Brick-and-mortar franchises are typically considered local, small businesses. Smaller targeted areas generate less online traffic, which means less conversion data to analyze -- so it's
important not to restrict the data sets to the last 14 or 30 days, per Ed Lew. Marketers may need to look back at last three or six months. Lew provides a series of tips to help franchise owners
capitalize on the data in paid-search campaigns running on Google and Bing.
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