Facebook Targeted Advertising for Restaurants. Great ad results start with targeting the right audience.

Transcription

1 Facebook Targeted Advertising for Restaurants Great ad results start with targeting the right audience.

2 Table of Contents 1. Introduction 2. About The Author 3. Building Your Custom Audiences 4. Understanding Your Ideal Audience 5. Targeting Similar Customers 6. Targeting Specific Interest 7. Remarketing 8. Addressing Your Biggest Advertising Challenges 9. Contact Me

3 Introduction Congratulations on downloading your ebook - Facebook Targeted Advertising for Restaurants. Facebook has the largest audience of any online venue. As a digital advertising platform it is simply too big to ignore. The key to great advertising results is targeting the right audience. Facebook provides the tools to understand and target current customers, interested customers, and people that do not know your restaurant exists. Our goal is to show how to understand your customer and target the right audience so you can spend less on Facebook advertising and get better results. This ebook covers: Building Your Custom Audiences Audience Insights - Understanding Who Are Your Ideal Customers Lookalike Audiences - Targeting Similar Customers Custom Audiences - Targeting Specific Interest Custom Audiences - Remarketing Addressing Your Biggest Digital Advertising Challenges We have provided digital marketing services exclusively for restaurants since We hope you will find this valuable information. Dave Gonynor

4 About The Author In 2007 I founded That s Biz focused on providing digital marketing solutions exclusively for restaurants. Since 2007, our goals for our restaurant clients have remained the same. Deliver cost effective digital marketing solutions to allow you to be more competitive. Allow you to spend less time on marketing systems and technology so you can focus on food and operations. Understand what marketing drives your customers in the door so you can continually get better results. Leverage new digital solutions and social platforms to support your business goals. Delight you with amazing customer service. Today we offer digital solutions for restaurant chains with hundreds of locations to local independents. If you are looking for digital tools you can use today with your current marketing systems to attract new customers and drive repeat visits, then head over to Dave Gonynor, CEO That's Biz

5 Building Your Custom Audiences Getting great advertising results boils down to targeting the right audience with the right message at the right time. Facebook advertising is no different. What makes Facebook advertising especially effective is all of the tools available to: Build your audience Understand your audience Target your audience Audience targeting helps show your ads to the people you care about and to the people that care about you. When you create an ad in Facebook, you'll have the opportunity to target your ad to people based on location and demographics like age, gender and interests. But more importantly you will be able to target your ad to:

6 Existing customers Locally interested potential customers Customers interested in specific: Menu Items - Entree, Appetizer, Dessert Time of Day Offers - Breakfast, Lunch, Dinner Promotion Focus - Happy Hour, Kids, Early Bird, Catering With the ability to exclude audiences you will be able to target your ad to: Offers attracting new customers excluding existing customers Customers interested in an offer excluding customers that have already redeemed the offer Below is an audience table that shows the different audiences that every business would like to understand. The audiences are defined so they are mutually exclusive. In other words, a person can only exist in one of the four defined audiences. Below the image is a definition of each audience.

7 Definition of the Audiences Current Customers Current customers are anyone that has made a purchase in the past six months and presumably has the intent to eat at your restaurant again. Current customers include your loyal guests who are your frequent buyers. Previous Customers Previous customers have not made a purchase in the past six months. Previous customers include customers that have no intent of returning, customers who traveled to your area in the past and are most likely not returning, and customers that have moved from the area. Interested Potential Customers Interested potential customers are anyone that knows you exist and would be open to trying your restaurant but have not stopped into eat as of yet. Interest Unknown These are people that are not aware that you exist. Defining Your Custom Audiences Custom Audiences from Your Customer Lists The first audiences to build on Facebook are your customer lists. These lists include your: club Online ordering Loyalty club Text club

8 Facebook will accept an upload of your lists and then compare the address and/or phone number with information in Facebook profiles. Typically you will see a 60 to 70% match between your customer lists and the associated Facebook profiles. The matches are added to a customer list that you can target with a Facebook ad. (For details on uploading customer lists to Facebook visit the Facebook help page at: helpref=faq_content) Recommendation for Custom Audiences from Customer Lists 1. Upload each list independently and name the list so you know the source for the custom audience. You can also put in a description of the list. 2. Consider uploading a segment of the list based on a targeting criteria you would like to use for an ad. For example, you may want to target people on Facebook that have not opened an from you in the past six months. Upload a list that meets this criteria from your system and name the list appropriately. 3. Create a list that combines all of your customer lists into one list. This will make it easier targeting Customers which includes your customers from all of your lists. 4. Periodically update your custom audiences with updated lists. The Importance of Building Your Customer Lists Now you can see the importance of building your customer lists in your restaurants. Large lists not only make it cost effective to market via the club but also help when building a targeted list in Facebook. Most restaurants have found it challenging to build their club or loyalty club

