Pizza Today - May 2019 - 37
positions a restaurant's social media
content to attract the eyeballs it seeks.
"It's no longer an option to post
to your social pages and just assume
your followers will see it," Thiesen
says. "You have to pay to play."
WITH FACEBOOK HOSTING
APPROXIMATELY 2.3 BILLION MONTHLY
ACTIVE USERS AND FOOD-FRIENDLY
Instagram topping the one billion
mark, social media weaves into daily
life for consumers around the globe,
and that's precisely why social media
advertising is so critical, says Marc
Liu, co-founder of New York Citybased Gourmet Marketing.
"And, thanks to the targeting
capabilities on social media, you can
reach [your targets] with pinpoint
accuracy," he adds.
Yet more, Liu continues, social
media advertising offers flexibility in
terms of budget size and campaign
duration, while also giving restaurants
the ability to track key metrics
ranging from clicks to revenuedriving actions like reservations,
online orders or phone calls.
"This allows the restaurant to make
the most of their advertising budget
and move forward with confidence,"
Liu says.
While social media platforms such
as Instagram, Twitter, Foursquare,
Snapchat, Pinterest and LinkedIn
offer various paid advertising options
based on audience, budget and
campaign goals, Facebook remains
the "best and easiest place to start,"
Thiesen says.
"Facebook for Business has
amazing free resources, and if you
have the time and patience to teach
yourself, that's a great place to begin,"
she says, noting that Instagram ads'
integration within the Facebook Ads
Manager allows restaurants to rather
seamlessly extend their advertising
reach on two key platforms.
In addition, Facebook's vast user
base and versatility generally produces
a favorable return on investment,
though results will swing based on
a restaurant's target audience and
approach.
"Our experience has been that
Facebook drives the most conversions
at the lowest cost per conversion," Liu
says.
While some tactics will prove
more expensive than others, the
costs associated with the advertising
bids vary week to week due to
an algorithm rooted in real-time
Facebook and Instagram users.
"The best way to identify a budget
is to build out your audience, creative
assets and campaign and then
The equipment in your
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Table of Contents for the Digital Edition of Pizza Today - May 2019
Pizza Today - May 2019
Commentary
Contents
Contributors
Expo Spotlight
@ Pizza Today
Conversation
Man on the Street
Tony’s Trending Recipe
Knead to Know
Destinations
Customer Wifi
Ravioli Fillings
Chicago Thin-Style Pizza
Social Media Advertising
Pizza Expo Wrap Up
Pizza Today on the Road: Via 313, Austin, Tx
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - May 2019 - CT1
Pizza Today - May 2019 - CT2
Pizza Today - May 2019 - Pizza Today - May 2019
Pizza Today - May 2019 - Cover2
Pizza Today - May 2019 - Commentary
Pizza Today - May 2019 - 4
Pizza Today - May 2019 - 5
Pizza Today - May 2019 - Contents
Pizza Today - May 2019 - 7
Pizza Today - May 2019 - Contributors
Pizza Today - May 2019 - 9
Pizza Today - May 2019 - Expo Spotlight
Pizza Today - May 2019 - 11
Pizza Today - May 2019 - @ Pizza Today
Pizza Today - May 2019 - 13
Pizza Today - May 2019 - Conversation
Pizza Today - May 2019 - 15
Pizza Today - May 2019 - Man on the Street
Pizza Today - May 2019 - 17
Pizza Today - May 2019 - Tony’s Trending Recipe
Pizza Today - May 2019 - 19
Pizza Today - May 2019 - Knead to Know
Pizza Today - May 2019 - 21
Pizza Today - May 2019 - 22
Pizza Today - May 2019 - 23
Pizza Today - May 2019 - Destinations
Pizza Today - May 2019 - 25
Pizza Today - May 2019 - Customer Wifi
Pizza Today - May 2019 - 27
Pizza Today - May 2019 - 28
Pizza Today - May 2019 - 29
Pizza Today - May 2019 - Ravioli Fillings
Pizza Today - May 2019 - 31
Pizza Today - May 2019 - 32
Pizza Today - May 2019 - 33
Pizza Today - May 2019 - Chicago Thin-Style Pizza
Pizza Today - May 2019 - 35
Pizza Today - May 2019 - Social Media Advertising
Pizza Today - May 2019 - 37
Pizza Today - May 2019 - 38
Pizza Today - May 2019 - 39
Pizza Today - May 2019 - Pizza Expo Wrap Up
Pizza Today - May 2019 - 41
Pizza Today - May 2019 - 42
Pizza Today - May 2019 - 43
Pizza Today - May 2019 - Pizza Today on the Road: Via 313, Austin, Tx
Pizza Today - May 2019 - 45
Pizza Today - May 2019 - 46
Pizza Today - May 2019 - 47
Pizza Today - May 2019 - Product Showcase
Pizza Today - May 2019 - 49
Pizza Today - May 2019 - Pizza Today Yellow Pages
Pizza Today - May 2019 - 51
Pizza Today - May 2019 - 52
Pizza Today - May 2019 - 53
Pizza Today - May 2019 - 54
Pizza Today - May 2019 - 55
Pizza Today - May 2019 - The Marketplace
Pizza Today - May 2019 - 57
Pizza Today - May 2019 - 58
Pizza Today - May 2019 - 59
Pizza Today - May 2019 - 60
Pizza Today - May 2019 - 61
Pizza Today - May 2019 - 62
Pizza Today - May 2019 - 63
Pizza Today - May 2019 - 64
Pizza Today - May 2019 - Reader’s Resource
Pizza Today - May 2019 - Mike’s Monthly Tip
Pizza Today - May 2019 - Cover3
Pizza Today - May 2019 - Cover4
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