Franchise PPC Advertising Strategies
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Franchise PPC (Pay Per Click) is what we do here at Lead PPC, and it all starts with Franchise PPC Advertising Strategies. So, we have an awful lot of experience when it comes to PPC for franchises, and if you need help with franchise leads, we would love to help you. We consider ourselves to be the #1 provider of both franchise development PPC and consumer (or customer / location) development PPC. So, if you’re looking for franchise lead generation via PPC, that’s exactly what we do. Prior to starting to Lead PPC, I worked as the Chief Marketing Officer for a franchise system. And, after gaining a real-world working experience on that side of the fence, I started my own ad agency focused on driving high quality leads for franchisors exclusively via PPC.
That was back in 2010. Fast forward well over a decade, and we know provide franchise PPC services for more brands than anyone in the space. In fact, it’s all we do. For a time, we provided services for a variety of industries, but in looking at what our core competencies really are, we have shifted to a client base that is comprised exclusively of franchises.
Having said that, even within franchising, there are around a dozen niche sub-industries such as education, restaurants, gyms, home services, medical, etc. Each one of these sub-industries takes time to understand and learn how to find those types of investors and customers.
And even once you do learn each of these industries, it is very much like being a professional athlete, where you have the skills and have won a lot of games, but you have to be able to make adjustments due to global pandemics like COVID (which shut down nearly all restaurants and gyms for a time), changes in how Google and Facebook run their algorithms, and overall investor sentiments due to wars and supply chain issues.
So, for us it’s always a work in progress. But, we have a tremendous amount of experience and training in how to make the necessary adjustments to our keywords, audiences, landing pages, messaging, crm integrations, etc. so that we can help our franchise clients succeed regardless of the current economic climate.
Tips To Getting Fran Dev Leads
The franchising space is a unique one. At the end of the day, you are looking for qualified investors. But, did you know that even if you are good at closing franchise leads into new franchisees, it typically takes between 50 to 200 leads to acquire a new franchisee?
So, it is definitely a numbers game. But, driving bad leads doesn’t really help you. What you want is people who are reasonably qualified financially who have interest your vein of advertising.
Having managed over $15,000,000 in ads for franchisors who are looking for new franchisees, we’ve learned a thing or two about what works and what doesn’t.
Also, even within the franchising space, there are dozens of sub-industries to be aware of, such as:
- Restaurant Franchises
- Home Services Franchise
- Education Franchises
- Health Care Franchises
- Pet Franchises
- Fitness Franchises
- Retail Franchises
- Sport Franchises
So, prior to engaging with a Franchise Advertising Agency, make sure you understand what kind of franchises they service and if they service any brands that are competitors or similar to yours.
Start With Google First
Our recommendation is to start with Google Ads and Facebook Ads, at least initially. With time, you can look at expanding into the Bing/Yahoo Network, LinkedIn, YouTube, AdRoll, and other networks. But, start with Google and Facebook.
Keep in mind that Google tends to have a slightly more expensive Cost Per Lead than say, Facebook. But, the lead quality in general is better than the other networks, as people tend to have a higher intent and further along in the purchasing process.
However, with Google, landing pages are extremely important. If you just send your leads to an existing “Franchise Opportunities” section of your site or a franchise mini-site that is really built for SEO, expect anywhere between a $150-$1,000 Cost Per Lead.
This is why as an agency, we always create separate landing pages for our PPC ads, which helps us keep our average all-time Cost Per Lead of around $32. So, if your Cost Per Lead is wildly expensive, your landing pages may be the culprit.
Google Match Types
On Google, be really careful with your keyword syntax. One of the big mistakes we see is people using general broad match for their match types. Don’t do that. It’s a huge mistake that will cause most of your budget to get eaten up by things that are hardly relevant.
This is another area that can really drive up your Cost Per Lead. Take the time to use proper syntax within Google so that you don’t overpay for the wrong types of clicks.
Don’t Use Broad Match
Instead, focus on broad match modifier and exact match terms. For, example, if you are a pizza franchise, your keywords should look something like this:
+pizza +franchise +opportunities[pizza franchise] [pizza franchsie opportunities]
Your keywords should NOT look like this:
pizza franchise opportunities
From there, you want to make sure that your bids are correct. We usually recommend between $4- $12 for your bids. If you bid lower than about $3.00, you probably won’t get many clicks. If you bid over $12, your cost per lead will probably be too high.
Landing Page Conversion Rates
Next comes landing page conversion rates. You’re going to want your landing pages to convert at between about 5-20%. So, 1 out of every 5 to 20 clicks should turn into a lead.
Cost Per Lead
We recommend a target Cost Per Lead on Google of between $20 – $60. Sometimes you can go a bit higher than that, but if you’re over $100, it’s going to be expensive to bring on new franchisees.
