How to advertise sushi & pizza delivery in Google Ads

The client had search campaigns set up

However, almost half of the traffic was driven by a dynamic search campaign, and the second half was driven by a brand search campaign. In general, this happens, but we usually try to add all possible keywords to the ad account, break them up into groups and use a dynamic keyword campaign to collect only low volume keywords.

Anyway, we started by analysing the keyword reports from all the campaigns for the whole period, as there were already ad campaigns running. We did a pivot table, effectiveness analysis, grouping of queries and collection of negative keywords.

Branded queries were divided into strict brand variations and brand + category

So we had a campaign with top branded queries, 16 of them, and we made cross negatives by groups, so that for a particular query separately to see statistics and competitors who are advertised on it.

We left this campaign with a minimum budget of $1 per day, and on it we just monitor whether someone new is advertised on our brand queries, because on these queries we are already number one in SEO, and competitors are rarely advertised. There have been a few such cases, but we have solved the problem with verbal agreements. The competitor has stopped advertising on these queries.



Brand + Categories and all possible misspellings of brand queries were the second more interesting brand campaign. Because there were category words and words similar to other queries due to typos, competitors often advertised on them. We run this campaign with a maximum conversion strategy, but we also allocate a minimum budget, but we monitor if there are any interesting new queries, and if so, we add them to the main search campaign.



So we took half of the budget that was being spent on brand advertising, minimised it and moved it to category advertising. We then monitored the number of organic orders and everything worked as it was supposed to, we didn't lose any branded orders, they just moved from advertising to SEO organic.



Honestly, we redesigned the main category campaign several times to find the optimal configuration and betting strategy. As a result, we decided on this option:

1. An exact match of the search terms from all the categories in a single campaign;
2. Ad groups with dynamic targets within the same campaign;
3. Phrase match searches were also added to separate groups, but when they were turned on it was found that they were mostly irrelevant or low volume as we were collecting everything in exact match. So these groups are now paused;
4. As our goal does not change with this traffic, we want to get the most out of our budget, so competitor queries were also added to this campaign;

We combined everything into one campaign so that there was more data for optimization and the strategy of maximum conversion value worked successfully, taking into account both orders and clicks to SMS, clicks to calls (based on CRM data and GA conversion, we calculated the value of each target).



After all this, we set up similar campaigns in Yandex. Direct, but there we switched off the dynamic advertising campaign and auto-targeting after a few months because we had collected all the relevant queries and only spam appeared there. So now only the brand and category campaign works.

Consequently, we set up such advertising accounts using this approach:

1. Kazakhstan Google Ads
2. Kazakhstan Yandex.Direct
3. Kyrgyzstan Google Ads

Within a few months, we had a record 1500 orders per month for Almaty and 500 for Bishkek.

▼ Kazakhstan Results


▼ Kyrgyzstan Results


There was also an interesting case of increasing budgets by 30%. Google advised us to do this by showing graphs, saying that conversions would increase proportionally. In one month we did this, but we only got more synthetic conversions, but in reality there were no more orders and we reduced the budget again.

Conclusions

1. Create a simple structure of advertising campaigns, dividing them by type of target. The fewer campaigns you have, the more statistics you have for each, the better your smart strategies will work.

2. Collect as many keywords as you can so that at least half of your traffic is coming from keywords that are exact matches. Then, without complex analysis, snooping around, downloading all the data, creating pivot tables, etc., it will always be clear what is working and what is not.

3. Trust Google, but double-check their predictions. The more conversions you get or the more budget you need, the less likely you are to actually get online orders.

4. In the niche market of food delivery, brand awareness and repeat orders are very important. In this case, 30% of a client's orders, both for advertising and for organic / direct, come from existing customers. It is thanks to them that it turns out to be possible to maintain the positive return on investment in advertising. Give maximum impact to product quality, service and your USP. Without customer returns and repeat orders, any advertising, even a well-tuned one, will give you a tangible minus in costs and will never pay for itself. The cost of attracting a new customer and the cost of his first order will always be higher than the profit obtained at the first time of profit. It is only his later LTV, when the customer comes back, that will generate a positive ROAS for you for the 1st or 2nd month of the advertising campaign.