All
My Sons Moving & Storage West Palm Beach Case Study
Company URL: www.AllMySons.com/WestPalm
Situation
All My Sons Moving and Storage West Palm Beach, www.allmysons.com/westpalm/,
needed to increase the number of moving leads in their local
area.
Local PPC Advertising on Search Engines was identified as
the most significant and aggressive way to bring in new visitors.
Local By Locals instituted a three phase approach:
Launch
During the Launch phase, Local By Locals used a variety of
keyword research tools to generate a list of general moving
and West Palm Beach moving related keywords coupled with geo-targeting
in the West Palm Beach metro area.
Our goal was to generate as many conversions as possible.
Being that West Palm Beach is a competitive market, the Cost
Per Lead (CPL) targets were set to $50-$60 per internet lead.
Expand
The Expansion phase included testing new ad copy, adding
match types to converting keywords and adding a competitor’s
Ad Group. As the main “moving” related keywords
were becoming more expensive we needed to use alternate strategies
to keep CPL targets low and keep conversion rates high.
Refine
At the final refining stage, we removed keywords that were
not converting, added local business search listings and utilized
Google’s Conversion Optimizer to moderate the bids and
target CPLs.
Local By Locals met with the client to identify the main
geo targeting, excluding areas of West Palm Beach that were
unnecessary and including areas where customers were not likely
to come from.
Overall, we tightened the geo-targeting and keyword list.
The specific refinement strategy incorporated the following
tactics:
- Expand negative keyword list by doing bi-weekly search
query reports and identifying irrelevant keywords that do
not pertain to the client
- Use different match types on specific keywords
- Added multiple Ad Groups that include groupings of similar
keywords instead of having all keywords in one or just a
few Ad Groups.
- Tested variations of ad copy by placing the phone number
in the description and using the dynamic keyword insert
function in the title
- Added local business search listings that show the business
address at the bottom of the ad and makes it more relevant
to visitors looking for a local moving company
- Limited our geo targeting by excluding cities within the
West Palm Beach metro area not covered by client
- Added a local competitor’s campaign to generate
activity based on competitor moving companies in the area
- Since we are working with an unlimited budget we decided
to set the ad display to show as quickly as possible throughout
a 24 hour period
Outcomes
- Being able to meet with the clients onsite allows LocalByLocals
to reduce the optimization of campaign(s) to days instead
of weeks
- Maintained top 3 positioning for main keyword in Google
and Google’s search partners
- We saw an increase in the number of conversions and kept
CPL in the target range
- Demographic targeting based on local location knowledge
led to more highly qualified prospects
- Bookings from phone call leads represented half of internet
leads
- Clients location generated 3 times the amount of spend
in new business each month
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