Paid Search and Social Put Steakhouse on the Map in Philly
Situated in a city of steakhouses, Hugo’s Frog Bar & Chop House was the new restaurant on the [chopping] block in Philadelphia. Competing with over a dozen steakhouses and countless high-end restaurants, Hugo’s had two major hurdles to overcome:
A highly-saturated market
Its location within SugarHouse Casino
Services Rendered
Growth Marketing Strategy
Content
PPC
Audience Exploration
One of the major challenges to immediately overcome was audience targeting. Who wants to visit a casino steakhouse? To find out, we pushed out marketing to a large variety of audiences and narrowed in on the top-engaged segments.
Email Marketing:
SugarHouse Casino patrons
Purchased list of residents within 10-mile radius with HHI of $75,000 and above
Opt-Ins from OpenTable
Paid Social:
Custom Audience: Export of OpenTable reservations
Lookalike audience based on OpenTable reservations audience
Engaged with the Facebook ad in the past 365 days
Lookalike audience based on people who have engaged with the Facebook page
All website visitors in the past 180 days
Lookalike audience based on people who visited the website in the past 180 days
Interest-based audience: Fine dining, in a relationship
Google Ads:
“Steakhouse” keywords: people searching for steakhouses in the city of Philadelphia
“Steakhouse” keywords: people searching for steakhouses in the nearby suburbs of Southeastern Pennsylvania
“Steakhouse” keywords: people searching for steakhouses in the nearby suburbs of South Jersey
A Winning Combination of Paid Search + Social Media
By reviewing the data from our campaigns early and often, we were able to identify the winning combination of growth marketing hacks for Hugo’s Frog Bar & Chop House. And the winner is…
A constant pay-per-click Google Ads campaign that entices prospective patrons that are searching for steakhouses in their area.
A comprehensive social media strategy that uses a combo of organic and sponsored posts to increase reach, promote shares, and build restaurant reviews.
Results:
150,000+ Google Map Clicks
Annually from the Google Ads Campaign Extension
$3.86
Average Cost Per Click for Google Ads
Social Media Program Reaches 14,500 Users Monthly
$1 Average Cost Per Click
For sponsored campaigns on Facebook
40k Monthly Impressions
Average # of impressions on Facebook each month
14,500 Monthly Reach
Average # of users reached on Facebook each month
Value-Adding Content Gives Readers Something to Sink Their Teeth Into
We all love a quick and snackable social post, but sometimes more is more. Longform blogging has allowed us to improve search rankings, drive home the top-quality ingredients and methodology in the restaurant, provide a format for thought leadership, and create shareable content for social and email marketing.
Results:
10% Increase in Organic Website Sessions
Year-On-Year
Average Position 8.4 and Climbing
On the organic search engine results page
#1 Position for Steakhouse Searches
Best steakhouse near me, Top steakhouses in Philly, steak house in Philadelphia
Are you ready to see real results?
Schedule an intro call with Brendan Walsh, Director of Client Development at Mole Street.
