[et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_padding=”0px|0px|0px|0px|false|false” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ custom_padding=”5px|0px|27px|0px|false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font=”|800|||||||” text_text_color=”#b3b3b3″ text_font_size=”15px” text_letter_spacing=”2px” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n
FREE PPC TIPS & TRICKS<\/p>\n
[\/et_pb_text][et_pb_text content_tablet=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IiIsImFmdGVyIjoiIn19@” content_phone=”PPC for Local Business” content_last_edited=”on|phone” _builder_version=”4.16″ _dynamic_attributes=”content,content_tablet,content_phone” text_font=”Century Gothic Regular|700|||||||” text_text_color=”#000000″ text_font_size=”58px” text_line_height=”1em” header_font_size=”40px” text_orientation=”center” custom_margin=”||25px” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|desktop” custom_padding=”10px||10px||true” text_font_size_tablet=”45px” text_font_size_phone=”35px” text_font_size_last_edited=”on|desktop” text_line_height_tablet=”” text_line_height_phone=”” text_line_height_last_edited=”on|desktop” header_font_size_tablet=”42px” header_font_size_phone=”30px” header_font_size_last_edited=”on|phone” global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF90aXRsZSIsInNldHRpbmdzIjp7ImJlZm9yZSI6IjxoMT4iLCJhZnRlciI6IjwvaDE+In19@[\/et_pb_text][et_pb_text _builder_version=”4.16″ _dynamic_attributes=”content” text_font=”|300|||||||” text_text_color=”#000000″ text_font_size=”20px” text_letter_spacing=”7px” header_font=”||||||||” text_orientation=”center” custom_margin=”||25px” custom_margin_tablet=”” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”0px||0px||true” text_font_size_tablet=”20px” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” text_letter_spacing_tablet=”” text_letter_spacing_phone=”4px” text_letter_spacing_last_edited=”on|phone” global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9kYXRlIiwic2V0dGluZ3MiOnsiYmVmb3JlIjoiIiwiYWZ0ZXIiOiIiLCJkYXRlX2Zvcm1hdCI6ImRlZmF1bHQiLCJjdXN0b21fZGF0ZV9mb3JtYXQiOiIifX0=@[\/et_pb_text][et_pb_text content_tablet=”<\/p>\n
(first published on June 28, 2018)<\/p>\n
” content_phone=”<\/p>\n
(first published on June 28, 2018)<\/p>\n
” content_last_edited=”on|tablet” _builder_version=”4.16″ text_font=”Century Gothic Regular|600|||||||” text_text_color=”#b3b3b3″ text_font_size=”12px” header_font=”||||||||” text_orientation=”center” custom_margin=”-20px||||false|false” custom_margin_tablet=”-20px||||false|false” custom_margin_phone=”-20px||||false|false” custom_margin_last_edited=”on|tablet” custom_padding=”0px||0px||true” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|phone” text_font_size_tablet=”12px” text_font_size_phone=”12px” text_font_size_last_edited=”on|phone” text_letter_spacing_tablet=”” text_letter_spacing_phone=”0px” text_letter_spacing_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n
(first published on June 28, 2018)<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”4.16″ _dynamic_attributes=”content” text_font=”Century Gothic Regular|700|||||||” text_text_color=”#00B0DC” text_font_size=”15px” text_orientation=”center” global_colors_info=”{}”]@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9hdXRob3IiLCJzZXR0aW5ncyI6eyJiZWZvcmUiOiIiLCJhZnRlciI6IiwgRm91bmRlciIsIm5hbWVfZm9ybWF0IjoiZGlzcGxheV9uYW1lIiwibGluayI6Im9mZiIsImxpbmtfZGVzdGluYXRpb24iOiJhdXRob3JfYXJjaGl2ZSJ9fQ==@[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”0px||0px||true” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2018\/06\/PPC_for_Local_Business.png” alt=”PPC_for_Local_Business” title_text=”PPC_for_Local_Business” align=”center” align_tablet=”center” align_phone=”” align_last_edited=”on|phone” _builder_version=”4.16″ animation_style=”fade” animation_duration=”500ms” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”Intro” _builder_version=”4.16″ custom_padding=”25px||25px||false” custom_padding_tablet=”10px||0px||false|false” custom_padding_phone=”” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|phone” padding_top_bottom_link_1=”true” _builder_version=”4.16″ custom_padding=”0px||0px||true” custom_padding_tablet=”” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”0px||0px|” custom_padding_tablet=”||20px” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” text_font_size_tablet=”” text_font_size_phone=”16px” text_font_size_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n
I<\/span><\/strong>n the previous articles, we\u2019ve covered some tips and tricks for website optimization and SEO practices. Now we\u2019d like to talk about what else you can do to reach out to your audience and win more guests. Pay-per-click (PPC) advertisement gives a lot of possibilities to address your target audience, raise brand awareness, and promote your business. The advanced technology allows precise tracking and conversion and costs optimization to achieve the best results.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”SEO vs. PPC” _builder_version=”4.16″ custom_padding=”25px||25px||false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”0px||0px||true” custom_padding_tablet=”0px||0px||false” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|desktop” header_font_tablet=”” header_font_phone=”” header_font_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n First of all, let\u2019s clarify what PPC means. It\u2019s an advertising model that allows businesses to place ads on search engines, but only pay when a user clicks on an ad. In order to run a PPC campaign, you should choose the keywords that trigger your ads, which are the search terms that users use when searching for your business.