Digital Marketing Channels - Ads for Restaurants

Each digital marketing channel is unique in terms of structure, objective, features, or tools, and even the audience it attracts. This raises a fundamental question: which channel can give the best ROI? We need to look at the data to determine where we should focus our digital marketing efforts.

There are channels marketers find to be more helpful in supporting their overall marketing plan. In this article,
I have listed 3 channels that a restaurant can explore using ads in the Digital Marketing Strategy.

Instagram Ads

Restaurant ads through Instagram are an excellent tool for spreading word of mouth about a restaurant and reaching tons of new customers. The tool has all the same targeting options like Facebook, including targeting based on location, gender, demographics, and more.  Based on the chosen objective form the campaign, we can see different results. For instance, if we picked the “engagement” objective for the restaurant ads, we can see how many engagements the In-Feed or Story ads have received, as well as the number of people they’ve reached. We can also access the Cost per Engagement and Total Amount Spent to understand how the campaign budget is being spent.

As a best practice, if the campaign performs well, we should increase its budget every week. However, if it fails to deliver, we can change the creative, targeting parameters, etc. to see if it improve.

                                   

Facebook Ads

Facebook advertising allows us to put the money and efforts solely toward advertising to people we know would consider dining at a specific restaurant. No longer do we have to wonder how many people saw the ad in the newspaper or how many people actually held on to the direct mail piece rather than tossing it in the trash. Facebook’s targeting features really allows to narrow in on the segment of the 1.3 billion users that will pay attention to the ad and actually consider dining at a specific restaurant. The best part about Facebook advertising is we can see in real-time how effective the ad is at reaching the target audience.

The mains reasons why it's needed to use Facebook ads for effective restaurant marketing are: targeting potential customers, increased brand awareness, run seasonal specials, promote entertainment, reward existing customers using retargeting ads and integrate ads with traditional marketing.

The pic below illustrates a Facebook campaign aimed at promoting a discount on dishes ordered on Mondays and generate traffic to its website

                               

Display Ads

Almost no local businesses use display, less than 1% have even tried it once. If we open a web browser on a smartphone and go to any popular news site we will immediately see ads for large companies like Home Depot, AT&T, Samsung, and Chevrolet. At that point, it's a likely, and reasonable assumption that small businesses don't have access to these same ad placements as the big spenders.

That assumption would be wrong!! The truth is, local businesses, not only have access to it but also have an advantage over the large advertisers. The ad platforms allow us to put banner ads on most of the sites are now available to everyone and every business, both large and small.

                                

The control we have over what demographic groups of people see our ads, what times of day they run, and the geographic areas that your ads will run in, are fantastic, which makes our ad campaigns super-efficient.



References:

Ryan Andrews (2020) Best Restaurant Instagram Ads Examples (Including How-Tos), Available at: https://restaurant.eatapp.co/blog/paid-restaurant-ads-on-instagram (Accessed: 25th May 2020).

DC Food Buzz. (2020) Why You Need to Use Facebook Ads for Effective Restaurant Marketing, Available at: http://dcfoodbuzz.com/social-media/why-you-need-use-facebook-ads-for-effective-restaurant-marketing/ (Accessed: 25th May 2020).

39 CELSIUS WEB MARKETING CONSULTING (2020) Facebook Ads For Restaurants: 6 Killer Ad Strategies, Available at: https://www.39celsius.com/author/toby/ (Accessed: 25th May 2020).

Digital Restaurateur (2020) Why Every Restaurant Should Be Running A Perpetual Display Banner Ad Campaign, Available at: https://www.digitalrestaurateur.com/every-restaurant-should-use-display-banners (Accessed: 25th May 2020).


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