Pay-per-click advertising is an indispensable tool when looking to market your franchise or assists your franchisees in penetrating their market. If you are considering franchise PPC, this article will supply you with all the information about this digital marketing tool and what it can do for your business. Whether you are a franchisor or franchisee, this information will help you learn about the value of PPC and how to launch a successful Franchise Marketing campaign.
What is Franchise PPC?
Franchise PPC is an online marketing tool that enables businesses to bid for ad placements on popular websites like Facebook and Google. PPC offers precise targeting that ensures clients get exposure to their key demographics. The most exciting thing about PPC is that it is relatively affordable and provides a very high return on investment. It is a simple, effective and affordable way of reaching new clientele. There are two significant franchise models, PPC.
Franchisor PPC
Franchisor PPC is created as a centralized model that revolves around the franchisor’s brand. The franchisor’s corporate team is encouraged to take an active role in PPC campaigns to ensure that all content aligns with their brand identity and values. The corporate team is in charge of reviewing, approving and funding the ad campaigns of all the franchisees. Most franchisors favor this model (even if it calls for more coordination than franchisee PPC) because it affords them control of the ad content and budget. Franchisor PPC is always guided by experienced marketers who always stick to brand guidelines.
Franchisee PPC
Franchisee PPC adopts a decentralized model where the franchisor takes a hands-off role in developing the franchisee’s ad campaigns. The franchisee is encouraged to lead in managing their ad campaigns. Ideally, the franchisee is in charge of developing, reviewing, approving, and funding their PPC ads. Due to the decentralized model, Franchisee PPC is criticized for causing wasted budgets and off-brand ads. Franchisors also hesitate to pile on marketing on top of the franchisee’s usual responsibilities of day-to-day operation.
Keys to Building a Successful Franchise PPC Campaign
There is a tried and tested method of developing a successful PPC campaign for your franchise.
Keyword Research
Keyword research is the first step you will need to undertake before launching your campaign. You need to understand what the competition is like, what your potential clients are looking up online and how much you can expect to pay for specific phrases or words. Keyword research is integral for your PPC ad campaign and other marketing strategies because it provides valuable insight into your target demographic.
You will need to bid for keywords and choose how much you will pay each time your ad gets clicked on by a potential client. The higher you offer your PPC rate, the more likely your ad will be shown to potential clients. The more competitive the keyword, the higher you are likely to pay. It is advisable to choose a specific long-tail keyword phrase which ensures you get traffic from clients searching for precisely what you have to offer rather than people searching for generic words and phrases.
Create High-Quality Ads
Google’s algorithms decide which ads to post based on the highest bid and the quality of the ad. The bid is essential because it reveals how much you will pay each time the link to your site is clicked. The quality of ads is important because advertisers are assigned a quality score determined by how users respond to the ad. If consumers click and stay on the sire, it proves that your ads contain valuable and relevant information. Read on to learn how to entice clients to remain on your page after clicking on a PPC ad.
Optimize Your PPC Landing Pages
You can specify which page clients land on your website after clicking on your PPC ads. PPC is a great marketing tool that the right landing page must complement. The landing page should be designed to be informative and engaging. Most businesses go a step further and have an automated chatbot on their landing pages that interacts with potential clients and answers relevant questions.
Ensure your landing page provides the information promised in the PPC ad; the product and price must correspond. The page should also have a call to action that encourages clients to purchase a product, fill out a contact form or sign up for a newsletter. It is also critical to ensure that your landing page does not take more than three seconds to load because potential clients may get bored and opt for a different site.
