How To Set Up Google Adwords for Your Restaurant

26 Pages·2013·6 MB·English

HOW TO SET UP
GOOGLE ADWORDS
FOR YOUR BAR OR RESTAURANT
Chapter 1: Learning the basics of a
Google AdWords Campaign

First, Create a Killer Keyword List
Before you even jump into the AdWords interface, you need to be armed with a keyword
list to help guide your efforts. Think about the keywords your customers are most likely
to use -- what are their biggest pain points? For example, say your bar and restaurant
sells seafood, you will use the exact match or phrases in running campaign that best
describes what you are selling, so when customers search for that keyword or key
phrase, it is easy for them to find your ads, otherwise they will never see it.
Understanding the Difference Between General and Specific
Keywords
Depending on what your company’s goals are for Google AdWords, you can decide if
you want to use general or specific keywords.
If you use general terms like, "seafood," and your restaurant is located in Denver, you're
going to get traffic from searchers looking for Seafood Restaurant and Seafood Denver.
Using the key phrase “seafood Denver” will help you better target your ad. Those who
click on your ad who are interested in Seafood will be eating up your budget, because
they aren't part of your target audience. To help combat this further, you can also set up
a list of negative keywords that indicate you do not want to appear when searchers
enter those keywords -- but more on that later.
Selecting Keywords Based on Geography
If your business only operates in a certain area, it's important to use geo-targeting in
your Adwords Campaign . For example, if you are a bar or restaurant that serves the
Denver area exclusively, receiving leads from San Francisco isn’t valuable to you. To
avoid spending money on clicks for leads outside the Denver area, using keywords with
a geo-location will help target the specific audience you are looking for.
Using the Keyword Tool on AdWords
If you're having trouble coming up with keywords for your business, the Google
AdWords Keyword Tool can help you come up with ideas. These tools also show you
the popularity and average cost of each keyword.

Once in the tool, type in a list of keywords you want to use to help generate more ideas.
For example, if your restaurant specialized in seafood, you would want to start with a list
of terms such as Seafood, Seafood Restaurant, Seafood Denver and/or Seafood
Denver CO.
Once you click search, Google will generate other keywords ideas for you to look
through.

In the top left column you can see the three search terms entered in -- Seafood,
Seafood Restaurant and Seafood Denver.
The second column shows the competition level of the keywords, which ranks high for
all three. The competition is an indication of how many advertisers are bidding on this
word. A keyword with higher competition would be more difficult to rank for on the first
page of Google.
The third and fourth columns show the global and monthly searches for each keyword.
This is an average from the past 12 months for the specific keyword. The local searches
relate to your specific country and language. If your business sells to a specific region
only, this statistic is important to look at.
Finally, the approximate CPC in the last column is the keyword's estimated cost-per-
click (CPC). Google averages out the cost of each of the clicks to your landing page
from each ad, and uses this as the average CPC.
Below are keyword suggestions related to the keywords you entered. So if you're in the
Bar and Restaurant business and sell Seafood, this keyword would be a great specific
keyword for your establishment. The more variations of keywords you select that are
relevant to your offer, the greater your reach will be!
Including Negative Keywords
Like I’ve mentioned earlier, negative keywords allow you to exclude certain keywords
from your campaign. Your ad will not appear in search results for these words. If your
business has a similar name to something unrelated to your product or service, for
example, this tool can be beneficial to ensure your ad is being seen by a relevant group
of people, thus increasing your conversion rates for the kind of site traffic you
actually want to drive.
Using the Traffic Estimator Tool
Once keywords are selected, the traffic estimator tool can be used to determine the
optimal budget and cost-per-click (CPC) to get the best results from your ad campaign.

Once in the traffic estimator, type in your desired keywords and click “Get Estimates”
Here you will not see any data until entering a max CPC and daily budget. This depends
on your company’s budget, of course, but this tool will allow you to determine the
optimal CPC and budget for the number of impressions or clicks that you are looking for.
By monitoring AdWords campaigns, you can adjust your bids on keywords to reflect
which are most effective and bringing you the most profit. For example, if you want to
know that for every seafood dinner you sell you get $50 in profit, and you start to notice
that for the keyword “seafood restaurant” you get one sale for every 50 people who click
your ad, then you should keep your max CPC below $1 in order to remain profitable.
Let's say you have a daily budget of $600 for your restaurant. You don’t want to spend
too much, and experiment with a $2 max CPC. This results in 532-650 daily clicks, and
6,626 to 8,099 impressions. You know that for each 20 clicks, you get one $50 sale,
resulting in a $10 profit. Just like that, you're making money!
In the example below, the top graph shows the number of clicks you're estimated to get
at different price points. If you have a budget, the number of clicks will eventually
decrease as you increase your CPC. You will also look at the daily estimates for clicks
and impressions. By adjusting the max CPC or your daily budget, you can see how your
reach can be improved.

After looking at total clicks and impressions, you also want to look at the average
position of your ad.

The average position tells you where on the search engine results page your ad will
appear. An ad position of 1 is the highest on page one of the SERPs. Positions 1-8 are
usually on the first page, and therefore are seen most frequently. To improve ad
position, you can either increase your bid or the Quality Score of your ad -- more on
Quality Score later.
The e click-through rate refers to the percentage of people who saw the ad on a search
engine and clicked on it. Don’t be worried if your CTR is not high at first; the average
click-through rate is around 2%, but can change depending on the industry and
company.
Once you've determined which keywords are best optimized for your goals, it's time to
begin creating your own AdWords campaign!
Chapter 2: Creating a Google
AdWords Campaign

Google AdWords allows you to create many campaigns, and each campaign consists of
ad groups. Each ad group consists of keywords that are all related to a similar topic, and
they can contain as many ads as you want that rotate among the keywords you have.
This rotation can be based on clicks, conversion rates, or evenly distributed.

Setup & Campaign Settings
Once in Google AdWords, click on “Create your first campaign'”