Google Ads for Fitness and Gym - Marketing tips and strategies.

2019 Jan. 04

In this article today, we will discuss the creation and execution of successful Google Ads campaigns for Fitness and Gym. From bringing new customers to try out your fitness service, you need to market everything for the world to know.

 In this scenario, Google Ads not only helps get the word out, but it also helps you target the right audiences.

Google Ads campaigns for the Fitness industry are one niche with a lot of competition. Google Ads, however, can help be the first touch point between you and your customers who are trying to make a decision. Though it highly unlikely to convert online, yet the very first impression leaves a long-lasting impact. Therefore,  running a quality campaign is a must.

Without any further delay, let’s begin with the basics and best industry practices in Google Ads for Fitness Industry.

Right PPC Keywords for Fitness Industry

Choosing the right keywords for any Google Ads campaign can be an intimidating task. The key here is to bid for the right keywords and updating the list with new keywords relevant to your business. It will help you get the most out of your campaign. There are four  major practices for Fitness Industry to keep in mind:

  • It is recommended to use Keywords which are most relevant to your offerings (particular to your niche). For example, if you are a Fitness Industry offering gym and other fitness activities like Aerobics, Zumba, yoga, etc. in Dallas, your parent keywords could include keywords like:

    • Gym in Dallas

    • Zumba near me

    • Gym near me

    • Fitness center Dallas

    • Yoga near me

    • Aerobics near me

    • Best gym in Dallas

Note: Avoid using one-word keywords which are highly searched for, as these search terms aren’t very informative about the kind of food you are serving your Fitness Industry.

  • Though the high search volume of common keywords might tempt you, do not underestimate the power of long tail keywords. Irrespective of the fact that they have small search volume and are too tedious to work with when creating a campaign, they offer higher conversions at a lower cost as compared to common keywords. They are like low-hanging fruits which can provide an easy win with a low cost and the least competition. For example, if you are a Fitness gym in Dallas, considering the above cases, long tail search terms for your services can be as follows:

    • Best Fitness center in Dallas

    • Fitness center near me

    • Best gym chain in Texas

    • Zumba Classes in Dallas

    • Zumba classes near me

    • Best Zumba class in Dallas

    • Yoga in Dallas

    • Yoga Classes near me

    • Best fitness trainers in Dallas

    • Fitness places nearby

Above are a few examples of long tail keywords. As I mentioned, it can be tiresome to work with long tail keywords as it takes a long time to research and accumulate such data for your campaign. However, AdNabu can help you automatically create all the relevant long tails keywords using your primary keywords within minutes.

  • Another thing to keep in mind is the match type of targeted keywords.

  • Statistics show us that exact match type gives maximum conversion at minimum cost, but it has the least coverage of all. Similarly, each match type has its benefits and shortcomings. Using all the match types while structuring your campaign is considered a wise choice.

AdNabu takes care of this from the very beginning itself. It creates the structure of the campaign such that each keyword type has 3 different AdGroup (one for each match type) ensuring that you target the right keyword for the right search term.

Advantage of using “Broad Match Modifier” over “Broad match”

Broad match modifier (a.k.a BMM) is a variation of Broad match. Broad match triggers ads for all searches around the keyword, keyword ideas, synonyms, grammatical forms as well as related words, etc. BMM gives you much more control over the search terms for which your ads will be a trigger. It excludes synonyms but allows variations. For example, if you target ‘Broad’ match-type for keyword Fitness center, it might trigger for the search term Fitness or Center which probably are not relevant to you individually. Instead, BMM will ensure that the word Fitness and Center are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

  • One of the mistakes that marketers often commit is using location-specific keywords exclusively. They might end up losing a lot of relevant searches.

  • For example, if you are a Gym based out of Dallas and targeting the keyword Gym in Dallas, you will miss out on potential customers searching for term Gym or Gym near me, etc. It is hence highly recommended to use the root keywords like Gym near me in your campaigns. You can add location-specific keywords to your campaign, but they should not be the only ones.

Best Negative Keywords for Fitness Industry

You cannot ignore the role of negative keywords, especially when each click costs a fortune. Though accumulating relevant Negative Keyword is an ongoing process, to begin with, below are a  few points to consider.  

  • Put activities that you do not offer in your Fitness Industry, to the negative keyword list. For example, if you do not offer Water Aerobics, Swimming, running, you would want to put all these activities as negative.

  • Add all the sub-categories which you do not offer, to the negative keyword list. For example, if under your set of activities, you do not offer Power Yoga, personal trainers, then put it as negative.

  • Negate all the keywords which are not leading to conversions or have a high cost per conversion to be profitable. You have to keep an eye on such keywords during reporting and assessment, or you can use AdNabu which automatically recommends you to pause such ineffective keywords.

What is a good landing page for you?

A landing page should include various elements like trust badges, result-oriented headlines, gym tour videos, testimonials, awards, etc. Such web landing pages are aimed at driving visitors to take a worthy action.  Since every visitor who gets to your landing page after clicking on your ad may cost you a fortune, there’s no room for error when designing a landing page for your business

Below are some Do’s and Don't to follow:

Do’s

  • Use headlines with words of assurance like Award-winning or Certified professionals to inspire trust in the potential customer.

  • In your headline, add the location you are situated. It will immediately add to the confidence of the prospect that they are at the right place.

  • Use words like Free fitness test or Free Advance body composition test or 2 free trial classes to allure customers to consider your Fitness Center.

  • Have a feedback form with very limited fields to fill (not more than five). This makes it easier for the customers to reach you as well as makes them know that you care.

  • For content, have 2-3 bullet points. Showcase your awards, achievements, celebrity members, testimonials, etc.

