INTRODUCTION
If your restaurant is one of the 3 million businesses using Facebook to advertise, you’re probably already familiar with some of the platform’s more basic advertising techniques.
However, as the social media site evolves, it is important to change your strategy accordingly. Facebook ad competition is higher than ever, which means it’s even more important to create an engaging experience for the right audience.
Following are some Facebook advertising strategies for restaurants you should explore.
HOW TO USE FACEBOOK INSTANT EXPERIENCES
While a good Facebook ad is the first step to connecting with your target customers, it is important to consider their experience after the click. If your ad destination isn’t engaging or mobile-friendly, chances are the majority of your audience is abandoning ship before you’ve had a chance to share your message.
According to Statista, more than 75 percent of Facebook users access the social media site via a mobile device. Instant Experiences, formerly known as Canvas, helps create a more seamless ad experience for these users by loading almost instantly after someone clicks on your ad. In fact, they load about 15 times faster than many of the standard mobile-friendly websites. Plus, they’re hosted right on Facebook, which can keep people more engaged with your content.
Custom Instant Experiences can be created ahead of time by using Publishing Tools within your Facebook page. Simply click Instant Experiences (Cavas) and click “+ Create” to access the Instant Experience Builder. From there you will name and design your Instant Experience to match your restaurant’s Facebook ad objective.
For instance, if you are promoting your new dinner specials, you should name your Instant Experience “New dinner specials – [date].” You can then add various elements by clicking “+ Add Component.” In this case, you should add a carousel with images of a few of the featured items, a text block with descriptions of the entrees and a button that reads “View all of our new selections” to direct Facebook users to a landing page where they can view the new items and make a reservation.
If you are trying to secure reservations for a special event, such as a wine pairing dinner, you should include a header with the name of the event, a photo component that characterizes the dinner and a text block with more information. You should also add a lead form to your Instant Experience to collect contact information from interested parties. Be sure to follow up with these individuals later to confirm their reservation.
As an alternative, you are able to use one of the Instant Experiences templates directly in Ads Manager. If you are trying to generate brand awareness, for example, you could use the story telling template to introduce new customers to your restaurant with engaging photos or videos, a brief description of your establishment and a link or call-to-action button that routes to your website where they can learn more.
HOW TO CREATE LOOKALIKE AUDIENCES
Facebook lookalike audiences can help expand your restaurant’s existing customer base by targeting new diners with similar traits and interests. This can be done in a few different ways.
First, you can create a lookalike audience from a custom audience made up of phone number or email addresses you’ve collected from other avenues. For instance, you could upload your restaurant’s newsletter contacts to Facebook and create a lookalike audience from that information.
In addition, you can create a lookalike audience from your current Facebook page fans, like those who interact with your page or Facebook events, or by using data from the Facebook pixel you installed on your website. If you are trying to generate more online gift card sales, for example, you could create an audience that resembles individuals who have made purchases in the past.
Similarly, you could target individuals likely to take advantage of an upcoming special by creating a lookalike audience from those who have viewed Instant Experiences or landing pages promoting similar offers.
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