News & Updates
December 20, 2018
Here’s how to get people into your restaurant or bar using Facebook in 2019!
Restaurants and bars are always particularly sceptical about the immediate effect of social media campaigns on their business. We get it. It’s really hard to track whether business is picking up or not when you’re running a campaign. The big problem is usually that you could run a campaign in January, and people might not come into your restaurant until February, so how do you know that the reason they’re there is that they saw something you posted to Facebook? Well, read on!
Carpet Bombs Work!
You’re probably fed up of us banging on about carpet bombing. We’ve been using it since it was thought up, and it’s worked a treat for the whole of 2018. 2019 is going to be no different! If you’re a local business with a store-front, then carpet bombing is the NUMBER 1 strategy that you should be adopting on social media, before anything else. Ok, so here’s the deal:
You’ll want to follow this strategy, and don’t be afraid to test at least 3-5 creatives, preferably video! We’ve tested things like promoting recent news articles about the restaurant or blog post reviews about the restaurant to areas around the location of the business.
If you’re lucky enough to be opening at a new location then a news article about the new location opening up will work incredibly well! People love to jump on the hype and they’ll share that post with everyone they eat with!
The best performing content has always been videos of the chefs cooking a special dish. Let’s take a special side dish for example, like sweet chilli fries or wedges. Make the video similar to something like this and you can’t go wrong! https://www.facebook.com/tastemade/videos/1359076277512869/
This is where the results happen. Once you drop your carpet bomb video you have to retarget with a solid offer. We’ve tested a few but what has worked the best is offering whatever dish was in your carpet bomb for FREE. So if it was the side of sweet chilli fries, offer that dish to everyone for FREE! It’s up to you whether you add conditions to the offer, but we suggest doing whatever it takes to get people through the door! If people spend an average of £20-30 per visit and return 1-2 times a month then offering a free side dish is a no-brainer! They’ll probably never come alone either!
The great thing with Facebook is you don’t have to be overcomplicated with a landing page on your website etc. You can just use a Facebook Offer so people choose to claim their code. You can limit the amount of codes that can be claimed, adding scarcity to the offer making people act faster! Only having 50-100 free dishes available means people will claim the code so they don’t miss out.
You can use the coupon code to track how many customers actually come into the restaurant/bar. Add up the bills of anyone who used the Facebook coupon code and see how much revenue you get from the campaign.
The key now is to build on what you’ve got from this campaign. There will be a buzz around your page and people will be talking. This is where a good messenger bot can be just as effective as SMS Messages and Email Campaigns. Retarget all the people who have engaged in your campaign in some way (video views, post engagement, offer claims etc) with a post inviting them to join your messenger list for access to discounts, free stuff etc. You could be talking 100’s of people in your list right from the get-go, who you can send an offer to using your messenger bot. It’s so effective. the messenger bot we use is Manychat, but we have no affiliation to it and there are many others out there you may prefer.
August 31, 2017
So Many Numbers! Which Ones Actually Matter?
Wow, it’s been a while. We’ve been so busy recently with campaigns for clients (and a nice little holiday!) that we haven’t really had much time to write any blogs. We hate when it gets like this, because we’re always preaching to our clients that they should be posting as much original content as possible. But for us it often makes sense for it to take a back seat, every business is different!
When it comes to any form of advertising, there are so many metrics and measures to keep your eye on that it can get quite daunting! It’s important to remind yourself that with online advertising we’re lucky that everything is so trackable! Companies can and still do spend millions on TV ads or billboards, without being able to track a definitive ROI. So what’s the most important metric to watch?
Surely it’s Cost Per Purchase?
Well…no. What if your campaigns aim is to get leads? Shouldn’t it be cost per lead? Well…no! The most important metric in online advertising is Return on Ad Spend: ROAS – and measuring this is often different for every business. But business is business, and if you’re not getting a positive return on your ad spend then you’re not doing it right.
SMR Social’s Key Metrics
Every advertiser has their own methods and strategies, as well as their own ideas of what’s important to measure. Every campaign is different but these are the key metrics that we would recommend keeping your eye on to anyone:
- CPM (cost per thousand impressions)
- CPC (ALL)
- CPC(Cost Per Link Click)
- CTR (ALL)
- CTR (Link Click-Through Rate)
- Cost Per Conversion
- Website Purchases Conversion Value (if applicable)
- Amount Spent
- ROAS (return on Ad spend)
These are the metrics that WE’VE found to be the most important in nearly all campaigns we do. Sometimes Purchases will be substituted with Leads or some other variables depending on the type of campaign we’re running. If you’ve found a different set of metrics are more important to a specific type of campaign that you’re running, then great.
Once you’ve started to keep your eye on all of these metrics, and got an idea for what you expect the metrics to be, you can start to really dig deep and make small tweaks that can have a huge impact on the success of your campaign.
