After continued analysis and number crunching, we've found there is a truth about social media advertising for Hair and Beauty Salons and Skin Clinics. One that is continuously reinforced as we create new new ads... and keep seeing bad ads that are wasting business owners hard-earned money.
At the very least it might help you wasting money on bad ads that are chewing up you hard-earned cash.
That truth is this:
For salons and clinics, social media ads give you a solid return when you're advertising an offer on services/treatments that AT LEAST 50% of your target audience is already using, or is considering using.
Anything less than this, when offering services/treatments that are not as mainstream: Google ads using specific keywords is where you want to be hanging out.
Not sure if this applies to you? Let's do a little test with some hair and beauty offers.
Hair Salon offering 50% off Colour, targeting an audience of 21 - 55 yr old females.....
Are at least 50% of the people who see your ads already (or considering) colouring their hair?
Answer: YES! By keeping the search radius tight and have eye-popping visuals, most hair salons we work with see a good return
Skin Clinic offering 50% off Hydra Facials, targeting an audience of 30 - 60 yr old females.....
Are at least 50% of the people who see your ads already (or considering) getting Hydra Facials?
Answer: NO. Sorry if you are an aesthetician and you believe the answer is yes.... the answer we see time and time again is no. Specific skin care treatments only have a small percentage of your audience at any given time interested. That goes for Microderm, Chem Peels, Body Sculpting and other advanced beauty treatments. Google ads always get the clinics we work with better results, as we can place ads in front of people who are Google searching for these treatments.
Beauty Salon offering 40% off Nails and Lashes, targeting an audience of 20 - 40 yr old females.....
Are at least 50% of the people who see your ads already (or considering) having manicures, pedicures or eyelash extensions?
Answer: YES... although that becomes a much bigger YES when you launch an offer for Nails for the summer, which is boom time for these treatments.
Seeing the pattern here?
When you're creating social media ads for a Hair or Beauty Salon or Skin Clinic ask yourself truthfully: am I offering something (or somethings) that most of the people that see it are wanting?
Because Facebook and Instagram will splash your ad on hundreds of newsfeeds, but only a small percentage of those "already have or considering" group will then convert to customers. That "already" pool needs to be big enough to get you a solid ROI.
If you decide the answer is no and you think Google ads could be better suited for you, start by reading our free 40-page eBook The 6 Steps To Flood Your Salon With Profitable New Clients Using Google Ads
Hope this helps with getting solid returns from your advertising in the future.