“Where do you want to eat?”
“I don’t know, where do you want to eat?”
A common exchange to the point that 75% of people haven’t decided where to dine when they start their search. As a restaurant brand, you want your locations and franchises to be top of mind when tummies grumble.
Brand awareness ads just don’t cut the mustard when hunger hits. Local ads from local Facebook Pages, regardless of placement in the Facebook Feed, Instagram, or in Stories, resonate with local patrons. Which makes sense, as studies show diners typically visit restaurants within 2.6 miles of their home. With local ads published from local Pages, you can offer clear calls-to-action like “Get Directions,” which pull up turn-by-turn directions to your establishment, making it easy for diners to visit your restaurant over competitors.
Pro Tip: Don’t boost your posts. Instead, use direct response ads optimized for a desired conversion. Sure, having a million “Likes” on Facebook can be a good thing, but if those users are not visiting your location or ordering take out, what’s the point? Boosting posts optimizes for Likes, Shares, and Comments. Whereas direct response ads with the right call-to-action encourage users to take a desired action of your choosing, whether you’re looking to drive foot traffic to your store, prompt app installs, or direct users to online ordering, calls-to-actions can be the difference maker.
Multi-location brands that have business Pages for their individual franchises can use those Pages to further drive engagement via direct response social ads by promoting specials, events, and sign-ups for coupons offered by that specific franchise. Optimizing your copy with localized language not only resonates more with diners but running those ads off of local Pages results in a lower cost of advertising. By targeting your local Page ad campaign a few miles around the franchise’s address, you can not only beat your competitors, but also ensure you’re driving your potential diners to their nearest establishment.
Pro Tip: Don’t limit your targeting to users that “Live In” your certain area. Open the ad up to everyone in your targeted area because tourists and out-of-towners eat too!
This global-to-local approach brings enterprise strength tools into the local market. The local restaurant chain’s general manager can now easily partner with the brand to drive increased foot traffic for their establishments. It’s a true win-win for the brand, its franchises, and locations. Oh, and did I mention a lower cost of advertising and greater reach? Check out this use case.
A quick-service restaurant chain was continuously looking for insights and performance advice to improve social advertising campaigns. The client was running multiple brand-level campaigns off of the corporate Facebook Business Page, targeting by DMA across multiple locations.
The Solution and Benefits
Together with the client, Tiger Pistol ran an A/B test to understand if more localized targeting and content would drive better campaign performance.
- Local campaigns run off of location-specific Facebook Pages, leveraging insights from those individual Pages
- Targeting was more relevant for localized campaigns; remote regions of DMA were excluded
- Tailored campaign copy to mention the street, city or neighborhood of the specific location to increase relevance
- Results from A/B test found that location campaigns were more cost-effective and resulted in better performance than the DMA campaigns the client had been running
- 35% More impressions for location campaigns versus DMA campaigns
- 30% Lower CPMs then running the same campaigns through the national brand Page.
Learn more about how you can empower your local partners with brand-approved local social advertising. Contact Tiger Pistol today!
Jarrod Hitt is a Marketing Services Manager for Tiger Pistol. He specializes in helping national brands build scaled Facebook advertising solutions with an emphasis on local activation. Jarrod holds a marketing degree from the University of Wisconsin – Milwaukee. Outside the office, he enjoys spending time outdoors with his wife and dog, fly-fishing, skiing, mountain biking, and practicing his photography.