Marketing

Harness the Power of Influencers

Mike Fernandez — Wed, 01 Feb 2023 17:00:00 +0000

Harness the Power of Influencers

Consumers follow social media influencers they trust, and working with them builds credible relationships with the community. But how can you get started, and how can they benefit your center?

Mike Fernandez Wed, 02/01/2023 - 12:00

What Exactly is Influencer Marketing?

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers. Influencers are people and/or organizations with purported expert knowledge or social influence in their field.

One of the most significant advantages of this marketing avenue is that it helps show the human side of a brand, reaching consumers more personally. Influencer campaigns come off less like a sales pitch and more like an experience their followers don't want to miss!

IBI enlisted Bethany Winston, a professional in the influencer marketing space, for some insight and direction. Bethany is the owner of Kidding Around Media, a marketing company that works with influencers in local communities and focuses on family experiences. “Interest in working with nontraditional media has grown since COVID — I've seen that,” says Bethany, “but a lot of groups are still not using it. They'll utilize traditional forms of advertising, whether print, billboard, or TV. Those forms of media don't get the same attention as a promotion from a trusted local source.”

Finding Your Influencer

Searching social media to find the right influencer for your brand can be a tough start for those without the inclination, so Bethany helps us lay out a game plan. "The first step would be figuring out who in your community is talking about activities like bowling, so go on Instagram and Facebook. Do some searches for your region to see if you have any family-friendly pages posting regularly or individuals posting a lot about the area." She also recommends asking the guests at your center which influencers they follow to find other similar family activities.

Who to “Follow”

Bethany says, “The influencer’s ‘following’ number is important, but also check engagement. If you see lots of followers but not many ‘likes,’ ‘comments,’ or ‘shares,’ that is a red flag. The influencer’s authority might be inflated by paying for follows from fake accounts. An influencer with a lower number of followers but with lots of engagements could be better, especially in the local market.”

Bowling operators should likely start with nano or micro-influencers specific to the local community, aimed at the family demographic, and an affordable starting point.

Check If They’re a Fit

Once you find a couple of potential influencers, slide into their DMs! (Translation: send them a direct message through the social media app to get the conversation going.)

Hot Tip

Look for people who have consistent postings, follow trends, engage with the community, and often participate on multiple platforms.

“Their online persona, even if authentic, is their brand and business, so they’ll usually be open to explaining options and developing a plan,” Bethany tells us. "The most important aspects to consider are their likeability, how passionate they are when posting, if they seem authentic and if they have the gravitas to convey that they are experts in the field.”

Depending on the influencer, they may have previous partnerships and provide exact rates or be interested in an experience with their kids at your center. Bethany adds an important note: “Number one, try to get them out to the bowling center and provide a personal experience, whether that's photography or writing about them actually experiencing your bowling center.”

Watching videos of an influencer's friends cheering over gutter balls or seeing the genuine smiles of children invokes a strong emotional response with followers, rather than a picture of a bowling ball with ‘$1 Off Shoes’ slapped on it.

Starting Your Influencer Campaign

Once you've found your golden goose, decide on a plan of action with them and a way to measure those results.

The most critical metrics are 'impressions' on the posts, or the amount of people that have seen them, and check the engagement such as likes or comments.

Working on influencer campaigns typically starts months in advance, especially for events or limited-time experiences. Bethany recommends having a call to action to give that influencer, for instance, a deal at your bowling center that is particular to that influencer's posts. That will allow you to test and see how the influencer works with the market and if you're getting a return on your investment.

When you find an influencer you think is a good fit for your business, invite them to come in for a free bowling party; be sure it's a top flite experience. Proper management should be on hand to answer any questions they may have.

Sure, there’s a learning curve on the first go-around, but it could be the best marketing investment you’ve made in years. When consumers are bombarded with thousands of ads daily, a low-cost route to building solid relationships with your local community is more imperative than ever!

There are a few general types of influencers to consider:

Macro-Influencers have large numbers of followers and reach a broad category of consumers. Due to their huge exposure, they're the priciest.

