How to Utilize PPC for Franchise Marketing
Most marketing agencies don’t know how to utilize PPC for franchise marketing. With Google Ads, you can target people who are actively looking to buy a franchise. An engaging PPC advertising campaign can draw more customers to your franchise.
Not sure where to get started? Here are the 10 tips you need when using PPC for franchise marketing.
With these tips, you can create a strong, engaging PPC campaign. You can draw more people to your business to boost leads and sales. Paid ads can help boost your brand awareness by 80%, too.
Don’t miss a chance to set your business up for growth and success. Instead, start using Google ads for marketing a franchise with these tips today!
1. Know Your Goals
Before rushing to use PPC for franchise marketing, take a moment to consider your distinct goals. When using Google Ads, you can set a goal for each campaign.
Establishing your goals can help you make more informed decisions regarding your targeting and ad language. Otherwise, your PPC ads might not align with your overall marketing goals.
Determine if you want to:
- Generate brand awareness and recognition
- Generate more traffic to your website
- Boost leads (calls, form submissions, etc.)
- Increase sales on your website
- Improve your ROI
If you fail to establish your goals, your ads might lack focus. Your target audience might not know what action you want them to complete, either.
Instead, make sure your ad language, call to action, and landing page aligns with your overall goal. You can create a cohesive user experience and keep consumers focused on a singular task.
2. Research Your Audience
About 85% of consumers use the internet to find local businesses. Traffic through PPC advertising yields 50% more conversions than organic advertising, too. Before you can reach your customers and start generating leads, you need to pinpoint your target audience.
Otherwise, you’ll fail to create ads that appeal to their interests and needs.
In fact, 90% of marketers claim personalization boosts the results of their campaigns. About 80% of consumers are likely to make purchases when brands personalize, too.
Take the time to research your target audience before creating your campaigns. Otherwise, contact a franchise Google Ads agency. They can help you gather the consumer data you need.
For example, you might want to pinpoint your target audience based on:
- Household income
- Pain points
- Buying behaviors
- Marital status
- Online behaviors
You might want to segment your target audience into different groups. Then, you can create different campaigns with each group in mind. Segmenting your audience will ensure you personalize your ads and landing pages.
Otherwise, your marketing messages might not resonate with that audience.
PPC platforms like Google Ads and Facebook Ads allow you to target consumers based on demographics. If you don’t research your audience, you won’t appear in front of your ideal customers. You could waste time and energy as a result.
Instead, consider working with a PPC company for franchises. They can adjust your targeting to ensure you reach your customers.
If your targeting is too broad, you could waste money. If it’s too narrow, you might limit your reach. An experienced franchise Google Ads agency will ensure you reach the right audience.
3. Gather Keyword Research
Once you know who you’re trying to reach, you’ll need to gather keyword research. You use target keywords to appear in front of consumers while they’re online.
When someone searches for a specific keyword, your ads could appear.
Consumers are already looking for your product or service online. Using the right keywords will ensure you appear at the right time. You can advertise your business while people are in the mood to shop.
You can use tools like Keyword Planner, Ahrefs, or Google Trends to gather your keyword research. Otherwise, work with an experienced franchise Google Ads agency. They can gather this research for you.
They’ll also determine which keywords are most likely to help you generate the best results.
With PPC advertising, you’ll pay each time someone clicks on your ad. The cost-per-click can vary based on the keyword.
Working with a PPC company for franchises will ensure you make the most of your advertising budget. Otherwise, you could appear for broad searches.
For example, the keyword “pizza” alone is too broad. A pizzeria might appear when someone is searching for a pizza recipe. They’ll waste money on clicks that aren’t relevant to their business.
Instead, consider using specific, high intent long-tail keywords. Long-tail keywords are more precise.
4. Get Organized
Once you develop a list of keywords you want to appear for, organize them into ad groups.
Start with about 10 keywords for each ad group. You’ll use your data to determine which keywords are generating the most results. Then, you can focus more time and money on those keywords.
You can organize multiple ad groups under a single campaign.
Each campaign can target a different audience group or have a different goal. You can create multiple campaigns with multiple ad groups.
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5. Create High-Quality Ads
Once you’ve organized your campaigns and ad groups, you can create ads for each ad group.
It’s important to focus on creating high-quality, engaging ads. Otherwise, your ads won’t draw an audience. Remember, people won’t click on your ads if it doesn’t appeal to their interests and needs.
Consider working with a franchise Google Ads agency. They can help you create strong, compelling ads.
Make sure each ad includes your target keyword. Otherwise, it might not match the consumer’s search intent.
Create a strong, compelling call to action for each ad, too. Your call to action will encourage consumers to take action. For example, you can encourage them to “Call Today” or “Shop Now.”
Add urgency to each call to action to push consumers to get moving.
You have a limited character count for each headline. Try to keep your ads simple and precise. You could struggle to keep the consumer’s attention otherwise.
Maintain Brand Consistency
As you work on your PPC ads, consider the type of ads you want to create. For example, you can use display ads to generate brand awareness. Display ads are designed for eye-catching visual ads.
You can use still images, animations, or videos when creating your ads.
If you plan on creating a display ads campaign, focus on brand consistency. Consistency will help you generate awareness and recognition.
Otherwise, you could confuse customers. They might think you’re a different business.
Maintain consistency between your ads and landing pages, too.
Remarketing ads are ads that can reappear in front of previous website visitors. You could get a second chance to turn a visitor into a lead.
Retargeting can increase ad engagement by 400%. In fact, 70% of customers who see retargeted ads are more likely to convert. Retargeting could lead to a 147% increase in conversion rates, too.
Consider creating a remarketing campaign as you develop your PPC advertising strategy.
6. Optimize Your Landing Pages
Once you create your ads, consider creating distinct landing pages based on your keywords.
You can match the language between your landing pages and ads to create a cohesive experience for your customers. A cohesive experience could keep them focused on completing the call to action in your ads.
Make sure you optimize your landing pages by creating a positive user experience.
Google Ads looks at your landing page experience when determining your quality score. A low-quality score could hurt your rankings. Your ads will appear lower on search engine pages.
The cost-per-click could increase, too.
First, make sure your landing pages load quickly. If your site is slow, people will leave without converting. You could lose the chance at a lead or sale.
Use negative space to give your web page content room to breathe, too. If your page is cluttered, it could overwhelm visitors.
Make sure your site is secure as well.
Consider adding your form above the fold. Consumers will see the form the moment the page loads. You can offer them a convenient way to contact you as a result.
Don’t forget to make sure the language between your ads and landing pages match. Match the call to action as well. You can encourage customers to make a purchase, contact you, or sign up for an event.
Finally, make sure your pages are mobile-optimized. If they’re not, mobile users could struggle to navigate your pages. They might leave, impacting your quality score.
Run your site through Google’s PageSpeed Insights and Mobile-Friendly Test to make sure it’s optimized.
7. Analyze Your Data
Once you start using PPC for franchise marketing, make sure to review the progress of your campaigns.
You can use A/B testing to determine which ads or call to action language increases your clickthrough rate. Then, you can make more informed decisions regarding your campaigns in the future.
PPC for Franchise Marketing: 7 Effective Tips for Success
Using PPC for franchise marketing doesn’t have to feel like a challenge. Instead, use these tips to set your campaigns up for success. Otherwise, work with an experienced franchise marketing agency.
With their help, you can boost business and set yourself up for success.