<\/p>\n One question you might ask is \u201cWhy investing in PPC if you have a well-optimized website?\u201d It\u2019s a valid question. According to the BrightEdge research<\/a> Organic Search drives 51% of website traffic<\/strong>. In comparison, Paid Search accounted for 14%<\/strong>. Looking specifically at the Travel & Hospitality industry, the share of Paid Search is higher than average, 23%, while Organic Search is still the largest channel with 40%.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2018\/06\/BrightEdge_Research_Organic_Search.png” alt=”PPC for local business” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.16″ custom_margin=”0px|||0px|false|false” custom_margin_tablet=”20px|||10px|false|false” custom_margin_phone=”0px|||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Source: BrightEdge, 2017<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Due to the dominating role of Organic Search, we highly recommend implementing general SEO best practices<\/a> and making sure your website is user- and search-friendly. However, in the last few years dramatic changes to the Search Engine Results Page (SERP) layouts have been introduced, for example, Local 3-Pack, Knowledge Panel, and Quick Answers, which push more organic search down.<\/p>\n We are convinced that if you want to stay on the top, you should use different channels together: optimize your website for the search engines<\/a>, manage your business listing<\/a>, and run ads. Read further to learn the advantages of PPC advertising.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” admin_label=”The power of PPC” _builder_version=”4.16″ custom_padding=”25px||25px||false” custom_padding_tablet=”25px||0px||false|false” custom_padding_phone=”25px||0px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”0px||0px||true” custom_padding_tablet=”0px||0px||false” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|desktop” header_font_tablet=”” header_font_phone=”” header_font_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n As in Switzerland Google is the most used search engine with a market share of over 90%, we\u2019ll refer to Google Ads when talking about PPC ads. Here are some of the compelling benefits of PPC advertising in general:<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Google is constantly investing in their advertising products with the goal to make advertising more attractive for businesses and to improve the user experience. To mention just a few relatively recent updates: more targeting tools to ensure that the right people are viewing your ads, more smart bidding options that optimize your bids in real time, personalized recommendations and search trend insights.<\/p>\n Also, places where ads appear across the web are changing. Google has introduced local search ads<\/strong> that feature your business location. Such ads may appear at the top of the local results on mobile or when you click on \u201cMore places\u201d in the local results on desktop, and on Google Maps, including the Google Maps app. This creates new opportunities for restaurants to promote their business.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2018\/06\/google_local_search_ads.png” alt=”PPC_for_local_business” title_text=”google_local_search_ads” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” admin_label=”PPC Tips for Restaurants” _builder_version=”4.16″ custom_padding=”10px||10px||true|false” custom_padding_tablet=”25px||0px||false|false” custom_padding_phone=”25px||0px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”0px||0px||true” custom_padding_tablet=”0px||0px||false” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|desktop” header_font_tablet=”” header_font_phone=”” header_font_last_edited=”on|phone” header_2_font_size_tablet=”” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n We acknowledged the fact that PPC is a good investment for a local business. Now let\u2019s have a look at the industry best practices for restaurants.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n As we have mentioned, your ads are triggered by the keywords you choose. Keywords define who sees your ads and your campaign budget as different keywords have different bids. So, it\u2019s very important to do keyword research and run your campaign on a set of relevant keywords.<\/p>\n High-volume generic keywords<\/strong> bring a lot of traffic<\/strong> and are expensive<\/strong>. However, it\u2019s a good way to find out what users search for when they click on your ad. Make sure to check the search terms report in Google Ads frequently. From there you can add the search terms to keywords directly in your campaign or add them to the negatives list to stop showing your ads on certain search terms. An example of common negative keywords for a restaurant is \u201crecipes\u201d, \u201cshop\u201d, or \u201cdelivery\u201d (if you don\u2019t do food delivery).<\/p>\n Long-tail keywords<\/strong> have a small search volume<\/strong> but they offer a higher conversion rate<\/strong> and lower costs<\/strong> as compared to common keywords. For example, \u201cItalian restaurant in Zurich\u201d or \u201cQuick lunch in Kreis 4 Z\u00fcrich\u201d are long-tail keywords. However, keep in mind that focusing only on the long-tail keywords may decrease your search volume.