PPC ads get clicks from nearly half of all searches on Google which means it could be a solid marketing strategy to grow your business. If you aren't running paid marketing campaigns, you could be missing out on a major opportunity to earn targeted traffic from your target audience.
Investing in PPC can give your business up to an 80% boost in brand awareness. This increase in visibility will expose your ideal customer to your brand and attract high-quality leads from users that are ready to schedule their piano move.
In this PPC guide, we're going to cover some quick tips to get you started on PPC for piano movers and answer some important questions, such as:
- What is PPC for piano movers?
- Why should you invest in PPC?
- How do I do PPC for a piano moving company?
If you need help spinning up a PPC strategy for your piano moving company, don't hesitate to get in touch. We've built and executed PPC strategies for hundreds of clients that have had a clear, measurable impact on their top-line revenue. Put simply, our strategies drive results.
What is PPC for piano movers?
PPC for piano movers consists of making advertisements that show up at the top of the search results on Google. This can include text ads, video ads, remarketing ads, and many other types as well. There will be anywhere between 1 - 4 listings from advertisers that are targeting certain words and phrases.
You can differentiate between the paid results and the organic results by looking for the word "Ad" next to the website's URL. Your ads will show up when there are certain keywords that you're targeting in a user's search query.
Why should you invest in PPC for piano moving companies?
Have you been on the fence about whether you should invest in PPC for piano movers? Not quite sure if it's a good fit for your piano moving company? Here are the top three reasons you should incorporate paid marketing into your piano mover marketing strategy:
You only pay when people click
One of the most impactful parts of piano mover PPC is that you only have to pay when someone clicks on your ad. It's pay per click, not pay per view after all.
You don't pay a cent if someone does a search that includes keywords you're targeting, and they scroll past your ad without clicking on it.
Running PPC campaigns for your piano moving company is a smart way to increase your brand awareness. Searchers will see your company as they scroll past your ad and become more familiar with your brand.
This can improve your other marketing channels as users are 155% more likely to engage with your brand after seeing an ad.
You generate highly qualified traffic & leads
What makes Google Ads a very powerful part of a PPC strategy for piano movers is that your ads only show if someone is searching for keywords you're targeting. You aren't interrupting someone's YouTube video or popping up randomly in their social media feed.
They are actively looking for piano movers online and are highly interested in what you have to offer. Because of this, you're directly marketing to motivated prospects that are ready to convert, which produces highly qualified leads for your business.
You're able to see an immediate impact
Rather than having to wait 3 - 6 months for results like with SEO, PPC marketing can get you immediate results.
Your ads start showing for searches within 24 hours after you've built and launched your Google Ads campaign. After that, you can start tracking performance data in both the Google Ads dashboard and Google Analytics. You'll be able to measure and compare important PPC KPIs like click through rate (CTR), average CPC, conversion rate, and cost per action (CPA).
This insight into your performance lets you quickly make important decisions that can improve the performance of your campaign.
How do I do PPC for piano movers effectively?
There's a lot that goes into running a profitable PPC campaign. If you want to know where to get started with PPC for piano moving companies, follow these five tips.
#1: Run a Google Ads campaign that only targets prospects in your service area
The most effective way to run a profitable PPC campaign for piano movers is to control who sees your ads. The last thing you want is for people you can't help clicking on your ad and wasting your daily budget.
There are a few ways that you can help your ads be seen only by your ideal customer.
Google has built multiple features into Google Ads to help advertisers narrow their campaigns' targeting to specific geographic areas. The fastest way to do this is to adjust the location targeting setting in your Google Ads campaign.
Keep in mind that the location targeting settings apply to the whole campaign. You can't change it at the ad group level so the smart move here is to make individual campaigns based on the city, state, or zip code you want to target.
This guarantees that your ads will only be seen by people searching for you in your target area.
Another way to narrow your targeting is to use location-specific keywords. When you start brainstorming a list of your target keywords, you'll want to incorporate these into your PPC strategy.
These keywords typically follow the same formula of service type + city name. They'll be something along the lines of "piano movers Allen" or "Allen piano moving company".
Targeting longer, hyper-specific keywords are the best ones to use in your piano mover PPC campaign because there's less competition for them and the person searching for them has an immediate need for your services.
This makes them far more likely to convert than someone just searching for "piano movers".
#2: Improve your Quality Score to lower your costs
Quality Score is one of the most critical metrics when optimizing your piano mover PPC campaigns.
What is Quality Score? Quality Score is a 1-10 rating that measures the relevance of your PPC campaign for a particular keyword. The higher your score is, the more relevant your campaign is for that search query.
There are three main factors that make up your Quality Score:
- Expected CTR: The likelihood that your ad will be clicked on when shown.
- Ad relevance: How closely your ad matches the intent of the search.
- Landing page experience: How relevant and useful your landing page is for users.
You'll want to develop an understanding of how to improve each of these factors. Quality Scores have an enormous impact on the performance of your campaign and how much you'll end up paying for each click.
Focusing on improving your Quality Scores can have a major impact on the cost and the effectiveness of your piano mover PPC campaigns. If you're struggling to generate affordable leads from your PPC channel, your Quality Scores might be the cause.
You can start boosting these ratings by focusing on these areas:
- Keyword research: Discover long-tail keywords that are relevant to your desired goal and build campaigns around them. These keywords typically have less competition so you're more likely to be seen. They're also very specific so you can tailor your ads to your users' exact needs.
