Wild search terms eat up your advertising budget

[sharminakter]

It's worth doing Google search advertising, because when customers search for the services you offer, it's definitely worth being where the customer is looking.

However, search marketing alone cannot effectively do digital marketing in the restaurant industry. When looking at Google channels, Display , Demand Gen , and YouTube are examples of advertising formats that can create demand for your restaurants. Top-of-mind awareness refers to how aware the consumer is of your company's brand.

Top-of-mind is particularly important in Google advertising for restaurants. For example, if your restaurant chain has fine dining restaurants all over Finland, it is especially important that when a customer thinks of a fine dining restaurant, your restaurant comes to mind first, rather than a competitor's restaurant. Decisions about where to eat in a given situation are often made impulsively.

Being the first thing that comes to mind when a customer jordan phone data thinks of a certain type of food is very important when choosing a restaurant. What restaurant comes to mind first when you think of a pizzeria, a burger joint, a fine dining restaurant, or a restaurant specializing in Thai food?

The branding and marketing done by top-of-mind companies often plays a role in why they come to mind first.

Advertising can often not be scaled effectively in search advertising alone without the prices of individual clicks becoming unreasonable and at least ROAS starting to suffer when search marketing is expanded to include keywords whose search intent is far removed from the product or service offered by the company.

This naturally leads us to the next common challenge seen in Google advertising in the restaurant industry.

Nowadays, it often makes sense to use automated bidding strategies and broad keywords as part of Google search advertising. However, this can have fatal consequences for an inexperienced advertiser who is not aware of the specifics of keyword marketing in the restaurant industry.