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Yoga Marketing: 19 Steps To Perfect Google Ads In 2021 (Beginner Friendly) – PART 1

Yoga Marketing: 19 Steps To Perfect Google Ads In 2021 (Beginner Friendly) – PART 1

 

Your probably already well aware that promoting your Yoga Studio with Google Ads can be confusing at best, and feel like a complete waste of money at worst. 

 

Yeah, we’ve been there too.

 

Google Ads can seem daunting when you’re just getting started, however rest assured that Google Ads are one of the best ways right now to promote your Yoga Studio. Seriously, this is powerful stuff. 

 

This comprehensive beginner-friendly guide will guide you step-by-step, and show you everything you need to know to run winning Google Ads to grow your Yoga Studio, without wasting your precious time and money. 

 

For the complete guide – jump to any section here:

Yoga Marketing: Google Ads Part 1

Yoga Marketing: Google Ads Part 2

Yoga Marketing: Google Ads Part 3

And see here for the full high-level overview of how to market your yoga studio.

 

What We’ll Cover:

 

  1. First – Why Google Ads?
  2. Google Ad Statistics:
  3. What Is The Difference Between Facebook Ads And Google Ads?
  4. The 7 Sins Most Yoga Studios Do Wrong With Their Google Ads:
    1. Advertising To India
    2. Forget To Include Negative Keywords
    3. Not Using ‘In-Market’ Audiences
    4. Sending Users To Home Page
    5. Not Leveraging Remarketing
    6. Don’t Collect Emails
    7. Don’t Spend Enough Money

 

Sound good? Let’s get into it:

 

  • First – Why Google Ads?

 

Great question. A healthy level of skepticism is always good online, so let us show you some reasons why Google Ads are an essential tool in your marketing arsenal.

 

First, people are on Google to search for solutions to their problems. 

 

If they search for ‘back pain’, they’d likely be interested in pain medication. 

 

If they search for ‘anger management’, they’d likely be interested in ways to de-stress.

 

And if they search for ‘best yoga classes near me’, there’s a good chance they’d be interested in coming to your yoga classes. 

 

And therein lies the power of Google Ads: the opportunity to get in front of your future students, right at that moment when they’re searching for you. 

 

  • Google Ad Statistics:

 

Here are a few eye-opening stats from WebFX about the power of Google:

 

  • 63,000 searches get processed by Google each second, that’s 5.4 Billion (with a B) searches each day (Source)
  • 73% of the paid search market share belongs to Google (Source)
  • 35% of users purchase a product within 5 days of searching for it on Google (Source)
  • Google delivers an 8:1 return on investment (ROI) — or $8 for every $1 spent (Source)
  • $10-$50 is the recommended daily budget for a Google Ads campaign (Source)

 

We feel that 5.4 Billion searches per day says it all – your future students are on Google and they’re searching for Yoga Classes. 

 

Unfortunately, if they don’t find you, they’re going to find one of the other studios in town.

 

This is your opportunity to harness the power of Google to find new students and grow your business. 

 

  • What Is The Difference Between Facebook Ads And Google Ads?

 

As a quick aside: people often ask the difference between Facebook and Google ads and it’s a great question. 

 

Facebook Ads are called ‘interest-based’ ads because they target people that are generally interested in a topic (say, yoga pants) as they’re passively scrolling through their newsfeed

 

While Google Ads on the other hand are ‘intent-based’ ads where the user is actively searching for a solution to their problem. 

 

Both are good, and both are powerful, 

 

  • The 7 Sins Most Yoga Studios Do Wrong With Their Google Ads:

 

Unfortunately, after years of running and managing Google Ad Campaigns for clients, we’ve seen several deadly sins that crop up over and over again, that most yogis and business owners are completely unaware of. 

 

We’ve outlined here 7 of the worst offenders, that cost the most money, and damage user’s trust that Google Ads can actually deliver results. 

 

  • Advertising To India

 

First of all, let me make this clear: this is no disrespect to India or Indian people. Indians are some of the nicest and friendliest people I’ve ever met. 

 

But if you run a yoga studio in Montreal, you’re looking to have local Montrealers walk into your studio.

 

If you run a studio in London, you’re looking for local Londoners to walk into your studio. 

 

See how this works? 

 

There is no point advertising to India if Indians can’t physically walk into your studio. 

 

Now as an aside: COVID has changed our world and there are more and more online classes technically anyone can do from anywhere in the world. Assuming that timezones or pricing aren’t an issue, then advertising internationally may actually make sense. 

 

  • Forget To Include Negative Keywords

This one is a total budget killer. Watch out for it. 

 

Google Ads allows you to add negative keywords as additional qualifiers on your search terms. 

 

Say for example you run a high-end studio and you’re bidding on the keyword “Yoga Classes Madrid”

 

Then you likely wouldn’t want your ad to show for any of these searches:

 

  • Cheap yoga classes
  • Budget yoga classes
  • Yoga teacher classes
  • Yoga teacher resume
  • Yoga teacher salary
  • Yoga classes Paris

 

See why?

