About the project
Client
Freshline appeared on the Ukrainian market in 2009 in Kharkov. For 8 years, the brand has not tired of developing, supporting modern trends and delighting customers with healthy food. Freshline is unique in its sandwich bar concept, as well as in the fact that sandwiches are prepared in front of the customer. The visitor decides what his sandwich will be made of, which is one of the company's advantages.
Why did the client choose us?
Artjoker has successful expertise in PPC campaigns, as well as in creating landing pages. That is why the client contacted our company.
Target
Freshline is a rapidly growing franchise. Sandwich bars are available not only in 10 regions of Ukraine, but also in Belarus.
The purpose of creating a landing page is to disseminate information about the franchise among the target audience and attract customers.
The goal of a PPC campaign is to attract new customers to purchase a franchise and open their own business.
Landing Page
In order for a businessman to want to buy a Freshline franchise, it is necessary to tell about all the details of the business, the advantages and illustrate them with figures.
Based on this, we set the following tasks for the landing page:
Develop a landing page with a large number of screens, each of which is filled with information that conveys all the details and subtleties of starting your own business with the help of the Freshline team of professionals.
To clearly demonstrate the benefits of the Freshline franchise with a comparison table and interesting and modern effects
Result
The Landing Page turned out to be informative and with a large number of screens, each of which reveals the advantages of the Freshline franchise.
To make sure that users don’t get bored reading long texts, we made the landing page as interactive as possible and also implemented bright dynamic blocks that keep the user engaged.
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We have put answers to the main questions for businessmen in a separate, bright block.
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We have introduced the opportunity to get acquainted with the range of products that sandwich bars work with.
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We created visual infographics with numbers - the number of businessmen who have already purchased the franchise, the number of open sandwich bars and the history of business growth.
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We have developed an interactive map of Ukraine highlighting the cities in which Freshline already operates.
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We developed the block "Let's talk in the language of numbers", the name of which speaks for itself. This block can safely be called the heart of the landing page, because it contains the most valuable and important information for every businessman.
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The team that will work on the launch of Freshline is involved in the development of the client's business from day one. Each member is responsible for a specific area of work, and in order to demonstrate this visually and introduce the businessman to the team in absentia, we have developed a block that will not allow you to "scroll" past. After all, everyone will want to "amuse" the initially serious team and find out who will do what to develop their business.
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We have implemented an interactive interview with the CEO of Freshline, in which the potential customer of the project will receive answers to key questions about the business.
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We have implemented Call-To-Action buttons that “capture” leads for further work by Freshline managers.
We added a block with Freshline partners, which helps increase businessmen’s trust in the brand.
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Conclusion
Bright, modern design, developed on the basis of the branding (corporate style) of the Customer, and interactive blocks have a positive effect on the involvement of visitors and their interest in the franchise.
And the description of the advantages, benefits, and profitability of the franchise allow businessmen to make a choice in favor of Freshline without a doubt!
PPC campaign
Having launched the landing page on the Internet, the Artjoker chinese overseas british phone number list marketing team began an advertising campaign in the Google search engine.
What were the goals of the PPC campaign?
Increase the number of acquired Freshline franchises
What challenges did the team face?
The first factor is the price of the franchise. Acquiring the right to open Freshline costs from $30,000. This meant that it was necessary to wisely select the target audience and sites-platforms for partnerships.
The second challenge is the high competition in the business niche.
What promotion strategy did we choose?
Analysis of the Freshline business niche, market and competitors.
Collecting semantics and compiling a list of negative words
Compilation of advertisements and extensions to them.
Setting up a campaign
creating ad groups
targeting settings
setting initial rates
Monitoring and support
Analysis of advertising campaigns
rate adjustment
review of ads
search query analysis
expansion of semantics
rate adjustment
What did the analysis show?
Having analyzed the project, Artjoker specialists saw that the demand is quite high and there is a tendency for its annual increase. However, competitors are not asleep, therefore, in order to promote and develop business on the network, it is necessary to pay special attention to this issue. We received data for the project analysis using the services key collector, keyword planner, serpstat.
How were commercial semantics collected?
The keywords for collecting semantics were: open a franchise, restaurant franchising and everything related to this topic. We also worked out a list of negative words so that Freshline contextual advertising would not be shown to businessmen who search, for example, “buy a hotel franchise”.
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Semantics aimed at competitors were also collected. Users who searched for, for example, “franchise Francois” were also shown our contextual advertising from Freshline.
What areas were involved?
For Freshline advertising on the Display Network, we used different types of targeting:
Remarketing - if a businessman visits a landing page once, the ad will appear on other sites that are not thematically related to it.
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Banner advertising on thematic sites - Google partner sites related to the topics of business, franchises, startups.
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Result
From September 2016 to March 2017, we managed to reduce the cost per click from 1.81 UAH to 1.10 UAH.
Conclusions
We continue to work on the Freshline PPC campaign. Based on the results of previous work, we can say that thanks to constant work on campaign optimization, we managed to reduce the cost per click, increase conversions, popularize the brand and attract new customers.
Feedback from Vadim Bortnik, CEO Freshline
