Running a franchise business is still a business even though its supported by a brand or trademark. That means you’re responsible for its success. In most cases, franchisors support their franchises with already developed marketing campaigns and strategies. However, sometimes, they allow franchise owners to develop their own strategies. In that case, it’s up to you to drive more customers to your business and improve sales. Still, that’s easier said than done because you have an audience that’s already familiar with your franchisor’s brand and their offers.
The key, however, is to encourage customers to buy. One of the best ways to accomplish this is through a PPC (Pay-Per-Click) campaign. Displaying ads in the right places with the right offers will certainly capture your customer’s attention. But, getting the ads in the right places is a difficult task, which requires good planning and a solid strategy. That being said, here are a few quick tips for franchise PPC campaigns that will improve ROI.
Conduct thorough keyword research
Keywords are the core of PPC campaigns the same way they’re the core of SEO (Search Engine Optimization). The way PPC ads work is that you bid on keywords related to your business so that your ads are displayed on popular websites such as Google or Facebook. In other words, you pay a fee to sites like these for each time someone clicks on your ad.
The more you’re willing to pay for these clicks, the greater the likelihood of your ads being found in the right places, i.e. where your customers are most likely to hang around. That’s why keyword research is of the utmost importance. If you find suitable long-tail keywords to bid on, your clicks will cost less and your return on investment will improve tenfold. For example, if it costs $3 per click, but you gain $300 in sales from that click, then you’ve made a significant profit, as well as a return on investment.
Create top-quality ads
There are thousands of advertisers and advertisements out there. Businesses oftentimes leverage PPC to cut through the noise and effectively reach customers with well-placed messages. However, how do you get your ads to display where you want them to with so many competitors out there? The key is to create top-quality ads. For example, the number one factor your ads are judged upon is your bid, of course. But, search engines, such as Google also look into your ad’s quality. Every advertiser gets their quality score assigned to them, which is determined on how consumers react to your ads.
For instance, if you’re using Google AdWords, your score can be anywhere between 1 and 10. What’s more, understanding the AdWords quality score is equally important as knowing what is franchising, i.e. you must know your business in order to run it, the same way you must know how to improve your campaign in order for it to succeed. Basically, your AdWords quality score is measured by the click-through-rate, past campaign’s performance, quality and relevance of your content and so on.
Properly optimize landing pages
The success of your PPC campaign pretty much depends on where your ads lead to. Ads are compelling messages that encourage customers to click but what happens afterwards determines whether your efforts pay off or not. That’s why it’s very important to optimize your landing pages properly and ensure customers won’t simply bounce off once they land. In essence, the first order of business would be to ensure your landing page provides detailed information that was promised in your ad.
If you fail to do so, your customer will simply leave and your quality score will go down. In addition, make sure your landing pages are visually pleasing and that they aren’t overcrowded with information or visual elements. What’s more, ensure your landing pages load fast and that there is a well-designed and well-placed call-to-action button (CTA) that will encourage customers to click through.
Monitor your PPC campaigns
Ensuring good ROI on your PPC campaigns oftentimes comes down to measuring results. Online trends change very often and with them changes the consumer behavior as well. That means you simply cannot create a PPC camping and leave it at that. Instead, you must monitor it constantly and make improvements when needed. Moreover, you must adapt your campaign to current trends as fast as possible, in order to avoid it losing relevance or falling behind.
That’s why you must always track important metrics regarding your PPC campaign. If the success of your campaign is starting to decrease, then it’s time to consider opting for additional keywords or improving the content related to your ads. In any event, maximizing ROI for PPC includes constant monitoring and improvement of your efforts. That way, you’ll ensure that your campaign is driving your franchise business goals effectively.
Implementing a PPC for a franchise business can be difficult. Franchising businesses have different locations, work hours and oftentimes different pricing as well. It’s important to develop ads that will provide customers with detailed information about your franchising business, as well as provide them with detailed descriptions of your offers.