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Page 1: 02.25.2019 FRANCHISE PAID SEARCH...A digital customer journey FRANCHISE PAID SEARCH. 17 CONFIDENTIAL 2018 Search Search (Paid) Direct URL Search The Rule of 7 A digital customer journey

CONFIDENTIAL 20181

FRANCHISE PAID SEARCHIFA 2019

02.25.2019

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CONFIDENTIAL 20182

What Franchisees Should Know

About Paid Search

It’s the Jet Fuel, Not the Airplane

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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

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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?

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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!

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CONFIDENTIAL 20186

“Seriously… where’s my ad?

FRANCHISE PAID SEARCH

Where's’ my

ad?

Competition!

Seriously,

where is my

ad?

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CONFIDENTIAL 20187

“Seriously, where are my ads?”

OVERHEARD FROM FRANCHISEES

DUDE, WHERE’S MY AD?

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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?

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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?

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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

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CONFIDENTIAL 201811

Expectation

- $ $$ $ PROFIT

FRANCHISE PAID SEARCH

Step 1 Step 2 Step 3

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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

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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

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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

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CONFIDENTIAL 201815

Search

Search

(Paid)

Direct

URL

Search

The Rule of 7A digital customer journey

FRANCHISE PAID SEARCH

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CONFIDENTIAL 201816

Search

Search

(Paid)

Direct

URL

Search

The Rule of 7A digital customer journey

FRANCHISE PAID SEARCH

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CONFIDENTIAL 201817

Search

Search

(Paid)

Direct

URL

Search

The Rule of 7A digital customer journey

FRANCHISE PAID SEARCH

___?

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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

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CONFIDENTIAL 201819

PPC & BRAND BIDDING

Case Study 1

PPC PPC +

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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

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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

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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

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CONFIDENTIAL 201823

Thank You