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Worst niche ever as far as targeting goes?
Starting to wonder if this was a bad idea?♂️. I’ve built a lead gen company at the request of some friends that own a moving business. Means I have had some good experience over the past few years capturing leads on FB I was like what the hell…let’s try it. They’re willing to pay me pretty good for leads but I’m having a hell of a time with targeting. Unlike targeting hobbies or interests…no one “likes” moving or is interested in it. On top of that is the specific time period you need to catch someone in. So far I’ll start a campaign with new creative and do some testing. The first few days, (usually 1-2) the ads do pretty good but my CPMs are high (around $30-35). I only mention CPMs because it feels like reach is my only ally so far. CPA’s are ok but could be better. I’m targeting people 35 and over and that could be why. But I’ll get decent conversions for the first day or two and then the adsets will fall off a cliff…like all the sudden I’m not even getting clicks but my money is still spending aaway. Not using CBO at the moment and targeting specific locations like “50+ miles from Denver”. Is it just wishful thinking to think an Adset in this niche will ever optimize? I mean unless FB’s algorithm is smarter than I think will it actually start to put together that I’m looking for people with the intent to move? And I’m trying to picture…how it pictures a LAL? Again what are the chances it will actually find people in similar situations that need to move and show my ads to them? Unless I can get something to scale this is looking like a bad match for FB. Any thoughts on another way to approach targeting? Really wishing they still had the ole “Likely to move” option right about now. ?
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11 Replies
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Yeah I’d only do retargetting in FB for the moving niche.
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Adwords?
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Absolutely a bad niche… Very little recurring revenue, mostly new clients, hard to target. If you really want to help them you need an inbound strategy so probable seo + adwords
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Facebook is the wrong place to go after a transient interest like moving. Start with search, then add a retargeting pixel from Facebook, and run retargeting only.
This should apply for any transient interest: travel, moving, looking for a doctor, looking for car repair, etc.
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Focus on Paid Search, quote comparison offer is everything.
Below are tactics, but they never really scaled.
– On Facebook, mostly retargeting – potentially retarget video views or create shareable content/advertorials
– Pinterest sometimes works – it naturally attracts boards of people planning their move.
Have no idea what kind of money you’re going after, but personally I think unless you’re covering nationwide there’s better verticals to go after.
Source: I ran a £100k+ / month relo vertical, both domestic (EU) and international (WW), a couple years ago.
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I mostly run Google Ads, so take this however you’d like, but can you start by targeting people looking at purchasing a new home or apartment?
I know google has in-market audiences for real estate. I’m not sure what the Facebook equivalent might be, but my guess is that there’s probably a strong correlation between people who are looking to purchase a new home and people who need moving services.
I know of people that specialize in Google Ads for moving companies, so I would definitely recommend moving towards Google if you don’t want to have to try to prove whether or not Facebook works for your niche.
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You actually get any leads at all? Thats amazing. I think its impossible to do it in anything but search, where you will pay through the nose for clicks. Maybe you could target real estate as interest, but that is still a stretch and probably won’t work. Or you can go super broad, click bait, try to convert via remarketing or something.
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Google has Life Event targeting that includes people “moving soon”. That may be a good option to consider.
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Use Google Custom Intent audiences and run Google Display Network with an enticing offer to a landing page, opt-in page. Use Facebook to retarget but make sure you’re remarketing list ends within 30 days max. It’s likely a short buying cycle. Use Messenger (if you’re company uses it with a quick response) to retarget and drive conversions on Facebook.
If the company you’re working with offers a discount or some special, run it as a promo on your landing page. Add a countdown timer to add urgency. Make sure the phone number or opt-in is clear and visible.
Also make sure your Custom Intent Audience is spilt tested. Create one for people who have searched competitors – maybe like U-Haul or if it’s a DFY (done for you) market you’re targeting, target local competitor keywords and websites.
Don’t use Google Affinity audiences since the intent is going to lowest funnel and likely not a long buying cycle.
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Google Ads paid search for that niche.
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An open audience on Facebook is something you should try… still should set up Google Ads, but it can be highly competitive in that industry. So the people you drive from Google Ads to your site will be tracked with the pixel. Facebook is smart enough to show it to people that are most likely to convert solely based on pixel data. It works better than a LAL because of the lower CPC and larger reach. Facebook wants to show it to the right people so you make more money and spend more money on Facebook Ads… works well for me when I advertise someone in a similar niche. I’m running it as CBO that started off at $100/day and now up to $500/day. Tested $1000/day and CPA went way up to almost $200. CPA currently $50-75 and works well for my client and his business. The CPA on google is $100-150 for reference. Going to test dynamic ads now.
Also when running CBO make sure your daily budget is about 2-3 times your cost per lead to run effectively.
Best of Luck!
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