<\/p>\n As restaurants are local businesses, they highly depend on the guests who are located in proximity or looking for a certain location. So, it\u2019s worth limiting the location targeting by the city or area of your business<\/strong>. Besides, we recommend using location-based keywords adding to generic terms the name of your city, region, or part of town.<\/p>\n Such keywords are usually cheaper and are more commonly used by guests, so they are more likely to bring more paying customers.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”2″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Ideally, your ad text should include the keyword<\/strong> to make sure that the ad is relevant to the customer\u2019s search. Highlight your advantages to persuade the user to click on your ad and book your business. You can mention the proximity to the main train station, free parking, or children-friendly facilities. It\u2019s also important to use a relevant landing page<\/strong> as a final URL. Make sure the user lands on the page that relates to his\/her search and contains a certain call-to-action such as \u201cDownload a menu\u201d or \u201cBook a table\u201d. Below you can see how a common PPC ad is structured:<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/respondelligent.com\/wp-content\/uploads\/2018\/06\/Restaurant_Adwords_Ad.png” alt=”PPC_for_local_business” align_tablet=”center” align_phone=”” align_last_edited=”on|desktop” _builder_version=”4.16″ global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Google recommends always having responsive search ads<\/strong> in your campaign. The advantage of them is that they are more flexible and allow combining different headlines and descriptions adapting your ad\u2019s content to match users\u2019 search terms.<\/p>\n Your ad text should be informative and look professional. By adding extensions, you can make your ad more visible and approachable for your potential guests. As a restaurant, you would like to use the following extensions:<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n In Google Ads, you can manage and schedule your ad extensions as well as measure their performance (see how many impressions, clicks, etc. they received).<\/p>\n If you have a chain of restaurants, we suggest running a separate campaign for each location using unique texts, extensions, and keywords.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”3″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Nowadays, you have lots of possibilities to segment your audience and run targeted ads. Remarketing allows you reaching to users who have already interacted with your websit<\/strong>e. You can remind the users of the voucher left in the cart or promote a new menu. With remarketing you let your guests engage with your brand. Besides, you can find more potential customers<\/strong> by playing with audience lists<\/strong>, for example, adding an audience similar to your existing customers. Based on your existing user lists Google uses machine learning to find more like-minded customers and show them your ads.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”4″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Don\u2019t forget to set up conversion tracking to keep track of your ad performance. If you have Google Analytics installed, you can set up goals and track conversions there. However, you can also track conversions in the Google ads interface with the new Google Ads conversion tracking tag<\/strong>. You can use Google Tag Manager in order to set it up.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”5″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n A PPC campaign should be monitored and updated frequently. First of all, the bids change depending on the competition, so it might be that you need to raise your bids in order to be shown on the first SERP. You should constantly monitor the ads and keywords performance. Find out which texts work best. Search behavior of users is changing<\/strong> with time, so it makes sense to occasionally conduct keyword research, add or change keywords and add negatives to exclude non-relevant traffic.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”6″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Usually, a website ranks high for the brand keywords in the Organic Search. So, it may seem counter-intuitive to pay for clicks on your brand keywords. Nevertheless, we do recommend running a brand campaign for the following reasons:<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row custom_padding_last_edited=”on|tablet” admin_label=”7″ _builder_version=”4.16″ custom_margin=”0px||0px||true” custom_padding=”25px|0px|25px|0px|true|false” custom_padding_tablet=”0px||0px||true” custom_padding_phone=”” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ text_font_size=”16px” custom_margin=”0px||” custom_margin_tablet=”20px|||” custom_margin_phone=”” custom_margin_last_edited=”on|phone” custom_padding=”||” custom_padding_tablet=”” custom_padding_phone=”” custom_padding_last_edited=”on|desktop” text_font_size_tablet=”” text_font_size_phone=”” text_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Remember that when guests search for a restaurant, most clicks and conversions happen on mobile devices<\/strong>. Optimize your campaign accordingly:<\/p>\n <\/p>\nSEO vs. PPC<\/strong><\/h2>\n
The Power of PPC Advertising<\/strong><\/h2>\n
\n
PPC Tips for Restaurants<\/strong><\/h2>\n
1. Choose the right keywords<\/strong><\/h3>\n
2. Write attractive texts<\/strong><\/h3>\n
\n
3. Run remarketing<\/strong><\/h3>\n
4. Track conversions<\/strong><\/h3>\n
5. Update often<\/strong><\/h3>\n
6. Bidding on brand\u00a0<\/strong><\/h3>\n
\n
7. Optimize for mobile\u00a0<\/strong><\/h3>\n