Edible Arrangements partnered with Location3 to pilot their first-ever franchise paid search marketing program. Initially focused on 50 locations within the Boston, MA metro region, the goal of the pilot program was to create effective, scalable campaigns using non-brand keywords so individual stores could capture more local customers and in-store sales.
Edible Arrangements was also seeking to illustrate return on investment for hyper-local, franchisee paid search campaigns, evaluate the role of campaign management in responsiveness to local search demand and create company-wide benchmarks for core search engine metrics.
We developed campaigns that targeted Edible Arrangements franchise paid search ads according to their brand marketing territory requirements, and relative to each user’s proximity to a particular location. Focusing efforts on non-brand keywords, campaigns were individually optimized based on store-level metrics to continually ensure online users were finding the Edible Arrangements location most suited for them, in order to produce the maximum amount of conversions. Daily share of voice metrics were also utilized to increase budgets in response to increased demand prior to important revenue-driving holidays like Mother’s Day. Lastly, Location3 account managers leveraged traffic and campaign data to provide budget recommendations ahead of seasonal spikes to ensure locations remained visible during high volume days and weeks.