This post will cover advanced strategies and tactics for Facebook Ads for restaurants, particularly those linked to targeting and analytics.
You can find my previous posts about Facebook Ads for restaurants here:
If you’re new to Facebook Ads, I strongly recommend you to read the previous parts before diving into this post. However, if you’re already running Facebook Ads campaigns but want to improve your results, this post is for you!
Facebook Pixel is a piece of code that you place on your website, which collects data that helps you improve your ads in many ways. For example, you can track conversions from Facebook ads, optimize ads, and build targeted audiences.
Most of the strategies that we will discuss further in this post depend on you having Facebook Pixel installed, so I want to make sure that you set it up.
Even if you’re not using Facebook Ads yet, you should install the Facebook Pixel as soon as possible. That way, it will start collecting data so that you don’t have to start from scratch when you’re ready to use it.
1. Go to Events Manager.
2. Click “Create” in the top right corner.
3. Choose “Web”.
4. Click on “Facebook Pixel”.
5. If your website provider is on the list of Partner Integrations, click on the button “Use a partner”. If your website is not supported by Partner Integrations, you will need to add the Pixel code manually.
6. In Partner Integrations, choose your website provider. After doing so, you will see detailed instructions to finish setting up the Pixel.
Once you’re done, you can see if the Pixel is active on your website by using a Chrome Extension called Facebook Pixel Helper. Remember to turn off any ad blockers on your website. Otherwise, the Pixel will be shown as inactive and might not be able to gather data.
After you complete this process, you should have Facebook Pixel installed on your website.
Below, I will discuss advanced targeting tactics that you can use for your Facebook Ads. They require a Facebook Pixel set up, so I would strongly recommend that you do so.
A sales funnel is a model that illustrates the theoretical customer journey toward the purchase of a good or service. It consists of three stages: awareness, consideration, and decision. Sales funnel is widely used in marketing, and can be applied to Facebook Ads.
It is an effective strategy because generally, people are not ready to buy anything from someone they don’t know. Thanks to the sales funnel, you won’t waste your time on running ads to the wrong audience.
To use the sales funnel in Facebook Ads, you should create ads specifically for people on each stage. The first stage, awareness, requires the most general ads for people who have never heard of your restaurant. For the consideration stage, you can showcase the quality of your menu or service; while on the decision stage, you would advertise special offers to drive conversions.
Custom audiences help you to reach people on the consideration and the decision stage by targeting users who have already interacted with your restaurant.
One custom audience can be built from your website visitors. For instance, you can target everyone who visited your website in the last 60 days. Furthermore, you can narrow it down to people who visited a specific page (add its URL in the specific web page section) or those who read your blog (write “blog” in the specific web page section).
Another way of creating your custom audience is by using your email list. You can import a list of your email subscribers from your Email Service Provider and serve ads only to them.
In your Audiences dashboard, click Create Audience and then select Custom Audience from the drop-down menu. The sources of custom audiences include:
I would recommend testing different sources to find the best ones for your restaurant.
A Facebook lookalike audience is based on a custom audience you have set up. Lookalike audiences allow you to expand beyond your reach but still target people with highly specific profiles, by creating audiences that look like your own targets.
To set up a lookalike audience, in your Audiences dashboard, click Create Audience and then select Lookalike Audience. Next, pick the audience that you want to be the source for your lookalike audience. Below, you can also choose the location of your lookalike audience, as well as how close you want it to match your custom audience – from 1% (the most similar) to 10% (the broadest).
What is more, you can also combine lookalike audiences with interest targeting. To do so, after creating a lookalike audience, you simply add detailed targeting.
I discussed A/B testing in the previous posts about Facebook Ads for restaurants. To reiterate, you can test your ads and ad sets manually by creating two or more versions that differ by one variable (e.g. the image or the headline), running them for a certain period of time, and analyzing the results afterward.
The issue with this approach is that it is more time-consuming and you have no control over who sees the ads. Facebook might be showing different versions to different segments of your audience, which will make the results of your test unreliable.
As an alternative, you can use Facebook’s split test tool. That way, Facebook tests different versions of your ads and analyzes the results for you. The split test tool makes testing much easier for you; however, it can’t be done if your daily budget is under $10.
