Square Meal is a market-leading, independent restaurant commentator. The online publication provides up-to-date reviews of over 5,000 UK restaurants and bars. Square Meal is written by a team of independent critics, with the aid of comments from thousands of restaurant customers. The mission was to recover the impact of low quality score using the right digital strategy.
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Squaremeal provided Inside Online with a difficult challenge, to compete against long-standing industry brand names, in a well established market, where the nature of search term usage tends towards competitive, generic keywords with high average cost per clicks. The challenge was to capture a greater percentage of the market share, maintain that level of competition and begin to grow the account in terms of spend and conversions, whilst maintaining profitability.
First, we needed to restructure the account, ensuring the correct keywords were installed in each adgroup. This resulted in increased visibility and improved relevancy. We also redeveloped the bidding strategy and removed keywords with a significantly low quality score that were impacting the overall health of the account.
Our team then started rewriting ad content. By ensuring the most relevant and searched for search terms were included, we were able to increase both click through rate and relevancy. An analysis of the landing pages ensured that the most appropriate pages were connected to each ad set, maximising relevancy further, and improving on-page statistics and navigation.
Expanding the reach of the campaigns was next on the agenda. The difficulty we faced was that the majority of traffic comes through generic search terms in this sector. We created a plan for full specific keyword expansion. Pushing traffic through location specific keywords helped offset the high cost per conversions experienced across generic keywords, allowing for more budget to be spent across the generic keywords, whilst hitting target overall CPA, and therefore continuing to grow brand recognition.
By working closely with Square Meal, we have managed to increase their quality score from 2 to 6 across the entire account, improving performance and giving them the ability to compete.