- Tweaking ad copy: Making your ad as relevant to your keywords as possible and using enticing copy will make your ads more clickable. A/B testing new ad copy will boost your expected CTR over time and improve your Quality Scores.
- Keyword buckets: Organizing your keywords into buckets, or topics, ensures that each campaign has a single target. This tightly focuses your targeting to maximize each campaign's individual relevance.
- Landing page optimization: Following UX best practices will help you create pages that delight your users and keep them engaged with your brand.
Quality Score revolves around relevance and organization. If you put in the work during the discovery phase of building your PPC campaigns, you'll set yourself up for success once your campaigns go live.
#3: Use ad extensions to make your ads more prominent
To get the most out of paid advertising for piano movers, you should use ad extensions on your campaigns. These extensions serve as an extra tool to convey additional information about your business.
Google provides a few choices to advertisers when it comes to which extensions they can use:
- Sitelink extensions: Link to other important pages on your site.
- Callout extensions: Highlight important info about your business.
- Call extensions: Add your phone number to your ad.
- App: Link directly to your iOS or Android app.
- Structured snippets: Highlight specific amenities, destinations, or locations.
- Lead form: Let users submit their info without going to your site.
- Location: Add a physical address to your ads.
- Price: Show product listings and prices in your ad.
- Promotion: Call out a specific deal or limited-time sale in your ad.
Not every business can use every extension, but you should fill out as many of these as you can. This extra information enhances your ads and can make prospects more likely to click on them.
Part of this improved performance is because you provided useful information, but another is that using ad extensions makes your ad bigger. Users are more likely to see and click on a large ad than they are on a smaller one.
Even if their ad wasn't first, most people would still click because of how much space it takes up. It draws your eye to it and practically demands your attention. If nothing else, the ad will enhance your visibility and brand awareness.
Is it a good ad? It's debatable, but PPC for piano movers is all about visibility and ad extensions do a great job of making ads visible in the sponsored results.
#4: Trim wasted ad spend by leveraging negative keywords
One of the best ways to get the most out of PPC for piano movers is to build out a robust list of negative keywords.
Just as you can target specific searches in your campaign, there are also certain searches you don't want to target. They could be anything from a service you don't provide to a specific city you don't service or anything in between.
You don't want your ads to be shown for these unrelated keywords since they can eat up a chunk of your daily budget if they start earning clicks. Part of preventing this from happening comes from your keyword targeting, but a bigger part comes from your use of negative keywords.
As a quick example, we'll look at some possible search queries you might see if you're targeting "piano mover".
Keyword: piano mover
|Search Query||Trigger an ad?||Negative KW?|
|professional piano mover||Yes||No|
|piano mover dolly||Yes||Yes|
|piano mover training||Yes||Yes|
|piano mover jobs||Yes||Yes|
* Depends on your campaign and its goal.
Even if your targeting is dialed in, you're still going to have searches that trigger your ad. It's unavoidable. However, you can mitigate the impact on your budget by performing regular search audits on all of your campaigns.
In the above example, you'd want to add dolly, training, and jobs as negative keywords in your campaign or ad group. Those people are looking to do the move themselves or get a job moving pianos. They aren't your target audience so you don't want them triggering your ads.
Adding those negative keywords will keep the queries from triggering your ad again later.
The key here is to catch these unrelated search queries before they do any damage. At the very least, you need to check your search terms once per week. You'll be in much better shape than the ~72% of companies that haven't looked at their ad campaigns in over a month.
I wonder how much money they're wasting on unrelated searches?
#5: Constantly split test everything
The only way for your piano mover PPC campaigns to reach their full potential is to always be running A/B tests.
What is A/B testing, or split testing? Split testing is where you take some part of your PPC campaign, duplicate it, make a single change, and see how it affects your overall performance.
This can be anything from changing one word in the main headline of your ad copy to the color of the call to action (CTA) on your landing page and everything in between. The ultimate goal of A/B testing is to improve your conversion rate so your campaign generates more conversions for the same number of clicks.
Many companies get discouraged with their A/B tests when their tests produce minor results like +0.46% or +0.61% to their conversion rates. That's perfectly okay! Run those tests, go with the winner no matter how large or small the results are, and move on to the next test.
Those "small" results can add up to a large increase like 2%, 5%, and even 10% if you keep running split tests over a long enough timeline.
While a 2% bump to your conversion rate may not sound like a lot, it can have a major impact when you start working at scale with larger daily budgets.
What all can you split test?
- Campaign landing pages
- Headlines in your ad copy
- CTAs on your landing page
- Landing page layout
- CTA position and/or color
- User device types
- Different keyword groups
- Ad extensions
And the list goes on.
The important thing is that you're always testing something. Consistently making small positive changes can yield great results. But, you'll never see those results if you don't test everything.
Ready to get started with digital marketing for solar companies?
Piano mover PPC marketing is a phenomenal way to promote your piano moving company and generate qualified leads. By incorporating a paid marketing strategy that includes Google Ads and Facebook Ads, you can start booking more moves, boost your brand awareness, and cement yourself as the go-to piano mover in your area.
If you aren't sure where to start, Hearth Marketing can help. Our team of PPC specialists can build a paid marketing strategy for your piano moving company that drives real, measurable results. We've generated over 1,389,310 qualified leads for our clients and we can do the same for you. You can rest easy knowing that your company is in good hands.
Ready to start taking on an extra 20 - 30 piano moves each month? Get in touch with us today to schedule an obligation-free consultation with one of our strategists to cover our digital marketing services.