9 membership lists. Many customers are reluctant to join, the lists get old and stale, or your staff quits pushing the club. You can however build Custom Audiences of your customers by tracking the online pages that your customers visit. Custom Audiences from Your Website Custom Audiences from your website is a targeting option that allows you to target people that have visited your website or other online venues. Below is an image of typical online restaurant websites or venues where you can target people that visit specific pages on these sites. Targeting Visitors Facebook Ad Pixel In order to target people on Facebook you will need to install the Facebook Ad pixel on every page you would like to track. (For more information on installing the Facebook Ad pixel visit this Facebook help page: helpref=faq_content) Once the ad pixel is installed you can create a Custom Audience based on the page or pages a group of people have visited. Then you can run an ad campaign to target a specific group of people. (For more information on creating Custom Audiences from Website Visit go to this

10 Facebook help page: helpref=faq_content) Your Website Most restaurants are amazed at the amount of website traffic they receive. It is very common for people to go to your website to check your hours or view your menu. With the Facebook Ad pixel installed you can target customers that have visited a specific pages on your website. Online Ordering Most restaurants use a third party online ordering provider. You will need to ask your online ordering provider to add your Facebook Ad pixel to the pages associated with your restaurant. It is important to add the pixel to each page in the ordering process including the page that indicates the customer has placed the order. Coupons It is very common for restaurants to members of their club coupon offers. Many restaurants will also advertise coupon offers on social media to attract new customers to their restaurant. Your coupons provide the opportunity to categorize the offer multiple ways such as: Type of discount - Dollar Off, Percent Off Type of location - Urban, Suburban, Mall, Highway Stop Type of transaction - catering, delivery, online ordering, dine-in, carry-out Time of day - Breakfast, Lunch, Dinner Promotion Focus - Happy Hour, Kids, Early Bird, Catering Menu Focus - Entree, Dessert, Appetizer Source - , Facebook, Twitter, Website Location - Specific location, city, metro area, state, region The more you can target the specific audience that will be interested in the type of revenue you would like to promote, the lower the cost it is to advertise to that audience segment. Examples of Ad Campaigns Here are some examples of ad campaigns you might run using Custom Audiences from Website Visits. 1. Target people that have visited your catering page.

11 2. Target customers that have placed online orders in the past with a new online ordering promotion. 3. Run a remarketing ad to people that have visited your Gift Card page but did not purchase the gift card. 4. If you wanted to drive revenue to families with kids the best audience to target are people that have looked at or redeemed a coupon targeted to families with kids. 5. Promote your latest coupon offer to people that you know have redeemed your coupons in the past. 6. Target customers that have not placed an online order in over 60 days. Increasing Your Audience Knowledge By adding the Facebook Ad pixel you can dramatically increase your knowledge about the people you care about and the number of people that care about you. Let s look at our audiences that we originally defined and how tracking website visits will fill in your audience knowledge gaps and increase your targeted audience sizes. Identifying Local Interested Prospects It is not unusual for people to view information online about your restaurant and be interested in eating there. For example, a person may have viewed your website from a search result, clicked through to a menu link from a Yelp search, clicked on a website link from a Facebook post, or clicked on a link in your Facebook ad targeting your local audience.

12 Even though they may have not chosen to eat at your restaurant at that time, they are now part of a targeted list of interested prospects just because they viewed your online sites. You can now advertise to them in the future to finally get them to try your restaurant. Filling In Customer List Gaps As you know, for many restaurants the lists that customers belong can be a relatively low percentage of the total customers that do business with you. For example, an club list is very dynamic. It s tough to get new signups and at the same time customers will quit doing business with you for a number of reasons. By tracking visits to specific pages you can identify people that are current customers even though they may not be part of any customer list. For example, if a person visits your online ordering purchase thank you page or has redeemed a coupon it tells you that these are current customers. Winning Back Previous Customers You may have the following data indicating a customer no longer eats at your restaurant. From your customer lists: 1. Have not made a purchase in your loyalty program in six months. 2. Have not opened an message in six months. 3. Have not placed an online order in six months. You can continue to advertise to this audience with a win-back coupon offer and hopefully move them back in the customer column. Interest Unknown This is the most costly group of people to target with local advertising. These are people that do not know about your restaurant.

