Applebee’s is chain thriving in Mexico much as it is here in the United States. As their AOR, NM+U is in charge of not only the creative but the social and SEM marketing for Mexico. As such, we’re always looking for more ways to drive value.
Applebee's Mexico
SEM: Advertising with REAL store traffic conversions
Challenge
As with all restaurants, the goal of advertising is to drive people to eat there. When NM+U learned of some of Google’s new GPS-related features, we sought to utilize them to make sure our advertising wasn’t only effective by traditional metrics, but the by the mother of all metrics themselves… actual store visits to an Applebee’s after seeing an SEM ad served.
2023 Results
SEM
Average CTR
(Click-Thru-Rate)
12.48%
vs. Global Average of
7.60% for Search Campaigns
in the restaurant sector
SEM
Average CPC
(Cost-Per-Click)
$0.12
vs. Mexico Average of
0.49% for Search Campaigns
in the restaurant sector
SEM
Average CPC
(Cost-Per-Conversion)
(in this case Store Visits)
$0.83
per visit
SEM
Total Store
Visits After
Seeing Ads
2000+
over 4 week test period
How We Did It
Google SEM / Tracking Codes
NM+U used SEM and search data to identify key menu items, category, times of searches and a variety of other variables that would be most likely to be searching for immediate reasons. We then used google to identify local restaurants relevant to the search area to connect the data being served to Google’s GPS trackers. It should be noted, that while we were able to track 2000+ verified customer visits, a large portion of the population doesn’t allow GPS trackers to track and send info, so 2000+ only represent those who do.