  • Add an informative tour video of the gym/fitness center, services, video testimonials, etc. for the customers.

Dont’s

  • Avoid using logos that are clickable with a  link to return to the homepage easily.

  • Do not design Disappearing label for the field name (for example, see the image below) instead of naming the fields.

donts-googd-landing-page-for-fintness-and-gym.png

  • Do not have content-heavy landing pages. It is very unlikely that customers will read through the entire thing.

  • Avoid multiple outbound links or multiple CTA on the same page as it can distract the customers.

Structuring Google Ads for Fitness Industry

Ad copy is extremely important because it is the initial touch point where the content of the ad compels the customer to click on your ad instead of competitor’s ads. Below are the few pointers you must keep in mind:

  • Your ad contains 4 sections. Firstly, the Headline 1 (character limit 30),  you should make sure that your headline is tailored as per the customer's search. Ideally, the ad title should include exactly what they were searching for. For example, Fitness center @$10/month or Best Gym in Dallas or Gym, Zumba, Yoga @$20/month, or Best Zumba in town, etc.

  • The next part of the ad is Headline 2 (character limit 30). It is separated from headline 1 by a hyphen(-). The best way to utilize this section is by persuading the prospect to click on the ad. A clear call to action should be included here. For example,  Best Professional Trainers,20% discount on booking now, Instant booking in minutes, High discounts on the yearly plan, Trained Zumba professionals, etc.

  • Following the two headlines is the Display URL. Here you have an option to customize it with 2 Path fields - Path1 and Path2 (up to 15 characters each). Make sure the display URL is relatable to the types of service the prospect is seeking for. For example, www.GymUrl.com/Gym/Dallas, www.GymUrl.com/Activities/Zumba, etc. Please note the display URL need not be a valid URL. It is only for aesthetic purposes.

  • The next major field is Description (character limit 80). It gives you ample space for your ad’s message. Here, define the value proposition and specialty of your institution that distinguishes you from the other competitors in the market. For example, Come For A Visit, Stay For Results. Book now and get special New Year Discount! or Get Unlimited Club Activities + Gym access. Find your nearest Gym now! etc.

  • Finally, the Final URL is the first page the prospect reaches after clicking on the Ad. Instead of using the home page as a final URL, ensure that the customer lands on the specific section of your website that relates to his initial search or dishes they are interested in.

  • An effective sample ad:

Google_AdWords_Ad_copy_sample_for_Gym-and-fitness.png

Google ad extensions add life to your ads and make them more professional and trustworthy. When used the right way, they can make you easily approachable and hence lead to better visibility for your potential customers. 

Ad extensions work differently for different Industries. Some deliver a better result than others. 

For Fitness Industry, best working extensions are:

Location extension

Location extension enables Fitness Industry to add a physical location besides their ads. This helps you in numerous ways:

  • Having a physical address of your Gym reassures the customers against fraudulent advertisements.

  • It encourages customers who live nearby to contact you immediately or even better, visit you.

  • It also makes it easier for people to navigate their way easily to your Fitness center.

  • For example

Google_AdWords_location_ad_extension_for_Gym-and-fitness.png

The Sitelink extension enables Gym owners to add extra links to share achievements or Photo gallery or other links that might catch the customer’s attention. For example, in case you are targeting a generic keyword for your Ad, this extension might help you add options for customers to have a look at the pictures gallery or book a Free consultation with a single click.

  • This makes it easy for the customers to relate their requirement and it is highly likely for them to click on your ad.

  • It also adds to the relevance of the ad copy itself, it redirects the customer directly to the most relevant page that encourages them to take a step further.

  • For example:

Google_AdWords_sitelink_ad_extension_for_Gym-and-fitness.png

Callout extension

Callout extension gives you an additional 25 characters of space to add beyond the basic description of the add. It is recommended to use this space to encourage the customers to take action.

  • Few examples of callout extension are as below:

Google_AdWords_Callout_ad_extension_for_Gym-and-fitness.png

Call extension

Call extension allows you to add a contact number in your ads. It works much effectively for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you right away. 

For Fitness Industry, it is considered to be very effective because usually, customers have a personalized requirement for advance booking or other questions regarding the Gym, which encourage them to call. 

For example:

Google_AdWords_Call_ad_extension_for_Gym-and-fitness.png

Structured snippet extension

Structured snippets allow you to describe the brief and specific features of the offerings. It provides customers with access to the information about Gym amenities and fitness classes that you offer. 
For example,

Google_AdWords_Structured_snippet_ad_extension-for-gym-and-fitness.png

Conversion Tracking for Fitness Industry

Now that your campaign is ready to work its way with the competitors, conversion tracking is very important and is the last thing to set up as it will help you analyze your performance and optimize it later. Depending on the business type, different conversion types are tracked. For a Fitness Industry, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further help in optimizing your campaigns. Setting up conversion pixel required some amount of technical effort (you would need the person handling your lead page). Benefits of results from it overpower the hassle. 

Here is a guide to help you setup conversion pixel.

Call conversion Tracking

This will help if you are allowing customers to make a call directly through their phones. Calls are extremely beneficial for a Fitness Industry, and luckily Google makes tracking calls even from a website easy. 

Check out how to set up call conversion tracking here.   

Conclusion

If you follow the above suggestions, you would be able to create a well-structured campaign for your industry.This guide will help you get started. In case you haven’t tried your hands on Google Ads for your business, we suggest you to consider setting up a campaign right now!  

If you are still not sure about how to start or to take your Google Ads campaign to next level, sign up with AdNabu & automate campaign creation within minutes.

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