Google pay-per-click advertising can win a constant stream of new clients for your hair, beauty or health business, when done properly. In this blog I’ll outline key steps to ensure that the people clicking on your ads are genuine potential clients looking for what you provide!
Before we go into these however, let me emphasize: for best results you should be advertising some kind of offer, which directs to a landing page. On this landing page people provide their name and email address, to be emailed either a generic voucher or generic booking code.
This structure has 2 major benefits:
1) You can state on the voucher/email that they MUST quote the booking code to receive the offer. Record that code with each booking, so you can then track how many new bookings your ads are producing.
2) You can add their name and email to your Email Subscribers list and email them booking reminders and further marketing.
If you know little about Google advertising, as a business owner it’s definitely a skill you want to have. Online training sites like Udemy do cheap beginner courses, which are all easy-to-follow video modules.
Like all digital platforms, it’s easy to chew up your Google ad spend with little return if you don’t follow some key practices. So implement the following 7 key things to keep them lean and profitable.
1. The Ads themselves
*Create 2 ads with slightly different wording to split test, then after a month pause the one that’s costing more per click (CPC)
*Make sure your offer is the 1st or 2nd headline of each ad
*In your ad description list the various treatments you offer and what makes you awesome (awards, exclusive products etc)
*Also include some urgency in the ad description (“Offer closes soon, order now!”)
2. Add a Call Extension
So your phone number is displayed with your ad, as some viewers may want to speak to you (and hopefully book) immediately.
This is super important to avoid wasteful spend.
If you're based in a town: set your search radius to your town only. If you're based in a small village with little else close-by, I would use the Advanced Search function to set a search radius of 5 - 10 miles around your address.
If you're based in a city: again use the Advanced Search to set a search radius of 3 miles from your address. If you’re in a busy city centre, I recommend reducing that to just 2 miles.
Remember the further away from your salon people are, the less likely they’ll visit.
The exception is if you’re mobile of course, in which your search radius can be however far you are willing to travel.
4. Your Budget
We recommend starting on £5 - £10 daily (per location if you have multiple salons). You can always then increase spend after 4-8 weeks, once your campaign is profitable.
Setting your Bidding Strategy to Maximize Clicks is fine but I strongly recommend you set the Maximum CPC (cost per click) at £2.00.
We run ads for salons in several countries, and with the exception of high-priced Skin Clinic treatment searches: £2.00 is the most we pay. Without this cap you run the risk of being overcharged on certain searches.
If you’re a Skin Clinic providing higher priced laser and aesthetic treatments and courses, be prepared to pay up to £5 per click.
Your keyword choices are crucial to ensure your ads are put in front of the right eyes. It’s probably where the most money is wasted in Google advertising.
Use only search phrases that are most relevant to what you provide, set to EXACT match. This means people have to type in word-for-word those keywords in order for your ad to appear.
So if you're a Beauty salon: use the specific beauty treatments you offer, plus your town/city or the words “near me” to conclude.
Beauty salons (your town)
Beauty salons near me
Nail salon (your town)
Nail salon near me
Facials (your town)
Facials near me
Laser hair removal (your town)
Laser hair removal near me
If you're a hair salon, some prime examples of relevant keywords:
hair salons (your town)
hair salons near me
hairdressers (your town)
hairdressers near me
hair cuts (your town)
hair cuts near me
best hair salon (your town)
organic hair salon (your town)
Get the picture? Keep your keywords totally relevant, so you know that the people who click on your ads and spend your money, are genuine potential customers looking for what you can provide
You should create a list of 15 – 25 keywords.
Note: If you’re a mobile hairdresser or therapist include the words “mobile” and "at home" at the start of each keyword. E.g.. “mobile nails (your town)”. This is important as we’ve found people searching for mobile will usually use these terms in their searches.
7. Improve and Optimize:
After 4-8 weeks, using that booking code to track your Google bookings, you can evaluate. Is your campaign working?
If you're a beauty salon or skin clinic, you can also view exactly what treatments Google clients are booking. Are some treatments significantly more popular? If so pause the keywords that are generating little bookings and use your budget focussing on those treatment keywords that are bringing in the most revenue!
And if you’re not getting enough clicks each day to spend your budget?
Change each keywords search type from “Exact match” to “Phrase match”. This means instead of having to type in only those exact keywords, people can now enter those words but also words before or after (e.g.. “best beauty salon near me” or “hair salon near me open Sundays”).
That will increase impressions, clicks and hopefully bookings!
And once profitable: increase your daily budget to whatever you’re comfortable with.
Would you like our EXACT blueprint of how we run Google ads for Hair and Beauty Salons, which you can duplicate to win maximum new clients? Grab our FREE 40 page eBook “The 6 Steps To Flood Your Salon With Profitable New Clients Using Google Ads”.
.....Like moths to a flame....