In today’s post-Covid, ultra-competitive marketplace, it has become crucial for restaurants to find new customers and get them through their doors.
For the best chance at success, restaurateurs need an effective way to place their brand in front of potential customers over and over again. One famous report found that it takes a consumer 5-7 times seeing your brand before they will begin to remember it.
For restaurant marketers, this will keep your business top-of-mind for consumers who are making a dining decision.
Fortunately, the internet and today’s technology provide a relatively low-cost way to advertise your restaurant online without spending a fortune. It can be done using “lookalike” campaigns in Google and Facebook/Instagram to find new customers.
There is, however, one caveat. You must have your own first-party data to execute these powerful campaigns. With Bloom Intelligence, you can easily build your own first-party database passively, and in a very short amount of time. Then, you can use the data for remarketing and lookalike campaigns.
A Quick Note About Remarketing
One of the most effective ways to keep current customers coming back is to execute a remarketing campaign aimed at your current and past customers. With your own first-party data, this becomes very easy to do.
According to Signifi Media, the average click-through rate (CTR) for remarketing ads is 10 times higher than regular display ads.
The average CTR for retargeted ads is 0.7% compared to 0.07% for regular display ads.
A CTR of 0.7% is a significantly better conversion rate compared to other digital advertising strategies, which could make a powerful difference in restaurant marketing ROI and acquiring new customers.
Using Lookalike Campaigns to Advertise for New Restaurant Customers
Another way to gain more customers through advertising on Facebook and Instagram is by creating a “lookalike” campaign.
Since Bloom and Facebook use a pixel to track those who log into your WiFi, the system will soon begin to understand those customers’ demographics and behavior patterns.
Facebook can then search its massive database to find others who share similar patterns and traits. For example, if your customers who log into WiFi are mainly 25-35-year-old males who live in urban areas, Facebook can see this and create a list of people with those same traits.
Then, you can create an advertising campaign with engaging messaging to target that Lookalike audience.
Facebook Lookalike campaigns are an excellent way to reach people who are similar to your existing customers and followers.
Learning how to create a Facebook Lookalike campaign can help you find your new best customers. Indeed, it’s a powerful tool for better Facebook ad targeting – understanding your most successful customers to find new people who are likely to be good customers, too.
Think of it as a sophisticated audience matchmaker for marketers. You tell Facebook what you like in a customer. Facebook delivers a new audience segment filled with prospects that meet your criteria.
Then your targeted advertisement will only be seen by those potential new customers.
Now you know about Facebook lookalike audiences, but did you know that Google Ads have similar lookalike audiences, as well? They call it a “Similar Audience”.
Just like Facebook, Google Similar Audiences evaluates your existing data and finds new qualified customers with shared interests. It’s a simple way to locate new prospects at a lower cost than other types of Google ads.
According to Google, Similar Audiences can boost performance to the tune of 60% more impressions, 48% more clicks, and 41% more conversions.
In the examples above, CPA stands for cost per action and CVR stands for conversion rate. You can see that similar audience campaigns create significantly better results than remarking campaigns and other prospecting campaigns.
Why You Need First-Party Data for Advertising
Google and Facebook are moving away from cookie-based advertising. This means there is no way to target specific customers, or groups of customers, without uploading your own data.
With Bloom Intelligence, you can quickly build a large clean customer database to help you find new customers with the tools above.
Discover Bloom Intelligence
Lookalike advertising campaigns are just one of many ways Bloom Intelligence can help you find and acquire new customers as you improve your brand visibility.
Bloom can not only help you find new customers, but we can also help you unlock powerful customer insights, keep your current customers coming back, bring back lost customers, improve your online ratings and reviews, improve your restaurant reputation and so much more!
Best of all, it is all automated, saving your time while increasing your customer lifetime values.