Setup & strategy
We started by creating search campaigns for all the core services Marco offered on his website. We reviewed the site and talked to him about which services were most important to advertise: the restaurant, the takeaway service and the catering and private dining offer.
We quickly found that advertising takeaway didn’t make sense, and neither did catering and private dining on Google – competition was too high, and Facebook delivered a cheaper cost per conversion for those offers. So we consolidated the account into just two campaigns: the brand campaign and the restaurant itself.
Ongoing optimisation
With the best setup in place, we optimised the restaurant campaign, bidding on keywords like “restaurant roskilde” and “italian restaurant roskilde”. We quickly found that competition on “restaurant roskilde” was too high, so we consolidated further and only bid on keywords containing both “restaurant” and “italian”. This gave Marco highly relevant traffic at a low cost per conversion.
The next step was to expand the geographic area of the campaign. People searching for “italian restaurant” are looking for an Italian restaurant, but they are not necessarily in Roskilde already. Expanding the area gave the campaign more volume without compromising the relevance of the traffic.
