January 11, 2018 | Sarah Danks
Lead Generation for Professional Movers
In the moving company business, lead generation is the name of the game. And a key element in obtaining leads is timing. Sometimes, when people are getting ready to move, they start researching moving companies months in advance…
…but there are also circumstances when someone needs a moving service immediately.
You want your company’s information to show up in either scenario — and with the right pay-per-click strategy, you can be sure it will.
In order to get in front of both types of leads — those that start their process ahead of time and those that have an urgent need right now — you’ll need different game plans. You have to cater to the specific needs of the visitors searching for you — from the keywords you bid on, to the ads you write, to the landing page you design, and the messaging you deliver through it all.
That’s the beauty of pay-per-click: you have the flexibility to create marketing messaging to reach different types of visitors within one campaign.
In a nutshell, pay-per-click marketing is exactly what it sounds like: you pay when someone clicks your ad.
As search marketers we may be a bit biased, but paid search is the most dependable online marketing medium. It’s instant, unlike SEO or other forms of marketing that need time to “ramp up” in order to start seeing results (which is not to say other forms of marketing aren’t important; they are!).
In theory, pay-per-click seems pretty easy: you set a monthly budget, you choose keywords, write ads, and then send visitors to a specific page about the service(s) written about in your ads. Simple, right?
But in practice, it’s somewhat more complicated. There are many behind-the-scenes details that all come together to target your ideal prospects and persuade them to take action.
And it all begins with keywords.
Researching the Right Keywords
Pay-per-click strategy is more involved than simply throwing some keywords together and hoping they bring in qualified traffic.
Specific keywords and phrases can target individuals who are looking for different things. Some people are ready to convert right now; others are simply gathering information for farther down the road.
Either way, once we identify searcher intent, we can target the most relevant users and address their individual needs.
Consider what people would type into the search bar if they need to move. That’s your starting point; from there you can utilize a variety of keyword research tools to expand your reach. E.g., are they moving to a new apartment? Looking to expand to a bigger business space?
Another important factor when researching keywords in this industry is geo-targeting. As it pertains to moving companies, geography can play a very specific role in your marketing endeavors.
Choosing the right keywords from the get-go is important; we don’t want to cast a wide net and then spend precious time — and money! — honing down the generalized list into keywords that work.
PPC’s sole purpose is to get qualified leads to contact you, so we choose keywords with intent to hire.
Basically, we like to weed out the visitors merely looking for information, and focus on the ones that are ready to call you. Of course, it’s not enough just to find and use all these high-quality keywords; they need to be organized into tightly niched ad groups with well-written ad copy.
Writing Effective Ad Copy
In order to know what kinds of ads to create, you’ll have to choose where they’ll be displayed in the first place.
The Display Network is a compilation of websites that have opted into the Google Display Network. This means they allow ads to show on their pages — most often “banner” ads that are related to the content. This type of paid search can be effective for branding and remarketing.
We tend to focus on Sponsored Search, which is what most people are familiar with: text ads that show up in the search engine results pages (SERPs). These ads are triggered by what users type into the search box. The trick is getting people to click on your ad versus the others that are also vying for attention.
When writing text ads, we base the wording off of several factors:
- our consultation with the client (are there any offers or special rates; geographic location, etc.),
- intent (again, we want different verbiage for visitors who’re ready to hire now or those gathering information for later), and
- experience (knowing what kind of phrasing has worked for this client in the past; how you differ from the competition, etc.).
At this stage, we identify ad extensions that are relevant to what we are trying to accomplish within the account:
Once you’ve written stellar ads, you have to send your traffic to a pertinent page — we always advise clients use custom landing pages, because they consistently provide the highest conversion rates.
Custom Landing Pages to Convert Your Leads
We’ve discussed our feelings before on why our clients get better results with custom landing pages…
…but here it is again, in a nutshell.
When you send paid traffic to landing pages built specifically for your PPC campaign, you’ll convert that traffic at a far higher rate than sending visitors to your website pages.
