How Peter Chang Slashed Costs and Boosted Orders by 515?

Gaithersburg’s Peter Chang is more than a restaurant. It’s a must-visit for those who enjoy real Sichuan cuisine. Their menu, which features powerful spices and nuanced flavors, provides a sense of culinary perfection. Chef Peter Chang, a name renowned with Chinese culinary inventiveness, leads the restaurant. His inventive technique adds a new twist to traditional recipes, making each plate unique.

 

The eating experience is defined by rich textures and bright flavors, which guests delight about. Every dish, from the well-known scallion bubble pancake to a scorching Sichuan favorite, tells a tale. The environment is warm and friendly, making it ideal for both casual outings and memorable celebrations. Exceptional service guarantees that each visit is personal and memorable. For Maryland foodies, Peter Chang Gaithersburg is a restaurant where tradition and innovation coexist on every plate.

Boosting Online Orders and Encouraging Dine-In Traffic

 

Peter Chang Gaithersburg aimed to increase online orders while also encouraging more customers to dine in at the restaurant. Striking the right balance between these goals proved challenging, as the existing marketing efforts lacked focus and effective execution.

 

Limited Marketing Budget

 

Operating within a constrained budget posed a significant challenge. Every dollar had to be spent strategically to ensure maximum returns. The limited budget required precise planning and execution to drive meaningful results without exceeding financial constraints.

 

Non-Optimized Website

 

The restaurant’s website was not fully optimized, lacking key information such as updated menus, clear calls-to-action, and easy navigation. Missing essential attributes made it difficult for potential customers to place online orders or find details about dine-in options, impacting user experience and engagement.

 

Prevailing Campaign Policy Issues

 

The existing campaigns faced policy compliance issues, which hindered their ability to run smoothly. These challenges affected campaign visibility, causing delays and inefficiencies that further strained the already limited budget.

 

Low Conversions and Conversion Rate

 

The number of conversions—both online orders and reservation inquiries—was significantly lower than desired. Additionally, the overall conversion rate remained suboptimal, indicating that the campaigns were not effectively reaching or persuading the target audience.

 

High Cost-Per-Acquisition (CPA)

 

The cost to acquire a single customer through paid advertising exceeded the daily budget, making the campaigns unsustainable. High CPA rates highlighted inefficiencies in targeting and bidding strategies, requiring immediate adjustments to improve campaign performance and cost-effectiveness.

Switching to a Search Campaign for Targeted Results

 

To improve performance, we transitioned from a performance max campaign to a search campaign focused on long-tail and intent-based keywords. This approach, guided by our expertise as a PPC agency, allowed us to refine targeting and maximize conversions. Two distinct ad groups were created:

 

• 1. Tapas Menu Ad Group: Promoting their Tapas-style menu to attract users interested in trying these unique offerings and encouraging immediate purchases.
  2. Online Orders Ad Group: Designed specifically to boost online orders by targeting users looking for convenient food delivery options.

 

Landing Page Optimization for Conversion

 

The landing pages were optimized with necessary attributes such as updated menus, clear calls-to-action, and user-friendly layouts. These changes aligned with Magento SEO service principles to enhance website usability and encourage conversions.

 

Device-Specific Bid Adjustments

 

Bid adjustments were made across devices to ensure optimal performance. Special attention was given to mobile users, recognizing their high likelihood of placing online orders or making quick reservations.

 

Ad Copy Refinement and Variations

 

Timely updates to ad copies highlighted Peter Chang’s USPs, festive offers, and keyword targeting. Multiple ad variations were tested to evaluate performance and identify key action points, enabling data-driven adjustments for better engagement and CTR.

 

Daily Negative Keyword Management

 

Negative keywords were added regularly to exclude irrelevant searches and focus the budget on high-intent queries, increasing the overall efficiency of the campaigns.

 

Bidding Strategy Optimization

 

The campaign initially used a “maximize clicks” strategy during the learning phase to generate adequate traffic within budget limits. As the campaign progressed, we transitioned to a “maximize conversions” strategy, increasing conversions and improving the overall conversion rate. A target CPA was implemented to ensure costs remained within acceptable limits, ultimately reducing the overall cost per acquisition.

 

Keyword Performance Management

 

Non-performing keywords were removed on time, and new service-intent and top-performing search terms were added. This iterative process helped maintain relevancy and improve campaign outcomes.

 

Specific Ad Extensions for Local Reach

 

Ad extensions, including sitelinks and call extensions, were created to improve reach and CTR. Policy violations in previously ineligible extensions were resolved to enhance ad performance further.

 

Updated Conversion Tracking

 

Conversion tracking mechanisms were updated and corrected to ensure all goal completions were accurately captured, providing valuable insights into campaign performance.

 

Ad Scheduling Adjustments

 

Ads were scheduled to run during Peter Chang’s working hours to align with peak customer activity. Non-performing hours were removed to optimize ad spend and focus on high-engagement periods.

 

Audience Segmentation for Targeted Results

 

Relevant audience segments were added to reach users with higher intent, ensuring better targeting and increasing the likelihood of conversions.

• 2186% increase in overall conversion rate
• 360% increase in conversions
• Cost per acquisition reduced to 89%
• Achieved 15% CTR goal
• 515% increase in online orders