Because laser tattoo removal is such a niche procedure, only people with tattoos and tattoo regret will be interested in your services. So how do you target that specific audience out of the thousands of people in your area? The answer: online marketing.
Online marketing can mean a variety of things, including simply having a website. However, there are more precise and aggressive mediums for reaching potential clients – and allowing them to reach you – than having a web address. Google AdWords is a pay-per-click marketing platform that helps small, medium, and large businesses alike target people who are searching for exactly what you have to offer.
If you have an amazing website but no visitors, then there really is no purpose in having a website at all. A website’s main purpose is to educate potential customers about your service and convert them into sales. If you have no visitors then you have no sales, and if you aren’t making sales, then you aren’t generating revenue.
Google AdWords is a great tool for driving traffic to your site, marketing your laser tattoo removal services, and ultimately increasing your sales. In this article, a member of Astanza’s marketing team will discuss how Google ads work and why AdWords is important for laser tattoo removal businesses. We offer this service for each of our clients so we know a thing or two about it!
Why Use Google AdWords?
Google is the largest search engine on the Internet. Today, “just Google it” is a common response to someone who is looking for an answer or is in need of something. When you perform a search on Google, you’re immediately given a list of results from all over the web that best matches your query. The order in which page results are listed is decided by how relevant that page is to the keywords or phrase being searched for.
The relevancy of a page is determined by a Google algorithm which is made up of over 200 factors. However, the algorithm’s main focus is on quality content and links from other credible sites. Basically, Google grades a website based on how relevant it’s content is to a person’s search and then ranks – and displays – it accordingly. Another term for this is search engine optimization (SEO). In layman’s terms, SEO means making your site as attractive to Google as possible to get it listed on the first page of search results without paying money.
For small businesses and websites just starting out, it can take months to see results from SEO. Remember, your brand new site is being ranked against competitor websites that have been established for a longer period of time and are likely more full of content. A brand new website or business is more likely to rank on the third or fourth page of Google search results than it is to rank in the top ten search results, and we all know how unlikely it is for people to click on anything past the first page.
That’s where Google AdWords comes in to play. While you work on building your site’s SEO, you can skip the wait for results by paying Google for ad space. With this paid space, your website shows up in the top four “ad” search results, helping you to gain impressions and clicks to your website immediately, regardless of how long your site has been established.
Google’s search engine algorithms are constantly evolving and improving to stay true to their word of delivering the most relevant search results and ads possible. Google AdWords helps bring extremely targeted leads to your website because it allows you to focus on customers who are most in need of your services.
How Do Pay-Per-Click Ads Work?
There are many variables that go into making an AdWords campaign, but basically you start by creating an ad and building a list of phrases and keywords that best describe your business and services. When a customer performs a Google search with those phrases and keywords, your ad will appear with a link to your website. Potential clients can click on the ad link and become a lead. We will go over some of the main customizable options that go into an AdWords campaign to give you a better understanding of how a Google ad works.
Choosing the right keywords is crucial to having a successful AdWords campaign. You want to list relevant, high-volume keywords related to your services and location that customers are most likely to search for. Putting yourself in your customer’s shoes is the best way to start. For example, if I live in Dallas, Texas and have a tattoo that I want to remove, some keywords I would search for are: ‘remove tattoo,’ ‘laser tattoo removal in Dallas, Texas,’ ‘best tattoo removal Dallas,’ and so on. The more relevant your keywords are, the more likely they are to rank higher against competitors’ ads. Including these keywords in your ad titles and descriptions will also improve their click rate.
One of the best attributes about Google AdWords is that they let you narrow your audience by location. So going off of our Dallas example, you can locally select and geo-target potential clients in that specific city and surrounding areas so you don’t waste ad spend on customers who aren’t near you. AdWords allows you to customize location by countries, states, cities, zip codes, and even radius targeting, to show your ads to people within a certain distance from your location. Even better, you can also exclude locations to customize your ads even more and ensure you aren’t paying for clicks by people on the other side of the world.
Ad extensions are additional factors that are attached to your ad that provide more information about your business. Ads with extensions often help visibility and increase the clickthrough rate by giving customer’s additional ways for them to interact with your ad. Below are some of the more popular ad extensions that people implement in their ads:
- Call extensions – Allows customers to call your business with the click of a button.
- Sitelink extensions – Adds links to specific pages on your site to help customer’s find the exact information they are looking for (i.e. before and after photos).
- Location extensions – Lists your business information and location so that customer’s are able to find your nearest location.
- Callout extensions – Lets you include additional text about your business such as specials, products, and other services you offer.
One of the greatest things about AdWords is the fact that you decide how much you spend. You have full control over your budget and can increase or decrease it whenever you want. For example, if an ad is performing extremely well, you can increase your ad spend to increase that ad’s performance. Likewise, if an ad is underperforming, you can decrease it or stop it altogether. Budgets are set on an average daily amount. When your budget is reached for that day, your ads will typically stop being shown for that day. Google provides great reporting to help you monitor your budget, determine which ads work best, and reduce any chances of you overspending. As mentioned earlier in this article, Google AdWords is a pay-per-click marketing platform that only charges you when somebody clicks on your ad. So, you literally only get what you pay for.
Laser tattoo removal businesses just starting out can greatly benefit from Google AdWords. This marketing platform helps drive traffic to one’s site and ultimately increases sales. Google AdWords helps you target the prospective customers that need your services most and helps to convert them from leads to customers.
Paying for online advertising may seem skeptical to some and even intimidating to those who are unfamiliar with how AdWords works, but when put into action, AdWords can deliver amazing results and immediate ROI.
Astanza offers complimentary, customized AdWords setup for all of our clients. There are also hundreds of resources online to help educate you on the ins and outs of how this platform works. Our marketing team is eager to help you take advantage of this incredible online marketing tool, so give us a call and learn how you can get started building your own AdWords campaign.