In his recent article for Franchise Times, iFranchise Group CEO Mark Siebert describes a battlefield approach to Pay Per Click franchise marketing:
Franchisors may want to think about approaching pay per click advertising like a war general. Size up competing franchise systems by evaluating all of the strategies used in Pay-Per-Click (PPC) campaigns. Look for keyword phrases being bid on. Review landing pages and franchise advertising copy. Carefully develop a franchise marketing budget and test multiple campaigns simultaneously. Franchise sales success through winning PPC campaigns requires both great click-through rates and high capture rates.