Micro-Influencers offer a smaller audience but are extremely effective and highly engaged content creators. They come off as respected experts and build strong relationships with their followers.

Nano-Influencers work with very niche markets and more specific demographics. They're new to the business, open to more opportunities, and the most affordable. They provide high engagement with followers and excellent ROI.

Marketing

Expand Your Reach and Target Precise Audiences

Carey Tosello — Tue, 01 Apr 2025 16:00:00 +0000

Expand Your Reach and Target Precise Audiences Carey Tosello Tue, 04/01/2025 - 12:00

Most bowling proprietors are familiar with digital marketing, using vehicles like Facebook, Instagram, email campaigns, etc., to create awareness and drive traffic. While these have proven to be effective ways to increase your visibility, additional tools are available today that allow you to target the exact audience you want, regardless of whether they use social media. This is what is referred to as digital advertising. If you want to reach virtually everyone in your market, you need to expand beyond Facebook and Instagram ads, as you are missing out on one-third of the adult population.

Don’t get me wrong, both Facebook- and Instagram- targeted ads have been used by bowling centers for years with great success. Taking your online marketing to the next level can be done through the Google Ads platform and can reach 90% of the adult population – even those not using Facebook, Instagram, or Twitter. This could be a huge market that is unaware of your existence or, at the very least, needs to be reminded to come in and visit.

Similar to Facebook and Instagram ads, Google Ads can be targeted to very specific demographics. For example, suppose you are running a program for college students.
In that case, you can target the ads only to appear where college students are online, regardless of which social media vehicle they are using. Promoting a summer kids’ program? Then targeting parents of school-age children with the details will boost your program’s success. For example, if you’re running the Kids Bowl Free program, we’ve seen as much as a 40% increase in sign-ups as a result. The Google Ads platform will deliver a much larger audience than other social media tools. And in this case, more is definitely better!

Besides reaching new audiences for your center, you can use a pixel to track your website visitors. Then, you can ‘follow’ that person around the internet with reminder ads about your facility. You have already seen this from large companies, where one visit to Ford, Marriott, Delta Airlines, and the like results in ads popping up everywhere you go online. That is no accident! Imagine being able to remind people about your business after they visit your website – that is what we call a hot prospect.

Surveys have shown that customers are 70% more likely to buy when retargeted, meaning that they need to be reminded multiple times before they buy from or visit a business. This is why Facebook and Instagram ads have been so successful for bowling. People need to see your business repeatedly, and these ‘follow-type’ ads are a great reminder to generate a return visit. Just think about the impact you can have if your target audience is 30% bigger than your social media audience!

Google Ads allows you to set up your ad campaign to use pay-per-click (PPC), which means that you only pay for the ads clicked on. Typically, these ads will send the click-through to a specific page on your website, providing excellent tracking of results and improving the user experience if they get the exact content they clicked on. This also means your website needs to have current information and look sharp! If you are not sure about your website’s performance, get a review from a company that specializes in bowling websites.

While the Facebook platform is relatively easy to use for paid ads, the Google system is much more complicated. This more sophisticated platform provides a significant advantage because Google Ads can reach anyone online, regardless of whether they use social media. To avoid the typical new user’s trial and error and get maximum results, you should consider using a company with expertise in setting up and monitoring Google Ads. This will save you time and will be a more innovative use of your budget.

Marketing

3 Ways to Grow Your Business

Bruce Davis — Tue, 01 Apr 2025 16:00:00 +0000

3 Ways to Grow Your Business Bruce Davis Tue, 04/01/2025 - 12:00

When presenting marketing seminars I often ask the audience, “How many ways do you think there are to grow your business?” Typically, the replies range from dozens to hundreds and beyond. Perhaps that’s why so many business operators feel that marketing is too complex and time-consuming, and often hand it off to someone else or worse yet, simply avoid working on it.

Years ago, life was different and as bowling operators, we didn't have to work too hard to attract customers, but today is a different day and we’re selling to the expectations of very different consumers. To regularly attract customers and profits, you must prioritize generating revenue at the top of your daily to-do list.

Getting back to my previous question, “How many ways are there to grow your business”? Most marketing professionals will answer this quite quickly: three.

