Learn how to master restaurant customer targeting with these effective marketing strategies and ideas. Increase your customer base and grow your business today! In this blog post, I’ll guide you on how to master targeting your ads using Facebook. Whether you love it or hate it, Facebook has a ton of data on 80% of the country, making it super easy to find customers who are most likely to engage with your content and visit your restaurant.
Understanding Facebook Ad Accounts
Before we dive into the targeting techniques, it’s crucial to understand how to set up your Facebook ad account correctly. Many customers believe they already have an ad account when they don’t. Facebook offers multiple ways to do the same thing, which can be confusing.
If you’re logged into your Facebook profile, you might see an “Ad Center” link. This is not where you want to be. Even the “Meta Business Suite” has an ad section, but that’s still not the right place. Instead, click on “All Tools” and select “Ads Manager.” This is where you need to be to create a proper ad account.
Creating a High-Performing Ad Campaign
Once you’re in Ads Manager, the goal is to create a high-performing ad campaign. This is achieved by ensuring Facebook knows your target audience, which reduces your cost per result and keeps your campaign out of the learning phase. Here’s how you can create effective targeting:
- Select Your Campaign Objective: Facebook offers six different campaign objectives. Choose the one that matches your goal. For example, selecting “Traffic” will show your ad to people who are likely to click on it but may not perform other actions like filling out a form. For our campaigns, we use “Engagement” because we want users to send us a message using MiniChat, a third-party software we use to program chatbots inside Facebook Messenger.
- Set Up Your Campaign: After selecting your objective, you’ll set up your campaign. Name your campaign, select “Messaging Apps” for conversions, and choose the Facebook page you want to run the ad for.
Budgeting and Scheduling
Budgeting and scheduling are crucial for maximizing the effectiveness of your ads. You can choose between a daily budget or a lifetime budget. We prefer a lifetime budget because it allows for more control over when your ads run throughout the day. For instance, people clicking on your ad between midnight and 6 am are less likely to visit your restaurant, so you can avoid running ads during those hours.
- Set Your Lifetime Budget: Decide how much you want to spend and divide it by the number of days you want the ad to run. For example, if you want to spend $500 over 20 days, set your lifetime budget to $500 and schedule the ads to run during weekdays.
- Schedule Your Ads: Avoid running ads on weekends as the results are often hit or miss. Instead, focus on Monday through Friday when people are more likely to see and engage with your ads. You can also control the time of day your ads run. If you serve breakfast, start the ads at 7 or 8 am. For lunch and dinner, start at 10 or 11 am and run until midnight.
Targeting Your Audience
Targeting is the most critical aspect of your ad campaign. Here’s how to do it effectively:
- Location: Type in your Facebook page’s name to find your location. Adjust the radius based on your city’s size. For larger cities, aim for a 3 to 5-mile radius to reach an audience size of 90,000 to 120,000 people. For smaller cities, you can cover the entire city or a larger radius if people are likely to travel.
- Age and Other Demographics: If you serve alcohol, ensure your audience is at least 21 years old. However, targeting 25 and above might be more effective as they are more likely to have disposable income.
- Custom Audiences: Exclude audiences that are already subscribed or like your page to focus on new potential customers.
Placement and Optimization
- Edit Placements: Focus on Facebook feeds and avoid placements that don’t show essential text, like stories. Facebook reels and in-stream videos are good options as they display the first line of your ad text, which is crucial for engagement.
- Adjust Your Radius: If your audience size drops too low, increase the radius slightly until you reach an optimal audience size.
Creating Your Ad
Finally, create your ad by adding a picture and text. Use MiniChat to set up a chatbot that will interact with users who engage with your ad. This automation helps streamline communication and improves conversion rates.
Conclusion
Mastering ad targeting on Facebook can significantly enhance your restaurant’s marketing efforts. By setting up your ad account correctly, choosing the right objectives, budgeting wisely, and targeting effectively, you can attract more customers and boost your sales.
For more tips like this, visit our website Restaurant Results Partners. Click the chat bubble at the bottom of the page to subscribe to our newsletter and receive regular updates straight to your inbox.
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