A Short and Sweet Guide to Pay Per Click for Franchises

A Short and Sweet Guide to Pay Per Click for Franchises

October 10, 2018 By

The title says it all–read on for a beginner’s guide to pay per click for franchises!

What is Pay Per Click for Franchises?

Pay per click, or PPC, is an online advertising tactic that allows you to buy ad placement on Google, Facebook, Instagram, and other popular platforms.

When purchasing pay per click for franchises, users enter “bids,” which indicate the amount you are willing to spend each time your ad gets clicked. The more you spend, the more likely it is that your ad will be displayed to potential customers.

But pay per click for franchises is not as simple (or cost-prohibitive) as that. While it’s true that more money gets more eyes on your ad, that doesn’t guarantee a return on investment; you could spend $10-million in PPC coinage and get nothing in return if, for example, your senior care ad targeted the iGeneration, who won’t be needing your product for 50+ years.

Converting leads to customers and profiting off your PPC can only happen with quality promo content, laser-focused targeting, and smart keyword selection.

Keyword Selection Strategy for Beginners

Many SEO keyword concepts apply to PPC.

For instance, both SEO and PPC best practices advise newcomers to steer clear of highly competitive keywords and phrases, which are usually short and general as opposed to their “long-tail” counterparts. In the SEO world, it’s much easier to earn a high-ranking blog post targeting “pay per click for franchises in Harrisburg PA” than it is to earn that same ranking while targeting “pay per click.” The former keyword phrase is longer and highly specific–you’re targeting users looking for solutions to their franchise PPC problems in a specific area. But targeting “pay per click” means competing with every offshoot and general definition of the phrase that exists.

Likewise, bidding on the phrase “pay per click” in the PPC world is a bad idea, unless you’ve got budget to burn. And even then, you’d probably have subpar results, since the phrase is so broad; most of your users would likely bounce off your ad without taking action since they weren’t looking for your business in the first place. Better to target the long-stail variation, which will be more relevant and less expensive.

Like SEO, quality pay per click for franchises relies on competent keyword research. Our team can help.

Pay Per Click for Franchises: Quality Scores 101

Every time you use pay per click for franchises through Google Adwords, you’re assigned a quality score on a scale of 1 to 10. This score represents your overall quality and trustworthiness. The higher the quality score, the less you have to pay for a bid.

The quality score is based on three primary factors:

  • Click-through rate. User clicks tell Google that your ad was interesting and relevant.
  • Past campaign performance. Google keeps a record of past campaign performance and alternately boosts or penalizes your ad according to this history.
  • Time spent on-site. How long did the user spend on your landing page after clicking your ad? The longer they spend, the more interested they are in your ad. Google loves to see users dwelling on your landing page.

To increase your quality score, you need to increase the time and effort you invest in ad creation and landing page optimization, as well as ongoing testing and fine-tuning. Users click on ads that speak to their needs and spurn cheap tricks, and they stay on landing pages with compelling visuals, fast load times, fat-free content, and beautiful layouts.

That’s all easier said than done, but ClickTecs can help. We offer:

  • Comprehensive PPC Campaign Strategy
  • Discovery and Knowledge Transfer Session
  • Advanced keyword research and selection
  • Custom Landing Page Design
  • Landing Page Mapping
  • PPC Account Setup
  • Optimized Ad Creation
  • PPC Campaign Conversion Tracking
  • PPC bid management and ROI tracking
  • PPC Monthly Analysis & Reporting
  • PPC Campaign Assessment and Recommendations

To learn more about optimizing pay per click for franchises, visit https://clicktecs.com/contact-us/ and start a free consultation.