Recipe for Restaurant Success - scaled social advertising

The Recipe for Restaurant Brand Success: Scaled Local Ads from Local Pages

“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. 

Challenge

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

Impact

  • 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.

Playbook: Social Advertising at Scale for Retail and Consumer Products

Unlocking Local Activation at Scale is the social advertising playbook you’ve been waiting for. You’ll see just how simple and efficient Tiger Pistol’s social advertising platform makes it for Retail and Consumer Products Brands to empower their local store or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Engineering Expert Take: Cross-Domain Browser Messaging

In his recent article on Medium, Tiger Pistol’s Garrick Thurston shares his recipe for enhancing UX across application boundaries to create a more seamless product suite.

The ultimate achievement here is decoupling interface concerns from any app tiers outside of the client in a reasonably secure way. This example closes a child window but its methodology could be applied to any UI updates needed cross-domain. If the API doesn’t need to know, then why tell it?
Read the article now

Garrick Thurston is a Software Engineer at Tiger Pistol leveraging 7+ years experience in web development. Outside of work, Garrick enjoys participating in the local music scene and collecting guitars and vinyl.

What's Up with WhatsApp Ads

What’s Up With WhatApp Ads?

WhatsApp ads are coming! Well actually, they’re already here, but they are expected to be coming again in 2020, only this time, in-app. It was only just over a year ago, in October of 2018, that Facebook enabled “click to WhatsApp” ads, which allowed marketers to deploy ads that allowed users to click direct into a WhatsApp conversation with a business. These features further evolved into the concept of “WhatsApp Business” – a separate app specifically for business owners using WhatsApp, that launched in April 2019.

Facebook’s development of their WhatsApp advertising offerings has been a slow burn since they acquired the Platform in 2014. Generally speaking, up until recently, WhatsApp was treated more independently of Facebook’s other major acquired property, Instagram. Instagram fully opened to advertisers in 2015, just 3 years after being acquired.

WhatsApp Business includes the ability to set up Business Profiles on WhatsApp as well as more distinct tools for business communication, such as auto-responses, and away messages. These WhatsApp changes are foundational, and a necessary step to fully unlock the advertising potential of the WhatsApp platform, with the expected launch of new ad formats that originate in WhatsApp, rather than taking users to it. It’s clear that Facebook likely has bigger plans for WhatsApp in mind.

Investing in WhatsApp’s advertising functionality is a no-brainer for Facebook, by the numbers, WhatsApp represents one of their largest, most engaged properties:

  • 1 billion WhatsApp accounts are active every day.
  • 1.5 billion WhatsApp accounts are active every month
  • 2 billion minutes of calls every day.
  • 450 million WhatsApp accounts are active on WhatsApp Status every day.

With such a massive user base using the Platform regularly, WhatsApp promises to be the next evolution of Facebook’s social advertising tools. However, though it should be mentioned, there is just one major caveat to the rise of WhatsApp, Facebook’s home market, the United States, doesn’t really use it. Facebook’s answer to this, has been to position Messenger as the go-to messaging option for advertisers in the US. In either case, WhatsApp’s emergence is a sign of the times. Messaging is to become a bigger part of the consumer experience and advertisers will be required to evolve to meet this new challenge, and we have every reason to believe that WhatsApp will be the first battleground.

What opportunity does WhatsApp represent? Better consumer data and experiences namely, in addition to considerable ROI potential for businesses large and small. A few examples from Facebook on early adopters:

PlayKids,  an education Platform for kids, saw a 90% decrease in lapsed subscribers when they started using WhatsApp Business to communicate directly with their customers over phone and email.

Sale Stock, an Indonesian fashion business, took a similar approach and began using WhatsApp Business as their primary communication channel. It quickly became their number one source of inbound chat traffic, with 90% of the messages delivered by Sale Stock read by their customers.

