OYO Restaurant: $0.61 CPC on Meta Ads, 300% ROAS
Achieved $0.60 CPC from Facebook
Starting at over $2 CPC, I was able to reduce cost to $0.60
300% Return on Ad Spend
During our partnership, OYO experienced their highest revenue.
Introduction
OYO was a new restaurant in downtown Pleasanton, CA with a growing fan base, but Tuesdays and Wednesdays simply were not generating revenue, and it was creating significant impact on the bottom line.
Challenges
OYO was busy on the weekends, and the restaurant concept was proving to be popular, but they needed some way to control the traffic on Tuesday and Wednesday.
● Low revenue on Tuesday & Wednesday: Tuesday and Wednesday evenings were bringing in less than $2,000, while weekend nights were bringing in significantly more on average.● Slow social media growth: Facebook and Instagram audiences were growing, but they needed stimulation to make a bigger impact.
Solutions
To give OYO control over their weekday traffic, they needed a predictable means of generating awareness, calls, and visits via advertising.
I set up an 8 advertisement test on Facebook which included three test audiences within their demographic. I then made slight adjustments in the campaign to optimize performance.
Advertising Graphics & Copy● Leading with social proof and user generated content of their food, I created eight competing advertisements to test on Facebook● Along with the 8 graphic options, I drafted 24 total copy options which would further compete for performance.
Result: As is often the case, two advertisements stood out far above the rest, indicating our first winning advertisement which resulted in $0.60 CPC and over a 300% ROAS for OYO.
OYO Winning Pepper Pot and Paella Ads
Campaign Strategy & Optimization● To select the audiences, I started with the actual followers & social media engagers over the previous 30 days on Facebook & Instagram. This way, I could test what their truest fans liked the most.● Once the winning ads were established, I targeted a look-a-like audience within their delivery range to further test the strength of these ads. As it turned out, they were quite successul.
Result: OYO established new revenue records for both Tuesday and Wednesday evenings by nearly 50% over the previous high, with only roughly $100 per day in ad spend.
Summary & Closing
OYO gained control over their weekday traffic and was able to set new records for revenue on Tuesday and Wednesday. By leveraging user generated content and social proof, I was able to establish winning advertisements early and bring in new customers from a wider range within OYO's deliverable area.
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