This article is intended for larger locations who collect a lot of visitor information (>1000 logins per month) across a few locations or at a number of locations, who have experience with AdWords Advertising. If you have no experience with Adwords but are interesting in this option anyway, contact our marketing team.
With SO Connect, there are two ways of retargeting your visitors on Google. One is via your customer data export, and one is by sending your visitors to a web page that is equipped with a Retargeting Pixel. The second variation will work best when lots of your guests use the “Skip Login” option. Another benefit of the second method is that it requires setting up only once. A benefit of the first method is that you can use your historical data.
SO Connect helps you collect plenty of customer data. Besides using your data inside our dashboard to send custom messages or sending review request, you may utilize it to show facebook ads to your guests.
Why Google ads to promote your restaurant?
According to Google, 97 percent of consumers search for local businesses online, meaning that even businesses like restaurants that rely on local consumers simply can't afford not to have a Web presence. Google's AdWords, a platform that helps you advertise your links to viewers searching for keywords related to your business, is one helpful tool that can help you get your restaurant noticed on the Web and on the street.
Using AdWords, you can upload a list of past customers that you collected via SO Connect, for example, and use that audience to display ads to on website that are part of the Google AdSense program. In other words, you can show your ads exactly where your guests are: browsing the web.
What type of ad should I show?
Create an ad that promotes;
- Your menu
- A special seasonal offering
- A landing page for making a reservation
OPTION 1: DATA EXPORT
With SO Connect, you collect an exhaustive customer base that you can easily export from out your dashboard. In order to export and then import your customer base into Google Adwords, follow the steps below:
- Navigate to your visitors tab via https://dashboard.soconnect.com/admin/visitors
Select your location from the dropdown menu. If you want to export all your visitors from all locations you manage because you are, for example, a franchise, keep the field empty.
- Select the time range
Choose whether you want to export visitors of up to three months ago, or choose to retarget only people that have been at your location between 1 month and 1 week ago. Depending on your offering. Export all visitors to get a larger audience.
- Select user type
Make sure to keep your field set to “any”.
- Download your visitors
Click the “Download” button. Select “Download Comma Separated File” in the pop-up window. A .csv file named Export_YYYY-MM-DD will save to your computer.
- Prepare your data
Prepare your data following the guidelines. You will need to edit your file to only include the following columns: Email, Phone, ZIP, Country, First Name, and Last Name. If any of the required column header names are missing, your upload will likely result in an error.
Note that you don’t have ZIP information from your export, but you will need to add the column header anyway.
In the “New AdWords Experience”, enter your business account and click the settings icon on the top right corner. Select Audience Manager, and click the + > Customer List
Give your audience a name that you can easily identify, such as “SO Connect Visitors - Location X - Between YYYY-MM-DD and Between YYYY-MM-DD”. Since you will export every X amount of time, it’s best to make sure to include both the first date and last date of your export.
Now, select the “Upload plain text data (unhashed)” radio button, and upload your file. Click the “Upload and create list” button. A new audience is now created into your Adwords Account.
You can use this list for your remarketing campaigns
OPTION 2: Retargeting using Custom Landing Pages
Another way to retarget using Google is by installing the Google Pixel onto your landing page. Make sure the pixel is placed on the page you set as a landing page in your SO Connect account.
Navigate to your Settings Page
Select “Social Media” from the top menu
Paste your Landing Page URL in the field. We suggest to create a page that has a URL that is specific for SO Connect. For example: www.restaurant.com/wifi-welcome
This way, you can retarget only those people that were directed to this site because they were physically at your location. Other customers browsing your website won’t be retargeted by accident. No inner links to this page should occur, it should just serve a landing page for your visitors.
Return to your Google Adwords account.
In the “New AdWords Experience”, enter your business account and click the settings icon on the top right corner. Select Audience Manager, and click the + > Website Visitors .
Start creating a new website visitor segment by choosing a name for your Audience.
In the Visited Page section, add a rule that directs to the URL that contains the unique link that your WiFi users land on after logging in with SO Connect.
Save your audience by clicking “Create Audience”. It will now automatically continue to populate as new users log onto you WiFi and thus visit your retargeting landing page.