PPC Basics: Common Mistakes Restaurants Should Avoid
Running a restaurant has its fair share of challenges. You must juggle fresh menus, customer service, and staff management, all while creating a welcoming atmosphere. Add digital marketing to the mix, and it can feel a bit much. But fear not, as there are ways you can promote your restaurant without feeling overwhelmed. Pay-Per-Click advertising, or PPC, can be an effective way to bring more customers to your restaurant. In the past few years, many restaurants have jumped on the PPC bandwagon to boost their visibility online.
However, diving into PPC without the right approach can lead to wasted money and time. You need to be strategic about how you approach your online advertising, or it might not bring the results you’re hoping for. To help you navigate these waters, we’re highlighting common mistakes restaurants often make with PPC and how to avoid them. Whether you’re new to the concept or have been running campaigns for a while, our tips will help. And if you need more information on how to get started, check out Restaurants PPC.
Skipping Keyword Research
One of the biggest mistakes in PPC is not doing your homework on keywords. For a restaurant, generic keywords just won’t cut it. You need to think about what your potential customers are searching for when they’re hungry or planning a night out. Get specific. If you’re a pizzeria, don’t just target “restaurant.” Instead, consider “best pizza near me,” or “authentic Italian pizza.” Keyword research tools can help identify the right terms for your business.
Ignoring Local SEO
Location matters. Restaurants thrive on local business, and your PPC campaigns should reflect that. Ignoring local SEO means missing out on potential customers who are nearby and ready to dine. Use Google Ads to target specific geographical areas. Emphasise your location in your ad copy and use location extensions in your ads. It’s crucial to reach those who are most likely to visit your restaurant in person.
Missing Out on Ad Extensions
Ad extensions are free to add, so it’s surprising how often they’re overlooked. These can transform your ads by adding extra information, such as a phone number, address, or even a link to your menu. For restaurants, you might want to use callout extensions to highlight promotions or unique aspects. It’s these details that can make your ads stand out among the competition.
Not Monitoring Your Budget
A common pitfall is setting your PPC campaign on autopilot and walking away. In restaurants, margins can be tight, and letting your budget run wild is risky. Regularly review your spending and ROI. Adjust your bids based on performance and seasonality. For example, a campaign for a summer special should not be running in winter. Be proactive in managing your budget to ensure your investment pays off.
Forgetting to Optimise Landing Pages
Your ad might be stellar, but where does it lead? Directing potential customers to a homepage without a specific call-to-action can kill conversions. Create landing pages that match your ads and make it easy for visitors to take action. Whether it’s booking a table, viewing the menu, or checking out special offers, the journey should be seamless. The goal here is to turn clicks into tangible restaurant visits.
Ignoring Mobile Users
These days, many folks use their phones to search for dining options while on the go. Not optimising ads and landing pages for mobile users is another mistake to avoid. Ensure your website is mobile-friendly to avoid potential customers bouncing elsewhere. Consider mobile-specific ads or adjust your bidding strategy to cater to mobile users. Embrace this tech-savvy audience by making their experience smooth and fast.
Underestimating the Power of Reviews
You might not immediately link PPC with online reviews, but they factor significantly. Encouraging satisfied customers to leave positive feedback online can enhance your PPC campaign. Ensure your ads highlight strong reviews and ratings. Customers trust others’ opinions, and showcasing good reviews can be the nudge needed to bring them through your door.
Conclusion
Being aware of these common PPC pitfalls and knowing how to avoid them can significantly benefit your restaurant. As the industry grows increasingly competitive, optimising your digital strategy is not just an option but necessary. By focusing on local SEO, utilising keywords effectively, and managing ad performance, your campaigns are more likely to succeed. Remain vigilant about budgets, optimise for all devices, and feature reviews to strengthen connections with customers.
Feeling overwhelmed? You’re not alone. If you’re looking to take your strategies to the next level or just need a hand, our expert team is here to assist with PPC management for Restaurants.
