Creating paid traffic campaigns for delivery
Marketing strategies will be divided into two categories, organic actions and paid actions.
We start with organic actions through Google My Business. It is very important that your client's establishment is registered, as this way several important information can be entered there, such as opening hours, address, telephone number, among others.
Additionally, you can ask your customers or even friends to leave a Google review, generating positive social proof.
Another organic action is registering on apps like Ifood, Rappi, Ubereats and 99 Food, but it is rcs data middle east to note that these apps charge fees, so work more on social proof and evaluation.
For paid actions, the first step is to create audiences.
Go to your Google Ads account and create groups of people who engaged with your profile in the last 30 and 365 days, another for people who sent you a message in the same period, which we consider hotter leads and finally, for the same period, people who saved your publications.
The audiences will guide the creation of the campaigns, so it is essential that this step is taken first.
The first paid campaign will be for generating desire, so that the audience has the restaurant in mind as an option for their next order even when it is closed. This campaign will not be for sales but rather to keep your brand active.
The second campaign will be for customer acquisition, so it will be created in a message format. Since it is not an e-commerce, transactions will be made outside of the ordering platforms.
The campaign will be targeted at people who already know your client's restaurant, so it is important that when creating the campaign, the location is configured by region, preferably for people who live nearby.
Therefore, direct your campaign to direct, messenger and whatsapp, as these are applications that users are already familiar with.
For this campaign, work with the lifetime budget, this way you can configure the operating hours, so you will not be charged for campaigns outside the selected times.
Finally, invest in ads that have clear offers. Always simplify communication with the customer, so they won't have time to raise objections and not place the order.
Also, take photos of your real products, very clear and of good quality, this will catch the attention of your customers.
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