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The combined SEO and SEM approach as outlined above grew the client's restaurant base from 0 to over 200 signups in just 120 days and a 10X ROAS.
This company allowed customers to order and pay for meals at participating restaurants by phone app. NOTE: the company was doing very well in the first 120 days of launch following app-development, then the global pandemic of COVID hit and they were forced to shutter as all restaurants closed for about 90 days (at a minimum). That said, the biggest challenge we faced with ads and SEO was getting to the right audiences in and around the crowded, overlapping Point-of-Sale market that we didn't want to address head-on. As such, search optimization and ads had to be very precise in targeting while also addressing the widest possible audience(s).
To gain initial traction and target the right restaurants for on-boarding, our SEO and PPC were the two main tools employed.
For ads, our process was simple, yet complicated to implement: target only the top, longtail keywords with highly-focused Single Keyword Ad Groups (SKAG) designed to own the search market for those keywords most important to the requirements.
In other words, we created many SKAG keyword sets with the highest affordable CPAs to ensure our brand dominated the key SERP page results spots for those words. The result was a very high CTR and conversion rates with a high quality (and volume) of MQL.
For SEO, we employed a similar approach of creating focused pillar pages and SEO hubs around similar content as employed in the PPC campaigns. Despite a short duration in the market, organic had already started to show results when the pandemic hit.
The combined SEO and SEM approach as outlined above grew the client's restaurant base from 0 to over 200 signups in just 120 days and a 10X ROAS.
SEO,Paid Ads,Paid Ads
Food & Drink
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Imperial Tea is a premium tea company started almost 30 years ago, and family run. As a family run business, Imperial Tea has acquired a very loyal community of fans and customers. True tea connoisseurs shop at Imperial Tea, in part for the premium quality they offer, but also to continue connecting with the founders that lead tea tasting sessions and education. The entire Imperial Tea experience is unique. While the majority of their sales have been generated by their tea house in San Francisco, they have been trying to expand their online stores sales.
When Imperial Tea reached out to us, they were looking for a team of marketers that truly understand the boutique nature of their business. Unlike mainstream tea companies, Imperial Tea’s social media content had to lead with education in order to continue offering the same quality of service to their existing audience, while growing their community of premium tea lovers.
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I started this account from day 1 before the restaurant opened it's doors in 2016. We built up momentum and were maxed out of tables from day 1. It's been a wild ride with expanding into a new space, adding in a pizza oven for authentic Napolateon pizza, adding in catering options, and now onto opening second location just for private events and catering!
Summergrove Halls are a hotel and restaurant based in Cumbria. They had used various other channels in the past to try and drive growth of both room and restaurant bookings but found all were unsuccessful. Summergrove Halls' challenge was their location, whilst adjacent to the Lake District was too far to be a viable selling point and the hotel was functional rather than boutique or luxury. They had a niche audience of walkers, people working on nearby projects and people visiting the nearby hospital.
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