Pay-Per-Click Tactics for Chain Establishments in the Year 2024
Franchise businesses can significantly boost their return on investment (ROI) in pay-per-click (PPC) advertising campaigns by employing strategic tactics tailored to their unique needs.
Hyper-local, Audience-specific Targeting
A key strategy for franchise PPC campaigns is to create hyper-specific, localized campaigns targeted towards relevant audiences. By doing so, franchises can reach potential customers in specific local markets and franchise locations, ensuring that ad spend is not wasted on irrelevant regions.
Advanced Audience Targeting
Leveraging advanced audience targeting techniques such as interest, behavior, and past visitor segments can help franchises reach their target audience more effectively. This targeted approach allows franchises to show ads to users who have shown an interest in the franchise's products or services, increasing the likelihood of conversions.
Remarketing
Remarketing is another valuable tool for franchise PPC campaigns. By re-engaging potential customers who have previously interacted with the brand, franchises can increase their chances of converting these leads into sales.
Data-driven Continuous Optimization
An iterative, data-driven approach is crucial for the ongoing success of franchise PPC campaigns. By continuously analysing click-through rates, conversion data, and customer lifetime value (CLV), franchises can adjust bids, targeting, and messaging for better performance over time.
Funnel-aware Campaigns
Funnel-aware campaigns, which match ad messaging to where prospects are in their decision process, from awareness to purchase, can help improve the effectiveness of franchise PPC campaigns.
Integration with Broader Digital Strategies
Integrating PPC with broader digital strategies like conversion rate optimization (CRO), mobile-first web design, and social media retargeting can amplify results, improve lead quality, and increase overall franchise sales.
Constant Monitoring and Adjustments
PPC campaigns require constant monitoring and adjustments to optimize performance. Franchises should regularly review their campaigns, making changes as needed to ensure they are reaching their target audience and generating a positive ROI.
Key Elements of Effective Campaigns
Creating relevant and engaging ads is crucial for higher placements and lower cost-per-click (CPC). Each ad group should contain keywords that share a common theme. Paid search listings can appear at the top and bottom of the results page when a user searches for keywords related to the franchise.
Keyword optimization, ad copy testing, A/B testing landing pages, and ad scheduling are important areas for refinement to maximize conversions. Keyword research tools like Google Keyword Planner can help discover keywords related to the business and provide insights into the level of competition and estimated bid prices for securing these terms.
Overcoming Challenges
Decentralized PPC campaigns run the risk of branding inconsistencies and making it hard to track campaign performance reliably. Creating an effective keyword strategy can be a challenge because different franchisees could end up competing against each other for the same keywords.
However, with careful planning and coordination, these challenges can be overcome, resulting in a successful franchise PPC campaign.
Near-instant Visibility
Franchise PPC can provide near-instant visibility within the target audience's search results, capturing potential customers actively searching for topics, products, and services related to the franchise.
Key Performance Indicators
Key performance indicators (KPIs) like click-through rates (CTRs), cost per conversion, and return on ad spend (ROAS) should be closely monitored to ensure the campaign is performing as expected and to make adjustments as needed.
High-converting Landing Pages
Key elements of a high-converting landing page include a compelling headline, focused and persuasive copy, a strong call-to-action, engaging visuals, social proof, simplicity, mobile optimization, and responsive web design.
Setting Campaign Goals and Defining the Target Audience
It's essential to set campaign goals and define the target audience for franchise PPC campaigns to align with broader business objectives and target users most likely to respond positively. Compelling headlines, descriptive text, clear call-to-actions, and high-quality visuals are essential components of effective ads.
Mixing Keyword Types
Using a mix of keyword types, such as broad, exact match, long-tail, and local keywords, can optimize the effectiveness of your keyword strategy.
In summary, franchise PPC campaigns can be highly effective when approached with a strategic mindset. By focusing on hyper-local, audience-specific targeting, manual bid adjustments, remarketing, data-driven continuous optimization, and integration with broader digital marketing and conversion strategies tailored to each franchise location, franchises can maximize their ROI and drive significant growth.
Social media retargeting can further increase the reach of franchise PPC campaigns, aligning them with the users' browsing habits across various digital platforms. Alice, who is interested in lifestyle and fashion is browsing her favorite social media platform, she sees an ad for a local clothing store from her hometown - this store is a franchiseLocation. She clicks on the ad, lands on a conversion-optimized landing page with compelling headlines, engaging visuals, and a clear call-to-action for a special promotion. After careful consideration, Alice decides to invest in a new spring outfit, thereby increasing the sale for the franchise and improving its ROI.
Incorporating technology into franchise PPC campaigns can be beneficial by automating bid adjustments, funnel-aware messaging, and performance analysis. By leveraging artificial intelligence, these tools can optimize campaigns on a near real-time basis, ensuring the most impactful content is shown to the target audience, maximizing performance and reducing investment waste.
In addition to strategy refinements, monitoring sports-related trends can help develop more relevant content for franchise PPC campaigns. For example, a restaurant franchise running a promotion during the Super Bowl weekend could have more success tailoring ads to sports enthusiasts and food lovers. In the end, franchise PPC campaigns should be focused on delivering an engaging, relevant, and valuable message to the target audience, aiming for conversions and continuous growth.
