Dallas Moving Company Marketing: How to Effectively Advertise on AdWords

The last time I moved apartments in Dallas, the sheer quantity of moving companies that showed up in my search results was almost crippling. Reviews fell on all ends of the spectrum for every company, and I had no idea which one to choose. Moving company marketing in Dallas-Fort Worth is a complex (and expensive) effort.

So we thought it would be a fun exercise to break down a few ways we would market a moving company via AdWords in order to stand out from the crowd.

The reality is that some of the traditional AdWords strategies are expensive if you go directly for the logical “main” keywords and audiences. For example, if you were to try and purchase the keywords “moving company” on Google’s AdWords platform you would pay around $15 per click. Ouch.

If you assume a normal conversion rate of 2-3%, you would be paying between $500 and $750 per conversion. Unless you’re the most expensive moving service in Dallas, this is likely not a profitable option for you.

Our approach to improving your performance and driving sales leads at a more profitable cost (say $50-75 a piece or less) involves three key things:

1. Avoid the Main Keywords and Focus on the “Long Tail” Searches

There are three different audiences that you can test in your AdWords strategy – branded keywords, competitor keywords, and non-branded keywords. (We have an article here that will catch you up on the intricacies of each.)

The “long tail” searches involve keywords that are related to – but not the exact search intent of – your ad messaging. This involves targeting things like people searching for moving boxes, searching for a moving truck that they will rent for themselves, or even potentially people searching for furniture for their new place. You’re trying to prospect for customers that appear to be prepping for a move, even if they aren’t specifically looking for a moving company in that exact search.

Unlike the “moving company”-type keywords that cost in upwards of $15 per click, you can buy keywords like these for much less:

  • Moving Boxes (~$3 per click)
  • Where to Buy Moving Boxes (~$2 per click)
  • Moving Trailer (~$3 to $4 per click)
  • Pickup Rental (~$1.50 per click)
  • Apartment Furniture (~$3-4 per click)

Targeting these types of keywords and aligning the search intent with the value you provide as a moving company could potentially reduce your cost per sales lead by around 90%. The conversion that cost you upwards of $500 – $750 before now costs you $50 – $75.

2. Build Landing Pages that Correlate to Search Interest

The biggest issue that many DFW moving companies have is that their websites are not prepared to support and facilitate effective advertising.

The concept of a landing page that is highly focused on driving conversions is an important one. Pretty much any study you find about it will agree that landing pages will boost your conversion rates instantly.

What exactly is it? Think of a one-page experience to which you send everyone who clicks on an ad. It succinctly and effectively portrays your whole pitch. From why they should choose you to what they should expect to pay. Often times there’s a special deal or incentive (10 free boxes!… 1st hour free!) to entice visitors. Attractive, professional design is key; that whole first impression thing, ya know?

Landing pages are especially important when you target those longer tail searches I mentioned earlier. Google factors many things into what they call their “Quality Score” and this score helps determine your relevancy, where your ad shows up (are you the first paid search result or on page 3?), and ultimately how much you pay for each individual click.

Google won’t find your ad relevant if people do not click on it or if the content on the page that they ultimately land on is not correlated to the keywords you are bidding on.

We at Red Herd Media use tools like Unbounce to build and test landing pages for our clients so that we can always be showing the most relevant content to your visitors. Such platforms are havens for A/B testing because of how easily you can push out small variations for every landing page. We’re often asked, What’s a good conversion rate? and our answer is always the same: anything higher than yesterday’s rate.

3. Track Conversions through to Real Sales Leads

This is possibly the most important aspect of a successful AdWords lead-generation campaign. You must be able to test the keywords you are bidding on and correlate them to real sales or leads. How else can you tell what’s TRULY working best?

For tracking on your site, this is all about setting up goals in Google Analytics on your site that represent the things that make you money. This could be filling out a form, clicking a Contact Us button, or a number of other indicators. You must be able to correlate the intent and the click to a true conversion for your business.

Pro tip: you can also use an ad extension in Google AdWords to have users click to call you directly from your ad on mobile. Google tracks these conversions and reports them back to you. The visibility of seeing exactly which ads are bringing in phone calls epitomizes the testing, targeting, and user experience that we constantly emphasize.

Whew, where do I start?

Anywhere. Start with improved, more efficient keyword targeting. You’ll gradually notice what’s working via the AdWords dashboard. Then, build out a landing page or two that caters to the keywords and value pitches that the hardest-working ads are promoting. Start sending those ad clicks to those pages, and keep tweaking. Make sure forms and buttons are being tracked so that they’re tied to the ads that brought the user in.

Improvements are improvements. Don’t be overwhelmed by the extent of our suggestions here. Anything you can do to lower your cost-per-acquisition while upping your revenue trend line is a good thing. Keep on movin’ on.

Moving company marketing have you stressed out?

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