Question

Topic: SEO/SEM

Ppc Approached For Franchise Pages

Posted by Anonymous on 10/19/2011 at 10:48 AM ET 1000 Points
I am looking for experiences and best practices for creation and management of paid search campaigns for a business that uses a number of franchise locations nationwide.

This would initially be an Adwords only campaign but could expand to other search engines down the road. PPC traffic would be driven to individual franchise pages on the corporate website. (Sorry, cannot be more specific on the company or industry, but there are close to 100 franchise locations).

Interested in input on campaign structure, keyword selection specific to geographic locations, adwords CTR optimization or other input when working with specific location pages for franchise locations.

Any input or links to material on this topic appreciated!
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  • Posted by modza on 10/19/2011 at 11:05 AM Member
    I'd recommend hiring a pro for this. PPC is deceptively simple on the surface, and indeed if you have more time than money and can afford the learning curve, you can build a profitable campaign on your own. But with 100 locations, I would think you would want to shorten and steepen that learning curve (every PPC campaign has a rigorously measured learning curve, which is part of its magic) as much as possible.

    I'll recommend the small but long-established (15 years) firm I use: https://TrafficDeveloper.com. Chris Kramer is your contact, chris@trafficdeveloper.com
    They're small enough for personal attention and regional rate structure, but large enough to have done national campaigns.
  • Posted by modza on 10/19/2011 at 12:17 PM Accepted
    Well, here are a few general links to useful articles. Of course, Adwords itself has tutorials also.

    https://www.sitepoint.com/seo-ppc-strategy/
    steps
    https://tools.ppcblog.com/flowchart/
    similar steps but in graphic form

    and don't forget mobile:
    https://multichannelmerchant.com/ecommerce/mobile-ppc-strategies-092101md/

    And I find the resources on this site very helpful, and more specific:
    https://www.ppchero.com/
  • Posted by Harry Hallman on 10/20/2011 at 2:06 PM Member
    The process of building a great PPC program is to:

    1- Decide how PPC enhances your marketing plan.
    2- Create goals for success
    3- Do a comprehensive keyword research to determine the appropriate key words (really phrases) that are best for you and that fit your target market.
    4- Create ads. Lots of them with different titles and body copy.
    5- Create landing pages.
    6- Ad to Google using the specific locations for each franchise.
    7- Manage to get the maximum results for the least expenditure.
    8 Create reports that include not only PPC information, but any ROI info an branding effects of the PPC effort. Web site Analytic helps to do this.

    I have PPC clients who are B2B and others that are consumer driven. The approach of each is different and based on solid marketing not the technical aspects of the various PPC systems.

    Harry Hallman

  • Posted on 10/22/2011 at 4:58 PM Accepted
    Some basic starters:

    Create separate campaigns for each location or separate by city or state. You can only do specific geo-targeting per campaign, not per ad group. Let's you also control your budget per location/city/state.

    Deep-link ads for each location to that franchise site's page.

    It takes a while for google to gather ad information and determine quality scores for keywords, so working on CTR takes time as you collect data but make sure you use broad, phrase and exact keywords. They get different cpc.

    Don't forget to use negatives to weed out searches that aren't related. Also, don't forget to do search query reports to see what people are actually searching for when they see your ads - it helps you figure out some new ads or ad keywords you may not have thought of.

  • Posted by mgoodman on 10/22/2011 at 5:05 PM Accepted
    I manage several campaigns for a franchisee ... by location. I can't imagine that a franchisor could do nearly as good a job ... for relevance, CPC, controlling expenses by product line, seasonality and/or location.

    Furthermore, we're learning that what works best in location A doesn't necessarily work best in location B or C. Local businesses need to be managed locally if they are to be most effective. Same with their search advertising.

    If any of this seems relevant, I'd be happy to talk by phone or answer any questions via email.
  • Posted by Gary Bloomer on 10/23/2011 at 5:27 PM Member
    As well as PPC, have you considered content networks where your messaging will be delivered to more tightly focused audience segments?
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