Prior to partnering with our agency, Dominos (Team West Franchise) faced challenges in demonstrating a definitive ROI from their paid social advertising.
They approached LeadDigital with a critical challenge: demonstrating a tangible return on investment (ROI) from their digital marketing efforts at the local store level.
Challenges
Before engaging with our agency, Dominos Team West struggled to show a clear ROI from their paid social ads on Facebook. A significant issue was the inability of Dominos franchises to obtain direct tracking data from the central Dominos app when running their own local ads.
This lack of visibility made it difficult to justify further investment in digital marketing and track the effectiveness of their campaigns.
The key challenges included:
- Lack of Clear ROI – Difficulty in demonstrating a return on investment from paid social ads.
- Tracking Issues – Inability to obtain direct tracking data from the central Dominos app.
- Trust – Challenges in justifying further digital marketing investments due to lack of visibility.
- Data Quality – Inability to evaluate campaign effectiveness and make data-driven decisions.
Objectives
Dominos (Team West) aimed to achieve tangible results from their paid social ads on Facebook, which would give them the confidence to invest more in digital marketing and ultimately drive more sales and improve order frequency. Additionally, they needed a solution to track the performance of their local ads effectively, despite the central app’s limitations.
The primary objectives included:
- Achieve Tangible Results – Demonstrate a clear ROI from paid social ads.
- Increase Confidence in Digital Marketing – Build trust in digital marketing strategies to justify further investment.
- Boost Sales – Drive higher sales through effective local store marketing.
- Improve Tracking Capabilities – Develop a reliable method to track the performance of local ads despite app limitations
Strategy & Actions
To address the specific challenges faced by Domino’s (Team West), LeadDigital developed a comprehensive strategy:
Achieve Tangible Results
✓ Development of Audiences within Meta
We developed precise audience segments within Meta to ensure that ads were targeted effectively. By refining demographic targeting and building specific audience segments, we maximised ad relevance and effectiveness.
✓ Targeted PPC Campaign
We designed and executed a targeted pay-per-click campaign focusing on precise demographic targeting and audience building. This ensured ads reached the right customers, maximising relevance and demonstrating a clear return on investment.
✓ Unique Voucher Code System
We implemented a unique voucher code system to accurately track conversions from our campaigns. This system provided reliable data to measure the campaign’s effectiveness, despite the limitations of the central Dominos app.
Increase Confidence in Digital Marketing
✓ Centralised Business Manager Account
We centralised the Business Manager account, owned by the franchisee, providing full visibility into all store pages and ad campaigns. This transparency allowed Dominos Team West to see exactly how their budget was being spent, helping to justify further marketing investments.
✓ Weekly Reporting Dashboards
We developed real-time dashboards for all campaign data and provided weekly reporting updates. These dashboards offered transparent Meta data and meaningful insights to guide decision-making.
Boost Sales
✓ Consistent Campaign Management:
We maintained continuous ad campaigns to avoid Meta’s learning cycle reset. This approach allowed Meta’s algorithm to optimise ad placement more effectively over time, and reduce the cost per click paid for each referral to the app.
✓ Enhanced Creative Quality:
Leveraging our in-house design team and Domino’s extensive asset library, we created high-quality, engaging ad creatives. This significantly improved response rates, which reduced the overall cost per click of each campaign.
✓ Collaborative Offer Development:
In collaboration with their marketing team, we crafted a series of compelling deals. These offers, combined with the unique voucher codes, created a strong incentive for customers to engage with the ads and make purchases.
✓ Improve Tracking Capabilities:
Develop a reliable method to track the performance of local ads despite app limitations
✓ Unique Voucher Code System:
As mentioned, the unique voucher code system allowed us to more accurately track conversions, providing a reliable method to measure ad performance despite the limitations of the central Dominos app.
Challenges Faced
Despite the strategic approach, the campaign faced several obstacles:
User Experience Friction
Customers had to manually enter voucher codes, creating an additional step in the purchase process and causing potential loss of attribution on our campaign.
Competing Offers
The deals page presented multiple offers, which could divert customers from the advertised deal. The voucher code only worked with our specific ad, resulting in lost tracking if customers chose other deals.
Strong National Competition
A highly attractive national “8/10/12” deal ran concurrently with the several of our local campaigns, making it more challenging to retain customer attention and drive sales through the local offer once they were redirected to the app.
The following results are significantly understating the real return because of the 3 factors outlined above.
Results
Note: ROI shown here excludes any orders placed on the app where voucher codes were not used. In several of the campaigns we ran over the course of the trial we saw ROI exceed 8X ad spend, which illustrated the impact on attribution when strong competing offers are running alongside our campaigns. *
