Many Locations, One Solution: Improving Search for An Educational Business
Small businesses aren’t the only businesses that can benefit from localized advertising. Some large businesses that operate under a franchise model or have a corporate structure with many locations across a country or region can benefit, too. While it’s certainly possible to manage search engine marketing for multi-location businesses internally, the complexity and time requirements are daunting.
For example, some of the challenges of managing search engine marketing across multiple locations include:
- Managing multiple keywords and local terms for each campaign Reporting and understanding local trends for each area
- Tailoring ad copy for multiple locations, products, or services
- Optimizing multiple search advertising campaigns
- Maximizing and measuring ROI for the online marketing across all locations
Nobel Learning Communities faced these challenges as they explored options for managing and implementing search engine marketing. Nobel Learning Communities encompasses a network of over 180 private preschools, elementary schools, middle schools, and high schools spanning 19 different brands.
Choosing a school is a very personal decision, and obviously, a very local one. Many parents turn to the Web to survey the educational options available nearby, so using search engine marketing to reach these parents was a natural fit for Nobel Learning Communities.
ReachLocal’s powerful technology was able to manage Nobel Learning Communities’ large number of keyword terms associated with their 19 brands in 15 states. Detailed tracking capabilities and sophisticated reporting helped Nobel Learning Communities see trends like peak periods for phone calls so they could better adjust their admissions center staffing. With ReachLocal, they were also able to test and tailor ad copy based on brands, local preferences, and competition.
With ReachLocal's conversion optimization technology automatically shifting spend toward ads that were generating more calls and Web forms submissions, Nobel Learning Communities’ return on investment also grew. Plus, admissions improved from retargeting that drew Web visitors back to a school’s website. In addition to great search advertising performance, Nobel Learning Communities’ marketing staff was pleased with how ReachLocal took an active interest in the education business.
To learn more about how ReachLocal helped Nobel Learning Communities improve their search advertising efforts, download the full case study.
ReachLocal has a dedicated team who works with multi-location businesses and franchises in order to make the most out of online advertising for your business. To see what other clients are saying about ReachLocal, visit reachlocal.com/reviews or our check out the ReachLocal Reviews playlist on YouTube.
About the Author
Karen Platt Bearman specializes in marketing related to vertical markets, franchises, and multi-location businesses at ReachLocal.
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