There are only three ways to grow your business –adding more new customers to your business, creating more visits from existing ones, and generating more money from each visit. To have a truly positive effect on your operation being proficient at all three and keeping them in sync with each other is vital. If, for example, you lower the price of a product, you’ll want to be assured you can gain enough additional visits and/or gain sufficient new customers to keep your growth plans intact. Real marketing success comes to those who make great offers and execute them so well that all three of these growth elements work in harmony.

1. CREATE NEW CUSTOMERS

The goal of finding new customers isn’t shocking news to any business operator, but it is more crucial than many think. On average a business loses 20-30% of its customer base each year; bowling and entertainment businesses are no exception. While some customers may leave due to dissatisfaction with the center, service, or its products, much of the loss can be due to factors beyond an operator's control. A substantial portion of the population, 20-25%, move each year. Others develop health concerns, become injured, or die. Let’s not forget the consistent league bowler who decides to take that preverbal year off, while others face a job loss or schedule changes, while still others encounter life issues that alter their buying habits.

In today's world, few customers find you and come in on their own, so having a plan in place and working it is key! Keep in mind, this first way to grow your business is the most challenging and expensive of the three we will cover; often three to four times more costly than having success with the remaining two. Caution: Without consistent work in this area, no matter how herculean your efforts are in the other two, your growth efforts will stall. In future issues, we will offer some proven ways to find new customers for your operation.

Bottom line: Loss happens. If you’re looking to grow your business and find balance in your marketing efforts, developing and implementing a plan of action to replace who you’ve lost is critical.

2. INCREASE THE NUMBER OF VISITS FROM EXISTING CUSTOMERS

Increasing the number of times your existing customers visit you is the second key component of growing a business and its profits. A bowling-based business has a variety of obvious ways to do this from offering leagues, tournaments, and special events to hosting fundraisers, parties, and company outings.

Make it easy on your customers. Consumers need your help to be matched with relevant offers they find appealing. Present opportunities to those who have already shown an interest in what you’re offering. In the future, we will explore numerous methods you may want to employ ranging from bounce-back offers, local couponing, emailing plans, telemarketing, texting to direct mail, and other strategies to help centers earn more return visits.

The Big Takeaway: The most efficient way to accomplish a bump in visits is to work off of a good customer database. Working to build and maintain a strong database is a essential in today's competitive world. What are they waiting on, an invitation?” The answer is YES!

3. GENERATE MORE MONEY FROM EACH CUSTOMER VISIT

This is not a suggestion to simply raise prices. While I’m all for charging higher prices, it should only be done once you and your team have gone through the process of reviewing, adjusting, and setting prices according to demand on a regular, perhaps quarterly, basis. But that’s a separate conversation for another day. What we’re talking about here is discovering ways to generate more money by increasing additional sales and/or transactions from current customers. From food and beverage sales to gift cards, retail merchandise, upselling, and everything in between, your marketing planning should be exploring ways for your operation to entice customers to spend additional money with your business. One trend many industries have been profiting from are processing and booking fees when customers make online reservations. Consumers have become accustomed to these fees when booking flights, hotel rooms, excursions, dinner reservations, tee times, and so much more.

Brainstorm with your staff on how your center can generate more dollars per visit. Challenge your team to use their experiences with other businesses to apply to this challenge.

Over the years I’ve often been surprised with creative suggestions from some of our unlikely staff members. It’s all about perspective and including your team in the process.

Generating more revenue per customer visit will be an important part of what this section, Bowling Industry Marketing Monthly will feature in coming issues.

Final thoughts: Before you begin this process, I recommend you establish a form of measurement to know how you are doing against any upselling plans you employ. Ask yourself, “What is your current revenue per customer visit in each of your categories?” If you aren’t certain, your very first step should be to find the answer to that question so you can accurately measure your results and concentrate on the most rewarding methods.