In addition to industry terms, you may want to advertise on your brand name plus the word franchise along with competitor terms. Avoid Display Campaigns on Google until you get Facebook ads working for you.
Facebook tends to have cheaper leads. If you can avoid it, don’t use Lead Ads. Instead just use mobile friendly landing pages with a web form above the fold of the web page and no links on the page. Almost all of your clicks are going to come from mobile devices on Facebook and Instagram.
Audience targeting is key for success. Try to target people that have money and are interested not only in franchising but also your specific industry.
Facebook Cost Per Lead
Your target Cost Per Lead on Facebook should be between $5 – $40. Facebook tends to be cheaper than Google. Both networks can give you good leads.
Recommended Initial Budgets
You don’t need huge budgets to start advertising your franchise. We have a lot of brands that spend between $750 – $2,000 / mo. on their ad budgets and perform just fine, even with brand new emerging brands that have jus completed their FDDs.
Have a question or want someone to just do it for you? Feel free to reach out and we can help!
The success of a franchise business relies heavily on its marketing efforts, and franchise pay-per-click (PPC) is one of the most cost-effective ways to reach potential customers and boost brand awareness. Franchise PPC campaigns allow franchisors to target specific audiences with strategic messaging tailored to their needs. By leveraging this powerful tool, businesses can increase leads and conversions while reducing overall costs associated with advertising.
In this ultimate guide, you’ll learn the basics of franchise PPC, as well as best practices and tips for maximizing the effectiveness of your campaigns. We’ll discuss how to craft a winning franchise PPC strategy, identify key performance indicators (KPIs), measure success, and find the right franchise PPC agency to help you achieve results.
Making the Most of Your Franchise PPC Budget
The first step in leveraging franchise ppc is to ensure that you are making the most out of your budget. It’s important to consider how much you can realistically spend on franchise ppc compared to other marketing efforts such as traditional media advertising or organic SEO. You should also factor in any fixed costs associated with operating a franchise business, such as franchise fees and franchise royalties. Finally, franchise ppc requires an ongoing commitment of resources and time. If you have limited marketing staff or budget constraints, franchise ppc may not be the best fit for your franchise business.
10 Essential Tips for Mastering franchise PPC Strategies
1. Start with a plan: Before launching any franchise ppc campaigns, it’s important to develop a clear strategy that outlines goals and objectives. Define who you want to target, what action you want them to take (e.g., visit a website or make a purchase), how much you are willing to spend in order to get those desired results, and other key metrics such as cost per acquisition (CPA) and return on ad spend (ROAS).
2. Research and analyze competitors: Knowing your franchise’s competitive landscape is essential for crafting a successful franchise ppc strategy. Research the keywords, ad copy, bidding strategies, and other tactics used by competing franchises to inform your own franchise ppc campaigns.
3. Leverage automated bidding tools: Automating franchise ppc can save you time and money while improving campaign performance. By using automated bid management tools such as Google Ads Smart Bidding or Facebook’s Bid Capabilities, franchisors can quickly adjust bids in response to changes in market conditions or user behavior.
4. Utilize geo-targeting capabilities: Geo-targeting allows franchisors to target customers based on their physical location. This can be especially useful for franchise businesses with multiple locations, as franchisors can tailor campaigns to target customers in specific markets or regions.
5. Focus on quality over quantity: It’s important to focus on the quality of franchise ppc ads rather than the sheer volume of ads. Make sure that your ad copy is engaging and relevant to its intended audience, and make use of any available targeting options such as demographic, geographic, and device targeting.
6. Test different ad variations: Testing multiple versions of franchise ppc ads allows marketers to determine which ones are performing best and optimize accordingly. Be sure to A/B test creatives (e.g., images, videos), copy elements (e.g., headlines, descriptions), and other variables to determine which franchise ppc ads generate the most conversions.
7. Monitor performance regularly: Franchise ppc campaigns are constantly changing, so it’s important to keep track of key metrics such as impressions, clicks, and cost-per-click (CPC). Regularly monitoring franchise ppc performance allows you to identify areas for improvement or optimization opportunities in order to maximize ROI.
8. Optimize landing pages for maximum efficiency: Landing pages play a crucial role in franchise ppc success because they provide customers with relevant information about your franchise business and motivate them to take action. Make sure that your franchise ppc landing page is optimized for conversions by including strong calls-to-action, relevant visuals, and easy-to-understand content.
9. Integrate franchise ppc with other marketing efforts: Utilizing franchise ppc in conjunction with other franchise marketing channels can help maximize the impact of your franchise business’s overall advertising strategy. You should consider integrating franchise ppc campaigns with organic SEO, social media, email marketing, and other franchise marketing strategies to ensure maximum visibility and reach across all platforms.
