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.
Franchise Thoughts on BOLD Marketing Predictions for 2018
Recently, I came across a fantastic article with seven bold online marketing predictions for 2018. All seven have some implications for you as a franchisor, but one specifically was very surprising.
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For those of you who have followed the lead generation resource center since its inception, you’ll realize that we’re almost 18 months into this awesome experiment. We certainly appreciate your avid readership, as it inspires us to cover all the latest in online franchise lead generation.
Why don’t more people open my franchise’s emails? (And how to change that…)
For those of us that are familiar with the world of email marketing, you’ll know that the question posed in the title of this post is one that you ask yourself quite frequently. No matter how successful your email campaigns are, you always want to know how to reach more people on your list.