Marketing

The Rise of Spirit Free Cocktails

Stephanie Davis — Mon, 03 Mar 2025 17:00:00 +0000

The Rise of Spirit Free Cocktails Stephanie Davis Mon, 03/03/2025 - 12:00

Tawnya Zwicker, proprietor of Silver Creek Lanes in Silverton, OR, is not just serving up strikes and spares. She is breaking new ground behind the bar. For two years, her dedicated spirit-free cocktail menu has been a hit with guests who want to enjoy a crafted, sophisticated drink without alcohol. From young adults leading a trend toward mindful drinking to wellness enthusiasts looking to cut back, Silver Creek's spirit-free offerings cater to a growing crowd more interested in a good time than a buzz.

"We found that our sober and non-drinking guests wanted a way to feel included in social gatherings," Zwicker explains. "It's nice to have something special to sip on without feeling pressured to choose soda or water." Silver Creek's approach to inclusion has made it a favorite spot for guests who want a fun night out with friends but prefer to stay alcohol-free.

And it is a growing trend. 40% of U.S. adults are actively cutting back on alcohol, with Gen Z leading the charge: Gen Z consumes 20% less alcohol than Millennials, who in turn drink less than Gen X, and Gen X drinks less than Baby Boomers. This shift is not just about individual choices but a societal trend. Movements like #Dry January and #Sober Curious have gone mainstream, highlighting a rise in "mindful drinking” with social media amplifying these trends, sparking conversations about health, wellness, and alternative ways to enjoy social life without alcohol. Recent market reports show a 33% increase in the sales of non-alcoholic beverages over the past year, reflecting broader consumer demand for alcohol-free options.

The Right Ingredients Make All the Difference

Zwicker is selective about ingredients, choosing high-quality brands like Ritual Zero Proof, whose tequila substitute is the star of her Simple Margarita. "We want people to feel like they're getting something just as sophisticated as a regular cocktail," she says. The drinks have become a hit on social media, with her staff sharing posts about them reaching a whole new audience.

To make ordering even smoother, Silver Creek labels their spirit-free drinks with a subtle "Simple" prefix, like "Simple Gin and Tonic," so guests and staff know they are alcohol-free without drawing attention to the choice. "We've created a little code language," Zwicker says. "It's our way of saying this is just as special but spirit-free."

Presentation Matters!

These drinks do not just taste amazing; they look the part, too. Silver Creek uses elegant glassware with distinct blue stripes or smoky swirls to identify spirit-free beverages. But the real showstopper? The ice. Picture frozen lemon slices, blueberries, and even edible flowers beautifully suspended in the glass, thanks to custom ice molds. Top it all off with decorative bamboo picks, and you have drinks that are practically begging to be shared on Instagram.

And it is paying off. Silver Creek's menu includes seven carefully crafted spirit-free cocktails, and they want to expand even more. Zwicker and her team are mixing up social norms around drinking in bowling centers. Offering a selection of spirit-free cocktails shows they are in tune with evolving trends and guest needs. Zwicker says, "We're seeing more people on sober journeys, wellness paths, or just choosing to cut back. If we did not offer spirit-free drinks, we'd miss out on sales from one or two guests in a group of ten." Silver Creek promotes their regular cocktail menu on their overhead screens, and right beside it is the spirit-free option.

Pricing

Pricing these drinks is another thoughtful choice at Silver Creek. Zwicker has priced their mocktails at $8, just a few dollars less than their alcoholic counterparts. She explains, "We want people to try them, to see that they're worth it. And the costs we put into these drinks reflect the quality and experience."

The result? Mocktails are now just as much a part of Silver Creek's drink culture as the classic cocktails, and guests who do not drink feel just as welcome to raise a glass with their friends. With a blend of taste, elegance, and inclusivity, Silver Creek Lanes proves that everyone deserves a seat at the bar—cocktail or not.

Cheers to that!

Marketing

Turn Slow Nights into Revenue Drivers with Pub Games

Orange Door Music — Mon, 03 Mar 2025 17:00:00 +0000

Turn Slow Nights into Revenue Drivers with Pub Games Orange Door Music Mon, 03/03/2025 - 12:00

Every bar operator knows the stress of slow nights when foot traffic is low, but the costs of keeping the lights on and staff on hand remain the same. The solution? Pub games. Hosting interactive events like trivia and music bingo is an affordable and effective way to boost traffic and revenue, even on traditionally quiet nights.

