Question

Structuring Ad Group for this Texas Coffee House. Looking for ideas. How would you go about structuring the ad groups for this particular coffee shop?  
https://www.roscoescoffeehouse.com/

Answer 1

Don't waste clients money. Start with delivery services. Branding and e-commerce. Hopefully Google for business is already setup.  

Comments

He's a good friend of mine, I'm already running FB and IG marketing with great results. His GMB is setup. He has $100 credit for Google Ads, so I am setting up his local campaign to help him further.  

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Do you mean set him up with Uber eats?  

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How would a coffee shop benefit from e-commerce?  

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Tough play. usually, they got no budget, and its impossible to achieve anything worth the effort. Do they have a clients list?  

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Impossible to achieve anything worth the effort regarding e-commerce or Uber eats?  

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He opened up his coffee shop 2 months ago, so not a huge client list as of yet.  

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My dad builds restaurants in NYC. and they are all down right now. like the first week i had a spend on architectural keywords like $0. 26 for a whole week from $400. I have a few of them calling me with a budget of 1k a month and I have no idea what to do. On a westcost for restaurant design all Cali only 10 clicks lol

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We're in Texas. Business is almost back to normal.  

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I would love to get some feedback on how you would setup ad groups for this coffee shop. I'm brainstorming right now, all suggestions would be appreciated :)

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Yea. so is the death count. Horrible! Lots of them ordering masks with logos so dining rooms won't look like a hospital. Many installing dividers. I would start with local setups, menu setups, whatever delivery services, Facebook the smallest radius. register in a bunch of all types of industry Facebook groups. you can share and get free tracktion. maybe a referral system.  

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I don't know anyone who has died here in Texas. Hospitals are bare. Everything seems pretty normal really. People are happy to be back to some normalization right now.  

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What do you mean by local setups?  

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I know many. including family. so dont be stupid!  

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You guys are about to over jump NYC. thats how dumb whoever is in charge over there

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His Facebook ads are crushing it. I'm new to Google ads and I was looking for some feedback on setting up his ad groups more specifically.  

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That stuff takes 8 weeks. our manager still sick

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Most people I know have already had it back in March. My family had it too. Some people it lasted longer and some people got over it quickly. Everyone I know is fine. It depends on the person I suppose. I'm not wanting to get political. I was only looking for some input on setting up his ad groups.  

Answer 2

Not knocking @thrice35970 or his experience but he’s here in NY with me as well. It’s a different story here. I have family in Texas and Florida and the playing field is much different. I assume his shop is similar to Starbucks but with cooked food not previously prepared stuff? If so, there’s nothing wrong with starting an adwords campaign for “coffee near me” or “coffee shop in Keller” etc. Don’t get hung up on account setup/breakdown when starting off. Run one campaign and get a feel for what people are looking for. From there branch out into more than one campaign/adgroup. I would look into advertising on Waze or other platforms that attract people while they are out and potentially looking for his service. In NY, I’m not touching food service for a while. Not because I’m “scared” but I don’t want to be taking people’s money to do something I don’t think will work that great right now. All I’ve done so far was help a friend get setup with ubereats and DoorDash

Comments

Just make sure he has a Google business listing which is linked to the adwords account and an active location extension. That’s crucial

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Thanks Matt. My friend's lifelong dream was to open a coffee shop. I'm just trying to help him out. I'm work with social media for a living, but a little rusty with google ads.  

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He has a GMB setup and I will be using his $100 free credit for google ads attached to his account.  

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I'll look into the active local extension. Thanks!  

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@hairtail all good. @thrice35970 has an opinion I disagree with. Can’t paint every state with a broad brush. Hell, I have friends that tested positive for the antibody that never got sick. Too many variables and not enough accurate information to take an absolute stance on anything. My aunt passed from the flu. She tested negative. They claimed she died from covid. So I don’t believe anything here in NY anymore.  

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His FB ads are killing it with a FREE latte or Cold brew offer to introduce people to his new coffee house. I assume I could title the campaign "Roscoe's Coffee House" and create 1 ad group for free latte and another for free cold brew. I could make landing pages to each and use keywords like "coffee near me" and "coffee shop in Keller". Am I on the right track?  

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@dallman I was under the impression that location extensions were run automatically unless opted out?  

Answer 3

I'm going to jump in and ask why if you're doing well with Facebook you're moving to search here? I have to say my feeling is you're not actually going to get a lot of bottom of funnel traffic - people don't really google for a coffe shop before visiting one, whereas the right video ad at the right time . this looks like a rare example of "more YT, FB and Display proably for this niche", but that's not from direct experience.  

Answer 4

Interesting perspective. I'm new to coffee shops in general. I've been dong a lot of research. He has the $100 free google ad credit, so I wanted to take advantage of this for him and use this as an opportunity to sharpen up my google ad skills. Currently taking the Ultimate Google Ads Training course.  

Answer 5

Yup definitely invest in display first

Comments

Then set up a branded search campaign with the same offer

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As a matter of fact, I’d also layer in an ad group in the display campaign retargeting web visitors produced by the social campaigns.  

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It's funny, because I'm watching the Ultimate Google Ads Training 2020 and he specifically is telling us that search is far more important and brings better results than display, but I'm assuming because this is a coffee shop those rules don't apply?  

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@hairtail user behavior is everything, and testing answers all questions. With that said, thinking about how customers utilize search for coffee: finding coffee shops in their area if they aren’t familiar (shopping around), finding the location of a shop they are looking for (previous customer, or aware and engaged with a product of the shop and ready to convert), looking for specific info about a store (hours, number, general info). So to add clarity to my napkin strategy; out of the three scenarios a user searched for coffee shops, 1 out of 3 is what you want to spend money on. Meaning you’d have to have a level of awareness in order for that to happen.  

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Using a display campaign to retarget visitors from other channels and a search campaign targeting keywords > setting up search to bring in cold audiences

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Then of course increase display targeting with awareness campaigns targeting affinity audiences, custom intent audiences, etc. you main metric to keep an eye on is increase in branded search activity.  

Answer 6

Getting traction on display is rarer and often more costly. Wouldn't recommend for low budgets. Start with intent (search). For your search campaign structure you have 2 main important considerations: - ad groups grouped in a way that all ads are hyper relevant to the keywords in that AG. - Campaigns are structures so that you have location, budget, and bidding strategy control over the groups of topics you want to dial up or down (i. e. maybe you have a breakfast campaign that only runs mornings or should get more budget because it's a good performer). I'd recommend something along the lines of the below. Keyword research should guide the actual segmentation. But for example: Campaign: Coffee AG: Near Me AG: Shops AG: Best AG: Outdoor Etc Etc Campaign: Breakfast AG: Restaurants AG: Near Me AG: Open etc etc The takeaway is that someone searching "open" should probably see an ad for "open" and same is true for "restaurant" vs "shop. " Hope that all makes sense. Structure is critical, but can easily be changed as you go.  

Answer 7

After looking at the lander, you may be fighting uphill without improving that end. It should be front and center where you are and what exactly you do. I had to dig around a bit to find exactly where the shop is. I'd at least add an above the fold headline along the lines of: The best coffee and breakfast in Keller Texas. " Just imaging you have the attention span of a 3 year old when you nab a website visit, so don't make them dig to hard to know if you offer what they went searching for (solution), where they went searching for it (context/location).