This is because landing pages reduce the amount of distraction on the page and lower the attention ratio — when you limit the components on the page that compete for visitors’ attention, those visitors are much more likely to take action.
After all, they typed in a query to get to this page; they don’t need to be bombarded with a lot of general information or too many choices of other pages to click to.
There are actually tests that have been done to prove that offering web visitors too many choices causes them not to take action at all.
Always Be Testing
There’s an old adage in marketing: “always be testing.” If you continually test to find the best-performing keywords, ad copy and landing page elements, over time you’ll hone your campaign to be the best it can be.
That’s another big bonus when using custom landing pages: they are self-contained testing environments. We can perform A/B testing or multivariate testing on any landing page content. PPC isn’t a “set it and forget it” type of marketing (none are); you always want to be testing the various elements of your campaign to find the best combination to get the most conversions.
If you’re sending paid traffic to your website, it’s very hard to test different elements — copy variations, images, etc., — and judge the effects on your paid traffic, because you’ll be affecting your SEO, local search, etc.
But testing the elements of a custom landing page is easy and yields great returns.
Well Worth the Money
Many clients are afraid they don’t have enough in their budgets for custom landing pages, but the truth of the matter is: when you use non-specific landing pages you can actually damage your campaign because your traffic will land on a page that falls short of their expectations. They’ll bounce and you’ll lose potential business.
We can dramatically improve conversion rates by using our landing pages, and also using A/B and/or multivariate testing to be able to measure headlines, content, imagery, and other elements against each other to determine the best possible combination.
Most of our moving company clients focus on two conversion events on their landing pages:
- Phone calls
- Online form fillouts
Visitors can complete one or the other; these are separate action items.
Some people prefer talking on the phone when hiring a moving company; we make it easy for them to do so.
On our landing pages, we use registered tracking numbers to be able to attribute all activity back to the paid search campaign.
Don’t worry about these different phone numbers messing with your consistent NAP — since PPC landing pages don’t get indexed, there’s no need to worry about Google “seeing” a different phone number on a landing page and confusing it with your actual phone number.
Basically, our tracking-specific phone numbers won’t run interference with your local search marketing strategy.
Online Contact Forms
For those visitors that don’t want to pick up the phone and call, we always include a contact form for them to fill out.
We set these up to be easy-to-use and simple. No need to ask for blood samples at this stage. Our forms also spit back a nice confirmation page to the visitor, and they’re of course 100% trackable.
How We Help Moving Companies
It doesn’t matter if you’re targeting local, regional, or long-distance movers, we can create a PPC campaign to attract quality leads you’re looking for, whether they’re:
- Apartment dwellers
- Senior citizens
Our agency is experienced in multiple PPC platforms, including Google AdWords, Bing Ads (includes Bing and Yahoo), Facebook and LinkedIn.
Within the AdWords and Bing platforms, we construct text ads to generate leads from users who are actively searching online for moving services. On LinkedIn and Facebook, our goal may be to build brand awareness, promote discounts or develop contact lists that feed other campaigns.
Because it’s the most popular and flexible PPC advertising platform, we tend to focus on Google AdWords. With AdWords, you can tightly target your audience and quickly increase qualified traffic, leads and — ultimately — conversions.
Our multi-platform capabilities give you more strategic options.
Perfecting the Timing
We’ll figure out which hours of the day, and which days of the week, tend to be more productive than others for you.
Once we know the “sweet spot” for your audience, we’ll cater our strategy so we’re getting in front of those highest-converting visitors at the time they’re likely to convert.
Even though we choose high-intent keywords, there will always be those keywords that bring in better traffic than others; over time we can also identify the keywords that aren’t performing as well.
We then identify those negative keywords in the account and add them to a separate list. This makes the account more efficient by eliminating waste and saving money — namely, your marketing dollars.