13 Understanding Your Ideal Audience What is Audience Insights? Facebook Audience Insights allows you to learn more about your custom audiences, whether you care about geography, demographics, lifestyle, purchase behavior, or all of the above. The more you know about your customers, the better you can tailor your message and creative to attract new customers. We recommend analyzing your Custom Audiences with the Audience Insights tool to understand who are your target customers and to build buyer personas. Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, why they make buying decisions, and where they buy as well as when buyers decide to buy. The purpose of researching and modeling buyer personas is to get a better understanding of your buyers and their buying behaviors. The goal is making informed decisions on marketing and advertising strategies. Why You Need Buyer Personas of Your Ideal Customers Buyer personas can help you drive more sales and increase customer retention by creating more relevant, highly targeted messages for niches within your audience.

14 Buyer personas allow you to think about your buyer as if you were describing a real person in terms of demographics, personality traits, like and dislikes, goals, and what they buy. Developing buyer personas allows you to create content and messaging that appeals to your ideal customer. It also enables you to target or personalize your marketing for different segments of your audience. Using Facebook Audience Insights You can use Audience Insights to analyze the following audiences on Facebook: If you recall from Part 1 on Building Your Audiences you can potentially build the following custom audiences: All Club members Loyal Customers Online Ordering customers Customers Website Visits (NOTE: To analyze an audience it must have a minimum of 1,000 people in the audience. Single unit operators and small chains may have to analyze customer lists or total visitors to their website in order to have an audience size greater than 1,000 people.) Analyzing a Custom Audience The following screen shots will show you the insights you can get by analyzing your Custom Audiences. Select your custom audience(s) from the left-hand navigation bar on the opening screen to the Audience Insights.

15 After selecting the custom audience the first screen defaults to the audience demographics. Your audience is represented in blue whereas the comparison audience (the entire Facebook population in your country) is represented in gray. Demographics shows the following insights about your audience (compared to the entire Facebook population in your country): Age and gender Lifestyle and characteristics Relationship status Education level Job role (Note: Audience Insights displays data for people 18+ only.)

16 Page Likes shows the top interests of your audience. Top Categories Page Likes Relevance the pages most likely to be relevant to your audience based on affinity, Page size and the number of people in your audience that already like that Page Audience the number of people in your audience that like the relevant Page Facebook the number of people who like the relevant Page in the same countries as your selected audience Affinity how likely your audience is to like a given Page compared to everyone on Facebook Note: Page Likes interests can potentially require a large audience of thousands of users to return relevant results.

17 Location shows the top cities, countries and languages of your selected audience in comparison to the entire Facebook population in your country. Facebook uses a number of factors to determine location, including the city people say they live in, events with public location sharing, and other factors. Activity shows the median number of actions your audience has taken over the last 30 days. This includes Page likes, comments, post likes, post shares, promotions redeemed, and ads clicked on. Activity also shows the device through which your audience accessed Facebook in the last 30 days. Household uses data from trusted data partners to show the following details about your audience: Household income Home ownership Household size Home market value Note: Facebook does not allow targeting of people with Household income under $40K.

18 Purchase uses data from trusted data partners to show details about the purchase behavior of your audience; specifically: Whether they are high or low retail spenders Their likelihood to make retail purchases online What they tend to buy Whether they re in market to buy a certain type of vehicle How to Use Audience Insights The main reason for analyzing the audience insights of your current audience is to understand who is your audience and identify your ideal customers or buyer personas.

19 Your restaurant may appeal to multiple personas. You should customize the advertising content for each persona that you ve created, including the image, description, headline, and offer. When you create personas from Facebook s Audience Insights, you create personas that are well researched and extremely relevant to your current customers. This can only deliver targeted ad campaigns that will get you better results over time. What a Buyer Persona Looks Like Below is an example of a restaurant buyer persona. Sally is a working mom married with two children. She is college educated and prefers family meals deals that are carry-out. Sally makes above median household income and owns her own home. Sally likes Amazon.com and football. Sally spends most of her disposable income on Clothing, Kids products and local restaurants. Sally's buyer persona is an example of what you could develop by using Audience Insights and analyzing an Online Ordering custom list. Her specific characteristics were pulled from the audience insights data. To make Sally real tell her story as if you were describing a real person. Your description however should be broad enough that Sally would be representative of the larger group or your ideal target customer. Develop your other buying personas for your restaurant such as, - Loyal Customer Andrew - Happy Hour Kelly - Organic Kathy - Discount Dave When your team meets to discuss your marketing and advertising campaigns and strategy keep the conversation focused by talking about Sally or which buyer personas you intend on targeting.