What makes WhatsApp and messaging-based social activations so exciting is their ability to generate both positive customer outcomes in addition to ROI for the business. This is especially true at scale. One additional case study comes from the Dubai-based logistics company Aramex. To date they’ve served over one million customers through WhatsApp Business, and saw a 19% decrease in inbound call volume to their support center since making the transition. What’s more, 41% of all shipment inquiries are now handled through WhatsApp.

One thing these case studies all have in common is they all involve integrating WhatsApp into customer service channels – the advertising elements only surfacing in the very bottom funnel, where messaging is deployed to drive retention and re-purchase. In part, this is not unexpected given that it’s much easier for businesses to communicate with existing customers rather than potential ones through direct messaging. To think that messaging could lead a customer acquisition strategy is a notion fraught with caveat and complication. While it may not ever be the leading strategy for some industries, it can be a compelling strategic element even in cases where proactive conversation is not already embedded in the sales process.

Imagine running an awareness or traffic campaign in WhatsApp, and retargeting people who viewed the ads, watched X% of the video, or viewed a product page with a direct message. Alternatively, immediate follow-ups off the back of WhatsApp ad clicks present another interesting frame, to instigate driving conversions via direct or bot-driven consumer communication. The possibilities are endless, but it can’t happen until Facebook’s tools catch up.

In the last year, Facebook has made the foundational steps for both WhatsApp and Messenger to play a larger role in advertising. The next step is a fuller integration with existing advertising tools by launching WhatsApp Ad formats with direct placement on WhatsApp and lowering the barrier of entry for advertisers.

I suspect 2020 may finally be that year where messaging as a distinct tactic, rather than an afterthought, within the Facebook marketing funnel will be fully realized. And soon our notion of a “social media campaign” might just change a bit to not only include targeting consumers on social media, but talking to them as well. Who knows, you may even find yourself reporting on “Conversations Started” in between discussing impressions and CPCs.

Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

Raising Funds for Australia’s Heroes

Tiger Pistol is raising funds for The Country Fire Authority, whose amazing volunteers are putting their lives on the line to fight the bushfires in Australia.

Why is Tiger Pistol raising funds?
Our company was founded in Melbourne, Victoria in 2011, and we still have strong ties to Australia. With every day that goes past, our hearts break seeing the devastation across the country. We wanted to do something to show our support.

With skies turning red and giant clouds of smoke sparking widespread thunderstorms, no area of the country is escaping the effects of the blaze. Put simply, Australia needs our help, and the best way to do that is to help those controlling the fires.

How to Donate
Please consider a donation to our GoFundMe. All donations, no matter how big or small, will help the CFA to continue providing they services and support Australia so desperately needs.

Tiger Pistol’s fundraiser is organized by Talia Wachtel, VP, Client Management, who has been with the company for almost 8 years and is from Melbourne, Australia. The team at Tiger Pistol and Talia are raising funds that will be directly donated to the CFA (Country Fire Authority). Funds will be withdrawn on January 31st and will be donated immediately via https://www.vic.gov.au/bushfireappeal

Infographic: Facebook Advertising Best Practices to Drive Leads

Your business needs leads, and one of the best ways to fill your pipeline is through Facebook advertising. Get caught up on Facebook Advertising Best Practices for Lead Generation with this handy infographic.

Ready to scale your social advertising and drive leads to your locations? Contact Tiger Pistol today.

Checklist Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Checklist: Avoiding the Common Pitfalls That Can Cause Your Facebook Ad to Underperform

Running Facebook ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Here’s a checklist of common problems, coupled with ways to adjust your ads to ensure they are running correctly. 

PROBLEM: Ad is not approved Sometimes the issue isn’t the ad, but rather its delivery. Luckily this can be an easy fix, so here are some tips to make sure delivery and performance are not related. 

  • Make sure it complies with Facebook policyFacebook policy is something a lot of advertisers struggle with, and if you are a busy advertiser with a lot of notifications; you may not notice your ad has been disabled due to a policy violation. Facebook also has the ability to retroactively reject ads, so we highly recommend checking the ad’s status and making the proper updates. Also, be aware of which policy violation may be affecting your ad and see if it is a valid disapproval. Facebook isn’t perfect and may wrongfully flag the ad. 

