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.
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