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» Online Strategy, Paid Search in General, PPC Analysis & Case Studies » Dominos Pizza Gets Bigger Slice of PPC Dominance

Dominos Pizza Gets Bigger Slice of PPC Dominance


order-pizza-onlineEver wonder which National Pizza Chain is winning the pizza war of online coverage in Search Marketing? Well, my friends, the wait is over and with the help from Spyfu.com, we can see more than budget trends. I chose to compare Papa Johns, Dominos and Pizza Hut and wanted to see how they all stacked up against each other with regard to Keywords, Organic Visibility and overall Monthly Budgets. In this post, you will some interesting trends that I will discuss in more detail as well as the winner of Search Marketing Dominance.

 

Keyword Similarities: According to this Screenshot below, there are 2,922 common keywords shared amongst the 3 Pizza Chains (which is pretty impressive, yet broad). However, they are pretty basic and revolve around the term Pizza and typical modifiers.

 

Screen Shot 2014-09-18 at 9.54.58 AM

Keyword Volume:  This Chart below is very interesting because all (3) three chains expanded their PPC Reach at the same time in 2011 and their trends were almost identical. However, the most interesting trend has been Dominos in December 2012 thru March 2013. This was the time of transition of Dominos Executive Team with the hiring of a new CEO and the new Head of Marketing.

 

Screen Shot 2014-09-18 at 9.56.37 AM

Organic Keywords:

The Trend Chart below is another “revealing sign” that once again, Dominos pushing for online dominance with increased Organic and PPC Visibility. However, toward the beginning of Summer 2014, Pizza Hut takes a huge hit organically (wondering if affected by new algorithm changes).

Screen Shot 2014-09-18 at 9.58.21 AM

 

PPC Budget Trends:

The trend chart below shows us that these (3) chains were kinda all over the place with seasonality budget increases, mostly directed towards Dominos. Another interesting finding is that Dominos, Papa Johns and Pizza Hut both significantly decreased their monthly budget in the early Summer months in 2014.

Screen Shot 2014-09-18 at 10.00.50 AM

 

In conclusion:

When it comes to Pizza, everyone is a winner because the deals are getting better and website usability are getting easier. With that said, PPC and SEO are just a small piece of the marketing budget as compared to TV, Radio and Direct Mail. If there’s anything you can take away from this research, it’s the fact that we can see a visible increase in online awareness by Dominos as they resurrect themselves as a leader in Pizza Industry.

Filed under: Online Strategy, Paid Search in General, PPC Analysis & Case Studies · Tags: , , ,

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