Summary
Maumee Valley Movers is an Ohio-based, multi-location commercial and residential moving company. Their websites inform users about the company and the moving process, driving prospects to request a quote.
The Challenge
MVM approached Knucklepuck after getting unsatisfactory results working with a PPC and SEO vendor. Their primary need was to increase the quantity and quality of leads for their Columbus and Toledo locations, each with their own website. They also hoped to eventually reduce their cost of lead acquisition. Knucklepuck’s challenge was to generate high quality leads while driving down the cost of generating those leads.
The Solution
Knucklepuck’s Paid Media Team started with an audit of Google Ads accounts, removing duplicate keyword coverage, bidding according to matchtype and adjusting bid strategy. Next, the Paid Media Team focused on Google Ads account optimization, adding specific campaigns against heavily researched keywords, negatives and tailored ad copy.
Our strategy relied heavily upon analyzing what had been done in the past and fine-tuning those tactics for refined targeting and efficiency.
Account Bidding Refinement
After analyzing previous work done for MVM’s two brands, Knucklepuck audited existing Paid Media campaigns to remove duplicate keyword coverage. Then we adjusted the bids according to matchtype to account for user intent. Finally, a more aggressive bidding strategy — based on continuing analysis of historical data, seasonality, and current performance — was initiated.
Google Ads Account Optimization
Preparing a Search Term Report identified areas for keyword expansion. Opportunities identified included promoting hot tub, in-house moving and college moving services. The Search Term Report, along with new keywords, revealed negatives that were added to prevent irrelevant clicks and spend. Retargeting — in the form of display — was added to re-engage and drive interested leads to action.
The Results
Stats for MVM Toledo
Stats for MVM Columbus
The Results
By adding Knucklepuck to their team, both MVM websites realized a sizable increase in well-qualified leads, which skyrocketed their conversions. At the same time, costs were significantly lowered.
The engagement started in May 2017, and by October of the same year, costs had been driven down by 15% for MaumeeValleyMovers.com and by 7% for MVMColumbus.com. Conversions for both sites grew by 71% and 49%, respectively.
