Franchise owners often face two significant challenges:
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- Standing out in a crowded marketplace and
- Reaching their target audience effectively.
Without the right approach aligned with your marketing goals, these challenges can lead to lost ground to competitors and wasted resources.
PPC for franchises
Google Ads for franchises is the targeted solution that can help franchisors to get to a specific topic and have access to a specific target in a crowded environment.
This two-part series explores how Google Ads and other advertising strategies can transform franchise marketing, offering insights on increasing leads and achieving maximum ROI.
Google Ads for franchises: How can this tool help franchise expansion?
Google Ads is an online advertising platform that enables businesses, including franchisors, to run targeted ads on Google’s network. When doing franchise marketing with Google ads, companies can use pay-per-click (PPC) advertising strategies, so they only pay when users click on their ads, making it a cost-effective way to reach more customers.
According to Google, advertisers can expect $8 for every $1 spent on Google Ads.
By strategically utilizing Google Ads, franchisors can reach a wider audience of entrepreneurial individuals who align with their business vision. This makes it easier for franchisors to find ideal customers or qualified prospects more likely to convert into successful franchisees.
1. Targeting the Right Audience
Google Ads allows you to target specific demographics, locations, and interests. For franchisors, you can focus on people explicitly looking for franchise opportunities or who have shown interest in your industry.
Example: FreshBake Bakery is a fictional growing chain of artisan bakeries specializing in organic and freshly baked goods. They decided to target ads for entrepreneurs and small business owners interested in organic food in cities where they wanted to expand. The ads shown were crafted to appeal to these particular groups.
2. Reaching People Actively Searching
Approximately 65% of users who are ready to buy click on paid ads. By using keywords with Google Ads related to franchising and your business, you can reach interested franchisees when they’re actively looking for opportunities. This can include keywords like “franchise opportunities,” “start a [your industry] business,” or “own a [your brand] franchise.”
Example: Using keywords like “organic bakery franchise opportunity,” FreshBake reaches potential franchisees actively searching for this business opportunity.
3. Displaying Visually Engaging Ads
Utilizing display ads with high-quality images and compelling copy can create a visual appeal for your franchise brand. This helps in building awareness and drawing interest from likely investors.
Example: FreshBake creates visually appealing display ads with high-quality images of their organic pastries and bread, compelling potential franchisees to click and learn more.
4. Remarketing to Engaged Users
If someone visits your franchise information page but needs to sign up or make an inquiry, you can use remarketing to keep your offer in front of them as they browse online. This can keep your franchise top-of-mind and increase the likelihood that they’ll return to explore further.
Example: FreshBake sets up a remarketing campaign to target visitors who viewed the franchise information page but still need to fill out the inquiry form, reminding them of the opportunity.
5. Utilizing Location-Based Advertising
If you want to expand in particular geographic areas, Google Ads allows you to target by location. This way, you can ensure potential franchisees see your ads in the regions where you want to grow.
Example: FreshBake targets ads only in cities like Austin and Portland, with a strong interest in organic food markets, aiming for local expansion.
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6. Tracking and Measuring Success
Google Ads provides detailed analytics and tracking tools that help your franchise advertising efforts, as Google Ads allow you to see exactly how your ads perform. This includes click-through rates, conversion rates, and return on investment (ROI). Analyzing this data will enable you to continually refine and improve your advertising strategy for better results.
Example: FreshBake analyzes metrics like click-through and conversion rates, using this data to tweak and optimize the ad campaign for better performance.
7. Showcasing Reviews and Ratings
If you have positive reviews or ratings, you can showcase them in your ads to build credibility and trust with potential franchisees. These social proofs can be instrumental in convincing aspiring investors that your franchise is a worthwhile opportunity.
Example: FreshBake includes star ratings and positive reviews from existing franchisees in their ads, enhancing credibility and drawing attention.
More: How to Remove Negative Reviews?
8. Creating Landing Pages for Franchise Information
When prospects click on your ad, they can be directed to a dedicated landing page with detailed information about the franchise opportunity. This allows you to provide comprehensive details, answer FAQs, and include a clear call-to-action, such as a form to request more information.
Example: FreshBake creates a dedicated landing page with detailed information, including a FAQ section, videos, and a clear call-to-action to request a franchise information package.
9. Utilizing Video Advertising
Creating video content that explains your franchise opportunity, shows behind-the-scenes looks at current franchisees, or provides testimonials can engage potential franchisees more deeply. Google Ads allows you to run video campaigns targeted in the same sophisticated ways as traditional ads.
Example: FreshBake produces a video featuring interviews with current franchisees, explaining the benefits and support provided, and uses it in a video advertising campaign.
More: 5 Big Strategies to Get Franchise Leads
10. Competitive Advantage
By bidding on your competitor’s brand names or related keywords, you can position your franchise opportunity before those considering other options in your industry. This can help you gain an edge in a competitive market.
Example: FreshBake bids on keywords related to competitors’ brand names to appear in search results when potential franchisees are researching other opportunities in the organic bakery market.
11. Cost Control
You can set budgets and bid strategies that align with your financial goals and constraints, allowing flexibility and control over your ad spending.
Example: FreshBake sets a fixed monthly budget of $5,000 for their Google Ads campaign, using automated bid strategies to ensure they get the most out of their budget without overspending.
In summary, with its versatile ad formats, targeting capabilities, and reach through the Google Display Network, Google Ads can be an integral part of your digital marketing strategy. Whether it’s driving visitors to your franchise website, encouraging phone calls, or converting potential customers into new customers, the platform offers tailored solutions for franchises.
FreshBake’s successful use of Google Ads is an inspiring example of how effective campaigns can broaden the brand reach and engage franchisees.
Collaborating with a professional who understands both franchising and online advertising can further enhance the effectiveness of your Google Ads campaigns.
Elevate Your Franchise Google Advertising With TopFire Media
TopFire Media is your dedicated partner in enhancing your franchisor’s Google Ads for franchises efforts.
With a deep understanding of the franchisor-franchisee relationship and expertise in franchise marketing, we create customized campaigns seamlessly integrating PR, SEO, and targeted advertising.
Furthermore, our proprietary tools, such as a vast franchisee database, help us accurately pinpoint the right audience.
With us, you’re investing in advertising and positioning your franchise at the digital forefront.
Continue to Part 2 to learn How to use Franchise Advertising to Build your Brand
Ready to amplify your advertising? Contact TopFire Media at 708-249-1090 or online, and let’s ignite your brand’s potential.