Even with an expensive, attractive website to promote your restaurant, you are fighting an uphill battle in efforts to convince customers to convert on their first visit. In digital marketing, a huge majority of visitors simply want to browse on their first visit.
To turn them into customers, they need to be reminded -- regularly and in different ways -- of what your restaurant can do for them before they are ready to buy. With each additional reminder, they grow more likely to take action.
That is why retargeting is an essential element of growing your restaurant business. Just one retargeting ad could increase your conversion rate by an incredible 70 percent. In a recent survey by the Interactive Advertising Bureau, 92% of marketers say retargeting ads outperform search, email, and display advertising.
However, retargeting is vastly underused in the restaurant industry. Regardless of the reason, a restaurant owner who leans on retargeting ads has a leg up on fellow competitors. Here are 10 tips for crushing it with your next retargeting campaign:
1. Retarget High-Value Prospects. Part of any successful campaign is knowing exactly who to retarget. Some of your prospects are going to be more valuable than others, so use your existing demographic data to find out who those people are. If the majority of your sales come from men between 18 and 24, craft your restaurant retargeting campaign message to them.
2. Don’t Be Annoying. Set a frequency cap for your retargeting ads to avoid displaying the same ads over and over to the same people. Be particularly careful with remarketing to existing customers. The last thing you want is to drive a loyal customer away with incessant ads across the internet.
3. Plan Your Campaign Around User Behavior. By segmenting your audience into groups based on their interests and behaviors, you can craft a retargeting campaign that speaks directly to their position in the buyer’s journey. That will make your campaign more effective.
4. Watch technical tutorials. Because the technical details of retargeting vary from platform to platform, it’s helpful to watch tutorials on installing pixels or other bits of tracking code required for your remarketing campaign. You'll want to retarget on YouTube, Gmail, Facebook, Amazon, Google Display Network, Remarketing Search Listings Ads, and Google Apps, to name just a few.
5. Use Both Onsite & Offsite Retargeting. Although most retargeting efforts on other sites in hope of redirecting them, don't overlook the chance for onsite remarketing. Onsite remarketing makes an irresistible offer to users who are about to leave your site in an attempt to keep them on your site. According to MonsterInsights.com, onsite remarketing will increase conversions by 2-4 percent.
6. Bid Wisely. As part of your campaign, bid more for customers more likely to convert and less for all others. Here’s a list of ways to categorize your customers, so you can manually adjust your bid amounts for each:
7. Remember Your Call to Action. Your retargeting campaign needs a strong call-to-action. Do everything possible to break down walls and combat objections by making your call to action clear, concise, and valuable to your audience.
8. Be Clever & Creative. Make sure to hire a professional designer and copywriter to craft a compelling message that will be clever, creative and memorable. You’ll likely be restricted by image size and character count, so every bit of your campaign content matters.
9. Set up Burn Pixels to Extend Your Budget. A “burn pixel” is a tracking device that stops delivering ads to a customer after they’ve taken a specific action. This can help you conserve your ad spend, as well as avoid sending ads to converted customers. A burn pixel can also serve as a tripwire to move a customer into a new campaign.
10. Run A/B Tests. The trick to effective A/B tests is to change only one element between each option. This might be the photo in your ad, followed by the call to action, followed by the first line of copy, and so on. Tweak your message until you maximize its performance.