02.25.2019 FRANCHISE PAID SEARCH...A digital customer journey FRANCHISE PAID SEARCH. 17 CONFIDENTIAL...

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CONFIDENTIAL 2018 1 FRANCHISE PAID SEARCH IFA 2019 02.25.2019
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Transcript of 02.25.2019 FRANCHISE PAID SEARCH...A digital customer journey FRANCHISE PAID SEARCH. 17 CONFIDENTIAL...

  • 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