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This is where external advertising comes into play and there are 2 main areas to look into: 1. Advertising on dedicated franchise portals. 2. Advertising in the Search Giants Sponsored Listings. So let's take a look into the world of UK Business Franchises advertising on the franchise portals. First of all you would be amazed how many of them there are out there. There are dozens of portals all vying for your business and some out perform others ten fold. They all market themselves as being found at the top of Google and yes some indeed are but many get so little website traffic you are unlikely to get much bang for your buck. But how can you tell which are likely to perform well for you without spending tens of thousands advertising on them all? You do some simple checks:
So what about the sponsored listings? In fact: What are the sponsored listings? Sponsored listings are where your text based advert will appear either to the right of the search results or above the search results. They can also appear within other related webpages which do Google advertising. There is a bidding process and the higher you bid the more prominent a position your advert will be displayed in when a search engine user is looking for a particular result. Example: UK Business Franchises Find Your Perfect Franchise FREE Advice Available. The sponsored listings are an excellent way of getting your franchise seen at the top of the search engines, they are a surefire way of buying placement and you WILL generate website traffic from running this type of advertising campaign. However, there is a lot of competition and you need to tailor your campaign carefully to ensure that you are not wasting your advertising budget. An example of a good campaign would be where you have done your keyword research and established the main phrases you want to feature for, as well as some less popular longer phrases you want to feature for. There is likely to be less competition for the longer phrases so this will keep you cost per click down for targeted phrases where as for the shorter more popular phrases your bid for placement will be higher. Once you have your targeted phrases you want to set up landing pages. A landing page is a page within your website created specifically to capture the prospects details. It should offer a very visible capture form as well as all the details you believe the prospect needs to convert from visitor to form filler, The Sell. This is very important as you are paying per visit and for every visitor that leaves without filling out the form you are reducing your conversion rate and increasing your lead generating costs. An example of a bad campaign would be where you simply select all the obvious phrases related to your industry and point your campaign to your homepage. This is likely to result in a higher cost per click and higher bounce rate with a reduced conversion rate of visitor to form filler. So to recap, to make the best our of your sponsored listing campaigns you want to: 1. Do your keyword research. 2. Create a landing page with a visible capture form and a well worded sell. Franchise lead generation is not an inexpensive process, many companies are after their slice of your budget, even the big Google, and you need to play it carefully to make sure you are getting the best out of your budget. Ensuring that you are advertising on the right portals with good targeted website traffic and making the best out of your sponsored listing campaigns is an important key in getting the most out of your spend. By utilizing some of the above advice you should be able to at least make a good start without too many mistakes but there is also a lot to be said about your particular niche which you will learn with experience. Kindly submitted by Matthew Anderson, founder of The Franchise Shop. |