Let’s say you’re selling a product on your website, and your cost per purchase is working out at £10. But your CPM is working out at £30. The chances are that if you’re able to drop your CPM, you CPP will drop too. There are a few ways to drop CPM’s and the first one we always go to is duplicating the ad set. After a certain amount of time most ad sets CPMs raise because of fatigue, so duplicating them often ‘restarts’ things. If that doesn’t work, try using a video instead of a picture.
Have a go and see if you can improve your numbers and increase your Return On Ad Spend!
August 9, 2017
Yes you read that right!
And we couldn’t be happier!
“Facebook says ads with viewing times under two seconds will constitute as those accidentally clicked on.” – thestreet.com
If you’ve ever ran any form of website clicks campaign, on Facebook or anywhere else, you’ll know that a lot of the clicks you get to your website will bounce. Unfortunately, social media clicks are notorious for this! It’s part and parcel of display advertising, and the key is to be clever about how you manage it…but that’s for a different blog post.
What constitutes as an accidental click?
Facebook are claiming that ads with viewing times of under 2 seconds will be marked as accidental clicks, and advertisers won’t be charged. They have also stated that the 2 second time could be raised or lowered depending on test results. This is really good news for advertisers, but what does it mean for your website?
- Loading times need to be even quicker – If you website takes 3 second to load, and someone gives up on 3 seconds…you’ll be charged for that click.
- Pop Ups – You need to think carefully about whether you still want pop ups to appear as soon as someone lands on your website.
- The 2 second rule – If you can convey a message in under 2 seconds so that people who aren’t interested will leave, you’ll save a lot of money!
August 2, 2017
Look How Much Our Customers Love Us!
Ok so you can’t go too overboard and in your face with this, unless that’s the style of your brand! But there is a way to use customer/client testimonials in your Facebook/Instagram ads to your advantage.
This would generally be a testimonial about your product or service. Written or video or both (video, video, video!). Then generally a call to action after it. This can do very well for credibility and works especially well for retargeting but can also work great for cold traffic!
If you’re going to use testimonials for cold traffic, you want to use testimonials that cover nearly everything about your product/service. What problem did the customer/client have and how did your product/service solve that problem for them?
Using testimonials to retarget people who have already shown interest in your product/service is a great way to build a little bit of extra trust to get them over the line. Something we REALLY like to do is retarget people who added to cart, but didn’t purchase with testimonials that include details like shipping etc so they feel comfortable ordering.
March 15, 2017
And when to act on it!
Quite a while ago Facebook introduced a new way of measuring how well your ad is performing with the concept of a relevance score. The idea is that Facebook, using data like people’s positive and negative responses to your ads, have an algorithm that suggests how relevant your ad creative is to the audience you’re targeting.
What does it mean?
The relevancy score is a scale from 0-10. 0 being the lowest relevancy to your target audience, and 10 being the highest. If you know your target audience well then it’s quite obvious to you whether a piece of content is relevant to them or not, but now Facebook have their own algorithm in place that helps them decide on their end. Just by looking at an ad, you can usually tell if it’s going to have a good relevancy score by the amount of likes, comments and shares. But what you can’t see unless you’re the owner of the page is how many clicks the post has had, which has an effect on the relevancy score. You also can’t see how many people have chosen to ‘stop seeing ads from xyz’ after they saw the ad, and other actions like this.
Your ads don’t get a relevancy score until they’ve reached a minimum of 1000 people, to give Facebook enough data to put you on the relevancy scale. But the score your ad gets can play a huge role in it’s success.
How to use it, and when to act on it.
Now let’s get one thing straight before we talk about what changes you should be making to your targeting and creatives to improve your relevancy score. You should never be running ads with the sole aim to get a high relevancy score. You should be aiming for engagement, or website clicks, or conversions etc. If we’ve got an ad running for a client that’s getting them 10 sales for every £2 spent, but the relevancy score is only 3 do you think we’re going to change anything? NO CHANCE. We’re leaving that little gem alone.
However, when an ad isn’t performing very well using the relevancy score can be a good indicator as to why it’s not performing. You see if Facebook thinks your ad is a 10 on the relevancy score, they will be very happy to keep serving it up to your target audience as Facebook now believe the ad will give the user a positive experience. This has a positive effect on your CPM’s, CTR’s and other metrics that are important to you. So if an ad is under performing, check it’s relevancy score to see what Facebook think of it. If it’s low, you need to change things up!
How do I improve my ad’s relevancy score?
Creative! Always start with your ad creative. Pick it apart and be very critical about every aspect. Imagine you are seeing the ad in your newsfeed as part of your target audience (which you can do now with the preview link Facebook will give you). Is the image or video you’ve used enough to grab people attention and get them to react positively? Does the headline speak to your niche and is your call to action clear enough?
Audience. If you’ve worked hard on your creative and believe it’s the best it can be to get a positive reaction out of your audience, then you may need to look at your targeting methods. You don’t want to be showing an ad for guitars to people who aren’t guitar players (finally an explanation as to why we used today’s featured image). It’s easy to get targeting slightly wrong. Remember sometimes trying to drill in too closely to your audience can have a negative impact as there aren’t enough people for Facebook to optimise the ad on.