20 Targeting Similar Customers What are Lookalike Audiences? Lookalike Audiences are a way to reach new customers who are likely to be interested in your restaurant because they're similar to customers you care about and have identified in your custom audiences. While you can base your Lookalike Audience on people who like your Page, we recommend using your custom audiences based on customer lists or tracking visits to your website. In Part 1 Building Your Custom Audiences you saw how you can create several audiences based on customer lists and by tracking customer visits to specific website pages. Below are restaurant custom audiences that you can develop based on your current customer lists and website tracking. Club Online Ordering Loyalty Club Text Club Website Visits Restaurant Owners with One to Three Locations For single unit restaurants or small chains with custom audiences of less than 1,000 people consider creating one custom audience that combines all of the ways customers have connected to your business. You can create a custom audience that combines all of your individual custom audiences into one larger audience so it will exceed Facebook s 1,000 person minimum to create a lookalike audience. Large Chains Chains with 25+ locations will typically have thousands of people represented in each custom audience. You can combine audiences to create one large aggregate

21 audience or work with the individual custom audiences like Online Ordering. Your Online Ordering customers may have demographic and interest characteristics that are different than your average customer that is represented in your aggregate customer list. Keep in Mind Your Goal of Reaching New Customers Keep in mind your goal with all audiences is to create targeted audiences of new customers that you can advertise to get them to try your restaurant. Your existing custom audiences all represent people that already know about your business. Using Lookalike audiences you are using the people that already do business with you and defining a targeted group of people with similar interests and demographics. When should you use Lookalike Audiences? Use Lookalike Audiences when your custom audiences are representative of your current customers. For example if your club list is an active list and you are confident it includes a representative sampling of current customers, this would be a good custom audience to use to create a lookalike audience. Should you use your Facebook page for a Lookalike Audience? Just like with your list, if your Facebook page is representative of your current customers then use it to create a lookalike audience. For many restaurants new like growth has been very slow over the past few years.

22 Also, for larger brands your Facebook page may have captured likes from many people that are not customers but have liked the page for other reasons. In these cases your Facebook page may not be the best representation of your current customers and should not be used to create a lookalike audience. How is your Facebook Lookalike Audience created? Facebook will look at the demographics and interests of the people in your current audience and then find the people who look like your source audience in the country you choose. When you create your custom audience you can select how closely you want to match your source audience. For example, audience size ranges from 1% to 10% of the total population in the country you choose, with 1% being those who most closely match your source. We recommend focusing on the smallest audience (1%) to get the closest match to your current audience. Narrowing your Lookalike Audience by Geography Clearly you do not want to target a lookalike audience for the United States when your restaurants are located in the suburbs of Detroit. When creating your ad you will be able to target the geographies around your specific location(s). We recommend targeting a radius around your business that represents 80% of your current business. There are a number of ways to target geographically beside radius including postal codes, city and DMA. For example, you may find that you restaurant is located by cities that you do not want to target. Instead of using radius around your location target specific cities or postal codes to target the exact geographies you want. Should you narrow your lookalike audience with more targeting? Keep in mind that Facebook has already created an audience that closely matches your current audiences demographics and interests. With the exception of geographic targeting for the reasons mentioned above, we recommend using the recommended lookalike audience before narrowing your audience further. If your lookalike audience is extremely large you can consider narrowing the target further. If you have analyzed your audience using Facebook s Audience Insights you may find that certain age ranges or sexes are heavily represented in your current audience. You can narrow your audience using that information. It is best not to guess at what demographics to narrow your audience but instead use the data to make an educated guess.

23 Targeting Multiple Audiences in a Single Ad Set Yes, you can target multiple Lookalike Audiences in a single ad set. The ad set will target your ads to people who are in any of the selected Lookalike Audiences. Targeting Only New Customers If your goal is to target only new customers you can use exclusion targeting. When creating the ad set specify the custom audiences of your current customers to be excluded. Facebook will only show the ad to the people in your target lookalike audience and will exclude your current customers from seeing the ad. Exclusion targeting is important when advertising an aggressive coupon offer to get customers to try your restaurant. Exclude your current customers so they will not see the ad. Be sure to use Facebook s dark post feature. A dark post is an unpublished page post that will not display on your Facebook page timeline and will also not show up organically in the news feed of your Facebook fans. Facebook Detailed Instructions on Creating Lookalike Audiences For more information on creating lookalike audiences visit this Facebook help page:

24 Targeting Specific Interest Tracking Website Visits In Building Your Custom Audiences you saw how you can create custom audiences by tracking customer visits to specific website pages. Below is an image of typical online restaurant websites or venues where you can target people that visit specific pages on these sites. Tracking website visits is relatively easy since most restaurants control their website and can have the Facebook Ad tracking pixel installed for them on their web pages. Online ordering is typically handled by a third party online ordering provider. You will need to ask your online ordering provider to add your Facebook Ad pixel to the pages associated with your restaurant. In both cases segmenting your audience depends on the page organization of your website and online ordering and ensuring the Facebook ad pixel is installed on every page. For example, to know a customer was specifically interested in Gift Cards or

25 Catering requires that there be a webpage dedicated to that service. Facebook is able to segment a custom audience based on keywords found in the URL. To target the visitors interested in catering you will create a custom audience by specifying the URL contains the keyword catering. For online ordering Facebook provides special tracking codes that can be added to the online ordering buying process (typically view, add to cart, checkout, purchase). With ad tracking pixels through to the purchase phase of the buying process, you can identify all of the people that have completed an online order. The Data Power of Coupons An overlooked tracking opportunity for restaurants are digital coupons. It is very typical for restaurants to use coupons in their marketing or to post coupon offers on Facebook, Twitter, or their website. Coupons are used as an incentive to drive more business with current customers or to incent new customers to try your restaurant. The overall goal is increased revenue. But the areas of revenue you may want to increase will vary based on your business. The following are some of the ways restaurants may want target a coupon promotion to increase revenue: Type of transaction - catering, delivery, online ordering, dine-in, carry-out Time of day - Breakfast, Lunch, Dinner, Late Night Day of the Week - Mon, Tue, Wed, Thu, Fri, Sat, Sun Promotion Focus - Happy Hour, Kids, Early Bird, Catering, Buffet Menu Focus - Entree, Dessert, Appetizer, New Item Location - Specific location, city, metro area, state, region Categorizing Coupons for Tracking If you categorize your coupon offers by the type of coupon offer and track the clicks using the Facebook Ad pixel you now have the ability to identify custom audiences based on the coupon offer that interested them. And by tracking the coupon through to redemption you can identify the customers that stopped in to use a targeted offer. Categorize coupon offers by what makes sense for your restaurant. When you create the coupon categorize the coupon based on the revenue goal. For example, your may want to increase your Lunch Buffet business. By categorizing the coupon

26 as a buffet offer you can use the Facebook Ad pixel and custom audiences to identify everyone interested in your buffet. The Advertising Power of Coupons In every part of the Restaurant Facebook Advertising series you see the following: Getting great advertising results boils down to targeting the right audience with the right message at the right time. By categorizing coupons you can now target a specific audience with a targeted message at the right time. Driving Revenue NOW If you want to drive immediate revenue then your best targeted audience are current customers that have redeemed a similar coupon offer in the past. Keep in mind that Facebook keeps people in custom audiences that have clicked in the past six months. After six months they are no longer included in the custom audience. This keeps your customer audiences fresh and current. No need to worry about stale lists. Using coupon categories you can create custom audiences of customers that have specific interest in your current promotional offer. Just target those customers that have redeemed a similar offer in the past. These custom audiences may be relatively small audiences. What that means is you can dramatically lower your ad spend to get your advertisement in front of this smaller audience. If your redeemed coupon audience is extremely small consider also targeting people that have clicked on similar coupons but did not redeem. You will see in an analysis below that for every ten people that click on a coupon on average only one of those people will stop in and redeem it. Since your customer has used or looked at similar coupon offers in the past you can expect a higher click through rate, higher redemption percentages, and higher Facebook ad relevance scores. Driving Revenue from New Customers In part 3 we discussed how to use Lookalike audiences to create an audience that is similar for targeting purposes. You can now create your lookalike audience based

