Papa John’s one-day Google test was a pie-seller

Dec. 11, 2008 – Papa John's launched a one-day web campaign
with a display ad on Google last Friday that resulted in online weekend sales
that were up between 15% and 20% over a typical weekend, the pizza giant says.

The ads ran on MySpace, NHL.com, menupages.com and other
entertainment, food, news, sports and game sites promoting a free medium-size
cheese pizza to anyone registering to receive Papa John's emails.

Friday, the night when pizza orders are highest, became the
test bed for Papa John's to try out the Google display ad network. "You
can gain efficiencies in one-day road blocks," says Bob Ford, Papa John's
director of digital marketing. "If you cast a really wide net over a
series of days, it can become cost-prohibitive."

[READ MORE]