Google Ads for Salon and Spa - Marketing tips and strategies.

2019 Jan. 04

In this series of industry-specific Google Ads practices, today we will discuss how to create and manage a successful Google Ads campaign for Salon and Spa who are targeting new customers.

It is a little tricky to bid for Salon and Spas as cost per click and cost per conversion is high for certain keywords and for some keywords it makes perfect sense. Salon and Spa is a moderately competitive industry. On the bright side, google search is the first touch point for research or booking. Hence, it is a perfect place to have your presence for your potential customers.

In my opinion, Google Ads for Salon and Spas is a field worth investing. If you’re practicing in any of the niche businesses like Salon, Spas, beauty stations, express hair stations, etc., then pay-per-click marketing is a viable way to bring traffic to your business.

If you are someone in the Salon and Spa business and you haven’t yet set up a Google Ads campaign for your service region, you are practically missing out on a lot of potential customers. It is crucial to use this tool efficiently or else it may end up costing you.

So without further ado, let’s dive into the basics and the best industry practices in Google Ads for Salon and Spas.

Right PPC Keywords for Salon and Spas

Choosing the right keywords for your Google Ads campaign can be a challenging task. It comes with complicated questions like should you go for long tail keywords for more visibility or more mainstream keywords with the high competition. The key here is to strike a balance between the two. You should target both long tail keywords as well short tail keywords. It will help you to get the most out of your campaign. 

There are 4 major practices for Salon and Spas to keep in mind:

  • Though most of the Salon and Spas cover a broad range of services, it is recommended to use Keywords which are most relevant to your business offerings. For example, if your Salon and Spa are based out of Austin, Texas.

    For your case, let’s consider a sample set of keywords you should use:

    • Best Salon Austin

    • Best Spa Austin

    • Salon near me

    • Body Spa near me

    • Hair treatment salon

    • Smoothening Salon

    • Hair treatment Austin

    • Salon and Spa near me

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

For example, if you use Salon as a keyword for Salon near me, your ads can be triggered for search terms like, Salon interiors, Salon Jobs, Salon Job Qualification, etc. which are not even close to what you want to target. Therefore carefully choosing the keywords is very important.

  • 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 you’re 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 Hamilton Salon and Spa in Austin, considering the above cases, long tail search terms for your services can be as follows:

    • Best Salon and Spa in Austin

    • Cheap Salon and Spa in Austin

    • Salon and Spas near me

    • Downtown Salon and Spa Austin

    • 24 Hour check-in Salon and Spa

    • Corporate Event Salon and Spa

    • Instant Hamilton Booking

    • 5-star Salon and Spa in Austin

      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 the primary keywords we defined earlier within minutes.

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

  • Statistics show us that exact match type gives maximum conversion at minimum cost, but it has the least coverage of all. Similarly, every 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 idea, 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 Book Salon, it might be a trigger for the search term like Book which may not be relevant for you. Instead, BMM will ensure that the word Salon and Book are present in the search. AdNabu automatically creates campaigns which use BMM instead of Broad match.

  • One of the mistakes that marketers commit often is using location-specific keywords exclusively. They might end up losing a lot of relevant searches.
For example, if you are a Salon and Spa based out of Austin and targeting for keyword Salon and Spa stay in Austin, you will miss out on potential clients searching for term Salon and Spa stays, best Salon and Spas, etc. It is hence highly recommended to use main keywords like Salon and Spa Stay in your campaigns. You can add location-specific keywords to your campaign, but they should not be the only ones.

Best Negative Keywords for Salon and Spa

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

  • Negate all the services which you do not offer, and people might search for it. For Example, if you do not offer services like Hair Perming and Home salon service, it would be best to put them in the negative keywords list.

  • Negate all the keywords which are not giving you conversions or have the cost per conversion too high 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 use numerous parts such as trust badges, result-oriented headlines, explainer videos, testimonials, etc. Such landing web pages are aimed at driving visitors to take worthy action.  Since every click will 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 authority such as Best Salon service in Austin or 1 Million satisfied customers to inspire trust in the potential customer

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

  • A headline focused on services and amenities for the customer rather than the Salon and Spa is more likely to achieve better conversion

  • For Salon and Spas, a click to call  button on the top makes it easier for the user to reach the Salon and Spa

  • Use of words like Free hair consultation or free skin consultation to allure the visitors to try your service. It also helps to calm their anxiety

  • Have very limited field to fill on the form (not more than five). This makes it hassle-free for the customer.

