| An owner/manager of a restaurant or bar might well | | | | create a list of search keywords on which to bid. |
| know that unless somebody is searching specifically | | | | Giving Web users the name of an actual restaurant |
| for the eatery of choice, general search terms | | | | alongside standard directory listings lets people know |
| related to one's establishment can be a challenge to | | | | they can find more information with an actual source. |
| hold in page results. Pick a city and and a generic | | | | PPC Cooks Organically |
| request like "Chinese restaurant" or "wine bar" and | | | | Operate an effective pay per click campaign, |
| chances are you'll find social review sites like | | | | whether through Bing, Google AdWords, or Yahoo |
| UrbanSpoon, Yelp and heading the list, along with | | | | Search Marketing, and you might find your organic |
| cookie-cutter directory pages that only list addresses | | | | search results improve with the keywords on which |
| and phone numbers. If somebody is going through | | | | you bid. It's no secret that the cost per click on |
| the trouble of searching for a restaurant online, you | | | | certain words in Google comes cheaply if you are |
| know they'll want to find menus, daily specials, | | | | able to create a high quality score ad (that is, the |
| photos of what to expect, and word of mouth | | | | landing page and ad text are relevant to the |
| reviews to help convince or discourage them to | | | | keywords), but a bit of PPC help may offer a boost |
| spend the money. If you have a website for your | | | | to traditional results, so much that they exceed in |
| restaurant, you stand a good chance of visibility in | | | | click-throughs to your site. |
| search, and pay-per-click advertising can help boost | | | | PPC Boosts Social Presence |
| your brand to encourage click-throughs, and | | | | Restaurants with Facebook fan pages and Twitter |
| appetites. | | | | accounts will see an advantage in specialized pay per |
| Pay Per Click Ads the Price of an Appetizer | | | | click programs with Facebook. Since these ads can be |
| Can you entice a hungry person to visit you with just | | | | geographically targeted, you can select as specific an |
| a few words? One might think compared to | | | | audience as you want to advertise your business. |
| television ads that showcase a delicious dish in all its | | | | Entice visitors to join your fan page to receive |
| glory, a simple text ad along the right side of Google | | | | discounts or free appetizers and desserts, and build |
| search results won't attraction much attention. Truth | | | | trust among diners who could become regular |
| is, PPC advertising, if budgeted correctly, is more | | | | patrons, and in turn do the advertising for you via |
| affordable than radio or TV, and can be customized | | | | word of mouth. |
| to reach specific markets - so you're not advertising | | | | However you choose to advertise your dining |
| beyond your physical locations. Whether you | | | | establishment, don't discount the advantages to |
| specialize in steak, seafood, or ethnic cuisine, you can | | | | online paid advertising. |