Pay per click advertising has been a go-to marketing strategy for franchisors looking to sell their opportunity for years. While it works better for some than others, one of the best things about PPC is that unlike other components of content marketing, which involve lengthy periods of planning and discovery, pay per click only requires you to know what serious buyers are searching for on search engines.
Eye-catching headlines, concise one-sentence summaries, and wisely chosen keywords can be very effective when combined with an equally attractive and compelling landing page on your company website.
In addition to being relatively straightforward, PPC can be very cost effective when done correctly. Whether you’re putting a PPC strategy together for the first time, or haven’t touched it since your first put your first campaign in place, there are a few things to be mindful of if you’re not seeing your ads gain traction.
Mistake #1: Casting too wide of a net with generic keywords
Reaching out to users who aren’t interested in your opportunity is a problem that plagues many franchises that are reluctant to get specific with keywords. While their intentions are in the right place thinking generic terms will reach a wider audience, in the world of pay per click, this is actually the opposite of what happens.
Increasing the number of eyes that see your ad has no effect on your campaign's success unless those eyes are interested in seeing your offer. In fact, the more disengaged people that curiously click on your link and fail to convert, the more you end up spending on failed leads.
While generic keywords will show up to more people, it really has no positive effect on your conversions.
Mistake #2: Falling short with your franchise landing pages
Franchise PPC campaigns are only as strong as the landing pages they deliver visitors to. If you’re going to spend the time, energy, and money to put together a PPC campaign, make sure you’re supporting it with an equally thought-out landing page.
If you’re using multiple ads targeting different aspects of your franchise opportunity, make sure you create landing pages to relate to each one. If visitors are enticed by a specific keyword and click through to a landing pages talking about something completely different, don’t expect them to stick around long enough to find out more, let alone submit a contact form.
Mistake #3: Failing to bid for branded keywords
Here’s a big one franchisors miss all the time: franchise owners failing to create PPC ads that specifically use their business name as a keyword. This is very important for a two big reasons:
- If you don’t take the initiative and feature your business name in your campaigns, it’s possible a competitor could step it and use it for you. If prospects take to search engines to try and find a particular franchise, and are only exposed to your competitors’ ads, the chances of them coming across your opportunity are dramatically reduced.
- Adding your company name to PPC campaigns also allows you to track general brand recognition over a period of time.
While it’s difficult to get a solid idea of how many people are simply searching for a specific company, it’s possible to compare PPC data month-to-month to get a general idea of how well your brand is being recognized and searched out specifically by potential buyers.
Mistake #4: Letting analytics fall by the wayside
One of the biggest mistakes companies can make is failing to track the success of their campaigns. Pay per click isn’t something that businesses typically master on the first try—it’s almost always an exercise in trial and error.
Investing your marketing budget into ad campaigns that don’t drive traffic to your site and put leads in your pipeline will ultimately become a drag on your company’s resources. Tracking the data using monthly reports gives franchisors the ability to customize their ads to focus on what’s working best.