International pizza delivery company, Papa John’s has seen its paid search marketing effectiveness increase by over 300%, in terms of revenue received per pound spent, in just three months of working with Net Media Planet.
The paid search marketing firm achieved the reduction in cost per click and increase in conversion rate by re-examining the existing search strategy and focusing on integrating the pizza chain’s marketing across all the channels it operates in.
The new search strategy has helped Papa John’s increase sales and tailor its marketing programme to further increase brand awareness.
The third largest take-out and delivery pizza restaurant chain in the UK, Papa John’s has strong growth plans for 2011. As part of these plans it recognised the need to optimise visibility and performance online.
Since the partnership began, Net Media Planet has devised and implemented a paid search strategy that builds upon insights from across Papa John’s existing data to improve the targeting of subsequent campaigns.
Factors that have fed the programme include the time and location of searches, the most popular toppings in particular areas and the devices on which Papa John’s customers are searching, for example desktop, mobile or tablet.
John Prior at Papa John’s comments: “The internet has now overtaken the flyer through the door from your local pizza delivery place, and people will use search engines to find their nearest restaurant. Therefore it is vital that our online activity works to its full potential so that customers can find our site. Net Media Planet impressed us with their ideas to develop our strategy and the work they have done over the first three months of our partnership speaks volumes.”
Prior continues: “The initial campaigns are already making a positive impact on our revenue numbers and are helping to provide us with a firm foundation for our continued growth this year. We feel that Net Media Planet understands our business objectives and can realistically deliver our expectations.”
Sri Sharma, managing director at Net Media Planet, says: “The 300% increase Papa John’s has experienced is a great example of what can be achieved when a company invests in understanding how and where its customers want to interact with them. Search is all about being found and by refining its strategy iteratively, Papa John’s is enabling its customers to find them more quickly than its competitors. We are delighted to be working with Papa John’s at a time when they are undergoing significant expansion and development and look forward to continuing to support their growth.”
Following the initial success Papa John’s has seen partnering with Net Media Planet, the company is now in discussions to extend its activity to include advertising on YouTube and Facebook.
Source: www.netmediaplanet.com