TOMOSUSHI

The strategy was based on the principle of maximizing local demand coverage. Since decisions in the food delivery niche are made quickly, the primary focus was on achieving high ad positions, utilizing attractive offers (promotions, gifts with sets), and ensuring a flawless mobile version of the ads.

Semantic Core Collection and Clustering

• Semantics were gathered across several directions: general queries (“sushi delivery”), product-specific (“order rolls,” “sushi sets”), and geographic (“sushi near me,” delivery to specific districts).

• A separate cluster for branded queries was created to protect traffic from competitors.

• Performed deep filtering of informational queries (e.g., “sushi recipe,” “how to cook rice”).

Ad Campaign Structuring

• Campaigns were divided by geography and menu categories for flexible budget management during peak hours (lunch and dinner).

• Hourly scheduling was configured to match the kitchen’s operating hours.

Development of Responsive Search Ads (RSA)

• Drafted ad copies emphasizing delivery speed, fresh ingredients, and active promotions (e.g., “Free roll with your first order”).

• Utilized dynamic keyword insertion (DKI) in headlines to increase relevance.

Ad Extension Configuration

• Added structured snippets (menu), callouts (free delivery, chopsticks included), and location extensions for pickup points.

• Set up “Promotion” extensions to highlight current discounts.

Traffic Optimization

• Implemented daily monitoring of search terms and regular updates to negative keyword lists.

• Optimized bids for mobile devices, as over 80% of orders in this niche are placed via smartphones.

Analytics and Remarketing

• Configured event tracking via Google Tag Manager (GTM) for Google Analytics.

• Created remarketing audiences to re-engage users who added items to the cart but did not complete the order.