In the franchise brand marketing world, one of the pivotal decisions faced by franchisors is whether to rely on an internal marketing department or external agencies to handle their local advertising efforts. The choice between these two approaches can significantly impact a franchise’s success in reaching local audiences and maintaining brand consistency. The key to making the right decision? Technology, specifically multi-location PPC (Pay-Per-Click) advertising software. In this blog post, we will explore how both internal marketing departments and external agencies can excel with the right technology, helping franchise brands achieve their marketing goals regardless of their operational strategy.
The Internal Marketing Department Advantage
Many franchise brands opt for internal marketing departments because they value the control and proximity these teams offer. With the right multi-location local PPC advertising software, these internal teams can efficiently manage local advertising campaigns across multiple franchise locations. Here’s how:
- Direct Communication: Internal marketing departments have a direct line of communication with franchisees. This enables the internal marketing team to align their strategies with local insights and preferences, ultimately driving goal driven results.
- PPC Management Software: By utilizing advanced PPC management software, franchise brands can streamline campaign creation, keyword research, and performance tracking. Tools like Google Ads or Microsoft Advertising can empower internal teams to execute data-driven campaigns efficiently.
- Franchisee Support: With the right software, franchisors can provide franchisees with templates, guidelines, and resources for local advertising. This ensures brand consistency while allowing franchisees a calculated degree of autonomy.
Leveraging PPC Dashboard Software for External Agencies
On the other side of the spectrum, some franchise brands prefer to work with external agencies to handle their local advertising. This is also a well proven franchise brand marketing strategy. The key for franchise brands using external agencies is to choose agencies that are equipped with local PPC dashboard software designed for collaboration between agencies and franchise brands. Here’s how it can work:
- Transparency: Agencies that use PPC dashboard software can provide franchisors with real-time access to campaign data, performance metrics, and spending details. This transparency builds trust and helps in making informed decisions. Having complete visibility into campaign performance allows franchisors to gauge the effectiveness of their advertising efforts and adjust strategies accordingly.
- Collaboration: The right PPC dashboard software allows for seamless collaboration between the external agency and the franchisor’s team. They can work together to optimize campaigns and adapt to changing market conditions. Collaboration tools and features within the software facilitate efficient communication, ensuring that both parties are on the same page and working towards shared objectives.
Tech-Enabled Agencies for Scale
For franchise brands with a vast network of locations, managing multi-location local PPC campaigns at scale can be challenging. This is where tech-enabled agencies shine:
- Scalability: Tech-driven agencies specialize in managing campaigns for multi-location businesses. They use automation and optimization tools to ensure consistent performance across all locations.
- Efficiency: Efficiency is paramount when dealing with a large number of franchisee locations. Tech-enabled agencies leverage cutting-edge technology to streamline processes and maximize efficiency. By automating routine tasks and employing data-driven strategies, they can make the most of available resources and deliver impressive results.
- Expertise: Tech-enabled agencies are well-versed in the nuances of local advertising for franchise brands, and they leverage their expertise to drive results.
In conclusion, franchise brands have a choice when it comes to their local advertising strategy, and the decision often hinges on their business structure and the level of control they desire over their brand’s marketing efforts. With the right technology, both internal marketing departments and external agencies can excel in serving franchise brands effectively.
PPC management software is the linchpin that enables franchisors to directly support their franchisees through internal teams, collaborate seamlessly with external agencies, or choose tech-savvy agencies capable of managing local PPC campaigns at scale. Ultimately, it’s not a question of whether one approach is superior to the other, but rather about harnessing the power of technology to achieve marketing success in the franchise industry.
If you’re interested in learning more about how Adplorer’s multi-location PPC software can revolutionize your franchise brand’s local advertising strategy, reach out to us via the button below!