Strategic Paid Search: A Catalyst for Franchise Growth
If you are looking to grow your franchise business, consider leveraging paid search as part of your franchise marketing mix. You can leverage keyword research paired with your customer goals to determine when to prioritize organic vs paid search strategies.
PPC data can also provide a testing ground for SEO – letting you see which words convert before you spend months trying to get your website to rank for them organically. Knowing where to start and how to determine when to use organic vs paid search can not only drive growth but also help you use your budget efficiently as you begin to scale. That’s where partnering with an agency like Hyperdrive can add tangible value to your business’s marketing efforts.
Building the Right Paid Search Strategy with PPC
It’s important to define your business goals and understand where your business stands in the local market. Online advertising and paid search can be used more strategically and effectively when you know whether you need to drive awareness or drive conversions. For example, PPC can be used to educate and influence users who are in the consideration stage (Middle of the Funnel) or the conversion stage (Bottom of the Funnel) of the buying journey. The role of the paid search ad is to entice anyone who is in the market for your product or service to view your landing page first, ensuring they see your brand ahead of your competition.
But how does it work?
It all starts with defining a strategy that makes the most of your budget and building a scalable account structure that fits complex franchise hierarchies, including CRM, phone call tracking, and lead quality filtering. Setting up a Google Ads or Microsoft Ads account, keyword research, identifying and creating audience segments, and location targeting are all factors to consider when defining your paid search strategy. Our team can help develop a PPC strategy that complements your company’s national efforts in other channels, ensuring that your brand is front and center for potential customers.
Measuring Success with Key Metrics That Actually Move the Needle
So, what constitutes success in PPC marketing? While there are several KPIs we evaluate, some of the most important are:
- Cost-Per-Acquisition (CPA), which is essentially your Cost-per-Lead.
- Conversion Rate by keyword, so we understand what is motivating prospects.
- ROAS (Return on Ad Spend): The ultimate franchise lead metric.
The most important aspect of paid search marketing is learning how to make the most of your budget. A sound PPC strategy tailored to your goals can help your franchise avoid wasting money on ineffective ads.
Learn More About How HyperDrive’s Approach to Tailored Franchise Marketing Strategy
Take your franchise marketing to the next level with Hyperdrive. Our team will build a strategy centered on your goals and complement any national marketing efforts currently in place. Check out this case study.
Ready to Engage?
HyperDrive is here to help. We can help you find the right strategy that will attract customers, drive conversions, and increase repeat sales. We’ll help you build out your digital marketing infrastructure. We do the hard work, so you don’t have to. Start the conversation, and we’ll help increase your conversions!
