There are dozens of ways to promote your moving company's products or services online in order to generate sales leads, some of which include the use of social media, email, search engine optimization (SEO) and pay-per-click (PPC) advertising. Of all those methods, PPC advertising often yields the highest return on investment (ROI). Available through platforms such as Google Ads and Bing Ads, it offers a simple pricing model in which you are charged per ad click. While PPC advertising may sound easy enough, though, you should follow a few basic tips to maximize your ROI when using this method to promote your moving company's products or services to generate sales leads.
#1) Don't Get into Bidding Wars
An all-too-common mistake moving companies make when using PPC advertising is constantly raising their maximum cost-per-click (CPC) bids to surpass their moving company competitors. The higher you bid on an ad, the higher it will rank in the search results. Unfortunately, this often leads moving companies, as well as other commercial and industrial moving company advertisers, to get into bidding wars where their bids are inflated to the point where no one generates a positive ROI.
#2) Use a Landing Page
It's important to use a landing page when promoting your moving company's products or services on a PPC platform. In other words, don't use your moving company's official website home page. Instead, create a separate website -- or at least a separate web page -- that's optimized specifically for PPC traffic and talks to your targeted audience...personally.
#3) Choose the Right PPC Platforms
Of course, you should use the right PPC platforms. If you're familiar with this digital marketing strategy, you probably know that Google Ads is the leading PPC platform. Formerly known as AdWords, it offers some of the highest-quality traffic available on the internet. With that said, you shouldn't overlook Bing Ads. While Bing Ads may drive fewer clicks, click prices for Bing's traffic tend to be lower than those of Google's. Therefore, be mindful of which platform you choose (one or both platforms), and where you'll receive the most from your investment.
#4) Aim for Long-Tail Keywords
When you set up a PPC advertising campaign, you'll have to specify the keywords that you want to trigger your ads. Known as target keywords, these are the keywords that will trigger ad impressions from users' search queries. Short-tail target keywords generally offer more traffic, but because of their generalized nature, they don't convert as easily as long-tail keywords. Long-tail keywords consist of more than 2 or 3 words. If you're struggling to create profitable PPC campaigns, consider using fewer short-tail keywords and more long-tail keywords.
#5) Set Up Conversion Tracking
Without conversion tracking, how will you know which target keywords are driving sales and which ones aren't? The short answer to this question is you won't. As a result, it's important to set up conversion tracking when using PPC advertising to promote your B2B company's products or services. Check out this help article for more information on how to set up conversion tracking for Google Ads. It'll help you determine the quality of sales leads for your moving company.
#6) Set a Daily Budget
It's easy to overspend on PPC advertising if you don't set a daily budget. After all, it's not uncommon for clicks to cost anywhere from $1 to $10 -- on Google Ads, at least. This is why you want to be strategic on your PPC campaign set-up. To ensure you don't overspend, set a daily budget for all your PPC advertising campaigns and be sure to monitor it daily, especially at the beginning.
#7) Include Target Keywords in Ads
Another tip to maximize your PPC advertising ROI is to include target keywords in your ads. In other words, if you're bidding on a specific keyword, whether short tail or long tail, include that keyword in your ads. Doing so will make your ads highly relevant to users' searches. At the same time, many PPC platforms will automatically highlight the keywords in your ads by making them bold, resulting in more clicks.
#8) Optimize for a High Quality Score
When using Google Ads and Bing Ads -- the two most popular PPC Platforms -- optimize your PPC campaigns for a high Quality Score. Quality Score, as the name suggests, is a measurement of quality. It's used by Google Ads and Bing Ads to determine the overall quality of a PPC campaign. If you have a campaign with a high Quality Score, you'll pay less for clicks, thereby boosting your ROI.
#9) Double-Check Landing Page
Always double-check your PPC landing page to make sure it functions as intended. If the call-to-action (CTA) link is broken, for example, users will still be able to click your PPC ads, and then visit your landing page, but they won't be able to contact your moving company. As a result, problems such as this can cost your moving company big bucks, especially if left unaddressed for long periods.
#10) Monitor and Adjust
PPC advertising isn't something you can "set and forget." Rather, it requires constant monitoring and optimizing to achieve positive results. When running a PPC campaign, track performance metrics like average CPC, click-through rate (CTR) and conversion rate. With this information, you can then make the necessary changes to improve your moving company's ROI.
Capturing Quality Sales Leads
The purpose of PPC advertising and optimizing for those companies that are interested in moving their office or facility is to generate quality sales leads. Online advertising captures a lot, but not all of the quality sales leads that are out there. Partnering PPC ads with SalesLeads' Project Reports can help ensure capturing the most quality sales leads for your moving company.
How is that?
By utilizing SalesLeads' Project Reports for the office, commercial industry, you'll receive identified projects that are ready to be contacted and put into your sales funnel. Our researchers uncover and monitor companies that are expanding, relocating and building their office facilities. Each of the project reports contain vital information for you to contact. Learn more about the Project Reports now.