Roy’s Paid Search Strategy Pays Off

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.

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.

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.

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%.