In the competitive beauty industry, a steady stream of new customers is essential for salon success. Pay-per-click (PPC) advertising provides a targeted way to reach local audiences and drive bookings. However, mastering PPC for salons requires an understanding of best practices and optimisation techniques. In this guide, discover how to successfully run PPC campaigns that convert clicks into loyal clients.

Start with the Right Keywords

The foundation of effective PPC is identifying and bidding on keywords aligned with your services. For salons, relevant keywords could include:

• General terms like “hair salon near me” or “hair styling near me”

• Specific services like “balayage highlights”, “keratin treatment”, “hair extensions”, etc.

• Salon brand name keywords

Leverage tools like Google Ads Keyword Planner and audit your website analytics to find keywords prospects are already using to find you. Avoid vague, broad terms that attract irrelevant traffic. Target more precise phrases with higher intent.

Optimise for Location-Based Searchers

The majority of salon-goers search for local businesses near them. Make sure to include geographic modifiers like city name, zip code, etc. in your keywords. For example, bid on “eyebrow waxing Denver” if located there.

Enable location extensions in your PPC account as well. This displays your address, phone number, and map snippet in ads to capture on-the-go searchers. Hyperlocal PPC drives conversions by connecting with nearby audiences.

Create Ad Copy that Resonates

With the right keywords bringing traffic, compelling ad copy convinces searchers to click and convert. Tailor copy to the emotional motivations of beauty customers. Emphasise things like:

• Luxury, pampering services

• Highly skilled staff

• Top-rated salon experience

• Special offers and discounts

Convey the unique personality and value of your salon. This writing style outperforms generic, lifeless descriptions. A/B test ad variants to determine what motivates your potential clients.

Promote First-Time Offers

Attract new visitors with special offers just for first-time clients. PPC ads are ideal for promoting intro discounts like:

• 20% off first visit

• Free deep conditioning treatment with first cut

• 50% off nail services for new customers

These offers lower the risk for trying your salon. Showcase them prominently in ads and on your site. Consider running a dedicated PPC campaign just for first-timer promos.

Retarget Past Website Visitors

Bring back website visitors who left without booking with PPC retargeting. You can target those who recently visited pages like services, contact, etc. Remarket to them with ads reminding them to book their next appointment.

Retargeting has higher conversion rates since you are marketing to warmer leads. Dynamic number insertion can even showcase “special deals for past visitors.” Purchase remarketing lists in the advertising platform to access these visitors.

Mastering salon PPC brings sustained success. Optimising for local keywords, strategic ad copy, new customer promos, and retargeting opportunities transforms interested clicks into loyal clients. Consult PPC experts to maximise results.