5-Step PPC Campaign Process for Your Franchise

As a franchise, one of the most important things you can do is utilize a PPC campaign to attract visitors to your site.

No matter what your service, competition will always be close by. With a PPC campaign, you can take a step in putting yourself above your competition.

Even though a good PPC campaign takes some research and time, it’s important to take the steps necessary to implement a good PPC plan.

Your business will thank you for it! If you'd like to speak with a PPC specialist before reading on, you can reach us at 888-601-5359.

WebFX can create a custom PPC campaign for your franchise that will get you closer to your users.

check out our ppc plans and pricing!

What is a PPC campaign?

Pay-per-click, or PPC, is a form of online advertising that allows you to bid for ad placement on some of the most popular sites on the Internet, like Google and Facebook. With precise targeting, it can be one of the most cost-effective forms of reaching new customers. 

When setting your bids, you can choose how much you are willing to pay each time your ad gets clicked. The more you are willing to pay, the more likely it is that your ad will be displayed to potential customers.

Some keywords cost far more than others, due to how competitive they are. A broad keyword, such as “pizza,” is going to have thousands upon thousands of advertisers competing for it. If you wanted to advertise on Google’s first page of results for users searching “pizza,” the cost per click would be extremely high, simply because of the number of bids for that keyword.

If you use a long-tail keyword, however, like “pizza in Harrisburg PA” your cost per click will be far lower since there isn’t near as much competition.

Choosing specific, long-tail keywords also ensures that the traffic you earn is from visitors who are truly interested in what you have to offer. After all, if they’re searching for the exact keywords that describe your business or products, they’re much more likely to become your customer than someone searching for generic words or phrases.


Building a PPC campaign

There are many different elements involved in creating a successful PPC campaign. From research to organization, here’s the steps you’ll need take.

1. Do keyword research

Before you launch a new PPC campaign, you’ll need to do keyword research. Keyword research is essential to creating a successful PPC campaign because it helps you understand what keywords your potential customers are searching for, what the competition is like, and how much you should expect to pay for certain words and phrases.

This step will help you choose which keywords you would like to use for your PPC campaigns, and can also provide valuable insight for your other marketing strategies.

2. Organize your keywords into ad groups, ad groups into campaigns

Start by organizing groups of 10-20 keywords into an ad group. These groups will determine how your ad is triggered, which is why it is so important to choose the correct keywords. Ad groups are specific, while campaigns are broader. After organizing your keywords into ad groups, organize those ad groups into campaigns. 

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3. Create high quality ads

How exactly does Google choose which ads to post?

Your bid is the most important element, since it tells them how much you are willing to pay every time the link to your site is clicked.

However, the quality of your ads is also important. All advertisers are assigned a quality score, which is based on how searchers respond to your ads. If many of them click through and stay on your site, that shows Google that your ads provided relevant information.

4. Optimize your landing pages for PPC

Whenever a user clicks on one of your PPC ads, you can specify which page on your site they visit. The content on these landing pages should be designed to provide visitors with the information promised in your ad, and should also be optimized for conversions.

There are many qualities that your landing page should have in order to be considered optimized. PPC is a great tactic, but a click is only half the battle. You must ensure that your landing page is fit for your ad.

The first optimization point is to match what your ad describes. This is critical. If your ad mentions a specific product for $100, but upon arriving at your site, you actually charge $200, people will almost immediately bounce from your site.

Next, you need to have a call-to-action on your page. Depending on your business model, you might encourage them to make a purchase, sign up for a newsletter, of fill out a contact form.

You should also make sure that your landing pages don’t take too long to load. If it takes more than 3 seconds, chances are your potential customers will bounce to another site that loads faster.

Some of our client Successes

case study Increased
Traffic by
Ocean City NJ paddle boat
case study Increased
Rate by
image of heavy equipment
case study Increased
Generated by
“We measure our success by how much we WOW our clients.”

Bill Craig
WebFX President

Bill Craig
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Want to speak with an expert? Call us at 888-601-5359

A/B testing is another great way to optimize your landing pages. If you’re not getting as many conversions as you expected, test your page to find out why. A simple A/B test will change one element on the page and present half of your traffic with one version and half with the other. After analyzing data, you will be able to find the perfect color to find out which elements generate the most possible conversions.

check out our landing page pricing!

5. Don’t let your campaigns fall behind

Search trends change over time, and you need to adjust your PPC campaigns accordingly.

It is important to keep watch on your campaigns and analyze your success in order to understand what needs to be changed to yield better results. You can often improve your PPC campaign by adding new keywords or bulking up your content.

Tailoring to franchises

PPC for franchises can be difficult due to the fact that they have many different locations. These locations are often run by different people, have different hours, and may offer slightly different products or pricing.

In most cases, you’ll want to avoid sending your customers to your franchise’s corporate site, but rather bring them to your location’s site. This allows them to find information specific to your location or branch.

Create a template

If you manage several franchise locations, creating a template is definitely a smart tactic. You can use the same analytics to improve all of your campaigns, and simply switch out the location-based keywords where necessary.

Templates will also keep the design and information consistent across your campaigns. These templates will also help you to keep the same keywords across the board.

Analyze data

In order to ensure that your ads are getting the most possible clicks and traffic, it’s essential to track your data. This will allow you to track which keywords, ad variations, and campaigns are most successful.

Want to start using PPC ads for your franchise?

If you are interested in starting a PPC campaign for your business, WebFX has the expertise you need to implement your plan from start to finish. We are a full-service Internet marketing agency that offers everything from SEO and PPC to email marketing and content marketing. We'll make sure that your PPC ads attract the audience you desire for your franchise.

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If you’re ready to get started with your campaign, contact us for more information!

Find out how WebFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.