27 on the type of promotions customers and potential customers have shown an interest in. To target only new customers first create your ad set and target your lookalike audience you built with a specific interest in the type of promotion you are running. Then be sure to exclude current customers from seeing the ad by using the audience exclusion feature. Once again, with specific interest targeting your audience will be much smaller but your ad should deliver higher click throughs, higher redemption rates, and higher relevance scores. Spend Much Less on Advertising and Get Better Results The mathematics of advertising have not changed for 100 years. It s the same math no matter what the advertising medium. Here s the formula: There s are only a couple of ways to improve the results. They are: 1. The better you have targeted your ad to the right audience the higher the percentage of people that will be interested. Highly targeted ads can push 4 to 5% click-throughs of the people interested in the offer. 2. The stronger the offer the more likely people will use stop in to use the offer. An average offer will see a 10% redemption where stronger offers may double that. Believe it or not, but Free will still bring in less than half of the people interested. Print Coupon Flyers, Coupon Mailers & Postcards Many restaurants use print coupon flyers, coupon mailers, or postcards They can still be effective advertising mediums. If you track your results you will find that the results track closely to the formula outlined above. The challenge with print mediums is there is no way to identify over time the people that are interested in your offer. And generally there is no way of excluding specific households from receiving your advertisement. After all, your intent is to

28 find new customers and not provide discounts to current customers. Wouldn t it great to tell your print vendor: 1. To only send your ad to the most likely target audience in a particular geographic area. 2. After you send the offer several times you would like to pay only to send the flyer to the people that have been looking at your offer with the intent to perhaps stop in and use it. 3. Please exclude your current customers from receiving the ad. If you could do that you could dramatically reduce costs and get the same results. Facebook Ads with Coupons I think by now you can see how website tracking and Facebook ads your wishes come true. Here s what you can do with Facebook ads with coupons. 1. Use your highly targeted custom audiences for your ads in your local geographies. No need to advertise to everyone in the local area, just the most likely buyers. 2. Using the Facebook Ad pixel you can identify the people that have clicked on the coupon and shown an interest. Once they click you can move the customer to the interested audience. The next time you advertise you can target just the interested audience. 3. You can exclude your current customers from seeing the offer. With Facebook ads and tracking you are continually refining your target audiences so you can get smarter over time with your advertising dollars. Basically better target audiences will translate into a lower ad spend with better results. Restaurant Owners with One to Three Locations Single unit restaurants or small chains can use many of the techniques described above but use broader categories. With Facebook tracking you will be able to identify three audiences in your local market: current customers, interested customers, and new customers. This will allow you to narrow the audience you advertise to and get better returns on your advertising dollars. Large Chains

29 Chains with 25+ locations will typically have thousands of people represented in each custom audience. By tracking categorized coupon offers you will be able to create multiple target audiences with specific interests. You will be able to create targeted ads to customers with specific interests across all of your locations or in specific geographies.

30 Remarketing What is Remarketing? Website retargeting also known as remarketing is the process of running ads that target people who have previously visited your website or page where your Facebook Ad pixel is installed. Below is an image of typical online restaurant websites or venues where you can target people that visit specific pages on these sites with the Facebook Ad pixel installed. How Retail Uses Remarketing? The best way to understand remarketing is by way of example. Suppose you are shopping online for a particular item like sunglasses, pair of shoes, or a service and navigated to the company s website to look at the product or service. The next day when you are browsing the web for another reason and then you see an ad for that same product or service on your screen that you were looking at yesterday. That is remarketing! How Remarketing Works?

31 Here is how remarketing works. When you visit the company s website to review the product, they have installed tracking code on the page you are visiting which in turn has cookied your machine. For Facebook, that is the Ad tracking pixel. The company can then create an ad and target you with the ad. The next time you are online the targeted ad will appear when you are browsing the web or accessing Facebook. How to Remarket With Facebook Ads? 1. The Facebook Ad pixel must be installed on the webpage that you want to track to see if a customer has visited that page. 2. You need to setup a custom audience in Facebook. When you create the custom audience for the specific page being visited you will be given the option to specify the number of days to keep the pixel active. Most of the time you will keep it to 30 days. 3. You will then create an ad targeted to this custom audience. Be sure to exclude audiences like current customers. Anytime a person visits the page with the ad pixel installed they will automatically be remarketed to with the ad you just created for this custom audience. They will see the ad for up to 30 days and then no longer see it. (For more information on creating Custom Audiences from Website Visits go to this Facebook help page: helpref=faq_content) Examples of How Restaurants Use Remarketing Here are some examples of remarketing applicable to restaurants. Grand Opening There are a few scenarios with grand openings. Such as: A known brand with a new location in a new market. An unknown brand with a new location in a new market. A new location with existing location(s) in the market. Your scenario will determine the content on the landing page and how much you need to sell the customer on visiting your new location once it is open.