Nonetheless, the split testing tool can be a great help for your marketing efforts. It lets you compare one of four different variables: Creative (images and copy of your ads), delivery, audience, and placement. You can have up to five versions of the ad or ad set for each test.
To create a split test, you should select the split test box when choosing your campaign’s objective. If you are using this tool for the first time, I’d recommend using the guided creation as Facebook will give you some instructions on how to create your first split-test.
Let’s say you created a lookalike audience from your website visitors. In order to test it, you can create a split test and compare it to another lookalike audience, this time based on your email subscribers. Furthermore, you can compare those two alternatives to an audience that you created based on interests. After the test is finished, you will know which audience is most receptive to your ad.
Analysis is a crucial part of managing Facebook campaigns. Analyzing each campaign, ad set, and ad will help you find the strategies and tactics that work best for your restaurant.
The metrics that you should look at will depend on what you want to measure. I will discuss these metrics below based on the goal for your analysis.
The first goal of your analysis can be to assess awareness that your ad created. It is always important but especially when you run brand awareness campaigns.
In this case, you will look at reach, impressions, and frequency. Reach indicates how many people saw your ad; while impressions tell how many times your ad was shown.
As a result, the number of impressions can’t be lower than the reach, but it can be higher if some people saw your ad more than once. That will make the frequency higher than 1. You should make sure that the frequency doesn’t exceed 3 since it may lead to ad fatigue among your audience.
Another goal that analytics might have is to evaluate engagement that your ads spur. High engagement is a positive thing because it means that viewers look at your ads and react to them.
The metrics used to evaluate engagement are: clicks, likes, comments, and shares. As you may realize, these are the same metrics that you would use to analyze organic posts.
Your ultimate goal for Facebook Ads is to make them effective. There are two types of metrics that can help you measure the effectiveness of your Facebook campaigns.
The first metric is a click through rate (CTR), which is the number of clicks divided by the number of impressions. An average CTR is at approximately 2-5%.
The second metric is your cost per result where the result depends on the type of campaign that you’re running. Cost per click (CPC) is the most common; cost per mille (CPM) refers to the cost for a thousand impressions and is used for brand awareness campaigns. If you have conversions set up on your website, then you can use cost per acquisition (CPA) for conversion campaigns.
You should use Google Analytics to get a better picture of your Facebook campaign’s performance. That way, you will be able to tell what users do on your website after clicking on an ad.
First, you can track referrals from social media to see how many people got to your website and how that number compares to other traffic sources. Moreover, you can also check their bounce rate, which will show how many of those visitors were not really interested in your website.
Furthermore, Google Analytics lets you monitor the conversion rate, cost per conversion, and ROI. That is, however, only if you have conversions set up. You can read about conversions in Google Analytics here. Setting up those conversions is crucial to understand if your Facebook Ads are actually making money for you.
To sum up, this was the last post of the 4-part series covering Facebook Ads for restaurants. If you’d like to refresh your memory and read the previous posts, you can find them here:
This part covered some of the more advanced strategies and tactics that you can use in your Facebook Ads campaigns. The fundamental requirement when taking your campaigns to the next level is having Facebook Pixel installed on your website. It will help you with targeting, running campaigns, and analysis.
Once you have Facebook Pixel installed, you can experiment with advanced targeting options, namely custom, and lookalike audiences. You might also create a sales funnel, which is a model illustrating customers’ journey toward the purchase of a good or service. It includes 3 stages: awareness, consideration, and decision; your Facebook Ads should be customized to each of these stages.
Besides targeting, we also discussed A/B testing, as well as analytics. During the analysis process, you can measure different aspects of your campaigns, for example:
The data that you look at will depend on what you are analyzing at the moment. For instance, effectiveness will be measured by the click-through rate (CTR) and the cost (CPC/CPA/ CPM).
I hope this and the previous posts made Facebook Ads more understandable and clear for you, and that you’re excited to run Facebook Ads campaigns now. However, if you have any questions regarding Facebook Ads for restaurants, feel free to shoot me an email or connect with me on Instagram!