to-market stores.
We leveraged the brand equity and combined it with the profit-centers for the brand in order to deploy a keyword strategy that would indicate whether the Paid Clicks were coming from their existing audience or their potential audience.
Within the first 90 days, the client could see a lift of 17% across the board for stores that had implemented SEM vs. the stores that had not.
We were able to prove out the Return on Ad Spend by tracking potential guests who viewed the client’s ads, and subsequently visited a corresponding store.
By focusing on the average ticket size, we were able to deduce the ROI for first-time guests - essentially providing a lifetime customer value at an average cost-per-click of $0.48.
The client took the existing plan and developed a year-long strategy that covered new-store openings, slower-paced stores and legacy locations with a high brand recall.
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