There are a few ways for moving companies to get business, and many often use a combination of different methods. One of these ways is using pay-per-click advertising, the most famous of which is Google Ads, formerly known as Google Adwords.
Now, Google Ads has a new feature. It’s called Customer Match and it is aimed at making your advertising more efficient by reaching the right target market.
It can be a bit confusing, but, depending on your moving company, be the right option for you.
What Exactly is Customer Match?
You can utilize Customer Match using a list of emails, phone numbers, and physical addresses of past customers and people that sent in form submissions.
This allows you to retarget potential customers that have already interacted with your website or called. It also allows you to target similar people to the ones who have used your service before.
Perks of Customer Match
This feature is all about efficiency. There are two ways that this helps you hit the right target audience:
- Remarketing: Since you have a list of people who have shown interest in your moving services, you can directly target your ads at them. Studies have shown how effective remarketing is, in fact, Wordstream found that the more you do remarketing, the higher your conversion rates are.
- Similar Audience: Using the information that Google can pull from the data that you give them, they can determine the type of person that would be interested in using your moving company. They then target your ads directly at this perfected target market.
In an industry like moving and storage where the competition is high, you have to be spot on with every decision you make. That means your advertising has to be as efficient as possible. If you’re using Customer Match while your competitors aren’t, that could put you in a position to dominate your market.
Drawbacks of Customer Match
There are two major negatives that come with Google Ad’s Customer Match that could prevent this from being the pinnacle of your PPC advertising. These are:
Restrictions: This is a big drawback that can prevent your moving company from utilizing customer match, whether at all or just temporarily. The current restrictions, as of July of 2021, are as following:
- Have a good history of policy compliance with Google Ads.
- No blemishes on your Google Ads payment history.
- Must have spent at least 90 days using Google Ads.
- Have a Google Ads lifetime spend of at least $50,000.
The last point is the one that can be tricky. This is a doable amount, but it isn’t small for a local business like a moving company. Now, this is a lifetime spend, so if you have any history with Google Ads this may be more doable, or if you simply want to pursue Google Ads and have the time to wait to rack up enough dollars spent to utilize Customer match. Fortunately at M4M we meet all of these criteria and can run a campaign for you.
Time and Effort: A big part of this is that you will need to collect a master list of all of your emails, phone numbers, and physical address of past customers and potential customers who filled out forms. Then this list can be uploaded onto Google Ads.
This can be a bit time-consuming if you have never had this list set up before. Once this is done, you will need to research the right keywords. We suggest working with a professional agency with expertise in optimizing PPC advertising on Google.
Keep in mind that this is based off of the current setup of Customer Match. As this service progresses, Google will change and expand it to meet user needs. While it is geared towards medium and large businesses at the moment, it is likely to become more friendly for small businesses down the road.
If this feature of Google Ads works for your business, then it can be incredibly useful. Targeting the right market is key to successful advertising, and this narrows the focus down so that your ads are constantly hitting people who are interested in working with your moving company.
Of course, the drawbacks are there. The restrictions are tough but with time you can get past them and qualify. The time and effort are difficult to put in but with professional help you will be on your way to truly effective advertising.