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.
What Your Franchise Category Tells You About Digital Marketing
The assumption is that all potential franchisees in the big wide world in the Internet conjure the same mental image when they hear “franchise” or “franchising.” Obviously there a lot of people on the Internet, and a lot of different interpretations of any word, so how do you cover all of your bases? A good person to first appeal to is your average consumer, meet “Bob.”
One Example of How FranchiseHelp’s Lead Verification System Works
Whenever the topic of third-party lead providers comes up, there is often a very quick jump to the concept of “lead quality.” For every unique source, a buyer looks to analyze the odds that leads from that provider will…
FranTech Feature Report || SMS Engagement Throttle
Throttling is the lever that equips your franchise organization to take off (and land!) when the conditions are ideal. We’ll reveal how we use a technology called throttling to help franchise organizations connect with potential owners in an optimized way.