Case Study: Google Search Advertising - Top of Waikiki

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Case Study: Google Search Advertising - Top of Waikiki

Image of Happy Hour in Waikiki.

Background

Top of Waikiki (TOW) was Hawaii’s only revolving restaurant, opened in 1965 and sadly forced to close in 2020 due to the COVID-19 pandemic. This iconic restaurant served Hawaii Regional Steak & Seafood, along with creative craft cocktails, and boasted panoramic, ever-changing views of Waikiki and the Honolulu city lights.

Vibe created and managed TOW’s Google Ads search campaigns from 2012, including seasonal and other various campaigns.

Strategy

For Top of Waikiki’s general brand awareness search campaign, Team Vibe wanted to capture the essence of a customer’s experience dining at TOW clearly and concisely to encourage ad clicks to the TOW website.

Duration

April 1, 2019 - March 30, 2020

Content

Clear, engaging text ads describing Top of Waikiki’s food, drink, and view, with a CTA to reserve a table for dinner.

Target

English-speaking potential customers who searched keywords like “restaurants in Hawaii” or “happy hour in Hawaii”.

Placement

Google Search

Budget

$20/day

Goal

Brand awareness, clicks to website.

Results

Ads received an average click through rate (CTR) of 15.13% at a $0.32 cost per click (CPC). This is compared to an industry average CTR of 6.33% and CPC of $1.30 (using the Dining & Nightlife industry average in Wordstream’s 2019 Report).

Learn more about Vibe’s online advertising services.