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2021 Yoga Google Ads Yoga Marketing

Yoga Marketing: 19 Steps To Perfect Google Ads (Part 3)

Yoga Marketing: 19 Steps To Perfect Google Ads In 2021 (Beginner Friendly) – PART 3

 

You’re 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. Targeting
    1. Demographics
    2. Location
    3. Devices
  2. Audiences
  3. Budgets
  4. The Offer
  5. Ad Copy Cheat Sheet
  6. Email List
  7. Requesting Reviews
  8. Testimonials
  9. Remarketing
  10. Bonus: Advanced Google Ad Conversion Strategy

 

Sound good? Let’s get into it:

 

  • Targeting

 

Google Ads offer some extremely detailed targeting options, to ensure that your message is getting out in front of just the right people. 

 

It’s all well and good that someone searched for “yoga classes near me”, if they’re an 18 year old male in Houston, but your classes focus on 45+ year old females in Austin – then you’ll probably want to tighten up your targeting. 

 

In the next sections we’re going to cover:

 

  • Demographics
  • Location
  • Devices

 

  • Demographics

 

Demographics come in a few flavours: age, gender, income. 

 

Age allows you to target your ideal age. If you’ve designed your classes to focus on women 45+, you can exclude all those young kiddo’s from your ad targeting. 

 

Gender allows you to target based on your ideal gender. If your classes are open to both men and women, you can leave this option open, however if you’re focused primarily on women, then you have the option to exclude men from your ad targeting. 

 

Household income is pretty powerful. If your focus is on wealthy women 45+, you can set your demographic targeting to target only those in the top 30% (or top 10%) of household incomes. 

 

As you can see, these options allow you to get hyper-specific with your targeting. 

 

  • Location

 

Another important consideration is your location targeting. 

 

If you run a local yoga studio that requires your students to physically walk in the doors, then likely you’ll want to keep your geographic targeting to a 5-10km radius around your Yoga Studio

 

If however you run an eCommerce store, or you run online classes and can include anyone from anywhere in the world – then you can expand your targeting to go national, or even international. 

 

If time zones are price points are not an issue, you could literally advertise to the entire world. 

 

Review your goals and decide how best it would be for your business to operate. 

 

If you only want local, stay local. But the world is there if you want it. 

 

  • Devices

 

This is one of the finer details, but you can decide whether you want to focus primarily on computers, mobile phones or tablets. 

 

For the most part, this distinction likely does not matter for your business, and isn’t worth spending too much time on. 

 

However, if you’ve been running your campaigns for some months now, and you have conversion data tracking – we recommend reviewing your analytics. 

 

You may find that mobile phones just never convert (or the opposite: they convert the best), but you won’t know until you review. 

 

Keep in mind that sites tend to load slower on mobile phones, so if your site is slow or is not properly mobile responsive, you may find that your conversion rates on mobile suffer. 

 

If that is the case, simply add a ‘-100%’ bid adjustment to mobile to shut it off entirely. 

 

  • Audiences

 

Audiences are where things get really fun. Now we get to harness the vast amounts of Google’s Machine Learning Algorithm, to better find our target audience. 

 

Broadly speaking, Google is always keeping tabs on our activity (yes, that can be creepy, but from an advertisers point of view – it is extremely helpful, we’ll show you how). 

 

Google knows a lot about what people do, and more importantly, what they are likely about to do. 

 

Google groups people into two main audience types:

 

  • Affinity Audiences
  • In-Market Audiences

 

Both are powerful, but we’ll break down now how to take advantage of each. 

 

Additionally, Google gives you flexibility around setting your audiences to ‘observation’ mode or to ‘targeted mode’. 

 

Observation mode means that you’re able to collect data and run experiments, without influencing which audiences are actually run (Google will run all of them). 

 

By contrast, when using ‘Targeted’ mode – google will ONLY show your ads to users who specifically fall in those categories. 

 

We recommend starting with observation mode to collect data and conversions, then switch to targeted mode when you’re clear on who your ideal audience member actually is. 

 

  • Affinity Audiences

 

These are the people who generally like a thing. 

 

For example, there are affinity audiences for Yoga Lovers, Cat Lovers, Fitness Lovers, Healthy Food Lovers and Meditation Lovers. 

 

These are people who are really into those activities and do them on a regular basis. 

 

We recommend targeting Yoga Lovers as part of your marketing campaign. 

