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Search Marketing for Quick Service Restaurants in the UK

Our "Geeks with Personality" are serious about their search for the perfect burger—but their real passion is for driving measurable digital performance. For our PPC specialists in particular, that means critical matters like conversion rates, audience targeting (and retargeting), and those three all-important initials: ROI. That's why we've cooked up a winning recipe for paid search success, built on continual optimisation, cross-channel integration, and scalability right down to the hyper-local level. After all, when hunger strikes in today's multi-touch, multi-device world, quick service restaurants have to be both visible and relevant to their target audiences. If your search marketing doesn't satisfy their appetite, another brand's will.

The right ingredients for pay-per-click success

It isn't always easy to come up with a winning mix of ad types and features to fit your audience's profiles—but we've never backed away from a challenge! Here are some of our go-to tactics for creating conversion-focused campaigns: 
  • Targeted ads: Home in on your potential diners at the exact moment they're searching for restaurants. How? By using very specific criteria including device type, keyword, and current location.
  • Ad extensions: Modern search ads come complete with a menu of optional extensions. Make smart use of them to boost your search real estate, improving your visibility.
  • Local-specific offers: Nationwide deals and coupons are great, but you can make your offers even more compelling by giving them a local twist. That's why we use location-targeting strategies to focus on customers in defined geographic locations. 
  • Location bid modifiers: We appreciate that different locations generate different revenues—and have different levels of expenditure, too. We'll take a close look at each location's ROA (return on assets) to ensure the right amount of your bidding budget is allocated to the most lucrative locations.
  • Scheduling ads: It's always a good time to eat (just ask our ravenous PPC specialists) but that doesn't translate to your ad strategy. Instead, you need to determine the optimal time of day for your ad to be seen—so pre-lunch, pre-dinner, or another time depending on your menu.

17%

Mobile meal deal: Location-targeted mobile ads delivered an average 17% visitation life for restaurants according to a recent xAd study1

71%

Hungry, mummy? Once outside of the home, 71% of moms use their mobile phone to search for quick service restaurants2

34%

Multi-device diners: After searching for restaurant information, 34% of smartphone users make a purchase within an hour; 40% tablet users make a purchase within a day3

72%

An offer you can't refuse: 72% of smartphone users (and 69% of tablet users) click on ads that offer promotions or coupons4

1 xAd, Campaign Design for Driving In-Store Visits, 2015
2 Google, “How Moms Gather Information on Fast Food”, April 2012
3 QSR, “Mobile Fast Food Marketing: How QSRs and Fast Casual Are Getting Quicker and Faster”, December 2012
4 xAd-Telmetrics, “Mobile Path to Purchase Study”, August 2012

Our paid search campaigns are there when those quick-food cravings strike.

It's time to join the local revolution

Successful, locally focused digital marketing depends on ensuring that every landing page, banner ad, search query, and tweet counts—because if you’re not reaching the right consumer at the right time, what’s the point? DAC aims to improve the reach, relevance, and reputation of your digital marketing efforts. And we’re not too bad at it, if we do say so ourselves.

5 bn

More than 5 billion people use mobile phones1

79%

79% of shoppers research products before making in-store purchases2

1 GSMA Intelligence, 2018
2 Salesforce, "Connected Shoppers Report", 2017

We’re the type of agency that makes a conscious effort to learn something new every day. 

For an agency with the creativity and experience to make search marketing best practices work for your quick service restaurant brand, look no further than DAC.

Over the last 46 years, DAC has grown from a regional print directory advertiser to a full-service digital performance agency. We started out small, but our focus on local and commitment to staying on the cutting edge of digital marketing innovation has brought us to where we are today. With offices across Canada, the US, and Europe, our “Geeks with Personality” spend their days working to connect brands with consumers.

THE KEY WORD BLOG Preaching to the conversion-minded

Let's talk!

We can help your business grow and thrive in digital—and it all starts with a friendly chat.