5 Google Ads Tips You Need to Know
Ah, Google Ads, our favorite franchise marketing frenemy. While this PPC powerhouse may make us want to pull our hair out some days, we can’t deny that Google Ads is an essential component to any franchise marketing strategy. When done correctly, advertising with Google can produce amazing results that are well worth the hours we spend crafting just the right message.
To save you some stress, we’ve compiled a list of Google Ads tips that will help you develop effective franchise marketing campaigns of your very own. This list was created with the help of our SEM/Paid Search Specialist, who works in Google Ads day in and day out. Let’s dive in!
1. Use a negative keyword list.
You’ve heard of keywords, but what about negative keywords? This term describes phrases that you don’t want your advertisement to populate for when searched. Creating a negative keyword list gives you the opportunity to give Google a list of “no-go’s” they can exclude from your campaign.
For example, if you are selling a restaurant franchise opportunity that requires a pretty penny to qualify, then you wouldn’t want your company to populate for the term “low-cost franchise opportunity”, right? You can make sure Google keeps unqualified clicks at bay by adding this term to your negative keyword list.
To identify negative keywords, we suggest hunting through your Google Ads Keyword Planner and Search Terms Report to root out consistent underperformers. Make a note of which keywords don’t apply to your business or have failed to convert leads.
Once you hand this over to Google, they can even apply this list to multiple campaigns at once, saving you the trouble of submitting additional lists.
2. Run search and display ad campaigns separately.
When we refer to search ads, we’re talking specifically about the ads that populate on search engine results pages. Display ads refer to paid advertisements that can appear on other places across the internet, like at the top of an article or on the side of your favorite news site.
Our SEM/Paid Search Specialist tells us that combining search ads and display ads in the same campaign can make it difficult to gauge the performance of each. Since Google optimizes search and display ads differently, you won’t be able to properly attribute the results to your hard work. You also won’t be able to target your spend by network (search or display) if the ads are run within the same campaign.
3. Make use of all available fields on text ads.
Each Google text ad enables you to create three headlines and two descriptions. By filling out all five of these fields, you can potentially improve your ad’s performance. Here are a few other things to keep in mind when writing text ads.
While there are three headline fields, some web users will only see the first two. You should still fill out all three headline fields, however, you’ll want to put your most compelling copy in the first two.
The two descriptions must equal 90 characters or less each. You’ll want to get as close to that 90-character maximum as you can without going over. Headlines should be 30 characters each or slightly less.
4. Give A/B testing a try.
A/B testing is a research tool that enables marketers to experiment with two variants. So, in this case, two similar ads with key variants. For example, if you have a franchise marketing advertisement with a headline, “Best Burger Franchise”, on the variant, you may change this headline to “Fan-Favorite Burger Franchise”.
You’d then run each of these ads and examine the results. If one ad outperforms the other, you’ll likely decide to keep running the better of the two ads.
5. Use Search Term Reports to up your keyword optimization game.
Remember the Search Term Reports we mentioned in the first tip? Well, the primary function for these reports is to help marketers identify which keywords are performing best (though you can also use them to find which keywords are failing to convert, like in the tip above).
These reports give you a detailed rundown of the search terms used to find your advertisement. When you review the report, you may even find there are popular search terms you haven’t included on your keyword list.
You can also view how closely the search term matches your existing keywords on the column labeled “Match Type”. You may find that a popular search term is not closely related to your keyword, meaning the lead could be irrelevant. For example, if you own an appliance repair franchise and the popular search term your ad is triggering for is “washer & dryer for sale”, those leads likely won’t become franchise owners.
Once you’ve reviewed Google’s Search Term Reports, you can adjust your keyword strategy accordingly.
Google Ads x Franchise Marketing
Why are Google Ads so important to your franchise marketing strategy? Most people researching a franchise opportunity are doing so via search engines on their desktops. Since Google is the most popular search engine by a lot (and then some), it’s reasonable to assume that they’ll be using this platform to explore opportunities. That means you can get your franchise in front of potential leads when they’re searching for franchises like yours.