 

However, the shortcomings of affinity audiences, is that they don’t necessarily mean that the person is looking to buy that thing, right at that moment. 

 

Enter: In-Market Audiences. 

 

  • In-Market Audiences

 

In-Market Audiences are the people that Google has identified as urgently looking to buy a product or service. 

 

For example, users in-market for gym memberships, are looking to go out and get their gym on. 

 

Users that are in-market for travel – are looking to go see some new destinations. 

 

Users that are in-market for account software – are, well, looking to buy some accounting software. 

 

We recommend targeting users in-market for gym memberships, yoga pants, or online fitness classes – as these are the people that Google has already identified as hot and ready to buy. 

 

If they don’t see you when they search, they’ll see someone else – so better make sure they see, right? 

 

  • Budgets

 

A question that yogis often ask is “how much should I be spending on ads?”. 

 

Great question. 

 

One of the great things about Google Ads is that you can spend as much or as little as you want. 

 

If your budget is only $1/day then you can spend as little as that. 

 

However we generally recommend starting with an initial budget of $5/day to get the ball rolling. 

 

This is enough to test your ad and get a few impressions and clicks and find out whether your ad is working or not. 

 

If you have conversion tracking setup, you’ll be able to tell pretty quickly whether your ads are profitable for you or not. 

 

However, with that said, also be okay that you may lose money in the short term. 

 

Remember what we said earlier about how it takes 6 brand impressions to start getting conversions? 

 

It takes time for a new ad campaign to take effect. It takes time for the awareness to grow, and it takes time for people to develop enough trust to come and buy from you or to walk into your studio. 

 

Mentally prepare yourself that you may lose money for the first 3-6 months you ramp up and perfect your campaign. 

 

But, once you’ve found your winning ads and winning offers, then we recommend gradually raising your budget to $20/day and eventually $50/day, depending on the size of your town and how much you’re looking to grow. 

 

If you’re running an eCommerce store and you’re selling profitably, then the sky is the limit on your marketing budget. 

 

  • The Offer

 

The irresistible offer. 

 

This is what incentives your future students to become present students. 

 

Put yourself in their shoes for a second. While researching online for different Yoga Studios – depending on the size of your town, they likely saw 10+ different studios and offers that they could have taken. 

 

Does your offer stand out? Why should anyone sign up with you. 

 

We recommend running an irresistible offer of a 30-Day Free Trial. 

 

Now most yogis when they hear this, feel a certain sense of shock, of how could they possibly make that happen. 

 

But think about this for a moment. The hardest part of this whole marketing exercise is to get new students walking into your studio. 

 

Once they’re in your studio, they’ll have a chance to fall in love with you, your classes, your teaching style, and even make friends with other students. 

 

Once they’ve made friends, they’ll feel a certain sense of obligation and commitment to keep going. 

 

And voila – you have new long term students for your studio!

 

  • Ad Copy Cheat Sheet

 

Even the best of us groan at having to write ad copy. It was one of those necessary evils. 

 

Getting started with ads can often feel daunting and intimidating – so we’ve prepared a little cheat sheet here to get you started. 

 

Below are 3 examples of ad copy, ripe for the taking (go head – copy it word for word if you want!), to get you started and help build you some momentum. 

 

Ad Copy Example #1:

 

Headline: Yoga [Insert City Name] | De-Stress, Get Fit, Calm Mind | 30-Day Free Trial

Description: 

Yoga is a great way to de-stress, get fit and calm your mind. Right now we’re offering an exciting 30-Day Free Trial to the first 20 students who apply. 

 

Our goal is to help you to become the greatest version of yourself possible. We can’t wait to see you!

 

Ad Copy Example #2:

 

Headline: 30-Day Free Yoga Trial | Yoga [Insert City Name] | Build Your Strength & Confidence

Description: 

Yoga allows students to rediscover their own inner strength and confidence. Through consciousness, meditation and strong determination, students are able to achieve levels of success they never thought possible. 

 

Our goal in life is to help you become the strongest version of yourself. We look forward to seeing you soon!

 

Ad Copy Example #3:

 

Headline:  You’re Stronger Than You Realise | 30-Day Free Yoga Trial | Yoga [Insert City Name] 

 

Description: 

Fun Fact: Did you know that Yoga is one of the leading forms of physical and mental fitness in North America? 

 

Yoga is designed to build confidence, and physical and mental strength through community, meditation and consciousness. 

