How does CyberMark optimize campaigns for various local markets?
We have worked with hundreds of small business and franchise clients across the US and Canada. We may have clients in your neck of the woods already! In our 20+ years of digital marketing, we found that consumers largely behave the same way online, regardless of market and region. Franchise and multilocation brands benefit from a unified marketing strategy, though they may have locations spread all across the country. There are generally minor differences in campaign effectiveness between markets, so our specialists work to make each account as effective as it can possibly be while also watching for larger regional or national trends that may help us make recommendations for the brand as a whole.
What makes a campaign successful?
We believe that a successful campaign is one that helps a business meet its goals, whatever those may be. For the vast majority of franchisees that we work with, our #1 job is to generate leads, but if you have a different goal in mind, let us know and we will see how we can help.
How do you determine if a campaign was successful?
Our specialists use a combination of industry, brand, and platform data to compare your campaigns to the benchmark. And the majority of campaigns tend to perform within range of those benchmarks. However, it is important to note that even in the same region, performance can fluctuate significantly between locations. There is no way to guarantee performance, though our specialists will always work on making your individual campaigns as effective as possible with the adjustments we are able to make. Generally, after 90-120 days or sooner with large budgets ($10K+/mo), we will have a good idea of expected costs and performance specific to your location.
How does the geo-targeting work?
Where should we show ads? A 2017 Access Development survey of consumer shopping habits revealed that 93.2% of consumers typically travel 20 minutes or less to make their everyday purchases. When choosing the geo-target for digital ads, franchisees should consider their area and how far consumers are willing to drive. For most locations, we recommend starting with a 5-10 mile radius and adding additional targeting layers, such as:
- Additional neighborhoods, communities or zip codes where you would expect to source your customers because you know your area the best
- Let us know if people in your area refer to your area by a specific name, such as a shopping center or neighborhood name. This will help us customize the ads to let people know where you’re located.
- Major population centers where consumers may commute for work or pleasure, if reasonable
If your store is in a rural area, we recommend expanding your targeting
What are location customization options for the campaigns?
Brands enrolled in CyberMark’s franchise ad service use a marketing playbook to provide uniform franchise marketing at scale to locations all over the place. Ads appear as if they are coming from your location and direct traffic to your location website. Depending on your brand guidelines, you can request the following customizations for your campaign:
- Ad copy revisions, such as mentioning any awards the location has won or other details that set it apart
- Local imagery, such as storefront or team images
What if the campaign I want to run isn’t in the playbook?
For custom offers or ad creative, we request that you work with your corporate team on the request. For more immediate turnaround, we can assist with boosted posts. If a location is actively enrolled in CyberMark’s Facebook advertising service, they can reach out to email@example.com to request that we boost a post on their behalf. For each boosted post, the client must provide the following:
- Link to the post to be boosted
- Start and end date
- Budget for the boost (we recommend $10-$15 per day as a starting point)
Please be aware that it can take up to 3 business days to complete the request. If a location is not enrolled in Facebook advertising services, we can send them a proposal to sign up, but will not complete the boosted post request until it has been signed.
Who develops the content for the campaigns?
This varies by brand, but typically franchise content is developed by a combination of corporate and CyberMark teams or provided entirely by the franchisor. Our most popular franchise program includes a Marketing Playbook, which is a library of the creative and campaigns that you are eligible to use for local advertising. Depending on your brand guidelines, you may be able to provide custom/local creative in the advertising as well. Whenever you need to change the offer for your location, CyberMark will use the playbook to update your landing page to match the relevant template. If you use CyberMark for advertising, your specialist will use the playbook to build out your campaigns based on the template you select. If you need to change your template, either on the website or in your ad campaigns, please email firstname.lastname@example.org and specify the template you would like to use. Note that it may take up to three business days to complete the update.
What is included in the ad service?
The one-time setup costs include the initial campaign build, account configuration, tracking and reporting setup, and communication leading up the ad launch.
The monthly management includes:
- Dedicated marketing specialist
- Ongoing campaign optimizations: We review your campaigns regularly to look for strategies that have been performing well and opportunities for improvement. We also work with your brand to roll out new campaigns, update existing campaigns, and provide recommendations.
- Monthly report PDF + live reporting dashboard
- Lead tracking portal
- Email support
- Monthly or quarterly strategy call
How does the billing work?
You (the client) will provide a credit card for the advertising platforms (Facebook/ Google), which they will use to bill for media spend. The advertising platforms will only bill you for serving your ads. This allows full transparency into media costs. CyberMark will bill monthly for the management rate as noted in your contract.
What will the “onboarding phase” look like and how fast will I start seeing results?
Once you provide the access levels and any other information we need to get started, it takes up to 10 business days to set up the campaigns. You will receive an email with a link to schedule a launch call with your specialist prior to activating the campaigns. After the launch call, you can choose to activate the campaigns any time. Depending on platform, the ads will start to serve within 24 hours and will undergo a “learning phase” for the first 5-10 days. During this time, the ads are being tested across a variety of combinations of placements, users, queries, etc. and daily costs/results may be volatile. Any time a change is made to your campaigns, such as a change in audience, offer, copy, creative, placements, budgets, etc., your campaigns will re-enter the learning phase. After the learning phase, the ad delivery becomes more consistent and we will have a better understanding of the results to expect in your account. Over the first 90-120 days, we ask that you refrain from making major changes to the budget, targeting, and offer, as we use this time to optimize the campaigns and don’t want to negatively impact the results with reactionary changes based on inadequate data.
What ad platforms do you use?
The majority of our clients use a combination of Meta (Facebook and Instagram) and Google search and display ads. Additional channels may be available depending on your goals, brand, and budget, such as: YouTube, programmatic, connected TV, Hulu, TikTok, Pinterest, Waze, NextDoor, etc.
What is call tracking?
A tracking, or forwarding number is a regular telephone number used for the purposes of tracking your marketing; we use these as forwarding numbers that are forwarded to your destination number.
- The phone number on your website will swap to a tracking number when someone visits your website from an ad
- Ads will feature a tracking number to encourage people to call.
- Call recordings will be available in your lead tracking platform