{"id":15805,"date":"2022-04-15T13:53:54","date_gmt":"2022-04-15T18:53:54","guid":{"rendered":"https:\/\/www.partstown.com\/about-us\/?p=15805"},"modified":"2023-12-12T13:28:40","modified_gmt":"2023-12-12T19:28:40","slug":"targeting-google-ads-for-restaurants","status":"publish","type":"post","link":"https:\/\/www.partstown.com\/about-us\/targeting-google-ads-for-restaurants","title":{"rendered":"Targeting Google Ads for Restaurants"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Although social media and SEO are important, don\u2019t undere<\/span><span style=\"font-weight: 400;\">stimate the power of Google Ads when marketing your restaurant. Unlike social media and organic search tactics that can take months to produce results, Google Ads pay off right away.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using Google Ads for restaurants is so effective because they can be targeted to reach specific people and accomplish certain goals quickly and directly. By understanding the ways in which Google Ads can be targeted, you can grow your restaurant business in no time.<\/span><\/p>\n<h2><strong>Keyword Match Types<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Organically, multiple keywords can lead people to your site: some of those keywords you <\/span><a href=\"https:\/\/www.partstown.com\/about-us\/restaurant-seo-tips-to-increase-website-traffic\"><span style=\"font-weight: 400;\">targeted intentionally with SEO<\/span><\/a><span style=\"font-weight: 400;\">, others you didn\u2019t. Likewise, Google can serve ads for your restaurant for both keywords you had anticipated and those you hadn\u2019t.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why it\u2019s important to understand how to use <\/span><em><span style=\"font-weight: 400;\">match types<\/span><\/em><span style=\"font-weight: 400;\">, the degree to which you want the Google AI to show your ad for related keywords. Using match types correctly allows you to generate new keywords, as well as identify those which lead to the most conversions and sales.<\/span><\/p>\n<h3><em><span style=\"font-weight: 400;\">Exact Match<\/span><\/em><\/h3>\n<p><strong>exact keyword + close variations + same meaning<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Most restrictive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uses <strong>[ ]<\/strong> around keyword<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your ad may show when people search for the <strong>exact keyword<\/strong> you specify, along with close variations such as <strong>plurals, abbreviations and misspellings<\/strong>.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">NOTE\u2014Google can also show your ad for keyword phrases that contain <strong>different words<\/strong> but which the AI has determined have the <strong>same meaning<\/strong><\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For example, if your keyword is [pizzeria in Chicago], Google may show your ad for:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><em><span style=\"font-weight: 400;\">Pizzeria in Chicago, pizzerias in Chicago, piczeria in Chicago, pizza place in Chicago, pizza restaurant in Chicago<\/span><\/em><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><em><span style=\"font-weight: 400;\">Phrase Match<\/span><\/em><\/h3>\n<p><strong>Some overlap from exact match + phrases that include your exact keyword + phrases that include the meaning of your keyword<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Less restrictive than exact match<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Uses <strong>&#8221; &#8220;<\/strong> around keyword<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google can serve your ad when people search for <strong>phrases that include your exact keyword<\/strong> or include the <strong>meaning of your keyword<\/strong>.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Includes overlap from exact match, especially if the search query is exactly the same<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For instance, if your keyword is \u201cpizzeria in Chicago,\u201d your ad might appear for:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\"><em>Best pizzeria in Chicago, pizzeria near me, vegan pizzeria in Chicago, gluten free pizzeria in Chicago, Italian pizzeria in Chicago, best pizza place in Chicago, good pizza in Chicago, etc.<\/em><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Along with overlap for exact or almost exact matches: <em>Pizzeria in Chicago, pizza place in Chicago<\/em><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><em><span style=\"font-weight: 400;\">Broad Match<\/span><\/em><\/h3>\n<p><strong>Some overlap from phrase match + related searches<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Least restrictive<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>No characters around keyword<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google may show your ad for s<strong>earches that are somewhat related to the focus keyword.<\/strong><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Includes overlap from phrase and exact match.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For example, if your broad match keyword is\u2013pizzeria in Chicago\u2013people may see your ad if they search for:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><em><span style=\"font-weight: 400;\">Italian restaurant in Chicago, red sauce restaurant in Chicago, Italian-American restaurant in Chicago, Chicago deep dish pizza, Chicago pizza recipe, pizzeria in Chicago downtown<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Along with overlapping keywords: <em>pizza in Chicago, pizzeria in Chicago<\/em><\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><em><span style=\"font-weight: 400;\">Negative Keywords<\/span><\/em><\/h3>\n<p><strong>Any keywords that you DO NOT want to rank for<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Different from the other match types, negative keywords are <strong>keywords for which you DO NOT want your ads to show<\/strong><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For example, if you own a pizza restaurant that isn\u2019t vegan and it\u2019s located far from the city center, it makes sense to include the negative keywords:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><strong>Chicago pizza recipe &#8211;<\/strong> <span style=\"font-weight: 400;\">Someone searching for information probably doesn\u2019t want to make a purchase.