“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”  ~ David Ogilvy (British Advertising Tycoon)

Several traditional stores and global companies are nowadays competing with each other on the digital frontier. Since the internet is their new battleground, there must be some strategies that these stores and companies rely on. And, this is where the Pay-Per-Click (PPC) comes under the limelight. 

PPC helps in achieving greater customer engagement and market share. However, PPC is a broad term. Several methodologies and types of campaigns are different in nature. Speaking of franchisors, it works as a road towards a larger consumer base.

Franchise PPC is exclusive to a particular type of business since all the factors are tailored to the business’s services, locations, and customer profiles. Therefore, discussing all these things in detail, we are going to shed some light on different types of PPCs. 

The Brand Defender Campaign: Shield Your Franchise’s Turf

As its name suggests, the Brand Defender Campaign (BDC) is a digital armament designed to fortify your brand’s presence against encroaching competitors. The factors on which the strategy is based include brand name, unique propositions, and signature of products & services. This plan focuses on manipulating the customer to go for your brand over others, to maintain brand loyalty and its trust.

The Strategic Focus

A master plan is not built in a day, it requires time and effort. Here are some practices on which you must rely for long-term focus:

  • Search Network Domination: Capture maximum search engine real estate by running ads not just on the top of the search engine results page (SERP) but also in the knowledge panel, AdWords, and even below the SERP with Ad Rank Booster.
  • Competitor Keyword Targeting: Take a proactive stance by bidding strategically on your competitor’s brand names and product keywords (legally and ethically, of course).
  • Compelling Ad Copy & Offers: Your ad content must be eye-catching, clear, and compelling. You can try offering exclusive deals, emphasizing your unique selling points, and integrating customer feedback to solidify your message.
  • Reputation Management: Monitor and respond to brand-related mentions across all digital media, ensuring that your online reputation remains sterling.

Measuring Success

You can self-measure your BDC success by monitoring the following factors:

  • Click-through rates
  • Ad visibility
  • Positive customer reviews
  • Better conversion rates.

If you managed to excel in all these areas, congratulations, you are on the right track.

The Territory Expansion Campaign: Pioneering New Markets

The second type of franchise PPC plan, the Territory Expansion Campaign (TEC), is an open-ended move into new geographical locations or untapped consumer segments. An ideal scenario to adopt this plan would be if you are finally leaving your borders to a new area where you are going to build your impression from scratch.

Tailoring Your Approach

Since you are entering into an alien territory, adopting a more nuanced approach is necessary for the TEC:

  • Localized Landing Pages: Construct landing pages tailored to the specific needs and preferences of the new territories. Include references to local landmarks, events, and culture to resonate with the community.
  • Geo Targeted Ads: Precision is key. Utilize geotargeting in your strategy to ensure that ads are served to the right people at the right time in the right place.
  • Language and Cultural Sensitivity: If entering a new market with a different language or unique cultural setting, your ads, and content must be crafted with professional translation and cultural adaptation to avoid miscommunication and mishaps.
  • Lead Tracking & Analysis: Use call tracking and local number insertion to monitor the performance of your ads in different areas. This information is invaluable for refining your approach.

Measuring Success

Here are various factors on which you can track your TECH success:

  • Customer base expansion
  • Market share growth in new areas,
  • Establishment of the local franchise.

If you have any doubts about how successful PPC is, here is a statistic from SmallBizGenius that can give you an idea: 
Paid advertising, which is also a part of PPC, returns $2 for every $1 spent – a 200% ROI.

The Conversion-Focused Campaign: Nurturing and Closing Leads

If you are struggling with customer decision-making processes or high-value product lines, Conversion Focused Campaign (CFC) would be the best choice for you. Here, the effort is to capture high-intent leads and channel them through a sales funnel. 

Finally, the Conversion Focused Campaign (CFC) is a targeted effort to capture high-intent leads and guide them through the sales funnel. This type is especially paramount for franchises with longer customer decision-making processes or high-value product lines.

Building Bridges to Customers

To master a CFC, your approach should be highly customer-centric:

  • Conversion-Optimized Landing Pages: Ensure every click counts by leading potential customers to optimized landing pages focused on conversion.
  • Retargeting: Don’t lose a lead to indecision. Implement retargeting ads to re-engage visitors who have shown interest in your franchise but have not completed a purchase or inquiry.
  • Multi-Channel Marketing: Create a cohesive marketing experience across multiple channels — from PPC to social media and email campaigns — to maintain a consistent brand message and encourage multiple touchpoints with prospects.
  • Data-Driven Decision Making: Analyze the performance data from your PPC strategies to understand what motivates conversions, and use that insight to refine your approach continually.

Measuring Success

The CFC success rate is estimated upon: 

  • Increased lead quality
  • Reduced cost per acquisition, and
  • Improved sales and conversion rates.

According to Google Economic Impact, on average across all industries, businesses make $2 in revenue for every $1 they spend on Google Ads.

Implement A Blend of Strategy and Adaptability

In the current scenario, opting for a PPC strategy is one of the best things that the marketing department of a company can do to upscale the business potential. Through efficient PPC, you can achieve better enterprise performance with campaigns that are especially tailored to your needs. 

Whereas, factors on which the strategy is adopted include location, customers’ nature, and economic demographics.

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