SMART
MONEY ALI KRAUS REMEMBERS WORKING
on a marketing campaign with a
Benetrends Financial Inc.’s franchisor
where they were spending thousands
of dollars every month on Google Pay
Per Click advertising. While the small
business lending solutions provider
was getting leads, they were in markets
that Benetrends, which offers an array
of funding vehicles for entrepreneurs,
was just not ready to focus on.
Instead of allowing Google to “eatup”
all its dollars in those markets,
Kraus, Benetrends’ VP of Marketing,
designed landing pages specific to
seven territories/states. The landing
pages also were where the company
was able to push its ads. The new
direction began speaking directly to
the people living in those states. Once
Kraus and her team were able to drill
down into the state level, their Google
spend decreased and they began to
see more qualified leads in the areas
they were franchising in. It took time
to build landing pages, but in the end,
Kraus says it was worth the spend on
the web development in exchange for
less spend on national Google ads.
These are the kinds of initiatives and
campaigns marketing professionals
confront on a daily basis. Today’s
milkshake 7
WISE BUDGETING
MATTERS DURING
UNCERTAINTY
I THINK ALL MARKETERS SHOULD FOCUS
ON WHAT’S WORKING AND ASK THEMSELVES
WHERE THEY ARE GENERATING THE MOST
LEADS.” — JORDAN LINTZ, CMO, HIGHKEY ENTERPRISES
December 2022