These days, when people start thinking about moving to their new apartment or home, they often start their search online. Digital marketing provides an incredible opportunity to moving companies to generate quality leads at best possible returns on their adverting spend.
We’ll discuss ways to curtail waste by using scheduling, keyword planning, campaign testing, and a few other great PPC tips for moving companies.
We’ll show you how each one area of focus above helps build your business in a cost-effective manner. Google remains the world’s number one search engine and is best suited to deliver top conversion results.
We’ve combined our five-plus years of moving company expertise with decades of Google research. Now you can deploy these proven methods right away and grow your business in a more cost-effective manner.
AD Scheduling and Better ROI
Schedule each of your ad campaigns to run during peak buying times for moving companies. Consider peak moving seasons as well as peak days and hours.
Monitor your ad results closely to determine the best times for serving your ads. It is common for people seeking moving services to surf during evening hours during the week, and morning hours on the weekend.
Of the 40 million or so moves each year, business trend experts believe nearly 80 percent of them happen between the months of April and September.
Perhaps your business follows these trends. If so, then it makes little sense to spend ad dollars during off-season times. Some suggest that a less expensive name recognition campaign should be during the off-season with more aggressive ad schedules during peak buying times.
There is no “one-size-fits-all” answer. Devote a small portion of your budget to experimentation. Then, let your analytics drive your ad scheduling so as to net higher rates of conversions for less cost.
Before you blast content to the Internet, take time to develop a keyword list that is relevant to your moving company niche. Bid on only those keywords that make the most sense. If you were searching for a moving company, would you use those words? If not, leave them. Use the Google Keyword Planner to discover new keywords and phrases that are meaningful to potential clients.
Next, run your preliminary campaign and review the results from week to week.
This way you can learn which keywords and working, which need to be optimized, and which should be eliminated from your list.
Don’t be afraid to experiment. Always be creative.
Before creating your Google Ads, be sure to link your Google Ads account to Google Analytics and set your account to import conversions. You can quickly do this from your Google Ads dashboard. You can then receive massively helpful data on how your ads are working.
Make Detailed ADs, and Use Calls To Action
Before you can impress consumers with your slick website and glowing testimonials, you have to get their attention. Your Google AdWords spots must immediately answer questions and offer solutions. Here are a couple of tips for boosting your click-through rates and bottom line.
In detailed ads, provide as much information as possible in as few words as possible. “Competitive pricing” and “award-winning service” are attention grabbing, but don’t get ahead of yourself. First, your headline must target consumers who search, for example, “Atlanta moving companies.” It’s a little like introducing yourself at a company party: “Hello. I’m Scott from the accounting department.” Start with a straightforward, simple headline that uses the targeted keyword or phrase. Next, provide details that highlight the benefits of hiring your moving company. Finally, create a clear call to action that promises something of value. Aim for something like this: Headline: Atlanta Movers Description Line 1: Trusted Since 1985. Fast and Affordable. Description Line 2: Call Now for a Free Estimate! Detailed ads tell people what you do, where you are and why they should consider hiring you. Calls to action persuade consumers that answers and solutions are just a click away.
What About Display ADs?
Running display ads on the Google Display Network connects you to a large database of potential clients including those social media users who are surfing YouTube, communicating via Gmail, etc. This includes potential clients on mobile devices and related apps. Be sure that you do not ignore this growing segment of internet users.
Create a display ad campaign designed specifically for Gmail users and create another for YouTube users. Google delivers ads to each user group, but not the same ad to both, unless you target the same ad to both groups.
Target your campaigns to specific audiences. From the Google Ads dashboard settings, be sure to use the Google Display Planner to focus your display ads.
Responsive display advertising is optimized by Google to reach desktop surfers, mobile users, and users on other devices.
Upload as many sizes and formats you can so that you have a wide variety to test.
AD Extensions Improves CTR
You can select from a number of ad extensions. These selections place a small test line in your Google Ad. This is one of our favorite PPC tips for moving companies because more narrowly focuses search results.
The additional text highlights a certain subset of features that you want to alert the searcher to. Perhaps you offer a special discount to movers over 65 years of age. The callout extension can convey that message and bring in seniors who about to move and are looking for a discount.
Check out all the various ad extensions as there is sure to be one or two that can help raise your results quality score and net more sales.
Tons of Negative Keywords
In this case, YES! Adding negative terms to your Negative Keyword Match table in your Keyword Planner effectively filters out those internet searchers that are not best matched for your landing page.
You can save money by not appearing in results for keyword searches that do not match your offerings.
For example, if a potential visitor is searching for “moving supplies,” and I have a landing page is for my nationwide moving service, the searcher is not a good match because they are seeking something I do not have. By adding the word “supplies” to the Negative Keyword table, that searcher will not be directed to my page.
This makes for a happier searcher and saves you money since you will not appear in search results for people looking for tape and boxes. If you are selling supplies along with your moving services, then create a separate landing page that focuses on supplies and a similarly focused ad campaign.
The more negative terms you can add to the Negative Keywords table, the fewer incidents of undesired search results occur.
Measuring the success of a marketing campaign used to be hit or miss, but the AdWords tracking feature is a real game-changer. Now, you have the tools to find out how many leads, calls of inquiry and sales your ads are generating. The effectiveness of an AdWords campaign is measured in conversions. A conversion is a specific action that you hope a consumer will take in response to your ad. It could be providing the details of an upcoming move online, requesting a quote or calling to get more information. In the best-case scenario, a conversion is a sale. If you don’t track conversions, you can’t be sure that your ads are getting the job done. The AdWords tracking feature provides a wealth of information. You can track the number of conversions you get and the cost of each conversion. You can find out which ads and keywords are most effective. The data includes highly specific information such as how many calls to your business were manually dialed and how many were mobile, click-to-call conversions. Always track conversions. Based on the data, you can tweak your campaign to get more bang for your advertising buck.
Remarketing is Key
The second or third time may be the charm. Google remarketing options all you to serve your ads to persons who have previously visited your site, even existing customers.
The idea here is to develop repeat business as well as to reach out to former non-conversions who may need your services now.
Improve Conversions with Targeted Landing Pages
By customizing your landing pages to target relevant visitors your end result will be more conversions. Your targeted landing page should be more specific and information-rich than your general website. This reduces the bounce rate and increases conversions. Remember that you always want to give the potential client all the info they need to compel them to click through.
As mentioned above, responsive ad design allows users on a myriad of devices to view your content in an optimal fashion. Poor design, or design that appears poor on certain devices, is a definite turn off and will net you an immediate bounce.
Testing is Key to Success
A/B testing is the science of comparing the results of one strategy (A) to the those of a second strategy (B). Test results indicate which one is better for your goals.
You can then modify your ads based on hard data rather than guesswork, saving you time and money.
First, determine your test criteria or hypothesis. What do you hope to achieve by using B instead of A?
Next, determine the levels of traffic needed from A and B to give you sound scientific results. You need not split traffic 50/50.
Testing various factors is called multivariate or full factorial testing. Typically, you’ll compare the results of factors such as color scheme, keywords, long-tail vs. short-tail, landing page layout, graphics used in display ads, display ads vs. text ads, call to actions, etc.
By continually testing each factor of your advertising, your overall strategy will eventually morph into a highly sophisticated, effective sales producer.
Your decision to use Google Ads campaigns for your moving business assures that you will receive the greatest results for each ad dollar you spend. The tools and resources are incredibly helpful. Google search and display ad technologies are on the cutting edge of the science of digital marketing.
By increasing the quantity and quality of leads, and ensuring that you have a steady supply of them, you are well on your way to more sales, business growth, and success.