Need some guidance
Need some advice from people who’ve worked on performance marketing for restaurant/bakery/food brands.
A brand that’s upgrading their static site to a site with own direct online ordering to reduce the orders on 3rd party platforms, and I’m currently planning the performance marketing strategy. The challenge is that the budget is fairly limited, and the product category includes bakery items, restaurant food and hampers.
The brand have 12 locations and 5 are restaurant + bakery and rest are only bakeries.
Their goal is to get sales through their own site.
From the research that I have carried:
• Local competitors aren’t really running strong direct-ordering performance campaigns and most only use the 3rd party platforms for delivery.
• The nation wide brands are mainly using Meta ads for awareness with few conversion focused ads and are running multiple PMax ads targeting branded keywords.
• Attribution also feels tricky since a lot of actual purchases still happen offline/repeat behaviour based.
I have a list of customers, so I am thinking of running a LAL sales campaign on Meta and then running low-budget search campaign on Google with branded and few query words focused on delivery.
Open to suggestions if there’s a better approach or something important I might be missing here, especially when working with smaller budgets and mixed online/offline purchase behaviour.