 

You don’t offer cheap yoga classes or budget classes, and you teach students, you’re not looking for people wanting to become yoga teachers or go to yoga classes in Paris – those are not your ideal students!

 

Simply adding the following negative keywords would prevent those search terms from triggering your ads:

 

  • Cheap
  • Budget
  • Teacher
  • Resume
  • Salary
  • Paris

 

Done. 

 

  • Not Using ‘In-Market’ Audiences

 

Now to be fair, this is a more advanced strategy, but Google offers powerful ‘in-market’ audiences, and you should be using them. 

 

What is an In-Market audience? 

 

In-Market audiences are people that Google has identified through it’s intense machine learning algorithm, are likely about to buy something. 

 

For example, people who are in-market for travel, they’ve been checking out travel pages, looking at expedia, booking hostels, booking flights – Google knows that they are in-market to buy travel related stuff. 

 

Similarly, Google has an in-market audience for people who are looking for gym memberships and exercise equipment. Some examples of highly targeted in-market audiences to use:

 

  • Yoga apparel
  • Online fitness classes
  • Gyms and athletic clubs
  • Fitness classes and personal training services

 

Imagine someone is in-market for fitness classes and they also search Google for “yoga classes near me” – do you think there’s a good chance they’ll want to come join your studio? Absolutely. 

 

  • Sending Users To Home Page

 

This is one of the cardinal sins of online advertising: sending users direct to your home page. 

 

Now, in fairness, if you’re just starting out and you’re brand new to advertising your yoga studio, then sending people to your home page may be the best option you have (better than nothing right). 

 

However, in the long run we highly recommend you start creating dedicated landing pages. 

 

What is a dedicated landing page?

 

A dedicated landing page is when you send a user to a page that has one offer and one call to action. 

 

Let’s say for example, you run an ad that says “30-Day Free Trial”, the goal is to then send them to a landing page on your site with a headline that says “30-Day Free Trial” so there is continuity between your ad and your site.

 

As well as – the only option on the page should be for them to book an appointment to come in for their first class. That’s it. 

 

Why?

 

Because if you send users to your home page, they will get lost (as the saying goes, ask us how we know…). 

 

People are busy and they don’t have time to think. If your site doesn’t make it abundantly clear what you’re offering, and how they can get that offer, people will get lost, they’ll get confused and they’ll leave. 

 

That’s when your ad dollars get wasted. And we’re here to make sure your money works to grow your business, not to make Google fat. 

 

  • Not Leveraging Remarketing

 

Remarketing is another advanced technique, however skip it at your own peril.

 

But first – what even is remarketing? 

 

Remarketing is simply about getting your brand and your message back in front of your ideal customers. 

 

In fact, WordStream found that conversion rates double after 6 brand impressions. 

 

What does this mean? Most people won’t buy the first time they see your ad. 

 

I know it seems harsh, but it’s just the reality of advertising online.

 

The antidote is to set up an effective remarketing campaign to turn your ads into dollars and students in your studio. 

 

  • Not Collecting Emails

 

We’ve said it before and we’ll say it again: not collecting emails is one of the biggest cardinal sins of online marketing. Even experienced marketers mess this up and it blows our mind. 

 

Why is collecting emails so important? 

 

Because emails are an asset that you own 100%. Nobody can ever take them away from you. 

 

Compare that against say advertising on Facebook – at any moment (without sounding too doom and gloom), Facebook has the power to completely shut down your ad account. 

 

We’ve see it happen before, and it will happen again. 

 

Facebook is a terrific advertising platform, however don’t get lulled into a false sense of security. 

 

Facebook can and will shut you down if ever you violate their policies (or even if you don’t). 

 

By having your client’s emails, you’re able to keep the conversation going, no matter what. 

 

And that peace of mind is worth the tiny effort it takes to build and maintain an email list (seriously, it’s not that much). 

 

  • Don’t Spend Enough Money

 

Now we know this is a touchy subject, so we do want to tread carefully, but a common misstep that many yogis make in advertising their studio with Google Ads is not spending enough money. 

 

Now we get it, spending money can feel painful if you’re not seeing the returns. 

 

That is why we recommend starting with a low budget of say $5-$10/day to allow you to test and experiment – and once it’s clear that you’ve found success, to start raising that up to $20 or $50/day. 

 

If you’re looking for serious growth in your studio, $50/day is recommended. 

 

This gives you (and Google) enough budget to properly test different ads, different offers, different headlines, different audiences, different landing pages to find out where your target audience is. 

 

Once you’ve narrowed in on your best converting audience, then it’s time to go all in. 

 

The best part of digital marketing is that it doesn’t need to be a gamble – you have the tools to test and experiment, so you know definitively what actually returns money and more importantly, new students for you. 

 

For the complete guide – jump to any section here:

Yoga Marketing: Google Ads Part 1

Yoga Marketing: Google Ads Part 2

Yoga Marketing: Google Ads Part 3

And see here for the full high-level overview of how to market your yoga studio.

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