3 great reasons why franchisees shouldn’t tackle AdWords themselves

Naman Choudhary on October 30, 2018

Google AdWords is a proven lead generator across any number of industries and businesses. In fact, there aren’t many businesses that can’t benefit from a well-run AdWords campaign. How could you get a better qualified lead than someone literally typing into their computer what they want, when they want it?

The thing is franchisees should be engaging a pro to do it for them. And it’s not just because Adwords is too complex for small businesses - and that’s <a href="http://www.adnews.com.au/google-adwords-small-businesses" target="_blank" rel="noopener">according to Google!</a>

Below are three great reasons why you’ll benefit from engaging a professional digital agency to run your AdWords campaigns - especially if you’re a franchise.

1.Group learnings

As we’ve covered <a href="https://ltnetwork.com.au/how-to-turbocharge-franchise-marketing-campaigns-with-group-learnings/" target="_blank" rel="noopener">before</a>, being part of a franchised network is a massive advantage in the digital marketing arena. Why? Because by pooling franchisees’ budgets and leveraging group learnings you can find out what’s working sooner.

When it comes to AdWords, this means you stand to benefit from all the institutionalised knowledge and tried and tested strategies of other locations’ AdWords campaigns. Which means better results across the board for everyone.

You’ll get the best performing keywords, the best bid adjustments, the best ad copy and a landing page that’s already optimised. All based on the aggregated learnings of passed AdWords campaigns across a whole network.

Going it alone means you’ll need to work this all out for yourself, you’ll be forfeiting the valuable knowledge acquired by other franchisees and starting from scratch.

The benefits of group learnings will pay for the 15 - 20% management fee charged by a reputable franchise marketing agency many times over.

<figure id="attachment_577" style="width: 600px" class="wp-caption aligncenter"><img class="wp-image-577 size-full" src="//images.ctfassets.net/9skb9j6e7jlf/2hFSAgYTaYaOQc2segW84C/9a209be7461b824089eac77601154478/Adwords-e1540272569592.png" alt="Adwords" width="600" height="311" /><figcaption class="wp-caption-text">Endless tabs, adjustments and options. Adwords grows more complex by the month.</figcaption></figure>

2.Cannibalization between same-brand locations

Google AdWords essentially operates as a never-ending live auction. You bid for your ad to be seen when someone types in a particular search term related to your product or service.

Now if you have two or more locations of the same brand bidding on the same keywords, all bidders will end up being the victim of ‘friendly fire’. You’ll be placing yourselves in competition with one another, the result of which is a significantly higher cost-per-click and cost-per-conversion.

It’s a legitimate problem, and past experience trusting the managers of individual locations to limit their bids to their catchment area (by postcode) doesn’t work. Ultimately self-interest wins out, and locations enter a bidding war.

Therefore, it is best to delegate this task to a professional digital agency to ensure cohesion across the board and maximum capitalisation for everyone.


The last point is the most obvious. The vast majority of franchise locations lack the digital marketing expertise to run an AdWords campaign effectively.

This is no slight at anyone’s IT skills, AdWords is certainly not straightforward. There are countless options for bid adjustments, from device to time of day, to location. Then keyword match types, from exact matches to phrase matches and broad matches. Extensions. Countdown Timers. Callouts. Bid budgets. On it goes.

And that’s assuming you know how to install the AdWords tracking code on your landing page and assign conversion values.

On top of running your business, that’s a lot to wrap your head around and if you haven’t got a clue what half of those obscure phrases even mean you know it’s probably best to leave it to the professionals.

Why outsourcing Adwords is easy

Of all the operations your franchise business undertakes, AdWords campaigns are a great one to outsource.  All the spend is completely trackable and accountable. So you’ll know exactly how many leads your campaign has generated and cost-per-lead. Down to the cent.

When it’s that easy to evaluate return on your campaign’s spend, why would you waste countless hours and thousands of dollars trying to get a basic grip on Adwords?

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