Our Franchise Marketing Firm Uncovers Today’s Biggest PPC Challenges
Misunderstood. Underappreciated. Lack of communication. High expectations. No, these aren’t grim reminders of your teenage years – they’re the common stigmas of everyday PPC. But it doesn’t have to be this way. Sure, PPC can be overwhelming, but our franchise marketing firm specializes in making it easy to deliver leads that help franchisees reach new customers.
In the paid search or PPC (pay-per-click) model of online advertising, a franchise brand only pays the publisher when one of its ads is actually clicked. A publisher could be a search engine, website owner, or network of websites. The most common places you’ll find PPC include search engines like Google or Microsoft Bing. Our franchise marketing firm uses the PPC model to ensure your brand is the first thing someone sees when searching for your services or products.
All of this isn’t to say that PPC is without trials. Let’s unpack some common challenges in the PPC world today.
Spending too little vs. too much
As mentioned, there are many different platforms for PPC advertising. One of the most popular, Google, makes spending simple – so costs can add up. This is why our team understands the strengths of each platform and can help you identify which matches your needs and budget. We can test different bids and budgets to find the right balance for your desired spending.
Finding the right keywords
Selecting the proper keywords and the right amount is an ongoing challenge. And every good challenge comes with a plan. That means it’s essential to research using a keyword planner, such as Google Ads Keyword Planner. It also means plugging in the wrong or “negative” keywords to help prevent your ad from showing on specific queries you never intended.
Targeting your customers
Our franchise marketing firm can personalize content and use known data to target PPC ads that speak directly to the customers who need your services. You must know your customers’ characteristics to select the right ad groups and increase conversions. This will allow you to sharpen your PPC ads and landing pages to match their interests. If you don’t get this correct at the start, the good news is that you can tweak your PPC ads. Here at ChoiceLocal, our strategies employ a hyper-localized approach, which enables us to focus on each franchise location separately to benefit the entire franchise brand.
Knowing your competition
Competition is stiff in the PPC industry. You may need to increase your bids if your ads are effective yet not creating clicks or strong leads. It’s better to find out if the PPC campaign isn’t working, the landing page isn’t strong, or you’re just vying in a very competitive local market. This may take some time, so patience is essential with PPC.
Uniqueness and optimizing
Just like your car or furnace, your PPC requires ongoing maintenance. Have you spruced up your message and ad copy recently? Your audience may get bored in the same way we tend to ignore paintings in our own homes. Have you conducted fresh keyword research as time goes by? It could be you’re not reaching the desired audience anymore. Study what the competition is doing and what catches your eye. It’s important to learn from others.
ChoiceLocal is a franchise marketing agency dedicated to leading a purpose-driven business as the first and only franchise marketing agency with a money-back guarantee. This has led to successful partnerships with over 50 franchise brands and a spot on the Inc. 5000 fastest-growing companies. Our core values are driven not only by the digital marketing work that is done but reflected by each person who becomes a teammate; we volunteer in our local communities every quarter and make a difference to those around us. Named a top workplace for four years straight, ChoiceLocal is dedicated to making the lives of everyone we are involved with better.