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-Average Lead Increase of 3,400% in a year
-Average Checkout Success Increased by 61% in a year
About The Brand*:
This brand is one of our highest-class clients. They operate many quick services and casual dining restaurants across the United States, including pizza shops. The two pizza shops that we chose for this case study are both highly rated and offer online ordering, as well as, frequent deals to satisfy any pizza lover.
The brand has been with Click Control Marketing since January 2020. We have had the pleasure of managing both Google Ads and Facebook Ads for a couple of this brand’s pizza shops. While we have made some nice advances on the Facebook front, the numbers used in this particular study are solely from Google Ads.
The Goal:
When the brand started here with us, it had a goal in mind. The main goals that they looked to reach were to: increase sales from online ordering, increase phone orders, and increase in-store foot traffic. To meet this goal, we knew we needed to pull together a strategy that hit every mark necessary. When compiling a comprehensive strategy, we decided that designing ads for specific deals they wanted to push would be a good starting point. We centered our efforts on promoting those deals at peak times in the season which in their case is fall and winter. We worked hand-in-hand with their in-house marketing team to keep digital deal ads matching the printed advertising. Throughout the year we tested different offers to see which ones would perform the best.
These past few years have highlighted the need to be quick to react to changing environments, including your digital marketing. Instead of focusing heavily on increasing in-store foot traffic, we wanted to use the online ordering uprise to our advantage. We started zeroing efforts into driving people directly to the online ordering pages. When creating new ads we wanted to push more online ordering. The client wanted to reassure their customers that getting their favorite pizzas was safe and easy with online ordering.
The Results:
The strategy employed was a successful one, and we have seen an increase across the board for these accounts. We have seen an average increase in lead conversions by about 3,400%. These two accounts utilize both Calls From Ads and Checkout Success conversion actions to track their leads. Calls From Ads have improved by over 10% and Checkout Successes are up more than 60% over the past year. We have also managed a Cost Per Conversion decrease of about 96%. In the year that we managed the accounts, the Conversion Rate has seen an average increase of over 580%. Although the decrease in foot traffic to many stores was working against every business owner, we here at Click Control Marketing were able to meet the goals set out by this brand.
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*Brand name redacted for privacy.
