Your business’ online reputation may soon get a bigger footprint. Google recently launched beta testing of AdWords Express home services ads in the San Francisco area. This first test release only includes “plumbers, locksmiths, house cleaners, and handymen”, however, it’s likely Google will expand these home services ads to any local service provider when the system goes wide.
What does this mean for moving businesses? Well, that remains to be seen. But there are a couple things we can count on if this feature is expanded to movers. First, plan to increase your marketing and AdWords budget to participate. This will help you show up at the top of the search list for your local customers.
You should also plan on paying closer attention and responding to Google reviews. Since it appears Google is trying to compete with Yelp and Angie’s List, that means business owners can likely anticipate some of the same headaches experienced with those review services.
There’s a chance that the home services ads will have a negative impact on rogue movers. Google has declared that all companies will need to be vetted and approved by Google prior to being displayed. It’s unclear yet what that could mean for movers. But hopefully that process will include a review of DOT and FMCSA licensing, along with Better Business Bureau information. If it does, it may help combat and weed out rogue movers without these important certifications.
No word yet on when this service will roll out nationwide. But with Angie’s List and Yelp reporting a combined revenue of over $700 million in 2014, it makes sense that Google would want a piece.
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