Roy’s Paid Search Strategy Pays Off
Roy’s Restaurant, a national brand known for its fusion/Pacific Rim cuisine, came to Roger West to improve their paid search strategy, with the goals to increase their number of reservations, decrease their Cost Per Reservations (CPR), and increase their restaurant call volume.
Industry / Restaurant
European techniques, Pacific Rim cuisine, warm, from-the-heart hospitality. Together, they create a remarkable dining experience unique to Roy’s Restaurant. The first Roy’s was opened in Honolulu, Hawaii in 1988 by namesake Roy Yamaguchi, a James Beard Award winner. Since those early days, there are 16 Roy’s restaurants in the continental United States, six in Hawaii, one in Japan and one in Guam.
- Paid Search Strategy
- PPC Management
- Programmatic Display
Expanding a Lasting Partnership
Roger West has provided Roy’s Restaurant with integrated marketing services for many years, working closely with the chain’s marketing team to build and produce email campaigns and promotions for private dining, events, and weekly specials.
The Roger West digital team worked on search and display ads for the restaurant’s Mahalo Monday Prix Fixe and Waina Wednesday weekly promotions. When Roy’s approached Roger West to expand the partnership to include a more robust paid search strategy, the team was already immersed in Roy’s culture.
Paid Search Becomes the Main Course
Roger West put together a paid search plan utilizing both branded and non-branded keywords across 17 different markets, and the agency built separate campaigns to promote Roy’s general reservations, private dining services, and the sale of gift cards.
The agency also focused on increasing search performance on mobile devices and implemented click-to-call technologies. Leveraging DialogTech’s call tracking and analytics services, Roger West gained helpful insights, enabling an increase in call-in reservations.
increase in reservations
increased interaction rate
increase in mobile call conversions
Responsive Advertising Techniques
Roger West also initiated a programmatic display to automatically direct retargeting messages to bring back visitors who hit their site but did not convert. These programmatic ads – available only through Google Adwords – were responsive, meaning that they adjust dimensions according to the ad space available, which increases reach and the number of impressions. The agency used these as evergreen retargeting ads.
Geofencing techniques were also used to establish a perimeter around each of Roy’s targeted markets, directing messages to people who matched certain key demographics, such as income. Geo-targeted efforts and building audiences while monitoring behavior across all markets led to an additional 100% increase over the prior year.
Results Worth Raving About
The results of Roger West’s paid search strategy met and exceeded the client’s goals. The campaigns were so successful that Roy’s increased their monthly spend by 267%.