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Restaurant GuideHow to set-up and manage your OpenTable
digital marketing campaigns to fill your seats
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Marketing your restaurant 3
Custom Promotions 4
- GuestCenter Web 5- GuestCenter iOS app 12
Promoted Results 15
- GuestCenter iOS app 16
Bonus Points 20
Know your return on investment 21
Tip sheet 22
Technical support & feedback 23
Use OpenTable digital marketing solutions to increase your exposure and help fill your seats
Contents
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Marketing your restaurant
Bring in guests when you need them most
Great hospitality doesn’t just start at the door, it starts when people first discover your restaurant. Last year, guests made 620 million searches on OpenTable. Using OpenTable digital marketing solutions, you can increase your restaurant’s exposure in OpenTable search at the moment guests are looking to book and fill your seats.
● Control your budget● Determine your campaign schedule● Start / stop your campaign, as needed● Measure your return on investment through transparent reporting
Pay for seated diners only, never impressions or clicks, so you can track every dollar you spend to your seated covers and revenue.
Custom Promotions Promoted Results Bonus Points
Self-serve available on GuestCenter Web or iOS
owner app
Self-serve available on GuestCenter iOS owner
app only
Consult with your marketing specialist
Increase My Restaurant’s Exposure ✔ ✔ ✔
Increase My Bookings ✔ ✔ ✔
Fill Shoulder Times ✔ ✔ ✔
Fill Same Day Cancellations ✔ ✔
Fill Specific Time Slots ✔
Fill My Reservation Book in Advance ✔ ✔ ✔
Target Specific Guests (e.g. first-timers, tourists.)
✔
What are your restaurant’s needs?
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Custom PromotionsJump up
Custom Promotions amplifies your restaurant in OpenTable search results
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Custom Promotions
Get discovered by more guests. Amplify your restaurant in OpenTable search results.
A Custom Promotions campaign matches your restaurant to the guests most likely to dine with you, and then increases your restaurant’s position in search results to give you more exposure.
✔ Drive more bookings
✔ Control your campaigns and budget
✔ Know your ROI
Let’s get started. Launch your Custom Promotions through GuestCenter Web or through the GuestCenter iOS Owner app.
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Custom Promotions: GuestCenter Web
From a web browser, log into your account at guestcenter.opentable.com
Within the Marketing section, select Custom Promotions
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CREATE CAMPAIGN
Create your Custom Promotions campaign directly through GuestCenter Web. You can launch a new campaign, view existing campaigns, control your budget, and review results.
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In the menu click on Marketing
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Select the days and times to run your campaign
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Custom Promotions: GuestCenter Web
Choose the start date of your campaign.
Optional: If you prefer to select an end date, click the “End date” radio button and choose your end date. (Note: The default setting is to leave your campaign ongoing.)
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Add blocked days. We automatically block certain calendar days. To remove these days, click
Optional: You can also add additional blocked days, by selecting
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Custom Promotions: GuestCenter Web
7 For independent restaurants on GuestCenter web in U.S. and Canada (excluding Quebec), you can also obtain guidance on the price option that can best meet your needs.
● Receive an estimate of “up to X covers per month” you could get at each available price point to help determine the option that’s right for you. You can choose to run a campaign at $3/cover, $4/cover, or $5/cover.
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How are estimates determined?
● Cover numbers are estimates of monthly boosts above your baseline, based on history and do not account for your availability or seasonality.
● Performance may vary depending on factors such as location, diner preferences, search habits and relevancy.
● Actual results are not guaranteed.
ExampleFor illustrative purposes only.
Estimates for your restaurant will not be the same as shown in this example below.
Custom Promotions: GuestCenter Web
8 Set your budget.
You can run a campaign without setting a cap on your monthly budget.
Or, you can set a monthly budget cap. Enter the amount in the “Monthly budget cap” field.(Note: this cap can be exceeded by up to 5% in order to account for no-shows and cancellations.)
Then, click “Finish”.
9 Review and accept the Terms & Conditions.
Finally, click
10 Your campaign is published and now live!
Weekly emails will be sent to keep you up-to-date on your campaign results. You can also view results in GuestCenter Reporting.
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On the campaign summary page, find the active campaign and click 1
Custom Promotions: GuestCenter Web EDIT BUDGET: How to edit the budget of an active Custom Promotions campaign
Once your budget is saved, a confirmation appears at the top of the campaign summary page.
Enter the new monthly budget amount that you want to spend on your campaign. Then, click “Apply”. Your budget change will take place immediately.
Or, click “No budget” to remove a monthly budget cap. Then, click “Apply”. Your budget change will take place immediately.