 

Right now we’re offering a 30-Day Free Trial to the first 20 students who apply. 

 

  • Email List

 

This one should go without saying, but even experienced marketers forget it from time to time: build your email list. 

 

As we talked about above, your email list is about the only asset that you truly own, and you need to build it and guard it with your life. 

 

Platforms like Facebook are notorious for randomly disabling ad accounts, and you need to be prepared should the worst occur. 

 

Platforms are a great way to build and nurture your audience, however always be prepared in the back of your mind that you may need to jump ship at any time. 

 

Build your email list, and use platforms like Mailchimp, ActiveCampaign or Aweber to manage your campaigns. 

 

  • Requesting Reviews

 

Now that we’ve run your campaign, gotten leads, gotten students walking in for their 30-Day Free Trial, falling in love with your classes and with you, it is time to start requesting reviews. 

 

There are many platforms to collect reviews on, but the biggest would be Google Reviews and Facebook Reviews (the third would be amazon if you’re selling eCommerce products there). 

 

We recommend picking one platform to focus on, and then either asking your students after a class or including as part of your regular newsletters.

 

Adding a line at the bottom of every email requesting reviews is an easy and painless way to start collecting reviews. 

 

The goal here is to include a link direct to your review site of choice, removing as much friction as possible from the interaction. 

 

Anything that makes it easier for a user to leave you a review, will be effort well invested. 

 

  • Testimonials

 

Testimonials are the next step up from reviews. 

 

In fact, your reviews can form the basis of your testimonials. 

 

In effect, testimonials are a way for you to show how much other students love your practice, to help you to establish trust with new students. 

 

People love the thoughts and opinions of others. 

 

If other people are raving about your studio, then there is a good chance that new people will want to come find out what all the fuss is about. 

 

We recommend using testimonials as part of your ad copy, as well as on your site and even in your newsletters (sometimes gentle reminders can go a long way). 

 

The point is – get them, use them, promote them – and watch your business grow. 

 

  • Remarketing

 

Remarketing is definitely a more advanced marketing technique, however it is an extremely important tool to keep in your arsenal. 

 

But first – what even is remarketing? 

 

Remarketing is a method by which you can get your message back in front of the people who already love you. 

 

If someones watched over 50% of your video – the love you. If someones visited your website, they love you. If someones purchased from you before – they love you. 

 

Remarketing is your opportunity to get back in front of them again. 

 

As we said earlier, conversion rates double after 6 brand impressions – so it is important (actually, necessary), to get your message back in front of your ideal future students. 

 

We highly recommend setting up and running a strong remarketing campaign on the Google Display Network (note: requires photo and/or video). 

 

  • Bonus: Advanced Google Ad Conversion Strategy

 

An extra bonus section for you here on an advanced Google Ads Conversion strategy. 

 

This takes work, and patience, but if you’ve set everything up properly, will deliver remarkable results. 

 

Remember how we said that Google has an insane machine learning algorithm running behind the scenes? 

 

Well it’s job is to find and uncover patterns. 

 

One of those patterns, is who is likely to convert and make a purchase from you. 

 

Once you’ve setup conversion events in your account, Google will start recording every conversion that occurs, and the character traits of the user who made it. 

 

Once you’ve had 100 conversions (at least) in the past 30 days, you’re ready to roll. 

 

We then recommend you change from a manual bidding strategy (manual CPC) to an automated bidding strategy like Maximize Conversions or Target CPA. 

 

These allow the algorithm to go out into the world, and find those people who most closely resemble those who’ve already made a purchase from you before. 

 

The algorithm is so sharp that it can start slashing your cost per conversion – freeing up your budget for you invest more money into your ad campaign. 

 

It’s win-win-win. You’re happy, Google is happy, and your new students are happy. 

 

Nicely done. 

 

Yoga Marketing: Perfect Google Ads Summary

 

We knew in starting this post that we’d have a lot of ground to cover, but we still weren’t expecting it to be as long as it was!

 

Our goal here was to create a comprehensive step-by-step guide to give you the overview of how to get started with running your Google Ads to promote your Yoga Studio. 

 

While we have done our best to cover everything that we could, it is impossible to cover everything. 

 

If there is anything that was unclear, or anything that you’d like a deeper explanation around, please leave a comment below. 

 

We’ll be happy to respond as soon as we can. Also we’ll strive to keep this article as up to date as possible, updating each year as necessary. 

 

To your success and your journey,

-Arthur

 

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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