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><strong>Vegan pizzeria in Chicago &#8211;<\/strong><span style=\"font-weight: 400;\"> If your pizzas aren\u2019t vegan, people who click on your ad probably won\u2019t make a purchase.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><strong>Pizzeria in Chicago downtown &#8211;<\/strong> <span style=\"font-weight: 400;\">If your pizzeria isn\u2019t in the city center, people who are in a downtown office probably won\u2019t order from you on their lunch break.\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3><em><span style=\"font-weight: 400;\">Targeting Keywords with Match Types<\/span><\/em><\/h3>\n<p><span style=\"font-weight: 400;\">Once you understand the Google Ads match types, you can use them to target the best keywords when using Google Ads for restaurants. Using different match types allows you to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Find new keywords &#8211;<\/strong><span style=\"font-weight: 400;\"> If you start your pizza restaurant\u2019s Google Ads campaign with phrase match, you might be surprised to see that your restaurant\u2019s ad shows for \u201cgood pizza in Chicago.\u201d If using broad match, you may be shocked that people searching for \u201cred sauce restaurant in Chicago\u201d click on your ad, too.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Identify the best keywords &#8211;<\/strong><span style=\"font-weight: 400;\"> Maybe you notice that \u201cgood pizza in Chicago\u201d results in more clicks and orders than \u201cpizzeria in Chicago,\u201d so focusing your advertising budget on the former rather than the latter would be a good idea. In fact, you might want to consider making \u201cgood pizza in Chicago\u201d an exact match keyword to tell Google to include close variants, too.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Save money by eliminating irrelevant keywords &#8211;<\/strong><span style=\"font-weight: 400;\"> If you don\u2019t offer vegan options, clicks for \u201cvegan pizza in Chicago\u201d waste money. So, adding \u201cvegan pizza in Chicago\u201d as a negative keyword allows you to spend money on keywords that will lead to sales.<\/span><\/li>\n<\/ul>\n<h2><strong>Location Targeting\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">As we just discussed, using the most relevant keywords will make Google Ads for restaurants more effective. Likewise, targeting your ads based on location will help you use your budget more efficiently and maximize conversions.<\/span><\/p>\n<h3><em><span style=\"font-weight: 400;\">Including Locations<\/span><\/em><\/h3>\n<p><span style=\"font-weight: 400;\">Most of the customers for a local brick-and-mortar business like a restaurant will come from a small geographic area, so targeting your ads to people in a specific location is key. Within Google ads, you have a lot of targeting options:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Countries, States and Cities &#8211;<\/strong> <span style=\"font-weight: 400;\">National chains may want to show their ads to entire countries, states or cities in order to build awareness. However, a <\/span><a href=\"https:\/\/www.cdc.gov\/pcd\/issues\/2015\/15_0065.htm#:~:text=On%20average%2C%20sit%2Ddown%20restaurants,to%20home%20(1.9%20miles).\"><span style=\"font-weight: 400;\">CDC study<\/span><\/a><span style=\"font-weight: 400;\"> found that people were willing to travel a median distance of just 1.4 miles to a sit-down restaurant, so independent restaurants probably shouldn\u2019t target entire states or even cities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Zip Codes &#8211;<\/strong> <span style=\"font-weight: 400;\">For independent restaurants, targeting specific zip codes is a better idea. Starting with the zip code where your restaurant is located, along with the surrounding zip codes, is a good starting point.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>A radius &#8211;<\/strong><span style=\"font-weight: 400;\"> Instead of serving your ads in specific zip codes, you can also tell Google to use a radius around your restaurant. If the zip codes are irregularly shaped in your area, a radius may be a better option.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Target people currently or regularly in a certain location, and \/ or people interested in that location &#8211;<\/strong><span style=\"font-weight: 400;\"> By default, Google shows your ads to people currently in your target area or who visit the area frequently, as well as people whose browsing suggests they are interested in the area. New Yorkers searching for \u201cpizzeria in Chicago\u201d are likely just doing research for an upcoming trip, so changing the default setting can save you money on clicks that are unlikely to lead to sales.<\/span><\/li>\n<\/ul>\n<div id=\"attachment_15816\" style=\"width: 340px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-15816\" class=\" wp-image-15816\" src=\"https:\/\/www.partstown.com\/about-us\/wp-content\/uploads\/2022\/04\/Targeting-Google-Ads-for-Restaurants-Radius.jpg\" alt=\"Targeting Google Ads for Restaurants - Radius\" width=\"330\" height=\"330\" \/><p id=\"caption-attachment-15816\" class=\"wp-caption-text\">Google Ads allows you to target locations, such as a small radius around your restaurant, in order to increase conversions.