Pub games don’t just fill seats—they create a unique, memorable experience that keeps customers coming back for more. Here’s how you can use pub games to transform low-traffic nights into your busiest evenings of the week.

Why Pub Games Work

Pub games are more than entertainment; they’re strategic tools for increasing revenue. Here’s why they’re so effective:

Consistent Traffic: Hosting weekly events like trivia or music bingo builds a loyal following. Once your event gains traction, customers will return each week to compete and enjoy the atmosphere.
High Participation Rates: Music bingo is particularly popular because it doesn’t rely on trivia knowledge. It’s easy-to-play format appeals to a wider audience, creating a higher opt-in rate and more engagement.
Increased Sales: These events keep customers in your bar longer, increasing food and drink purchases. Competitive energy often drives additional rounds of snacks and beverages as patrons celebrate their wins.

How to Make Pub Games Successful

Choose the Right Night
Target low-traffic nights, such as Mondays or Tuesdays, to create a consistent event that builds momentum over time.
Promote the Event
Use social media, table tents, and posters to advertise your game night. Create excitement by highlighting prizes or drink specials tied to the event.
Offer Affordable Prizes
Prizes like gift certificates or free menu items encourage participation while driving return visits. These small investments can lead to significant long-term gains.
Leverage Your Existing Equipment
Providers like Orange Door offer games that run on your bar’s TVs, keeping setup costs minimal. Hosting the event yourself also reduces overhead and increases profitability.
Enhance the Experience
Pair your games with themed food and drink specials, such as a discounted beer bucket during trivia or "bingo bites" platters. These tie-ins boost sales while adding to the fun.

The Bottom Line

Pub games are more than just a way to fill seats; they’re a strategy for turning slow nights into profitable ones. By providing an engaging, social experience, you’ll attract new customers, keep them coming back, and boost your bottom line.

Start planning your first game night today and watch your bar transform into a go-to destination—even on the quietest evenings.

For more information on how we can help your slow nights, contact our team at Orange Door https://www.orangedoormusic.com.

Marketing

Reviews Might Be a Pain, but There Is a Way to Stay on Top of Them!

Carey Tosello — Mon, 03 Mar 2025 17:00:00 +0000

Reviews Might Be a Pain, but There Is a Way to Stay on Top of Them! Carey Tosello Mon, 03/03/2025 - 12:00

Keeping track of your online reviews can be time-consuming for bowling centers. Multiple review sites, separate logins, and figuring out what to say in response to good and bad reviews can be overwhelming. However, there is a way to make this process easier.

Why Is Monitoring and Responding to Reviews Important for Your Success?

Google Uses Your Review Activity in Search Rankings
It’s not just about the star rating; the number of fresh reviews your center receives is also factored in. Great 5-star reviews from last year won’t help your Google ranking as much as fresh reviews about your business.
People Are Talking About Your Business
You need to be aware of what they are saying. Reviews provide insight into what your customers like—or don’t like—about your operation.
Respond to Every Review
Responding to each review shows that you care about your reputation, and consumers will notice. Addressing bad reviews demonstrates concern, which reassures potential visitors. People are less likely to visit a business that seems indifferent. Similarly, thanking someone for a good review is just as important, as it shows the reviewer that you value their feedback.

Make the Process Easier

Making the review process easier allows you to stay on top of this crucial aspect of your success. Instead of dedicating time to chasing down reviews, consider using a service that consolidates all your reviews into a single app. This allows you to view and respond to reviews in just a few minutes. Auto-thanking good reviews can even be handled for you, and AI tools can assist in crafting responses to the occasional negative review.

A quick Google search can help you locate these services. Alternatively, you can use a trusted provider for the bowling industry, such as eBowl.biz. For more details, visit:
https://ebowl.biz/bowling-reputation-management/reputation-management-details/

Marketing

Google Ads: 11 Key Metrics to Track for Success

Party Center Software — Thu, 02 Jan 2025 17:00:00 +0000

Google Ads: 11 Key Metrics to Track for Success Party Center S… Thu, 01/02/2025 - 12:00

1. Clicks

Simply put, clicks measure the number of times users click on your ads. Higher click numbers indicate that your ads are driving traffic to your website, which is crucial for visibility and engagement.

