AdWord Campaign to Remain Local

Q: How will the switch over in the next month impact the CA/NV region?

A: The strategy CAMPA will pursue is to continue to optimize the existing local websites we currently have. These websites do not point to ACRpoint now or will they in the future because we optimized them by location and do not use the main domain of www.accudiagnostics.com for our optimization. We each optimize franchise by location. For example, www.accudiagnostics.com/lancaster .

In Ravi’s email sent out recently, he made the policy statement that local franchisees must manage their own AdWord campaigns. This strategy was being evaluated and now a decision has been reach for each franchisee in the system to be responsible for their own program, which for this region is a plus because we already have the momentum, expertise and experience to control our destiny with the local AdWord program.

Q: When will we begin using the www.ACRpointus.com website?

A: As of December 1, 2009 SEO began at a national level. We will watch the ranking of the ARCpoint website before we will have our local sites such as www.accudiagnostics.com/lancaster redirected to www.ACRpointus.com site. When we are confident that the site is getting as much or more traffic as we are currently getting with our local optimization we will have the redirect implemented and our current AdWord program migrate over to ARCpoint. This may be in February but could be much later, depending on their progress and ranking.

As the site is fine tuned over the next few months and suggestions from franchisees is incorporated into the www.ARCpointus.com website, we will wait until we are ready to make the shift.

Q: How will the AdWord program be funded?

A: The ASAP Fund has funded this program. As long as you have a balance in this fund, it will continue to fund each locations AdWord program. Once this fund is depleted, it is up to the local franchisee to set a budget and continue to fund this program. Some franchisees do not have an AdWords program while with others it is crucial in their revenue building strategy.

Q: How will the administration of the AdWord program be funded?

A: CAMPA has funded the administration of the program and based on the new policy of local franchisees responsible for the administration of their own AdWord program, CAMPA will continue to fund the Administration of the program. In order to get the most benefit out of the program, in my opinion, every franchisee should have at least a minimal AdWord program implemented. Dollar for Dollar, this has been proven to be the most effective use of advertising dollars.

I have confidence in Greenville and their team will continuously improve the site over the coming months and when the time is right we will move over to the new www.ARCpointus.com website.