Assessing Franchise PPC in 2018: Should You "Pay to Play"?

Assessing Franchise PPC in 2018: Should You "Pay to Play"?

May 9, 2018 By

Pay-per-click advertising, otherwise known as franchise PPC, is a powerful tool that deserves a place in most advertising arsenals. But is it right for you?

Today’s post runs down the pros and cons of “paying to play” to help you decide if franchise PPC is a good fit.

Advantages of Franchise PPC

  • Franchise PPC gives you measurable results. Though franchise SEO is essential to compete in 2018, the results aren’t easy to measure. But not because there’s a shortage of measurable metrics – quite the opposite, in fact. To get a feel for how your franchise SEO is performing, you need to factor in your SERP ranking, keyword competitiveness, domain authority, number and quality of backlinks, and much, much more. Interpreting this deluge of metrics isn’t easy without the help of qualified SEO experts.Conversely, franchise PPC results are easy to measure and interpret. Google Adwords provides a shortlist of meaningful metrics that tell you whether your ad is converting and generating a reasonable ROI. If you’re looking for a transparent web marketing option that gives you serious control, keep franchise PPC in mind.
  • Franchise PPC gives you quick results. Organic SEO takes a lot of effort and patience. Even after you’ve put in the time to research and write compelling content, you still need to wait out Google’s crawl bots and ranking algorithm, which can take weeks or even months to get going.Franchise PPC, on the other hand, sets up quickly and starts generating results immediately. Once your account is created, ads are prepped, and bids are made, you’ll start ranking and driving users to your landing page right away.
  • Franchise PPC gives you serious budget control. Google Adwords lets you set a daily budget, which eliminates the risk of overspending. Simply divide your monthly budget by the number of days in the month. If you want to stretch your advertising investment even further, try steering clear of broad match and phrase match.
  • Franchise PPC lets you track ads in real time. As we mentioned previously, organic SEO suffers from a sort of “implementation lag” where we don’t see the results (or lack thereof) until a few weeks after publishing. But franchise PPC allows you to monitor the performance of your ads from moment to moment, so you can stay on top of important developments and adapt to new threats and opportunities right away.
  • Franchise PPC gives you greater control of your ad’s exposure. When you set up your franchise PPC, you can choose whether your ad is concentrated locally or disseminated globally, which gives you greater flexibility and customization options at any level of business. Individual franchisees can focus their campaigns on local rankings to drive business to specific locations, while brand owners can use global ads to support their enterprise-level branding.

Disadvantages of Franchise PPC

  • Franchise PPC can be complicated. While the actual account and campaign setup is fairly straightforward, franchise PPC won’t work without comprehensive market and keyword research, which requires a certain set of tools and skills. For this reason, most brand owners trust their franchise PPC to experts firms like ours.
  • Franchise PPC is less effective with certain demographics. Depending on your audience, franchise PPC may or may not be right for you. For example, younger, web-savvy Millennials tend to steer clear of paid ads, which are easily recognizable due to their placement on Google’s SERP. Conversely, though, many older users see paid ads as being more secure and authoritative.
  • Franchise PPC isn’t free. Organic advertising is “free,” at least in the sense that you’re not spending money (though you are certainly spending time).

So is Franchise PPC right for your brand?

Let’s find out – book your free consultation with our franchise PPC team at