Houlihan's Uses emfluence PPC Services To Solve Their Reservation Challenge | emfluence
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Houlihan's Uses emfluence PPC Services To Solve Their Reservation Challenge

Client Contact:

Natalie Bass
Director, Digital Marketing
About Houlihan's Restaurants, Inc.: 
Established in 1972, Houlihan's is a progressive concept that bridges the gap between fine dining and what people have come to expect from casual dining, priding itself on style and quality appropriate for any occasion, any day of the week. Currently, 100 Houlihan’s restaurants operate throughout the country, 67 of which are franchised, and company executives estimate approximately 30 new locations will open in the next two years.
Houlihan's called on their team at emfluence for strategy and execution of a pay-per-click campaign designed to push restaurant reservations. The campaign was comprised of three overarching goals: Campaign organization; end-to-end tracking with granular reporting on results; and clear upfront goals.
emfluence provided digital strategy and execution for the Houlihan’s PPC campaign. The strategy and tactical execution were provided throughout the life of the initiative. The campaign was a huge success and continues today.
emfluence always has great ideas for our initiatives and the people and resources to execute on time and within our budget. We love working with our team there!
The Challenge: 
  • Ensure campaign organization, beginning with grouping. This helped facilitate Houlihan’s desire for the most granular reporting and analysis.
  • Fully implement tracking, closing the loop through reporting, for all of Houlihan’s restaurant locations.
  • Set clear goals up front to facilitate campaign objectives.
The Solution: 
  • Worked with Houlihan’s IT to provide tracking tags throughout the reservation process.
  • Designed campaigns to drive more restaurant reservation call volume.
  • Update Google Local listings for all locations to make sure PPC ads appeared during times which proved to drive higher reservation call volume.
The Results: 
  • Increased Impressions (12%) and clicks (4%), while reducing the cost per click (2.4%).
  • Increased phone calls to restaurants (87%), and increased conversions (55%) via phone calls.
  • Increased average number of reservations to restaurants by 53%.
  • Fixed budget is now working harder for less money each month, even in the face of increasing competition.

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