How We Boosted China Garden’s Conversions by 886% While Cutting Costs by 91%?

China Garden is a family-run restaurant in the middle of Homewood, Illinois, that is famous for its real Chinese food. For years, it’s been a favorite spot for locals looking for carefully made, tasty food. The restaurant is more than just a place to eat; it’s a neighborhood favorite because it combines tradition with a friendly vibe. Their menu honors the long history of Chinese food with dishes like classic stir-fries and house specialties. Because it cares about product and customer service, China Garden keeps making its customers happy, one meal at a time.

Promoting Signature Offerings

 

China Garden aimed to highlight their unique offerings, such as Dim Sum and Cantonese cuisine, to stand out in a competitive market. However, their existing marketing efforts were not effectively communicating the variety and quality of these specialties to their target audience.

 

Website Optimization Issues

 

The restaurant’s website was underperforming due to missing key information and attributes. Essential elements like clear navigation, menu details, and calls-to-action were either absent or poorly structured. This made it difficult for potential customers to find information and place orders seamlessly.

 

Low Engagement and Traffic

 

The online presence of China Garden struggled with minimal website traffic and a lack of engagement on social media. This meant fewer customers discovering their services, ultimately impacting their overall visibility and reach.

 

Budget Constraints

 

Operating within a limited budget posed a significant challenge. They needed impactful strategies that could deliver measurable results without overextending their financial resources.

 

Decline in Customer Inquiries

 

The number of incoming phone calls, a vital channel for reservations and takeout orders, was noticeably low. This indicated a disconnect in reaching customers who preferred direct communication, affecting overall sales and customer interaction.

Created Two Campaigns for Targeted Goals:

 

To address specific goals, we designed two tailored campaigns. The first campaign promoted their Dim Sum dishes, aiming to increase both phone calls and online orders. The second campaign focused on running call-only ads during their working hours, ensuring ads were displayed exclusively on mobile devices to align with customer behavior.

 

Landing Page Optimization for Conversions:

 

The landing pages were optimized to enhance user experience and encourage conversions. This included updating layouts, improving call-to-action buttons, and ensuring all relevant information was easily accessible. These adjustments aligned with the principles of Google Adwords management services for better campaign results.

 

Device-Specific Bid Adjustments:

 

Strategic bid adjustments were made for different devices to maximize ad performance. Priority was given to mobile devices for call-only campaigns, ensuring ads reached the most relevant audience at the right time.

 

Ad Variations for Better Insights:

 

Multiple ad variations were created and tested to identify what resonated most with the target audience. This approach allowed us to analyze performance, gather actionable insights, and make data-driven adjustments to the campaigns.

 

Ad Copy Refinement for Engagement:

 

Ad copies were regularly updated to highlight China Garden’s unique selling points, such as their authentic Cantonese cuisine and special offers. Using Shopify SEO services, we integrated relevant keywords and optimized content to improve engagement and click-through rates.

 

Daily Negative Keyword Management:

 

Negative keywords were added daily to filter out irrelevant traffic and ensure the budget was allocated to high-intent users. This process minimized wasteful spending and improved overall campaign efficiency.

 

Refined Bidding Strategies:

 

The bidding strategy was optimized in phases. Initially, a “maximize clicks” strategy was employed to generate traffic and gather valuable data. This was later switched to “maximize conversions,” using the collected insights to secure more qualified leads.

 

Keyword Performance Optimization:

 

Underperforming keywords were removed regularly, while top-performing search terms with clear service intent were added. This helped maintain the relevance and efficiency of the campaigns.

 

Incorporated Ad Extensions for Local Reach:

 

Ad extensions were strategically added to enhance visibility in local search results. These included location extensions, call extensions, and sitelinks, which drove more traffic from nearby areas and improved click-through rates.

 

Conversion Tracking Updates:

 

Conversion tracking mechanisms were updated and corrected to ensure all goal completions were accurately recorded. This helped identify missing opportunities and provided a clearer understanding of campaign performance.

 

Ad Scheduling Adjustments:

 

Ads were scheduled to run only during China Garden’s working hours to align with their operations. Non-performing time slots were removed to optimize ad spend and focus on periods of high engagement.

 

Audience Segmentation for Relevant Targeting:

 

Specific audience segments were identified and targeted to reach a more relevant customer base. This approach increased the likelihood of conversions by focusing on users with higher intent and interest.

• 886% increase in overall conversion rate
• 101% increase in conversions
• Cost per acquisition reduced to 91%
• Achieved 11% CTR goal
• phone call conversions increased by 114%