You work on the store marketing team for a small hardware company with 10 franchise locations. Each franchisee has a budget they want to use towards promoting their location and driving in-store traffic. What recommendation would you make?

Analysis of Correct Answer(s)

The correct strategy is to set one campaign per location. This campaign structure is the most effective for achieving the stated goals due to the following reasons:

• Budget Control: The primary constraint is that each franchisee has a separate budget. Creating a dedicated campaign for each store is the most direct and transparent way to assign and manage these individual budgets.
• Precise Geographic Targeting: To drive in-store traffic, you need to target customers near each specific store. A per-location campaign allows for highly focused geo-targeting (e.g., radius targeting) around each unique address, maximizing ad relevance and minimizing wasted spend.
• Customized Ad Copy: Each campaign can feature ads with location-specific details like the store address, local promotions, or hours, which significantly improves ad performance for local searches.
• Clear Performance Tracking: This structure allows for easy measurement and reporting of key performance indicators (KPIs), such as store visits or clicks for directions, for each individual franchise.

Analysis of Incorrect Options

• Set one campaign per country/region: These options are far too broad. It would be impossible to allocate the 10 separate franchisee budgets accurately within a single campaign. Furthermore, such wide targeting would be highly inefficient for driving traffic to specific local stores.
• Set one campaign per city: This is not granular enough. If a city has more than one franchise, this structure would still create challenges in managing separate budgets and tailoring ads for different neighborhoods. The per-location approach remains superior for control and precision.