10. Analyze results for data-driven insights: Gathering data from franchise ppc campaigns is essential for developing a comprehensive understanding of what drives customer engagement and conversions. By analyzing performance metrics from franchise ppc campaigns, franchisors can adjust their approach in order to improve campaign efficiency and ROI.
Franchise ppc is an important component of any franchise business’s marketing strategy. By following the steps outlined above, franchisors can craft and implement successful franchise ppc campaigns that generate high quality leads and drive conversions. With a well-crafted franchise ppc strategy in place, franchisors can expect to see improved visibility, higher ROAS, and more effective use of their marketing budget.
With the right franchise ppc strategies in place, franchise businesses can increase their reach and visibility by targeting customers in specific regions or markets, improve brand awareness among potential customers, and optimize campaign performance to maximize returns on their advertising investments. Properly implemented franchise ppc campaigns allow franchisors to gain maximum value from their franchise business’s marketing efforts.
By following the steps outlined in this article, franchise businesses can create effective franchise ppc campaigns that drive customer engagement, generate more leads and conversions, and ultimately increase franchise ROI. With the right franchise ppc strategies in place, franchisors can effectively target potential customers and maximize returns on their franchise advertising investments.
Franchise PPC is a powerful tool for any franchise business to reach new customers and grow its base of loyal fans. It enables franchisors to use targeted ads to reach local audiences with relevant messaging tailored to their needs. Franchise ppc also allows for sophisticated targeting based on geographic location, device type, customer demographic, and more. When franchise businesses combine franchise ppc with other franchise marketing efforts, they can create an effective strategy for driving high-quality leads and conversions to their franchise business.
By taking advantage of franchise ppc strategies, franchise businesses can maximize the visibility and reach of their franchise brand while also improving ROI from their franchise business’s overall advertising investments. With a well-crafted franchise ppc campaign in place, franchisors can take advantage of powerful targeting capabilities, monitor performance metrics consistently, optimize landing pages for maximum efficiency, integrate franchise ppc with other franchise marketing efforts and analyze results for data-driven insights—all of which are essential components to successful franchise ppc campaigns.
With this knowledge in hand, franchise businesses can begin to create successful franchise ppc campaigns that help them reach their franchise goals and maximize returns on their franchise advertising investments. By following the steps outlined in this article, franchisors can ensure that their franchise ppc campaigns are well-crafted, integrated with other franchise marketing efforts, and constantly monitored for performance metrics—all of which will lead to improved visibility, higher ROAS, and more effective use of their franchise business’s marketing budget.
Ultimately, franchise ppc is an important part of any franchise business’s overall marketing strategy. When implemented correctly, it can provide franchisors with powerful insights into customer engagement and conversions and enable them to craft highly targeted campaigns that drive real results. With franchise ppc campaigns in place, franchise businesses can confidently reach new customers, generate more leads and conversions, and ultimately maximize franchise ROI.
The franchise ppc strategies outlined in this article will help franchisors get the most out of their franchise business’s marketing efforts. By taking advantage of franchise ppc, franchise businesses can benefit from increased visibility, higher ROAS, and improved use of their franchise business’s marketing budget—all elements necessary for a successful franchise business. With the right franchise ppc strategies in place, franchisors can expect to see real results that drive growth and customer loyalty.
By following the steps outlined in this article and implementing effective franchise ppc campaigns, franchise businesses can gain the visibility and reach that is essential for franchise success. With franchise ppc, franchise businesses can target potential customers with highly relevant messaging and maximize their franchise business’s overall ROI. By taking advantage of franchise ppc strategies, franchise businesses can have a powerful tool in their arsenal to drive customer engagement, generate more leads and conversions, and ultimately increase profitability from franchise advertising investments.
In conclusion, franchise ppc is an important part of any franchise business’s marketing strategy. With well-crafted franchise ppc campaigns in place, franchisors can take advantage of powerful targeting capabilities, monitor performance metrics consistently, optimize landing pages for maximum efficiency, integrate franchise ppc with other franchise marketing efforts and analyze results for data-driven insights—all of which are essential components to successful franchise ppc campaigns. With franchise ppc, franchise businesses can gain the visibility and reach that is essential for franchise success, while also improving ROI from their franchise business’s overall advertising investments. Hopefully, this article has served as a helpful guide in understanding franchise ppc strategies and how franchisors can use them to maximize franchise returns on their franchise advertising investments.
Thank you for reading this article about franchise ppc strategies and how franchisors can make the most of their franchise advertising investments! Please feel free to reach out if you have any additional questions or would like to discuss franchise ppc strategies in more detail. We look forward to helping you maximize returns on your franchise business’s marketing efforts!
Entrepreneur with a focus on Lead Generation, Google Adwords, Bing Ads, and Conversion.