Branded Search for Franchises – The First Adwords You Should Buy
Yesterday, I was having a conversation with one of the advertisers on our site, and we were having a conversation about what we call “Step 2: Turning Visitor to Leads” or in other words, how he should design his webpage such that he can maximize his conversion rate once people land on his site.
It was a productive conversation, but eventually he asked the obvious question, “Eli, it all makes sense to me, but how do I get people to come to my site in the first place?”
Other than recommending a visit to the Lead Generation Resource Center (obviously), I started to think to myself what the first step is to building out a paid media campaign.
As I thought about it, I Googled his franchise and was met with a very troubling finding. When you searched for “fresh u franchise,” you weren’t met with any results relative to Fresh U.
In fact, you were met with franchises that were in DIRECT COMPETITION with Fresh U. Take a look:
Look at all the different people who Google displayed to the user (when they were spcifcally looking for information on a Fresh U franchise) –
- Franchise Lead Generators – FranchiseGator.com, Franchise.com, FranchiseSolutions.com, and us FranchiseHelp.com
- Rival Food Franchise – Jamba Juice looks like they’re doing a franchise roadshow and wants to capture our attention
- Other Franchises – The UPS Store seems to be bidding on any “franchise” search and is trying to grab this searcher
- License Opportunities – Townlaw-licensing.com is the website of a lawyer that helps a business become a licensor rather than a franchisor
As the owner of Fresh U, it should be mind numbing that a searcher would visit ANY of these other websites given that they searched for Fresh U specifically.
So what should be done?
The short answer is a branded campaign on Adwords. As soon as possible, Fresh U should get an Adwords campaign set up where they bid on all the different iterations of their brand e.g. “Fresh U” “Fresh-U” “Fresh-U Franchise” “Fresh U Franchise” “Fresh Franchise” etc.
CPC on branded campaigns are usually very low as the likelihood that a searcher clicks your ad given that they make one of those searches.
Ultimately, you want to capture as close to 100% of the people who search for your franchise onto your site.
Good looks something like this
Because a searcher is so likely to click that top ad, Google doesn’t even show any ads above the search results!
Want to learn more about branded search terms, shoot us a note.
Call Verification: Here’s exactly how we do it (for now)
In case you’re already scratching your head a bit, I want to speak a little bit about “call verification” as a concept.
Going Mobile. (It’s Time for You to Redesign Your Franchise’s Website.)
The Who may have been quite prescient for 1971 when they penned this decade's theme for online franchise lead generation:
Why franchises hate the Dallas Cowboys
Now that I asked that, let me clarify. I’m sure there are plenty of franchises headquartered in Texas for whom their employees love the Cowboys. (They were America’s team in the 90s after all!)