An unknown galaxy: How to transition to digital advertising
The 21st century: technology, the Internet, online advertising, social media, and short attention span, the dream of some and the nightmare of many. The world of digital advertising, in particular, can seem like an uncharted galaxy to cross. While the world of online advertising is more alive than ever, traditional media and advertising are dying a slow, painful death. Oliver Wyman predicts that the digital advertising market in France will grow by 18% in 2022, reaching €9 billion by the end of the year. And the reason is simple: consumers want and expect to be heard, especially in the restaurant industry, where the customer is the main focus. They want to be informed quickly and efficiently. They want information in just two clicks. But how do we move from traditional one-way advertising to an interesting and interactive conversation that makes two-way communication possible? The answer is simple: adapting to the digitization and making the most of the tools that the new galaxy offers us. In other words, Facebook Ads.
Did you know that the café-restaurant category ranks 5th in terms of the average number of engagements per post by Facebook followers (0.43%), ahead of alcohol (0.39%), accommodation (0.35%), and travel (0.27%)? Let's explore this mysterious galaxy and see how to make your restaurant visible on Facebook.
Why Facebook?
According to the Facebook Quarterly Report 2022:
- Facebook's daily active users averaged 1.96 billion for March 2022, a 4% year-over-year increase.
- In the first quarter of 2022, in-app ad impressions increased by 15% year over year and the average price per ad decreased by 8% year over year.
To put it simply, Facebook and the now-called Meta applications, maintain their impact and views compared to other years and are also a good tool to use in terms of engagement and price. But posting for the sake of posting is not going to bring in new customers, you need to have a strategy and a preconceived plan to know the shortcuts of this mysterious galaxy, and how to steer the ship that will help navigate through it...
The spaceship’s controls: How to run paid ads for restaurants on Facebook in 6 steps?
1. Logistics
Create an account on Facebook Ads Manager and connect it to your restaurant's Facebook page. If you don't already have one, consider this the first step before proceeding.
2. Objectives
When creating your paid restaurant ad on Facebook, you need to define a strategy and objectives. There are 3 options:
- Consideration (brand awareness and coverage).
- Awareness (traffic, interactions, app installs, video views, lead generation, and messages).
- Conversion (conversions, catalog sales, and point of sale traffic). In sum, you need to be able to convey what you want customers to know or do. Whether you want them to visit your website, or to know about the new theme party you are going to hold, you have to let them know.
3. Target the audience, time, and place of your ads
In this step, you will need to choose who you want to target, i.e., the typical clientele you want to send your ads to, and on which platforms (Facebook, Instagram, marketplace, etc.) to view them. You can customize your audience with options such as people living near your business, tourists, or passers-by, but also include a pre-established email list of your customers. You will be able to reach a whole new audience of potential new customers or retain your existing customers.
4. Budget
Facebook charges by cost per click (CPC) or cost per thousand impressions (CPM). When setting your budget, consider that it can be daily or time-limited, with a start and end date. The more you spend, the more your ads will be seen.
5. Create the content for the ad
Depending on your objectives and the type of content (photos and/or video) you will have the choice to post videos, photos in a collection, carousel, or simple video/photo format. The text of the ad should be personalized according to what you want to highlight: special offers, opening hours, top dishes, etc. It should be catchy and to the point. The way you design your ads on Facebook goes a long way in attracting customers. The content (images and videos) is very important and should be given special attention.
6. Analyse
Once you've set up your well-designed restaurant ads, all that's left to do is to enter your payment information, sit back and watch the power of Facebook marketing boost your results.
The spaceship’s headlights: Foodetective and the daily management of advertisements
This is the step where Foodetective comes in. You already know how to fly the ship that takes you to that unknown galaxy, but it wouldn’t hurt to have a light to guide your way, would it? Having to worry about an online presence might feel overwhelming for a restaurant owner who lives a hectic life… But what if you could do it from the same screen from which you manage your reservations and orders? Certainly, increasing your visibility has never been easier.
For content production, management and analysis, the Foodetective API can be the beacon of your ship. Social network professionals create content for you and ensure the best version of your advertising campaigns. These campaigns will be targeted and managed by us and you will receive a detailed report every month with results and recommendations. It's important to match each campaign to its respective audience, as 69% of millennials take a photo of their food before eating. The digital world may seem dark and hostile, but with the right tools, anything is possible. So, now that you're all set, get on board with Facebook ads and drive traffic to your site, your media, your delivery platforms, and your promotions, all with the help of the Foodetcetive API and your newly acquired knowledge.
About Foodetective
By bringing the entire restaurant industry together on a single platform, Foodetective allows restaurant owners to manage all their operations, marketing and visibility, online presence, suppliers, and administrative tasks through a single interface. Interested? Contact us at +33 6 74 90 85 63 ????
