Increase Chick-Fil-A’s online ad click-through-rate (CTR), while keeping cost-per-click (CPC) at less than $3.
Research revealed that when searching on mobile, consumers generally search for local services and products. To increase CTR, Chick-Fil-A would need to reposition its distribution strategy from a national strategy to something more hyper-targeted and local.
We leveraged our data, Chick-Fil-A’s internal data, and our proprietary automated paid search platform to create AdWords campaigns around micro-relevant, non-branded elements unique to each location. We used our data to customize each campaign target based on population density, as well as drive ad schedules that ran during individual location store hours.
Because audiences searching on mobile generally search for local services, we prioritized high bid adjustments for mobile devices.
Surpassed click-through-rate goal by 300%
Averaged $2.14 under the cost-per-click goal