Basically, a successful PPC campaign comprises the right keywords, well-written ad copy, and conversion-focused landing pages. With all of those elements working together, you’ll give visitors a great PPC experience, which only ever helps in getting them to convert.
First and foremost, you’ve got to have a goal in marketing. What’s the point of having a PPC campaign? Once you know your objective, then you optimize the entire paid search experience to get visitors to convert.
To start, we set up goals in Analytics. Many clients want to track more than just leads; obviously those are the most important actions but there are others that often support the main goal (e.g., video plays, events, accessing a map, etc.) We can then import those into AdWords, which is a nice feature.
This leads us to the next step: when tracking PPC campaigns you need to ensure you connect AdWords to Analytics. We make sure those two platforms are “talking.”
For our tracking phone numbers, we use CallRail, a 3rd-party call-tracking platform. Tracking phone numbers can be used in call extensions or on the landing pages themselves.
We also use UTM identifiers on all destination URLs. Browsers don’t “see” them, but they pass along vital information to us. By using UTMs we can analyze identifying characteristics to know exactly where a lead came from on the web.
If you don’t use a UTM identifier in Bing Ads, for example, Google Analytics won’t recognize that traffic as paid search; it’ll lump it into direct traffic. Knowing the information passed along in UTMs allows us to see where and how visitors are converting…
…and with that information we can then begin to test various elements to optimize for better conversions.
We test, analyze and adjust elements to make your PPC program as efficient and effective as possible. We monitor click-through rates, refine keyword lists, add negative keywords and shut off poor performers, all in order to make your campaign perform at its best.
We prefer that our clients are involved with their paid search marketing strategy; that way they’ll be familiar with the account, ask questions, etc. It’s a business partnership, after all.
Even though we’re in “charge” of our clients’ PPC accounts, we want them to have a voice and be involved in the planning and ongoing management.
Every one of our clients receives their own PPC dashboard where they can log in to see all their information. All paid search data gets pumped into one dashboard, which makes everything easy to see and understand:
We cannot stress the importance of ongoing PPC management enough. Google wants you to think you can rely on AdWords to run your campaign for you, but we don’t believe in that.
Once data starts coming in, we assess how everything’s working, tweak things to make improvements, etc. We work on refining the process — our goal is to get the highest conversion rate for you.
When we win, you win.
Generate Leads Quickly & Cost-Effectively with PPC
To get the most out of your paid search campaign, we combine pay-per-click tactics with our expertise in landing page design, testing and optimization. The result is an online marketing campaign that is finely tuned for performance, designed to attract quality traffic that turns into leads.
The advantages of PPC advertising are innumerable, but we’ve pared it down to three main benefits:
- Quick: A well-designed and well-managed pay-per-click campaign quickly drives more traffic to your landing page and generates more qualified leads.
- Quantifiable: We can track every click, call and contact form, enabling us to know your cost per lead, cost per conversion and overall return on investment. The data we collect allows us to fine-tune the ads to further increase performance. You’ll know the exact reach of your marketing dollars.
- Effective: PPC reaches users at the very moment they’re searching for a moving company, so they are more likely to hire your business for their move.
Pay-per-click advertising can generate new leads quickly and cost effectively, but unless you understand the nuances of paid search, you can spend a lot of time and money only to find yourself up to your neck in data, and not new leads.
That’s where we come in — we can help you generate more leads with a customized PPC program. Let us worry about the setup and management; you can concentrate on offering your clients the best moving services.
Another nice ancillary perk of managing a PPC account is we can gain insight into search engine optimization strategies for your website. Often, what works to convert paid traffic can translate to your website’s SEO efforts.
Since Google Analytics has put a damper on organic traffic queries (read: “not provided”), we can’t easily attribute organic conversions on your website to keywords. But we can use our PPC data to see which keywords convert best and apply similar strategies to your content.
Again, the whole point of paying for traffic is to obtain qualified leads — we work with you and your budget to select the ideal combo of venues to develop a successful campaign that will help you achieve your marketing goals.