Within two months, we successfully increased the sales of a fast-food restaurant by more than 13 times compared to its sales before working with us. This success was not achieved by simply running adcampaigns, but by doing much more, and that is the approach we take at MAKASEB. Growing online stores is about more than just ad campaigns. In the following lines, we will explain how we succeeded in achieving this significant increase.
The biggest challenge:
– There is a big difference in the customer’s profit margin when there are orders from his store and between orders through other food delivery applications (Talabat – Carry – Delivery – Jahez), due to the large commission percentage that these applications collect from the value of sales.
– All the content used during the two-month period is content that was previously displayed by the customer and influencers on social media, and there was no intention to invest in any new content for a long period.
The goal to be achieved
The goal was to try to educate customers about the restaurant’s website to increase sales through the website while maintaining existing customers who prefer to use this type of application.
Sales Plan and Goals
Before starting the ads:
1- Subscribe to the premium version of Link Tree, to provide users with all available outlet options, while working to attract them to purchase from the website through special offers for the website only and using visual effects that encourage users to go to the website.
2- Build an integrated tracking system by linking pixels directly using Google Tag Manager, where tracking purchases was fully linked across all platforms, in addition to linking Link Tree to Meta.
3- A set of offers suitable for the restaurant was agreed upon based on the best-selling and most profitable products, in order to increase the size of the single basket.
4- After studying the store, its position and sales from the beginning and examining everything related to the best-selling products, we set our plan and sales goal from the beginning.
Initial sales goal = achieving sales exceeding 5,000 KWD per month with a budget of 1,000 KWD at a ROAS exceeding 3X.
Launching ad campaigns starting from tests until expanding the budget
Launch and testing phase
Firstly: Ads content:
- Due to the lack of new content, the focus was on producing 5 to 10 videos per week through the video editors team at MAKASEB, by adding some popular and trendy sounds to some videos to suit the target age group, and benefiting from the delicious food shots in compiled videos With minor modifications, as well as videos collected by influencers, opinions and customer evaluations.
- Using designs to show the offers provided and for retargeting campaigns.
Secondly: Ad campaigns:
1- The testing phase was gradual, starting with testing two platforms (Meta and TikTok) and then expanding to the rest of the platforms (Snapchat and Google) to include testing the target audience and different types of campaigns and content.
2- Target audience: Campaigns were run to test a different group of interests, test age groups and gender, as well as test the lack of interests in the campaigns, to reach the best quality of the audience to expand in.
3- Different types of campaigns were run from direct conversion campaigns on the website and conversion campaigns on LinkTree and video views and others, until the best performing campaigns were chosen, and the best in terms of audience quality.
4- More than one type of different content was run to choose successful content that we rely on in scaling campaigns.
Testing phase:
First: Meta
– Campaigns were launched with interests and general campaigns, the goal of which was to spread widely, and to determine the quality of the audience for each type of campaign and different targets.
– Direct conversion campaigns were relied upon to ensure the best possible quality for the target audience with conversion campaigns on Link Tree to ensure widespread and awareness of the brand name.
Second: TikTok
– Direct conversion campaigns were relied upon to ensure the best possible quality for the target audience with conversion campaigns on Link Tree to ensure widespread and awareness of the brand name.
Third: Snapchat
– Conversion campaigns were run on the website.
Fourth: Google
– Search campaigns on the brand name were run.
Scaling phase:
– The testing period was gradual for each platform separately, and one platform after another entered the testing phase and then expanded.
-It turned out that the best platforms in terms of audience quality, strong interaction with content, and referral to the site, wers as follows, in order:
1- TikTok
2- Meta
3- Snapchat
4- Google
Firstly, TikTok:
– TikTok was relied upon to be the platform with the highest number of referrals to LinkTree at the lowest possible cost, and to increase the spread and awareness of the brand.
– The most successful campaigns on TikTok were direct conversion campaigns and website conversion campaigns (traffic) with interests and age groups specified to include young people only.
– Retargeting campaigns for the same audience but with images containing the offers presented or with special messages distinguished by retargeting.
Secondly, Meta:
– The best campaigns on Meta were the enhanced shopping campaigns (advantage+shopping campaign) and the direct conversion campaigns (conversion)
– Retargeting campaigns, but they were not as strong as the targeting campaigns on TikTok.
Thirdly, Snapchat:
– The Snapchat platform was entered and tested with the best possible content from celebrities after confirming the success of the main platforms, Meta and TikTok, and it showed initial success.
Fourthly, Google:
– Google was not relied upon as a sales platform, but the basic campaign that was run on Google, was a search campaign on the brand name, to ensure that the website appears before other food applications when searching under the brand name.
Result after 2 months:
– Sales of 16,875 KWD were achieved in just 2 months.
– At a total cost of about 3,626 KWD.
– With a return on advertising rate of 4.6X.
In conclusion, we can say that the key points that were crucial in achieving success in this case are as follows:
-The importance of convincing the customer to invest in content and flexibility in dealing with the results of the various sales outlets available to his store.
-The most important element of the equation is the product, the more distinctive and unique your product is, the more advantage you have over competitors.
-Advertising content is the strongest supporter and source of growth for the store.
-Marketing through influencers helps in quickly spreading the brand among the target audience effectively within a short period and building trust between the audience and the brand, but it is certain that marketing with celebrities alone is not enough to achieve this level of growth.
-The importance of diversifying visual content between images and videos to achieve the best result in terms of reducing the cost of the order and increasing the value of the cart in a single order.
-The importance of diversifying between platforms and not relying on one platform because in light of this case study, all platforms, whether Meta, Google, Snapchat or TikTok, have shown good performance in reaching and acquiring new customers at the lowest possible cost.