32 Below is just one process for a grand opening. 1. Run a Facebook ad announcing the grand opening of your new location that lands the customer on your more info landing page. Tease the customer with a special grand opening offer. 2. On the landing page have a brief signup form where the customer can have the special grand opening offer ed to them. Use your marketing system to set up an autoresponder that will send the Save the Date with the single use smartphone redeemable coupon enclosed. Encourage sharing of the coupon with friends. 3. For people that visit the grand opening landing page but don t request the grand opening coupon, create a remarketing ad reminding people about the grand opening special offer. 4. A few days prior to the grand opening send a reminder and a link to the grand opening coupon in their name. 5. At the start of the grand opening customers create a third Facebook ad reminding people that have not stopped in to redeem the coupon that there are only a few days left to take advantage of your grand opening offer. Using the Facebook Ad pixel you can track: Everyone that looked at the grand opening landing page Everyone that viewed the grand opening coupon Everyone that redeemed the grand opening coupon In your Facebook advertising you can exclude audiences that have already: Viewed your grand opening landing page Looked at the coupon Redeemed the coupon If grand openings are a regular occurrence create a documented procedure in order to quickly duplicate the grand opening process. Reinvigorate Flat or Declining Sales As you know all brands at some point will see same store sales flatten or even start declining. Typically brands look at: Launching a whole new menu category like breakfast. Introducing new menu items. Changing the brand image with a new menu focus or service offerings.

33 The incorporation of the ad process below is only one part of a larger rebranding campaign. The described process will allow you to maintain several touch points over time by getting initial interest by customers and then over time supporting that message with advertising and marketing to get customers back in the door.. Below is just one process for reinvigorating sales. 1. Run a Facebook ad announcing your new menu or service offering that lands the customer on your more info landing page. Tease the customer with a special offer to try the new menu item or service. 2. On the landing page have a brief signup form where the customer has the special offer ed to them. Use your marketing system to set up an autoresponder that will send the special offer with the single use smartphone redeemable coupon enclosed. Encourage sharing of the coupon with friends. 3. Run a second Facebook ad targeted at customers that have not stopped in to redeem the coupon reminding people about the special offer is about to expire. 4. Be sure to get feedback from customers that have stopped in to use the coupon by following up with a survey about the new menu or service offering. Using the Facebook Ad pixel you can track: Everyone that looked at the new announcement landing page Everyone that viewed the special offer coupon Everyone that redeemed the special offer coupon In your Facebook advertising you can exclude audiences that have: Viewed your announcement landing page Looked at the coupon Redeemed the coupon Exclusion avoids annoying customers that have already taken the requested action. Catering Seasons For many restaurants graduations and the holidays are big catering times. The challenge is targeting the small subset of your customers or local prospects that are interested in catering in order to promote your catering capabilities. If you have a catering page on your website you can capture when a customer has visited the catering page. Here is what you could do.

34 1. Be sure to promote your catering with your marketing during graduation and holiday times with a link to your catering page on your website. 2. During holiday and graduation times run a Facebook ad touting your catering capabilities. Target the ad to the most likely buyers of your catering. The ad should link to your catering website page. You may consider creating a custom landing page targeted specifically to graduation or holiday catering. Make sure the Facebook ad pixel in installed on this page. 3. Many times customers will visit your catering page to gather information about your offerings and pricing. Your goal is to remind them about your catering while they are still in the deciding. Create a second Facebook ad targeted to the people that have visited your catering website page. In this ad drop the customer on a landing page that includes customer testimonials about your catering. On this landing page you can also have a link to a catering discount coupon. When to Use Remarketing? Consider using remarketing anytime you have a promotion process that you will consistently repeat and the process can benefit from reminding the customer about your product or service. In part 4 of the series we spoke about the mathematics of advertising. The mathematics haven t changed for 100 years. It s the same math no matter what the advertising medium. Here s the formula: Remarketing is focused on the people that have shown an interest in your product and service. By keeping your offer in front of the customer you can influence the percentage of people that will choose to use the offer. In sales many times it is the last person that gets to speak with the customer that wins. Remarketing helps get you the last word.

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36 Addressing Your Biggest Advertising Challenges Restaurant Marketing s Biggest Challenges The biggest challenges in restaurant marketing are: Making a direct connection between the campaign and an in-store visit. Attracting new customers with promotions without cannibalizing existing sales. Minimizing wasted advertising dollars Today the Facebook advertising tools exist to address your biggest challenges and to provide you with the data and information you need to know that a customer visited your restaurant as a direct result of your campaign. Below is a recap of the tools and how you can build a Facebook advertising system that will allow you to to address your biggest digital marketing challenges. Building Your Audiences In Part 1 we showed you how you can identify everyone that is connected directly to your business with customer lists and everyone that is locally interested in your business just by tracking what the customer has viewed online using the Facebook Ad pixel.