<\/p><\/div>\n<h3><em><span style=\"font-weight: 400;\">Excluding Locations<\/span><\/em><\/h3>\n<p><span style=\"font-weight: 400;\">Although telling Google where to show your ads is important, it\u2019s just as important to tell Google where not to serve your ads. In order to optimize Google Ads for restaurants, Google allows you to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Exclude less profitable locations &#8211;<\/strong><span style=\"font-weight: 400;\"> Even if the ads for your restaurant only show in the surrounding zip codes, over time you may notice a zip code or two where either there are few clicks or the clicks don&#8217;t lead to sales. In that case, exclude those zip codes so you can focus your budget on more profitable areas.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><strong>Block your ads from appearing in other states &#8211;<\/strong><span style=\"font-weight: 400;\"> In a <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=EAHl7S9-Rrk&amp;t=520s\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">YouTube video<\/span><\/a><span style=\"font-weight: 400;\">, Google Ads expert Nick Mancini said that sometimes ads for local businesses pop up in other states, so telling Google to exclude other states saves you money.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Not show ads during certain days \/ times &#8211;<\/strong> <span style=\"font-weight: 400;\">In a <\/span><span style=\"font-weight: 400;\">Goo<\/span><span style=\"font-weight: 400;\">gle Ads tutorial<\/span><span style=\"font-weight: 400;\">, Nick Mancini also says that clicks in the middle of the night or when businesses aren\u2019t open rarely lead to sales. So, if your pizzeria isn\u2019t open Tuesday mornings, save your budget for when it is.<\/span><\/li>\n<\/ul>\n<h2><strong>Audience Targeting<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">In addition to a geographic location, you can also target the Google Ads for restaurants to people based on their demographic characteristics or general interests.\u00a0<\/span><\/p>\n<h3><em><span style=\"font-weight: 400;\">Demographics<\/span><\/em><\/h3>\n<h4><span style=\"text-decoration: underline;\"><strong>Campaign Level<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Some criteria can be targeted when building a <\/span><em><span style=\"font-weight: 400;\">campaign<\/span><\/em><span style=\"font-weight: 400;\">, a set of advertisements for a category of products or services. The characteristics targeted at this level will apply to all the advertisements within the campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you want to promote three categories of food at your Italian restaurant (pizza, pasta and appetizers), you will start three ad campaigns. You may know that people interested in a category tend to have certain characteristics. At the campaign level, you can target:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Parental Status<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Marital Status<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Education<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Homeownership Status<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Employment Status<\/strong><\/li>\n<\/ul>\n<h4><span style=\"text-decoration: underline;\"><strong>Ad Group Level<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Other criteria can only be targeted after establishing an <\/span><em><span style=\"font-weight: 400;\">ad group<\/span><\/em><span style=\"font-weight: 400;\">, a smaller set of ads for a specific product. Each ad group has multiple ads so that the Google algorithm can test which ad copy results in the most clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continuing with the same example, let\u2019s say that within your pizza campaign, you have 3 ad groups: vegan pizza, gluten free pizza and deep dish pizza. If you think each product would appeal to a different demographic, you can focus ads based on criteria such as:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Age Range<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Gender<\/strong><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Household Income<\/strong><\/li>\n<\/ul>\n<h3><em><span style=\"font-weight: 400;\">Interests<\/span><\/em><\/h3>\n<p><span style=\"font-weight: 400;\">In addition to demographics like parental status and household income, you can target Google Ads for restaurants based on either users\u2019 demonstrated interests or recent history.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike demographics, interests can be targeted at both the campaign and ad group level. Since targeting by interests can be done for both product categories and specific products, it\u2019s a powerful way to find passionate consumers who are likely to convert.<\/span><\/p>\n<h4><span style=\"text-decoration: underline;\"><strong>Affinity Audience<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Google\u2019s <\/span><em><span style=\"font-weight: 400;\">affinity audiences<\/span><\/em><span style=\"font-weight: 400;\"> use search patterns and browsing history to identify groups of users by interests. Even though people within affinity audiences may not be using keywords or browsing websites related to their interests right now, they have done so in the past.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, although someone may be looking for weather info right now, he or she may have a history of searching for \u201cbest pizzeria in Chicago,\u201d browsing recipe websites and reading restaurant reviews. If so, it\u2019s likely that he or she is a \u201cfoodie\u201d who values good food.