Managing local pay-per-click (PPC) programs for franchise businesses presents a unique set of challenges that differ significantly from those faced by single-location businesses. Franchise brands must strike a careful balance between maintaining brand consistency and maximizing local relevance. This requires a PPC ad management strategy that satisfies the needs of both the franchisor, who is concerned with the overall brand image and operational efficiency, and the franchisee, who is focused on localized impact and clear return on investment (ROI).
In the competitive world of multi-location businesses, having a well-executed local PPC ad management strategy is no longer a luxury but a necessity for franchise brands. Without a strategic approach, both franchisors and franchisees risk financial inefficiency, misaligned marketing efforts, and ultimately, lost revenue. An improper or absent strategy can lead to wasted ad spend, brand inconsistency, and fractured communication between corporate headquarters and local operators. For franchisors, the consequences include damage to the brand’s reputation, loss of franchisee trust and ad spend buy-in and difficulty scaling. For franchisees, it translates to poor local visibility and insufficient returns on their advertising investments. A sound local PPC ad management strategy is essential for aligning national branding with local relevance, ensuring the success of both franchisors and franchisees.
In this post, we’ll explore the critical components of an effective franchise brand local PPC strategy, drawing on insights from Adplorer’s extensive experience in managing multi-location PPC campaigns for franchise brands through its PPC management software.
Understanding the Dual Needs: Franchisors vs. Franchisees
A successful franchise PPC ad management strategy starts with a deep understanding of the distinct, yet interconnected, needs of franchisors and franchisees. Franchisors are primarily focused on protecting the brand, ensuring that all advertising efforts align with the approved brand guidelines. Additionally, once a franchisor’s marketing team or partner agency has identified a PPC strategy they are concerned with buy-in from franchisees and respect for assigned franchise territories. Meanwhile, franchisees are more concerned with flexibility to tailor their campaigns to local markets, dependable customer service and most importantly achieving measurable results.
Franchisor Priorities:
ROI: For franchisors revenue growth is paramount for both collective success of the brand and all the franchisees. Additionally positive ROI is needed to secure trust between the franchisor HQ and their respective franchisees and ensure continued franchisee buy-in/participation for future promotions and growth strategies.
Related tools for ROI:
- Advanced ad budget management to distribute national ad funds
- Efficient templated Ad Campaigns that work throughout the franchise network
Brand Protection: For franchisors, brand protection is paramount. All PPC campaigns across different locations must adhere to pre-approved ad copy, targeting, and geotargeting (territory) guidelines. This ensures that the brand’s message remains consistent and that the integrity of the brand is preserved across all locations. Any deviation from these guidelines could result in mixed messaging, potentially harming the brand’s reputation.
Related tools for brand protection:
- Approved ad assets and copy
- Approved geo-targeting
- Approved demographic targeting
Accountability: Franchisors are responsible for ensuring that the PPC solutions recommended to franchisees are both proven and transparent. This means utilizing a system that provides clear, roll-up reporting dashboards, allowing the franchisor to monitor campaign performance across all locations. Such visibility is crucial for maintaining accountability and ensuring that the brand’s collective PPC efforts are generating a positive ROI.
Related tools for accountability:
- A proven and transparent system with positive reputation
- Roll up reporting and dashboard functionality
Operational Efficiency: The chosen PPC management system must integrate seamlessly with the franchise’s operational framework. This includes considerations for billing, invoicing, and potentially combining efforts with a national ad fund. A well-integrated system ensures operational continuity and scalability, particularly as new franchisees join the network.
Related tools for operational efficiency:
- Billing and direct invoicing solutions
- System continuity for staff training and turnover
- Ad fund management and distribution
Franchise Development: Any growing franchise brand is concerned with franchise development and creating systems that are simple, repeatable and appealing to prospective new franchisees.
Related tools for franchise development:
A proven ad system that can demonstrate value to prospective new franchisees
Franchisee Needs:
Accessibility: Franchisees require a PPC ad management system that is both accessible and transparent. This includes a user-friendly platform that allows for self-service while also offering robust customer support through telephone hotlines, email support, and ticketing systems. Transparency in reporting is equally important—franchisees need to understand where their ad dollars are going and the impact these expenditures are having on their local markets.