Having a high number of clicks indicates that people are intrigued by what your ad has to say, and has a direct effect on your Cost Per Click (more on that one later). But remember, a high number of clicks doesn't guarantee you'll get a high Conversion volume (more on that later).

Understanding the importance of clicks leads us to another vital metric: Clickthrough Rate (CTR), which provides deeper insights into your ad's performance.

2. Clickthrough Rate (CTR)

Clickthrough Rate offers more insight into your click amount by measuring the ratio of users who click on your ad to the number of total users who viewed the ad (Impressions). A higher CTR means your ads are relevant and appealing to your target audience, indicating effective ad copy and keyword targeting. While a higher CTR may say good things about your ad, it doesn't guarantee a high amount of Conversions (which we'll discuss shortly).

A high CTR has a direct impact on your Cost Per Click.

3. Cost Per Click (CPC)

This metric is the average amount you pay for each click on your ad. CPC is calculated by the amount you've paid for your ad, divided by the total amount of clicks you received. For example, if your ad receives 2 clicks, one costing $0.20 and one costing $0.40, your average CPC for those clicks is $0.30. Understanding CPC helps manage your budget by ensuring you aren't overspending for each visitor your ad brings in.

Generally speaking, you should aim for a lower CPC. A low CPC means you're getting many clicks for the money you're spending. You could accomplish this by doing the following:

Save your budget by adding words you don't want to target to your Negative Keywords list
Increase CTR by utilizing ad extensions, which showcase more of what your business has to offer
Adjust your keyword bids, by performance, using manual keyword bidding
Ad high-quality search terms to your keyword lists on an ongoing basis
Use long-tail keywords, which tend to be less competitive, hence less expensive
Increase your ads' Quality Score
A/B split test your ads, optimizing for features that perform best
Target locations that are within proximity to your business

Remember, once you've implemented these methods you can't just stop there. You must continually optimize your ads to keep your CPC down. If your ads stay stagnant, your click volume will reduce and CPC will eventually go up. This is one of many reasons why companies hire digital marketing specialists to manage their ads for them.

4. Impressions

Impressions measure how often your ad is seen by people in search results and websites. A higher Impression count means your ads are reaching a larger audience, which helps you increase your brand awareness.

Running campaigns with high Impressions as the goal is good for businesses looking to increase brand recognition, or to figure out which platforms give your ads the most visibility. If your ads are getting a lot of impressions, but low CTR, this indicates that you need to write more compelling ads.

5. Search Impression Share

This metric is calculated by Impressions you’ve received divided by the estimated number of Impressions you were eligible to receive. This metric sheds light on how often your ads appear relative to your competition.

For example, if your Search Impression Share is 40%, then your ad is losing 60% of its visibility to similar businesses. There are several ways to increase your Impression Share over your competitors:

Optimize your ad copy for best-performing keywords
Increase keyword bidding
Increase your daily budget
Target the best geographical locations

If gaining an edge over your competition is the key focus of your ad campaign, then pay special attention to this metric.

6. Search Lost Impression Share (rank)

Abbreviated Search Lost IS (rank), this metric measures how often your ad didn't appear due to Ad Rank, which determines your ad's position and whether it'll be shown at all.

Your Ad Rank is calculated by budget and bidding strategy, the quality of your ad and website, your ad format, and the impact of any extensions you've decided to use. A lower Search Lost IS (rank) is desirable because it indicates fewer impressions lost due to Ad Rank.

7. Search Lost Impression Share (budget)

Search Lost IS (budget) measures the amount of impressions your ad is missing out on due to an insufficient budget. Identifying how budget constraints limit your campaign's reach lets you know how much to increase your budget by.

There are ways to achieve big results with smaller budgets, but Search Lost IS (budget) will help you know what to increase your budget by, whenever you're ready.