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Affinity audiences range from general to specific. More general affinity audiences include:<\/span><\/p>\n<ul>\n<li><strong>Baking &amp; Finance<\/strong><\/li>\n<li><strong>Beauty &amp; Wellness<\/strong><\/li>\n<li><strong>Food &amp; Dining<\/strong><\/li>\n<li><strong>Home &amp; Garden<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">More specific audiences have creative names. For example, within Food &amp; Dining, the more specific audiences include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Coffee Shop Regulars &#8211;<\/strong> <span style=\"font-weight: 400;\">People who regularly visit cafes or coffee shops and buy beverages or light fare<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Cooking Enthusiasts &#8211;<\/strong><span style=\"font-weight: 400;\"> People who like to cook, look up recipes, and consume content about cooking<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Fast Food Cravers &#8211;<\/strong><span style=\"font-weight: 400;\"> People who seek out fast food and other quick and inexpensive dining options<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Foodies &#8211;<\/strong> <span style=\"font-weight: 400;\">People enthusiastic about food and restaurant culture<\/span><\/li>\n<\/ul>\n<div id=\"attachment_15817\" style=\"width: 412px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-15817\" class=\" wp-image-15817\" src=\"https:\/\/www.partstown.com\/about-us\/wp-content\/uploads\/2022\/04\/Targeting-Google-Ads-for-Restaurants-Browsing-the-Internet.jpg\" alt=\"Targeting Google Ads for Restaurants - Browsing the Internet\" width=\"402\" height=\"268\" \/><p id=\"caption-attachment-15817\" class=\"wp-caption-text\">Google Ads affinity audiences use search and browsing history to determine users&#8217; interests and likelihood of making a purchase.<\/p><\/div>\n<h4><span style=\"text-decoration: underline;\"><strong>In-Market Audience<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">According to Google Ads consultant <\/span><a href=\"https:\/\/growthmindedmarketing.com\/blog\/google-in-market-audiences\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Stu Edwards<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><em><span style=\"font-weight: 400;\">in-market audiences<\/span><\/em><span style=\"font-weight: 400;\"> are people whom \u201cGoogle predicts to have a high likelihood of making a purchase (high commercial intent) based on their previous search and browsing history.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If someone browsed pizzeria menus last night and is currently reading online reviews, he or she probably wants to eat pizza. Additionally, that person is more likely to not only click on an ad for \u201cpizzeria in Chicago\u201d but also place an order than someone who has never shown \u201cfoodie\u201d characteristics before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just like affinity audiences, in-market audiences start general and become specific, like:<\/span><\/p>\n<ul>\n<li><strong>Employment<\/strong><\/li>\n<li><strong>Financial Services<\/strong><\/li>\n<li><strong>Food<\/strong>\n<ul>\n<li><strong>Baked Goods &#8211; <\/strong>People interested in purchasing baked goods<\/li>\n<li><strong>Candy &amp; Chocolate &#8211;<\/strong> People interested in purchasing candy or chocolate<\/li>\n<li><strong>Dairy &amp; Eggs &#8211; <\/strong>People interested in purchasing eggs or dairy products such as milk or yogurt<\/li>\n<li><strong>Fast Food Meals &#8211;<\/strong> People interested in getting fast food for dine-in, pick-up or delivery<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><span style=\"text-decoration: underline;\"><strong>Using Audiences<\/strong><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Affinity and in-market audiences were primarily designed for <\/span><em><span style=\"font-weight: 400;\">display ads<\/span><\/em><span style=\"font-weight: 400;\">, ads that appear on websites\u2013not the search results pages\u2013when people search for a keyword. However, they can be used in search campaigns to find people who are the most likely to convert:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Affinity audiences identify people who are likely to convert &#8211;<\/strong><span style=\"font-weight: 400;\"> A \u201cfoodie\u201d is much more likely to order a gourmet pizza than someone who is just looking for a quick lunch. So, showing ads for your pizza restaurant to \u201cfoodies\u201d is more likely to result in sales.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>In-market audiences identify people closer to making a purchase &#8211;<\/strong> <span style=\"font-weight: 400;\">For example, people who have been actively researching where to eat are farther down the sales funnel than people who have been watching dog videos for an hour and just suddenly realized it&#8217;s lunchtime.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Although social media and SEO are important, don\u2019t underestimate the power of Google Ads when marketing your restaurant. Unlike social media and organic search tactics that can take months to produce results, Google Ads pay off right away. Using Google Ads for restaurants is so effective because they can be targeted to reach specific people [&hellip;]<\/p>\n","protected":false},"author":558,"featured_media":15813,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[10,15],"tags":[1342,38,1357,184,489,1343,1214],"class_list":["post-15805","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-foodservice-tips","category-restaurants","tag-entrepreneurship","tag-food","tag-google-ads","tag-independent-restaurants","tag-marketing","tag-restaurant-business","tag-starting-a-restaurant","wpautop"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Targeting Google Ads for Restaurants - Parts Town<\/title>\n<meta name=\"description\" content=\"Targeting Google 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