Related tools for Accessibility:
- Self-service campaigns
- Telephone hotline for customer service
- Email assistance
- Ticketing systems
- Individual billing
- Robust menu of payment methods and payment terms
Flexible Campaign Management: Unlike franchisors, who are focused on overarching brand goals, franchisees benefit from the ability to customize their PPC campaigns according to local market needs. This includes flexibility in budget allocation, setting specific campaign goals, and the ability to adjust campaign terms as market conditions change. Such flexibility is critical for maximizing the effectiveness of local campaigns.
Related tools for flexible campaign management:
- All major advertising channels
- Extensive campaign goal options
- Budget flexibility
- Term flexibility
ROI-Focused Performance: Since franchisees are typically investing their own funds in local PPC campaigns, they demand clear, ROI-focused reporting. Reliable ad services are essential to ensure that campaigns are well-paced, avoiding both overspending and underspending. Furthermore, campaigns should be designed to achieve high margins per goal, ensuring that franchisees see a tangible return on their investment.
Related tools for ROI:
- Reliable ad service with alerts and budget pacing
- No overspend/underspend
- High margin per campaign goal
- Reasonable management fees
- Transparency: All roads in local advertising lead back to ROI. Transparency is key to ensuring franchisees understand they are on the road to success and can understand how they are getting their through
Related tools for transparency:
- ROI data focused reporting (can be connected to a CRM)
- Open methodology (not a black box!)
Crafting a Balanced Franchise PPC Strategy
To craft a PPC strategy that effectively addresses the needs of both franchisors and franchisees, several key approaches should be considered:
- Unified Platforms with Local Flexibility: The use of a PPC management tool like Adplorer is crucial. Adplorer offers a centralized dashboard that allows franchisors to maintain oversight of brand consistency while also providing franchisees with the autonomy to manage their local campaigns. This approach ensures that all ads adhere to brand guidelines while allowing franchisees the flexibility they need to be successful in their specific markets.
- National and Local Campaign Integration: A well-structured franchise PPC strategy involves the integration of both national and local campaigns. National campaigns focus on broad brand messaging and awareness, while local campaigns target specific regional markets. This dual approach allows the franchise to maintain a strong national presence while also addressing the unique needs and preferences of local audiences.
- Data-Driven Insights: Advanced reporting tools are essential for providing both franchisors and franchisees with detailed insights into campaign performance. For franchisors, these tools offer a macro view of how the brand is performing across all locations. For franchisees, the data helps them make informed decisions on how to optimize their local campaigns. This data-driven approach ensures that all stakeholders are equipped with the information they need to maximize their PPC investments.
- Ongoing Support and Training: Providing continuous support and training for franchisees is a key component of a successful PPC strategy. This can include webinars, one-on-one consultations, and access to a comprehensive knowledge base. Ongoing education helps franchisees stay up-to-date with the latest PPC best practices and ensures they are fully equipped to manage their campaigns effectively.
Conclusion
Franchise PPC management requires a delicate balance between maintaining brand consistency and allowing for local flexibility. By implementing a well-structured, data-driven PPC management strategy that addresses the unique needs of both franchisors and franchisees, franchise brands can achieve significant growth both nationally and locally. Tools like the Adplorer PPC management software are specifically designed to help franchise brands navigate these complexities, ensuring sustained success in their PPC campaigns.
As the digital landscape continues to evolve, having a robust PPC strategy in place is more critical than ever for franchise brands. By understanding the dual needs of franchisors and franchisees, and by leveraging the right tools and strategies, franchise businesses can drive growth, increase their local market share, and achieve long-term success.
Are you an Agency or Franchise Internal Marketing team looking to scale your local Amazon Sponsored Display/Non-Endemic Ads across multiple locations? Adplorer is a PPC management Platform that supports Google, Bing and Meta as well all the other major channels including Spotify, Linked In and Amazon Ads.