37 In Facebook these are just some of the target audiences you can build: club members Loyalty club members Registered online ordering customers Text club members People interested in your restaurant People that have looked at specific pages on your website New customers Customers that have viewed your online ordering Customers that have viewed a coupon Customers that have redeemed a coupon Identifying Your Ideal Customers In Part 2 we showed you how to build Buyer Personas of your ideal customers. Using Facebook s Audience Insights you can compare any audience against the profiles of Facebook users. Audience Insights will give you better understanding of your ideal audiences including their demographics, interests, buying patterns, income levels. For example, you could analyze an audience of your most loyal customers to identify common characteristics and interests in order to target potential new customers that closely match your current loyal customers. A restaurant may have several different types of ideal customers depending on their offerings. The key is to identify the Buyer Personas of the different types of customers. For example you might have the following Buyer Personas:

38 - Loyal Customer Andrew - Happy Hour Kelly - Organic Kathy - Discount Dave - Online Ordering Carrie - Occasional Visitor Foster Analyze your Facebook custom audiences to build Buyer Personas that are representative of your customers. If you currently do not have custom audience data, the fastest way to gather the information is to start tracking the website visits of your customers and potential customers. Targeting the Right Audience The biggest waste of advertising dollars is to target audiences that are not interested in your type of restaurant. Suppose you want to drive business with new customers. If you already have a custom audience of current customers then you can use this audience to identify people that have similar characteristics and interests. In Part 3 we showed you how to use Facebook Lookalike audiences as a way to create an audience of new customers who are likely to be interested in your restaurant. The more custom audiences you have with specific interests the more you will be able to create lookalike audiences with similar interests. To get the most from your advertising dollars when attracting new customers target the appropriate Lookalike audience and exclude current customers from seeing the ad. That will ensure that only people that do not know about your restaurant will see your ad. Driving Specific Revenues For many restaurants there are specific areas of their business where they want to increase revenues. For example, restaurants may want to increase: Lunch time sales Sales on Mondays and Tuesdays Early bird sales Happy Hour sales

39 Buffet sales Online ordering sales In Part 4 we showed you how adding tracking codes to categorize your coupons allows you to build Facebook custom audiences with specific interests. For example, every customer that views a Happy Hour coupon can be added to a custom audience that is interested in Happy Hour promotions. Your marketing can help you create these audiences with specific interests. The tracking codes in your coupons sent via your marketing messages will add customers that click on the coupons to Facebook custom audiences. Categorize coupons and create associated Facebook custom audiences for as many target interest groups that make sense for your restaurant. In the future when you want to increase specific revenues you can target an audience that you know is interested with a Facebook ad. Specific targeting can be particularly effective for restaurant chains where the interested audience can be relatively small on a location level but in aggregate the audience can represent thousands of customers with the same interest. Targeting smaller interested audiences will also minimize advertising spend and put the ads in front of the right audience. You should expect higher click through percentages and higher ad relevance scores with these ads. You can also track coupon redemptions and identify the customers that actually used the coupon for the targeted interest area. This allows you to directly attribute the coupon redemption to the specific ad campaign. Getting New Customers to Try Your Restaurant Many potential customers first look at your website menu when deciding if they want to eat at your restaurant. It is not unusual for people to select someplace else to eat even though they would be interested in giving your restaurant a try at some point. In part 5 we showed you how to use an advertising technique named, Remarketing. Remarketing is commonly used by online retail websites that get thousands of visitors that will translate only into a small number of buyers. Retailers understand that it is important to keep their marketing message in front of website visitors to get them to return to the site and make a purchase. What

40 retailers do is create audiences that have looked at specific products on their website and then after they have visited put an advertising message in front of the visitor for the exact item they have looked at. That same technique can be used by restaurants when website visitors have viewed pages like the menu, online ordering, or gift cards. It can also be used for coupon offers where a customer has viewed a specific offer and has not stopped in to redeem it as of yet. As you know there is a ton of marketing noise in the world. Remarketing is one way to cut through the clutter and put a specific ad in front of a customer or website visitor and give them a little nudge to stop in and eat.

41 Contact Me Interested in discussing your Facebook advertising challenges? Contact us at X1 Check our website for all of our Digital Marketing Solutions. That's Biz Website