Decorating Den Corporate & Franchise PPC Case Study
Post By: Janine Stevens
Company: Decorating Den Interiors consists of franchises of interior decorators and designers across North America. They craft custom design plans that suit their clients’ styles and budgets.
Requirements: Each Decorating Den franchise is responsible for their own lead generation. It is also the responsibility of regional owners to sell franchises within their geographic region.
SEOM Solutions: SEOM recommended Pay Per Click Advertising. We tested the market with a franchisee in a small suburb of Philadelphia, PA. With a small budget, we began to generate a small amount of leads at an efficient Cost Per Lead (CPL) basis. We then tested another small market in Temecula, California, where we found the same rate of return. We tested a PPC campaign for Decorating Den Corporate at the national level, and found an even better return rate.
PPC Optimization: To improve the campaigns, we focused on keywords like “interior decorator,” not “interior decorating,” as well as high-end product keywords, such as “custom window treatments” instead of just “window treatments.” To ensure the quality of the leads, we excluded areas where corporate did not have franchisee coverage, such as Alaska. We also had Decorating Den create special landing pages for the PPC ads that had strong calls to action. We focus our bids on high return keywords instead of lower performing, non-converting tail key-phrases.
Results: Decorating Den deemed PPC advertising a solid lead generation tool with sound return on investment (ROI). One could spend more money to increase the traffic, but the campaign wouldn’t have the lead return. Decorating Den continues to see retail sales as well as franchise sales result from PPC efforts.