8. Conversions

Often deemed the most important metric to track and target ads towards, Conversions measure the actions users take on your site after clicking your ad. This includes making a purchase, signing up for a newsletter, or even making a phone call.

Conversions are a direct indicator of your campaign's effectiveness in driving desired actions from your audience. When set up right, they can give you a valid estimation of your campaign's ROI.

9. Cost/Conversion

Cost Per Conversion is the amount you spend for each Conversion. Similarly to CPC, this metric is calculated by dividing the amount you're paying by your total Conversion amount. Understanding this cost is key to optimizing your ad spend and improving your ROI. Like CPC, it is desirable to aim for a lower Cost/Conversion. Here are some ways to accomplish that:

Improve your landing page quality by optimizing its design for Conversions
Target and bid on high-converting keywords
Pause low-converting keywords
Optimize your ad copy for the best-performing keywords
Use ad extensions to showcase more of what your brand has to offer
Use Remarketing lists to target your ads to those previously exposed to them
Run A/B split tests on various forms of your ad copy, optimizing the elements that garner the most Conversions

By regularly improving on all your Google Ads campaigns on an ongoing basis, you will increase your Conversions while lowering the cost for each, optimizing your ROI.

10. Conversion Rate

Conversion Rate is similar to Clickthrough Rate (CTR), except it measures the percentage of users who take a desired action after clicking your ad. A higher Conversion Rate shows that your ads effectively convert clicks into meaningful actions, indicating successful targeting and user experience.

Recall earlier that I mentioned how a high CTR to your ads doesn't guarantee a high Conversion Rate. For example, if you had a high CTR but a low Conversion Rate, that indicates that there is something about your landing page that is causing people not to convert. Understanding these different metrics and how they relate to one another is key to understanding which element of your campaigns needs improvement.

11. Cost

Simply put, Cost is the total amount spent on your Google Ads campaign. Keeping track of overall spending ensures you stay within budget while achieving your campaign goals. Google Ads doesn't always abide by budget parameters and will go over budget if it thinks it can garner more clicks or Conversations.

This is especially true if using an automated bidding strategy. However, by setting daily spending limits, monitoring your keyword bids, adding to your Negatives list, and limiting spending to best-performing keywords, you can make sure you don't exceed your monthly budget.

By employing the optimization tactics discussed in this article, your campaigns will utilize its budget to their fullest ability and generate a better return on investment.

Conclusion

By diligently monitoring these metrics, you can make informed adjustments to your Google Ads campaigns. Monitoring these metrics daily and employing optimization tactics will help ensure that your campaigns align with your goals of maximizing visibility, increasing engagement, and growing your business.

Marketing

Boost Your Business in Tough Times: Unlock the Power of Targeted Digital Marketing

Carey Tosello — Thu, 02 Jan 2025 17:00:00 +0000

Boost Your Business in Tough Times: Unlock the Power of Targeted Digital Marketing Carey Tosello Thu, 01/02/2025 - 12:00

There is a lot of uncertainty today, with many consumers feeling the pinch of higher prices for everything.

While no one can predict the future of the economy, it is safe to assume that this uncertainty is not good for discretionary spending.

Add in the rising costs of doing business in this environment, and cutting your way to grow profits is impossible.

The best cure for a slowing economy is to drive more traffic through your doors.

The most cost-effective way to drive traffic is using the terrific targeting tools on Facebook & Instagram to reach exactly the audience you want. You can use these tools to target:

People who already like bowling(hot prospects!)
Adults prior to their birthday- because they have birthdays too, and they drink more than kids do! 😊
Seniors to help fill your daytime hours
People who like league bowling to grow your leagues
People who like pizza (if you have a great pizza)
Arcade game lovers to push more arcade traffic
Laser Tag, Mini-golf, Escape rooms, Sports Bars – each of these can be targeted
Website traffic – installing a Facebook pixel on your website allows you to track website visitors and then serve them reminder ads. This is a great way to stay top of mind with people who already know who and where you are! 👍

This type of targeting ensures your marketing dollars are spent on the exact audience you want to reach. We have seen great results from a monthly budget of less than $500. In some markets, you can make a difference on half that.

