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I would like to set up a ppc account for one of the restaurants.
I would like to have some of your ideas on how to track restaurants conversions, as obviously If you aren't tracking your ppc conversions, then it's virtually impossible to determine if your advertising is paying off for you in any tangible way.
[edited by: jatar_k at 5:16 pm (utc) on Feb. 26, 2007]
[edit reason] no urls thanks [/edit]
Rather than even processing online reservations -- you could have a contact page (or something similar) that you consider to be a point of conversion.
From there, just use code relative to your PPC provider or your web stats program to determine the number of clickthroughs that actually reach the point of conversion.
It'd be simple, and perhaps a bit skewed since people may review the page and never come in -- but it's another idea to consider.
Oops, the new waitress wasn't properly trained to ask the question, and the party of 5 that came in because of the ad wasn't counted.
Oops, the disgruntled waiter who really hates his job just made up a bunch of numbers instead of wasting his time asking the customers.
Oops, customers came in had seen the site because they found it through organic listings, but they misunderstood the waitress and told her they saw the ad.
Discount coupons are about the best way to track. It's the best motivation to get people to communicate to you that they saw the ad.
Reservations are also good, but requires the infrastructure to support it.
AN 800-number would also work, but requires the expenditure for a dedicated 800-number.
It's too bad they don't offer some sort of free [light] version of their backend reservation system along with an integrated tracking pixel. That way you could track everything perfectly through them.