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On the campaign summary page, find the inactive campaign and click 1
Custom Promotions: GuestCenter Web RESTART: How to restart an inactive Custom Promotions campaign
Once published, a confirmation appears at the top of the campaign summary page.
The campaign details of your previous campaign automatically populate.
Click “Publish” to restart the campaign with the same schedule and monthly budget.
This new campaign will be a duplicate of the inactive campaign.
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Custom Promotions: iOS Owner app
From the home screen, tap the in in the bottom navigation bar.
Tap “Tell me more”
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CREATE CAMPAIGN
Create your campaign using the GuestCenter iOS app. You can launch a new campaign, view existing campaigns, and pause your campaign from your phone while on the go.
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Then, tap the in the upper right hand corner.
(In the marketing section you’ll see all Guest Campaigns you’re running.)
Set a monthly budget. We’ll get as close to your budget as possible but may go above your cap by 5% in order to account for cancellations and no shows.
Or, you can choose to select “no budget cap”.
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Choose when you want to start your Custom Promotion. Choosing an end date is optional.5
Custom Promotions: iOS Owner app
Select the days and shifts when you’d like to run the Custom Promotion.6
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Tap “Finish” to review and confirm your Custom Promotion!7
Review the Terms and Conditions.8
Review the Terms and Conditions.Then, tap “Publish”.
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Custom Promotions: iOS Owner appHow to pause your Custom Promotions campaign
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From the Campaigns page, tap the active Custom Promotions campaign that you want to pause.
2In the upper right corner, tap T Then, tap “Pause Campaign”. You campaign will be paused for 48 hours.
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Promoted ResultsHead to the top
Promoted Results showcases your restaurant in select spots in OpenTable search results
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Promoted Results: iOS Owner app
Showcase your restaurant in select spots in OpenTable search results
A Promoted Results campaign matches your restaurant to the guests most likely to dine with you, and then features your restaurant in a premium placement in search results to give you more exposure.
✔ Drive more bookings
✔ Control your campaigns and budget
✔ Know your return on investment
Let’s get started. Launch your Promoted Results through the GuestCenter iOS Owner app.
1From the home screen, clickin the bottom navigation bar to access Marketing.
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Promoted Results: iOS Owner app
2 From the home screen, in the bottom navigation bar to access Marketing. To create your campaign in the iOS app, click “Start Campaign”. Or, if you prefer to work with a marketing representative to create your campaign, click “Learn More From a Rep”
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Promoted Results: iOS Owner appHow to edit blocked dates of your Promoted Results campaign
1 From the Campaigns page, tap the active Promoted Results campaign that you want to pause.
2Tap “Edit Blocked Reservation Days”. Then, tap the days on the calendar that you want to block. Click “Done”.
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Promoted Results: iOS Owner appHow to pause your Promoted Results campaign
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From the Campaigns page, tap the active Promoted Results campaign that you want to pause.
2In the upper right corner, tap T Then, tap “Pause Campaign”. You campaign will be paused for 48 hours.
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Bonus PointsMove up and reward
Bonus Points increases your position in OpenTable search and incentivizes loyal guests to book
Consult with your marketing specialist or email [email protected] to create your Bonus Points campaign
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Know your return on investment
Track every dollar you spend to your revenue coming in through clear and transparent reporting available to you 24/7 in GuestCenter Web.
At OpenTable, reporting is right at your fingertips.
● Marketing Insights Report - monitor your campaign performance, covers trends, and budget● Cover Trends - understand your covers over time● Reservation Trends - know when your diners make reservations● First-time Guest - understand your diners are to better invest your marketing spend● Shift Occupancy Report - understand how your diners book on any given week, day, or shift
Easily measure your ROI
We’ll also email you:● Weekly Promotions Summary Report ● Monthly Summary Report
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Tip Sheet
Availability: Do you have tables available when diners search? Increase availability by opening more of your book
Review Mentions: For special features like “romantic”
Avg Review Rating: Address critical feedback from diner reviews to improve average rating
Photos, Menu, Tags & Descriptions: Make sure it's all up-to-date
Optimizing your organic search position on OpenTable
How does OpenTable search work?
Each time a diner searches for a restaurant…
First, we find nearby restaurants with availability based on the diner’s requested date, time, party size, location, and any filters applied, such as cuisine
Then, we sort by a variety of diner and restaurants criteria.
Finally, we give a boost to the restaurants running digital marketing campaigns, such as Promoted Results, Custom Promotions, or Bonus Points
Reviews Diner Preferences Campaigns Menus
5 miles 50 miles
The following factors impact your OpenTable organic search ranking. Follow these easy steps to improve your position in search:
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