It does require some training on the ever-changing Meta advertising platform, so make sure you have someone on your team well versed in this. If not, outsource this task, ensuring they have both digital marketing expertise and some bowling knowledge.

You can find more information on how our team at eBowl.biz delivers these tools by going to www.TargetedBowlingMarketing.com

Marketing

5 Ways to Enhance Your FEC’s Digital User Experience

Party Center Software — Thu, 31 Oct 2024 16:00:00 +0000

5 Ways to Enhance Your FEC’s Digital User Experience

As an owner or operator of a family entertainment center, providing exceptional service goes beyond just offering exciting attractions. It’s about crafting a seamless, enjoyable experience for every guest.

In a world where convenience and efficiency are key, enhancing your FEC user experience through advanced tools can set your business apart. By leveraging technology, you can streamline processes, improve guest satisfaction, and create a forward-thinking environment that fosters repeat visits and long-term success.

Party Center S… Thu, 10/31/2024 - 12:00

5 Ways to Enhance Your FEC’s Digital User Experience

In this blog, we’ll explore five innovative strategies to enhance your Family Entertainment Center’s user experience and drive success.

1. Simplify Reservations for a Smoother FEC User Experience

The journey starts before guests even step through your doors. Offering a streamlined online booking system improves the FEC user experience by allowing customers to easily plan their visits from any device.

This not only enhances convenience for your guests but also reduces administrative work for your team. With tools like Party Center Software's online booking feature, you ensure a hassle-free reservation process, making your center more accessible and visitor-friendly.

2. Speed Up Check-Ins with Digital Waivers

An efficient check-in process is crucial to keeping guests happy from the moment they arrive. Digital waivers can significantly reduce wait times and improve the overall FEC user experience.

By enabling visitors to complete waivers online before arriving, you not only make check-ins faster but also create a more organized and professional atmosphere. This forward-thinking approach frees up more time for your guests to enjoy what matters most, the fun!

3. Elevate Your Online Presence for a Lasting Impact

Your website is often the first impression potential guests have of your FEC. A well-designed, user-friendly site is essential to providing a positive FEC user experience.

From showcasing your attractions to offering easy navigation for booking and inquiries, your website should reflect the excitement and ease you offer on-site. By investing in a professional, engaging website design, you ensure your FEC is memorable before guests even arrive, setting the tone for a positive visit.

4. Keep Customers Engaged with Social Media and Digital Advertising

Digital engagement doesn’t stop with your website. Social media and targeted PPC advertising play a critical role in keeping your FEC top-of-mind for families planning their next outing.

Creative social media graphics and well-placed ads drive traffic to your website and encourage return visits, enhancing the FEC user experience through consistent, friendly interaction. Staying engaged with your audience builds a loyal community and ensures they feel connected to your FEC.

5. Build Trust Through Reputation Management

A key part of offering an exceptional FEC user experience is showing customers that you care about their feedback. Managing online reviews effectively allows you to engage with guests beyond their visit, ensuring any concerns are addressed quickly and positively.

A solid reputation management strategy builds trust with new visitors and reinforces your commitment to delivering a superior experience. By actively managing your FEC’s online presence, you create a sense of reliability and responsiveness that sets you apart from competitors.

Conclusion

Enhancing your FEC user experience with advanced tools is not only about efficiency, it’s about creating lasting connections with your guests and positioning your FEC for future growth. From streamlined online bookings to digital waivers, and from engaging social media content to reputation management, these tools allow you to deliver an experience that keeps customers returning time and again.

By embracing technology today, you set the stage for a thriving, innovative FEC that meets the needs of modern families and exceeds their expectations.

Marketing

4 Minute Marketing Drill - Birthday Parties

Bruce Davis — Mon, 03 Jun 2024 16:00:00 +0000

4 Minute Marketing Drill - Birthday Parties

Bruce Davis and Andy Vasko from BBBI sit down for another 4 Minute Marketing Drill…this time discussing how to maximize birthday party revenue. Click below to watch!

Bruce Davis Mon, 06/03/2024 - 12:00

Marketing