When running Google Ads on your own moving company’s brand name, it might initially seem like a smart strategy to ensure top visibility where potential customers are most likely to see you. However, let’s delve into why this might not be the most effective use of your advertising budget, especially if your brand has already carved out a notable presence in the market.
If your moving company has worked hard to establish a strong brand, chances are your SEO agency has already helped your website climb to the top of organic search results.
When someone types your company’s name into Google, your site probably shows up right there at the top naturally, thanks to the diligent efforts of your SEO strategies over time. Investing in ads for these searches may not add significant value, as your SEO success already grants you prime real estate in search results. This scenario is akin to paying for a billboard on your own property—it’s simply unnecessary.
Moreover, the resources spent on branded ads could instead enhance your SEO endeavors, further solidifying your online presence and making your brand synonymous with reliability and quality in the moving industry.
When existing or potential customers search for your company by name, they expect to see your site appear organically, not as a sponsored result. Encountering an ad instead can create confusion.
It might lead them to question if they’ve found the right site or make them skeptical about why a well-known company feels the need to advertise its own name. This slight hesitation can impact the user experience negatively, making them cautious and possibly detracting from the authenticity your brand has worked hard to build.
A natural, organic search result reinforces trust and reassures customers that they are dealing directly with a reputable provider.
Rather than allocating budget to defend a position you already own naturally, consider using your advertising dollars more strategically. Targeting broader, non-branded keywords such as “reliable movers” or “affordable moving services in [Your City]” can expose your brand to potential customers who are in the discovery phase of choosing a mover.
This approach not only helps in attracting new leads who may not yet be aware of your company but also engages them at a crucial decision-making point, potentially expanding your customer base much more effectively than branded keyword ads.
Action Item: Is your current PPC team advertising on Branded Keywords? How are your non-branded keyword campaigns performing and contributing?
So, while it might be tempting to ensure dominance even on your own brand name through Google Ads, the money could probably be put to better use. Boosting your SEO game or diving into different kinds of advertising strategies could potentially bring much better returns, especially in pulling in new customers.
If you want some insights into your current Google Ads campaigns. Schedule a call with us today!