Check out these past blogs on Facebook policy changes to ensure you’re in compliance: 

Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Decision 2020: Changes to Facebook’s Social & Political Ads Process

Keep Your Agents Compliant: Facebook’s New Rules for Real Estate Ads

  • The 20% text rule Originally, Facebook often disapproved ads with images that contained more than 20% text (logos included) because it interferes with the user experience. Now Facebook will approve a lot of these ads but limit their reach. Save the text for your headline, body, and link description. That is what they are there for! Use eye-catching and custom creative to attract viewers. Facebook offers a useful image text tool to verify your ad follows this rule. 

PROBLEM: Targeting – Targeting largely impacts how your ads are performing, and we want to make sure you find the sweet spot to help your ads succeed. If your ad is underperforming, consider tweaking the audience. Audiences that are too hyper-focused or extremely broad tend to impede results. At Tiger Pistol, we recommend an audience of at least 50,000 to run a successful ad. Here’s some specifics to consider: 

  • Audience Too Broad –  Don’t use your budget on impressions that don’t matter. We have found local advertising to be extremely successful when concentrating on those who will take action and support your business. Think about who and where your customers are. If you are a local coffee shop, most people won’t drive more than 10 miles for their latte. Target strategically and think critically about your customers.
  • Audience Too Narrow – Narrowing your focus may cause you to miss some opportunities. Consider these tips to expand your audience to reach new customers and increase sales or engagement. If they are your ideal audience, chances are your competitors’ will try to target them as well. Also make sure to remove unnecessary targeting parameters and restrictions, like demographic and detailed targeting options that both reduce your audience size to under 50,000 and aren’t helping your ad. You may be certain no one over 35 will buy your product, but is there data to prove that? Often narrow audiences are the result of assumptions. Opening up your targeting and letting Facebook’s optimization worry about serving ads can likely result in higher quality ads. If you need assistance with your audience, the Facebook Pixel is a simple and direct way for you to build audiences with first-party data – i.e. your own web traffic. Learn more about how you can harness the Power of the Facebook Pixel!

PROBLEM: Creative – Both your words and your pictures impact your ad rank, so beat out your competitors by showing and telling your audience what makes your business unique. 

  • Does it Fit Your Objective and Audience? Make sure you are targeting your audience with engaging and eye catching images! 96% of users are looking at content on their phones, so you want to optimize for mobile. We have also found that with text, less is more. Great ads present their information in a succinct way with a clear call to action.

  • Check Your Image Resolution A blurry or distorted image will not capture the response you are looking for. Make sure to use high quality images that are related to your business. Using tools like carousels or video creative can help give viewers fresh and exciting content! Find some businesses that inspire you and find out what draws you in about their creative. 

Facebook ads are a complicated mix of traditional advertising creative and digital best practices. All of these different elements must come together to build a unified ad unit. Audiences need to be relevant and made up of interested consumers, just as the creative needs to be compliant and resonate with said consumers. So pay attention to the construction of your audience, the quality of your content you serve them, and most importantly –  when in doubt test it out – especially if you’ve eliminated any technical issues or simple fixes, such as removing text from your image. Here at Tiger Pistol, our platform is designed for continuous A/B testing, automatically pushing winning ads forward and surfacing insights on particular elements such as image, copy, audience, and even down to the CTA button. Harnessing the power of social requires both a trained eye to both develop and manage the right content, but also requires the ability to adapt based on consumer behavior and campaign data. You too can conquer all elements of your social media campaign; it just takes the right mix of proactive action and smart data insights.

Learn how Tiger Pistol can optimize the performance of your local ads at scale. Request a demo today!

Yanira Durant is a marketing specialist for Tiger Pistol. An Austin local with a passion for social advertising, Yanira strives to break through the noise in fun and creative ways. In her free time, she enjoys exploring the city, trying great queso, and managing her pug’s Instagram account.