Five things you need to know to manage a Google Ad Words campaign for your pizzeria

A Think Tank member shares his own experiences and tips for getting the best results from paid Google advertising.




 

Bodegahwy: We recently started using Google Ad Words. Our sales went up about 30% within a month. (I wish I knew exactly why sales went up, but that’s the nature of advertising.) I initially set the budget at $20 per day; we were paying about $1.30 per click and getting enough clicks to spend the $20 several days a week. Overall, our click rate was a little over 4%.

After another month, with sales remaining solid, I added some conversion tracking and variable bidding, limited the ads to run during business hours and changed the settings to run through my daily budget as soon as possible rather than evenly throughout the day. I also bumped up the daily budget for big days (i.e., holiday weekends), adjusted the bids on various search terms and increased bidding for placement. Our click-through rate more than doubled, to nearly 9%. Our cost-per-click went down to about 90 cents. And our average position is 1.3, which means we are mostly appearing at No. 1 and occasionally No. 2.

Here are five things I’ve learned so far:

  1. Limit the geographical reach of your ad, or you’ll generate useless clicks from customers who are too far away. Choose the setting for customers in your defined area, not those interested in your area.
  2. You can tell which search terms get used the most, but you still must choose the ones that work best for you. The click-through rate tells you how many people using that search term looked at your ad.
  3. If you and your competitors are using the same search terms, you will end up bidding against each other. Consider bidding on less commonly used terms if they land you at No. 1 in those searches and produce enough clicks.
  4. You must have a useful destination for customers who click on your ad. Otherwise, you’re just drawing clicks into a dead-end alley. Also, your website should be optimized for mobile users.
  5. Activate the phone link on your ad so people can simply touch the number and call you from their phones.

I’m presently spending $150 to $200 per week on this campaign. I suspect it’s a great tool for reaching tourists in our resort town. I plan to reduce or eliminate this campaign during the off-season. 

Get answers to your most perplexing problems and swap tips and ideas with the experts in PMQ’s Think Tank, the pizza industry’s oldest and most popular online forum. Register for free at thinktank.pmq.com. (Member posts have been edited here for clarity.)

 

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

Recipe: The Chicken Bacon Ranch Pizza from DeIorio’s

If your customers love ranch dressing and buffalo sauce, you can’t go wrong with this pizza recipe from DeIorio’s.

Playing with fire: Experts offer their top tips for working with wood-fired pizza ovens

From dough preparation to finishing flourishes, a wood-fired oven demands more knowledge and expertise than a modern oven.

As PMQ celebrates its 20th anniversary, we honor the past and look forward to the future in this special oral history.

PMQ’s founders and longtime team members reflect on two decades of progress, pranks, pitfalls and pizza.

Our Town America: Now offering POS integration for ease of use for larger brands

Using a mobile app, pizzeria owners can track who redeems their offers, then follow up with a second offer.

Pizzeria operators can turn heads with signature menu items from Caputo


Leading industry cheese manufacturer Caputo offers custom cheese solutions to inspire application innovation.

Cut waste and excess fat from your pizzas with StitZii box liners

StitZii’s grease-absorbent pizza box liners let pizzeria owners deliver a healthier pizza and protect the environment.

As technology advances and communications platforms keep changing, the pizza business remains a people business

With a phone in every pocket, who would have guessed talking on those phones would become so passe?

Double your pizza production with Marra Forni

The double-mouth oven makes for twice the efficiency and twice the versatility.

Data breaches: A restaurant operator’s worst nightmare

When it comes to protecting your POS data from hackers and thieves, the IRS recommends following these 5 steps.

Boosting traffic to your pizzeria: Does it pay to advertise on Yelp?

Yelp’s a powerful influencer for restaurant customers, but Think Tank users say you can get a better return for your money with another ad strategy.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags