Best practices and opportunity for advertising bid strategies on Facebook for optimizing restaurant marketing budgets. Presented by Carin Oliver at the Western Foodservice Expo in Los Angeles.

1. SUCCESSFUL
FACEBOOK & INSTAGRAM
MARKETING STRATEGIES FOR
GETTING BUTTS IN SEATS
www.angelsmith.net
116 Washington Ave. Ste B, Point Richmond, CA 94801
INTERCEPT & INFLUENCE™
CARIN OLIVER, CEO & PARTNER
CARIN@ANGELSMITH.NET
(415)228-0850 EXT. 796

2. 2
PAGE
• BUSINESS PROBLEMS TO SOLVE
• HOW CONSUMERS MAKE PURCHASE DECISIONS
• EXPECTATIONS OF SOCIAL MARKETING
• SALES ATTRIBUTION TRACKING
• TURNING GREAT SOCIAL CONTENT INTO CONTENT
THAT SELLS
• BASIC AD STRATEGIES FOR DIFFERENT OBJECTIVES
• VANITY METRICS VS. SALES METRICS
• TOOLS WE USE
/ Getting Butts In Seats
OVERVIEW

3. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
FUN FACTS ABOUT SOCIAL
ADVERTISING
/ Get Butts In Seats
3
PAGE
• VIDEO VALUE
• Facebook & Nielsen Report: 47% Of The Value In A Video Campaign Was Delivered In The First
Three Seconds
• IT’S A MOBILE FIRST WORLD
• Instagram Is Almost Exclusively Mobile.
• FACEBOOK MORE POPULAR THAN TV
• On Average, 50 Percent Of People Use Facebook Daily, While Only 39 Percent Watch Television.
• REVENUE FORECAST
• Social Media Advertising Revenue Is Forecast At $51.3 Billion Usd For 2018. That’s $17.24 Per User.
Revenue Is Set To Grow 10.5 Percent Annually.
• AD BUDGETS WILL INCREASE (MAKE IT MORE COMPETITIVE)
• According To The Latest Cmo Survey, Social Media Advertising Budgets Are Predicted To Increase
By 32 Percent In 2018, And Almost Double By 2023.
• CONSUMERS LOVE TO CONSUME
• Social Is Now A Key Channel Where Consumers Research Products (#8 Reason)
• SOCIAL IS MOST RELEVANT FOR ADS
• Fifty Percent Of Gen Z (18- And 19-Year-Olds) And 42 Percent Of Millennials (20- To 36-Year-Olds)
Think Social Media Is The Most Relevant Channel For Ads, According To Adobe’s State Of Digital
Advertising 2018 Report.
Career Tip:
GET CERTIFIED ON FACEBOOK ADVERTISING & GOOGLE ADWORDS

4. 4
PAGE
OFFICE
San Francisco - Point Richmond, CA
VERTICALS
Wine = 45%
Health & Fitness = 25%
Restaurants = 15%
DTC = 5%
SERVICES
Web - design development & optimization
Advertising - social, digital, paid search
Email marketing
Consumer Insights
Voice
ABOUT
ANGELSMITH
N o m i n e e

5. 5
PAGE
BRANDS WE’VE HELPED

6. WHY
BRANDS
HIRE US
PAGE
6
There is that moment in the
movie, The Matrix, when
Morpheus, the wise sage,
offers Neo an option between
the red pill or the blue pill.
It forced Neo to choose
between two paths: the one he
knows, or an unknown one.
/ About Angelsmith, Inc.
We’re Morpheus To Your Neo
Brands hire us to walk them
through uncharted territory,
to help them change, to
follow their path to better
digital marketing results.
-
Insight Into Our Thinking:
When asked which character on the TV show ‘Gilligan’s Islandour agency would be, we declared:
“We’re wouldn’t be any of them, we would find a way to get off the f@#king island.”

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7
RESERVATIONS
FOOT TRAFFIC
CATERING ORDERS
ONLINE ORDERING
DELIVERY
PROBLEMS TO SOLVE
/ Getting Butts In Seats

8. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
THE DISCONNECT
8
PAGE
Social Media Accounts Are Growing
Visually Compelling Posts
Great Storytelling
Evidenced By Likes, Comments & Shares
IS SOCIAL IMPACTING SALES?
/ Get Butts In Seats

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9
BUILD IT AND THEY WILL COME
THAT’S BULLSHITAKE
/ Getting Butts In Seats
Posting gorgeous photos, and having great stories isn’t enough to translate to sales.

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10
SELLING VIA SOCIAL
NEEDS TO BE ENGINEERED
(And Tracked & Optimized)
/ Getting Butts In Seats
5 KEY ELEMENTS
1. UNDERSTAND CONSUMER BUYING BEHAVIOR
2. DEFINE OBJECTIVES IN ADVANCE
3. TRACK
4. OPTIMIZE
5. TEST, TEST, TEST

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11
/ Getting Butts In Seats
TRACKING
Website Tracking
• Google Analytics
• Reports on actions taken on your
website, helps attribute sales and
goals.
• Code on your site that tracks
actions consumers take.
• Needs proper configuration based
on your goals.
Advertising Tracking
• Facebook Pixel
• Report Conversions, Build Audiences, &
Get Insights With The Facebook Pixel.
Optimization. Remarketing. Conversion
tracking.
• Code on your site that tracks the
effectiveness of Facebook, Facebook ad
network and Instagram ads.
You must have accurate tracking and the ability to analyze results set up in advance.
Campaign Dashboard & Data Visualization
• Google Data Studio
• Connects multiple data points from
spreadsheets, Analytics, Google Ads,
Facebook Ads and more.
• Transforms raw data into the metrics
and dimensions needed to make more
informed decisions.
UTM Codes
• This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns
in Google Analytics.
• Provides more performance insight, down to the piece of creative and placement of ads.

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12
/ Getting Butts In Seats
HOW THE @#$%
DO CONSUMERS
MAKE DINING
DECISIONS?

13. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
THE CUSTOMER JOURNEY
13
PAGE
/ Get Butts In Seats

14. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
EXPECTATIONS OF
FACEBOOK & INSTAGRAM
14
PAGE
INTEGRATE TO DOMINATE
EMAIL + PAID SEARCH + SOCIAL
• Increases Sales By 20+%
INSTAGRAM
• Awareness
• Consideration
FACEBOOK
• Awareness
• Consideration
• Purchase
/ Get Butts In Seats

15. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
COLD
We want to increase sales.
Unreasonable Goals Can Kill Motivation & Credibility
WAY TOO HOT!!!
We want to increase lunch, dinner and catering sales by 100%
in the next 90 days with no advertising budget, no resources
and no expertise.
DEFINE ONEPROBLEM
TO SOLVE
15
PAGE
GETTING WARMER
We want to increase catering sales.
JUST RIGHT!
We want to increase online
catering sales by 12% in the next 8
months through a combination of
social advertising, paid search
and email marketing.
/ Get Butts In Seats

16. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
TIME & RESOURCES
Who in your organization is going to
head up this effort?
This is a full time job.
NEEDED INVESTMENT
BUDGET
Consider what your new customer
acquisition costs are going to be.
Match this against your goals.
TIP: Existing customers cost less to
convert & sales velocity is faster.
Negative: Doesn’t scale.
CHECK YO’ SELF
16
PAGE
EXPERTISE & TOOLS
Depending on your tactical approach, you
will need expertise in each category.
Example, social advertising needs a
strategist, an optimization expert, a
copywriter, and a graphic artist.
/ Get Butts In Seats

17. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
TURNING GREAT SOCIAL CONTENT
INTO CONTENT THAT SELLS
17
PAGE
MOTIVATING CALLS TO ACTION
Ask Consumers To Take Specific Action
• BOOK YOUR
RESERVATION NOW
• GET MORE DETAILS/
INFORMATION HERE
• LEARN/READ/FIND OUT
MORE HERE
• CHECK OUT THE
INGREDIENTS HERE
• SEE THE FULL
SCHEDULE/MENU/
LINEUP HERE
• VIEW THE FULL LIST
HERE
• SEE THE FULL ARTICLE
HERE
/ Get Butts In Seats

18. PAGE
18
New Limited Time Offer! Only $9.99
Healthy Awesome Mediterranean Kabob Meal includes
Grilled Chicken Breast with Special Seasoning, Greek
Salad, Hummus, Rice, Pita Bread & Soft Drink. Click to
order online now! www.restaurantname.com/
landingpage
It’s Almost Gone.
B to the O to the WL. This bowl with grilled swordfirsh
and Peruvian Aji salsa is still a-round(get it?) for a
limited time. Click to learn more about the fresh
ingredients. www.restaurantname.com/landingpage
We Recommend About 30% Sales/Promo Content
/ Get Butts In Seats

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19
JUST LIKE KIDS
FACEBOOK NEEDS
LOTS OF TLC
/ Get Butts In Seats

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20
FACEBOOK FEATURE TO HELP DRIVE SALES
ORDER FOOD!
• Found in the Main Navigation • Found in search
/ Get Butts In Seats

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21
/ Future Functionality - Reservations Via Facebook
FACEBOOK FEATURE - ORDERING
/ Get Butts In Seats

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22
FACEBOOK & INSTAGRAM
ADVERTISING STRATEGIES
Goal:
Move our consumers
down a “funnel” using
social advertising at each
step along their path to
purchase.
SOCIAL ADVERTISING IS DECEPTIVELY COMPLEX
BUT CAN PROVIDE A GREAT ROI
-
Awareness
Consideration
Purchase
/ Get Butts In Seats

23. Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
SAMPLE AD STRATEGY
23
PAGE
PATH TO PURCHASE AD PLAN
1. EMAIL SEND
2. INSTAGRAM
1. Video Ad That Entertains/Awareness
3. REMARKET VIA FB
1. Ad With Strong CTA
2. Target:
1. Content Engagers
2. Email List
3. Page Fans
4. Web Visitors
4. PAID SEARCH
1. Ad With Strong Call To Action
5. REMARKET VIA FB & INSTAGRAM
1. To Those Who Have Visitied Landing Page From
Previous Ads
2. This Ad Should Be Straight Up Sale
/ Get Butts In Seats

24. OVERVIEW ON FACEBOOK ADS
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/ Get Butts In Seats

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25
PHOTO
SLIDESHOW
VIDEO
CAROUSEL
Great for mobile ads
and showcasing dishes
Easiest. Fast. Many
placement options.
If you have good video, use it. Native video
is outperformig just about everything else.
Facebook video has higher CTRs than
YouTube.
Sweet spot is 15 seconds for mobile,
Get as much into the first 10 seconds as
possible.
Easiest. Fast.
Many placement
options.
OVERVIEW
A FEW TYPES OF ADS
/ Get Butts In Seats

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26
GOAL:
• Build recognition – restaurant, catering,
event, news article
• Use this as an opportunity to drive traffic
back to your site to build the audience you
are going to retarget.
FACEBOOK AD OBJECTIVES:
• Brand Awareness
• Local Awareness
• Reach
BID STRATEGY:
• Ongoing campaign – CPM, auto bid
• Limited Time Offer(LTO) – on local awareness
– CPM, manual bid
BID STRATEGIES:
AWARENESS
/ Get Butts In Seats

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27
BID STRATEGIES:
AWARENESS
/ Get Butts In Seats
THE HESS COLLECTION:
• Multiple campaigns over 3 years
• Optimize for reach instead of brand
awareness – well known brand, great
existing recall, large advocate base
RESULTS/LEARNINGS
• Cost per impression: $2.00 - $9.00 CPM
• Optimizing for awareness can cost less.
SUMMARY:
• Best for sustained budgets and brands with a
strategic advertising plan.

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28
• Performance: Fast-loading units
• Flexible: allow for the incorporation of video, GIFs, 360 photos
• Delivers: Stats show 2x higher clickthrough with 34% higher engagement than other FB ad formats
• Placement: Mobile Newsfeed Only
BID STRATEGIES:
CANVAS AD UNIT FOR AWARENESS
/ Get Butts In Seats

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29
BID STRATEGIES:
CONSIDERATION
GOAL:
• Drive action: website traffic, engagement
FACEBOOK AD OBJECTIVES:
• Traffic
• Engagement – Post Engagement, Page Likes,
Event Responses & Offer Claims
• Video Views
• Lead Generation
BID STRATEGY:
• Optimize for cost per action
• Manual bid by placement
/ Get Butts In Seats

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30
BID STRATEGIES:
CONSIDERATION
/ Get Butts In Seats
HESS CYBER MONDAY TEASER 2017
RESULTS/LEARNINGS
• Drives significant qualified traffic to website
for a controlled cost
• Builds new audiences & increases
engagement
• Expands our retargeting group that has
expressed interest
• Best for a two-phase sales strategy
approach

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31
BID STRATEGIES:
SALES OR
OTHER CONVERSION
GOAL:
• Conversions: email sign ups, reservations,
product sales
FACEBOOK AD OBJECTIVES:
• Conversions
BID STRATEGY:
• Manual bid based on the conversion value
/ Get Butts In Seats

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LANDING PAGES
INCREASE CONVERSIONS
PAGE CONTENT ECHOES AD CONTENT
/ Get Butts In Seats

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LANDING PAGES
INCREASE CONVERSIONS
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CREATE TESTING STRATEGY IN ADVANCE OF YOUR CAMPAIGN -
TEST ONE THING AT A TIME
UNDERPERFORMING CAMPAIGNS WON’T BE FIXED WITH MORE
MONEY
LANDING PAGES SHOULD MATCH AD CONTENT
IF YOU HAVE A SMALL BUDGET AND/OR AUDIENCE, DON’T USE
CONVERSIONS AS A GOAL
DIFFERENT PLACEMENTS REQUIRE A DIFFERENT BID STRATEGY
& DIFFERENT CREATIVE
CROSS CHANNEL CAMPAIGNS WORK BEST
BID STRATEGIES:
KEY LEARNINGS
/ Get Butts In Seats

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PAGE
Vanity
IMPRESSIONS
COST PER CLICK
PAGE VIEWS
LIKES
SHARES
COMMENTS
FOLLOWERS
VIDEO VIEWS
Conversion Metrics
SALES
SIGN UPS
ORDERS
# OF DELIVERIES
APP DOWNLOADS
Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
/ Get Butts In Seats
VANITY METRICS VS. SALES METRICS

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Ad Espresso(Paid)
• Facebook & Adwords Optimization Tool.
They have a free tool to evaluate your ads
Facebook Creative Hub
• Create various ad Types & Test on Different
Devices
Facebook Ads Manager
App
• Allows mobile management on the go.
Google Analytics(Free)
• Must Have Web tracking Tool
Google Data Studio
Photoslurp(Paid)
• Faciliates shopping directly from
Instagram
Animoto(Paid)
• Easier, square video output
Facebook Business
Manager
Facebook Image Text
Check
Campaign Code Builder
Hyperlapse App
• Shoots time-lapsed video to share with
your followers.
Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
/ Get Butts In Seats
TOOLS

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ROCK ON!
Loyalty
ONLINE DISPLAY
SEARCH
PAID CONTENT
SOCIAL MEDIA
3RD PARTY SITES
MOBILE APP/SITE
LOYALTY PROGRAM
SURVEY
TWITTER/SOCIAL
COMMUNITY
CHAT
WEB SITE
EMAIL
/ Get Butts In Seats
FINAL WORDS
TEST, TEST, TEST
• All best practices are meant to be
challenged. Think of them as starting
points. Create a testing strategy in advance.
BEAT ON THE BEAST EVERY DAY
• To truly succeed on Facebook & Instagram
you need to obsessively monitor, track and
tweak your strategy. You need to declare you
are going to win this advertising war with
this great beast.
HELP YOURSELF, GET HELP
• It’s extremely cutthroat. You’re competing
against not just other restaurants and food
delivery services, but every other product
being advertised on Facebook.
DON’T BE AFRAID TO FAIL
• It’s part of the learning process. Fail often
and quickly and learn. If it’s not working,
change it.

38. Carin Oliver, CEO
Angelsmith, Inc.
carin@angelsmith.net
(415) 228-0850 x796
www.angelsmith.net
PAGE
38
THANKS!!!