  • Have your call-to-action button at the bottom of the form. It should be tailored to match the offer like price list and a time slot to select (for example, see the image below)

dos-AdWords_landing_page_sample_for_salon-and-spa.png

  • For content, have 2-3 bullet points. Showcase your awards, achievements or for how long you have been giving services, customer testimonials, etc

  • Add an informative video educating the prospects about what are they entitled to and what are the best services and amenities at the Salon.

Dont’s

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

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

donts-AdWords_landing_page_sample_for_salon-and-spa.png

  • Do not have text-heavy landing pages. It is doubtful that your potential client will read through the entire thing. Instead, add a few valuable pointers.

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

Structuring Google Ads for a Salon and Spa

Ad copy is significant because it is the initial touch point where the content of the ad compels the client to click on your ad instead of the competitor’s Ads. Below are the few points 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 prospect’s search. Ideally, the ad title should exactly include what they were searching. For example, Looking for a Salon and Spa? or Best Salon and Spa in Austin or Full body Spa starting @$29,  etc.

  • The next part of the ad is Headline 2 (character limit 30). It is separated with headline 1 by a hyphen(-). The best way to utilize this section is by encouraging the prospect to click on the Ad. A clear call to action should be included here. For example, Half price Salon and Spa‎ or Exclusive Deals today or Lowest online prices or Call for Salon Deals, etc.

  • Followed by the two headlines is the Display URL where 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 type of Salon and Spa or room the prospect is seeking. For example, www.SalonUrl.com/Salon/services, www.SalonUrl.com/Salon/Austin, etc. Please note the display URL need not be a valid URL as 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 service that distinguishes you from the other competitors in the market. For example, Visit downtown Austin's award-winning salon. Coupons with $65 today. or Award Winning Hair & Coloring Team. Call Now To Set Up An Appointment. or $399 for permanent hair extension this fall. Best discount on Spa packages.

  • 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 prospect lands on the particular section of your website that relates to his initial search or service they need. For example, if someone looking for Honeymoon Suite then your final URL should reach directly to the page with available suites at your property and not the generic home page, preferably with a price list and discounts the customer can avail.

  • An effective sample ad:

Google_AdWords_Ad_sample_For_Salon_and_Spa.png

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

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

For Salon and Spa industry, best working extensions are:

Location extension

Location extension enables Salon and Spas to add a physical location besides their ads. This helps you in numerous ways:

  • Having a physical address adds to the authenticity of the service offerings and reassures your customers that you are genuine.

  • Encourages customers who are near your location to contact you.

  • Also making it easier for people to navigate their way easily to your Salon and Spa. 

For example

Google_AdWords_Location_extension_for_Salon_and-spa.png

The Sitelink extension enables Salon and Spas to add extra links to share achievements or additional sub-categories of services (in the case targeting for a generic keyword).

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

  • Adding 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_extension_for_Salon_and-spa.png

Callout extension

Callout extension gives Salon and Spas 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 prospect to take action.

  • Some examples for Salon and Spa services are #1 Salon in town, Best Salon in CA, Free cancellation, Ultrafast Booking, etc.

Google_AdWords_Callout_extension_for_Salon_and-spa.png

Call extension

Call extension allows Salon and Spas to add a contact number to their Ads. It works much efficiently for mobile devices as Google adds a clickable call button to the ad. This allows the customer to call you instantly.

 For Salon and Spa, it is considered to be very effective because usually, clients have personalized requests/ questions which encourage them to call. 

For example:

Google_AdWords_Call_extension_for_Salon_and_Spa.png

Structured snippet extension

Structured snippets allow advertisers to describe short and specific features of the product or service offerings. It provides viewers with direct access to information about the nature and variety of services offered. 

In case of Salon and Spa, structured snippets can show potential clients the specific information such as neighborhoods where you offer services, service catalogs, special offers or special occasions you provide services.

Google_AdWords_Structured_Snippet_extension_for-salon-and-spa.png

Conversion Tracking for Salon and Spas

Now that the campaign is ready to work its wonders, conversion tracking is vital and the last thing to set up as it will help you analyze your performance and optimize later. Depending on the business type, different conversion types are tracked. 

For a Salon and Spa, it mainly works in two ways:

Conversion Pixel

It helps track which keywords resulted in leads. This can further assist 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 business call directly from their phone. Calls are incredibly beneficial for a Salon and Spa, and luckily Google makes tracking calls even from a website easy.

 Check out how to set up call conversion tracking here.   

Conclusion

This was a short guide to get started with your Google Ads campaign if you are a Salon and Spa, keeping in mind all the best practices for you. The Salon and Spa industry is one of the industries which are highly benefited from Google Ads, though the results may or may not be visible through online transaction. In case you haven’t tried your hands on Google Ads for your business, we suggest you to consider setting 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 and optimize within minutes.

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