Pizza Hut
Pizza Hut Restaurant is a casual dining restaurant chain, serving Italian-American cuisine to 3 million diners a month, over 250 restaurants across the UK. Their pizzas are hot, their drinks are unlimited and their cookie dough is – hang on, we have to take a break to book a table.
Background
Pizza Hut Restaurant’s existing paid campaigns were limiting overall potential online reach, as they were only bidding on search terms that suggested a strong intent to visit a local hut. Also, the PHR needed to maintain very low cost-per-clicks (CPC), as withstanding high cost-per-clicks would risk the profitability of the channel. As a number of keywords had already become too unprofitable to bid on, it became important for the brand to look to an alternative Paid Search strategy. Don’t panic, we had it all under control.
From an SEO perspective, improving local SEO rankings for restaurants across the UK was a key consideration, and further activity was needed to attract further profitable users to the site organically.
Pizza Hut Restaurant wanted a partner who could create a robust SEO and Paid strategy to help grow online customer acquisition, as well as nurture existing users through the acquisition funnel, and that’s what we’re all about. It was critical that this partner was well-versed in both SEO and PPC, in order to be able to align the two channels to work harmoniously in tandem with one another. Just like Mel and Sue.
We have now worked with Pizza Hut Restaurants for over 5 years to improve their Paid Advertising and SEO performance across multiple territories, as well as supporting them through the replatforming of their website.
What We Did
We conducted an analysis uncovering external market insights in order to develop Pizza Hut Restaurants’ key audience personas online.
Using these insights, we carried out a complete Paid Search account restructure, involving implementing an in-depth keyword strategy for each of the target audience groups.
As part of the restructure, we created well-optimised, audience targeted ads and ad formats.
We implemented affinity and in-market targeting, as well as demographic and device targeting, to ensure ads were able to get in front of the right users at the right time, whether they were in the research or conversion phase.
We explored remarketing to see how we could nurture users through the booking process, taking into account insights around conversion lengths.
We then continuously refined and tweaked ads and targeting methods, in order to boost campaign performance month on month.
A robust SEO strategy was also put in place, addressing key technical SEO issues, as well as identifying content gaps and beneficial SEO ranking opportunities.
We also conducted local SEO optimisation across key restaurant landing pages and created optimised website pages to support critical on-page content, alongside creation and optimisation of Google My Business listings to boost local visibility in SERPs.
What We Achieved
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45%Increase in paid traffic
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13%Drop in overall ad spend
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33%Increase in CTR
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94%Increase in bookings from paid advertising
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+858Keywords on page 1
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+28,096Overall ranking keywords
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+11.1%SERP impressions
Client Testimonial
Since July 2018, House Digital have worked hard with Arriva Click to grow our presence. By implementing a strong multi-channel Paid Advertising and Social Media strategy, we’ve been able to really connect with our audiences and build a community of regular Arriva Click users. Thanks to their ongoing support, the Arriva Click app has gone from strength to strength. From organising asset days to successfully launching two new locations, House Digital are an invaluable addition to our team.
The House Digital team have been a huge support to us over the years. They’ve really gotten under the skin of the business and have become a true extension of the team. They’ve not only helped us to understand who are digital customers are, but have also uncovered untapped opportunities for us in a competitive digital space. House Digital consistently guide us towards the most appropriate channels to reach our customers and our business objectives.
House Digital have really helped Bürkert as a brand. As we are situated within a very competitive industry, HD have really helped us to stand out from the crowd. From high quality content and other SEO services to a strong Paid Advertising strategy, they’ve really helped us to stand out in a competitive market. Through compelling ads and a robust bidding strategy, the Paid Advertising work alone has made all of the difference to our business, particularly during challenging times.
House Digital have shown a great passion for digital marketing and have truly embraced The Global Classroom as their own. Helping us develop and grow our online presence, the team’s expert knowledge has enabled us to reach millions of relevant people across the globe and largely contributed to making each event a success.
Working with House Digital has been a joy! For the first time in my 25 years of working in the digital industry I’ve finally found a team that utterly understand the data world and paid search / social marketplace. Understanding the way all this works is one aspect that House have excelled in but also the results they are getting for our clients is really as good as it can get. It’s a happy union between our two agencies!
House Digital were able to interpret our requirements and develop a turnkey website solution that would enable us to channel customers to Monomer. This has freed up time for us to concentrate on the bespoke aspects of our sister company, Martin’s Rubber.
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