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CONFIDENTIAL 20181
FRANCHISE PAID SEARCHIFA 2019
02.25.2019
CONFIDENTIAL 20182
What Franchisees Should Know
About Paid Search
It’s the Jet Fuel, Not the Airplane
CONFIDENTIAL 20183
The Mind of the Paid Search Client
Years of expierence have provided insight into the mind of a Paid
Search client. Here‘s what I‘ve learned:
FRANCHISE PAID SEARCH
CONFIDENTIAL 20184
“I’ve been Googling myself all day…”
Every franchisee wants to see a physical result of their efforts.
Problem is, keyword selection, geo targeting, competition, time of
day, seasonality can all play a role in seeing an ad.
FRANCHISE PAID SEARCH
Where's’ my
ad?
CONFIDENTIAL 20185
“Can I launch a ‘Paid Search Attack Ad’ against my
competition?”
“Jerry down the street is always stealing my business and I want to
tell everyone looking for a good handyman that his wife cheats at
bunko!“
FRANCHISE PAID SEARCH
Where's’ my
ad?
Competition!
CONFIDENTIAL 20186
“Seriously… where’s my ad?
FRANCHISE PAID SEARCH
Where's’ my
ad?
Competition!
Seriously,
where is my
ad?
CONFIDENTIAL 20187
“Seriously, where are my ads?”
OVERHEARD FROM FRANCHISEES
DUDE, WHERE’S MY AD?
CONFIDENTIAL 20188
“I want more calls, I want them all to be quality, and I
want to pay less"
I‘d love to see how that line of negotition at a used car lot.
FRANCHISE PAID SEARCH
Where's’ my
ad?
Competition!
More for Less
Seriously,
where is my
ad?
CONFIDENTIAL 20189
More impressions! More calls! … More quality!
Things Franchisees Say
KNOW YOUR TARGET
How to I get more for less? How to I get more quantity & quality for less?
Wait… Where’d my impressions go? Where’d my calls go?
CONFIDENTIAL 201810
What exactly is it in PPC that we’re paying for?
A click on up to 270
characters of text that
appears on the most
visited site on the planet
You can specify what, when,
where and for how much
FRANCHISE PAID SEARCH
CONFIDENTIAL 201811
Expectation
- $ $$ $ PROFIT
FRANCHISE PAID SEARCH
Step 1 Step 2 Step 3
CONFIDENTIAL 201812
The Reality
- $CONVERSIONS
LEADS
CALLS
Click through rate
Conversion rate
Price per lead
Quality Score
Average Position
Impression Share
FRANCHISE PAID SEARCH
Step 1 Step 2 Step 3
CONFIDENTIAL 201813
UNDERSTANDING THE TRANSACTION
The Problem
Expectation
$ $$ $
Reality
$Impressions
Clicks
Site Visits
Online Conversions
Calls
Click through rate
Conversion rate
Price per lead
Quality Score
Average Position
Impression Share
CONFIDENTIAL 201814
Hyper focus on PPC metrics only 1
What happens with siloed PPC
2
3
Loss of coordination with other
marketing investments
No comprehensive reporting / data solution
Click through rate
Conversion rate
Price per lead
Quality Score
Average Position
Impression Share
FRANCHISE PAID SEARCH
CONFIDENTIAL 201815
Search
Search
(Paid)
Direct
URL
Search
The Rule of 7A digital customer journey
FRANCHISE PAID SEARCH
CONFIDENTIAL 201816
Search
Search
(Paid)
Direct
URL
Search
The Rule of 7A digital customer journey
FRANCHISE PAID SEARCH
CONFIDENTIAL 201817
Search
Search
(Paid)
Direct
URL
Search
The Rule of 7A digital customer journey
FRANCHISE PAID SEARCH
___?
CONFIDENTIAL 201818
A study from Web for Enterprise
on the value of PPC when run in
campaigns with FB
Paid Search Paid FB
Web For Enterprise Case Study
FRANCHISE PAID SEARCH
CONFIDENTIAL 201819
PPC & BRAND BIDDING
Case Study 1
PPC PPC +
CONFIDENTIAL 201820
Month Testing Period
Large Enterprise Network
Took a cohort of locations across the US
Normalized the accounts based on spend
Locations running only Paid Search
Locations running Paid Search and Paid Social
3
1,200
500
$
250
250
FRANCHISE PAID SEARCH
CONFIDENTIAL 201821
FRANCHISE PAID SEARCH
Paid Search Only
Average
Cost Per Lead
Average
Conversion Rate
$68 21%
Average
Cost Per Lead
Average
Conversion Rate
$53 24%
Paid Search + Paid Social
22%
14%
Reduction in Average CPL
Increase in Average Conversion Rate
CONFIDENTIAL 201822
1
2
3
4
Understand your transaction with Paid Search
Don’t get sucked into a Paid Search silo
Explore additional media channels and how they work together
Get end to end reporting that gives you the entire picture
FRANCHISE PAID SEARCH
Key Takeaways
CONFIDENTIAL 201823
Thank You