Pizza Hut Restaurant are 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 take a break to book a table.
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.
02. 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 group.
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 some local SEO optimisation across key restaurant landing pages and created optimised website pages to support critical on-page content.
03. What we achieved
04. Technology used