The New Google “Boost” For Local Spas: Cure or Curse?

Google just released a new local business advertising program called “Google Boost” that could be a serious game-changer. And not necessarily in a good way. It depends on your perspective:

Say your spa is #1 already for the keyword “spa Austin” – a keyword that gets 33,100 searches a month. You’re likely getting MASSIVE amounts of traffic from this keyword alone. If you’re in this position, you may have gotten there through a painstaking & expensive combination of proper search engine optimization (SEO) techniques and Google Places optimization.

But with the new Google “Boost” program, any competitor could, in theory, simply pay to have an advertisement right above your top slot. Not good.

The Major Difference Between Google Boost and Google Adwords

Now, you may be thinking, “but doesn’t Google Adwords give the ability to put ads above the local listings?” Yes, it does. But not like this. Google Boost is different from Google Adwords…WAY different…and in my opinion, potentially MUCH more effective…or damaging, depending on your perspective.

The key is in the way Google Boost ads look compared to a Google Adwords ad. Bottom line, Boost ads are made to look JUST LIKE GOOGLE LOCAL LISTINGS , but instead of a little red map marker, it has a little blue marker. See below:

In the image above, the “Picture Me Portrait Studio” is the Adwords ad – the “Click Photography” is the Boost listing. The Adwords ad only has a link to the advertiser’s website, but the Boost listing has a link to the advertiser’s website, a link to their Google Places listing, and the optional Google “Tag” (extra $25/mo.) which gives you numerous options to promote various aspects of your spa, such as a Google Places coupon, an update about your spa (events, new products/services), a photo of your spa, a video link, a link to make reservations, or a link to your spa’s menu. A LOT more than Google Adwords…for around the same price!

How Google Boost Ads Are Displayed and How Much They Cost

Google Boost are pay-per-click ads, so you don’t pay unless someone clicks on your ad. However, the cost-per-click is a gray area pretty much left up to Google, based on the competitiveness of the keyword. Another major difference between Adwords and Boost is you’re not able to choose the specific keywords that will make your ads show up. Instead, Google dictates when your Google Boost ad shows up based on the CATEGORIES you’re listed under in your Google Places listing. See below:

Now, you may be looking at the above ad rates and thinking “that sounds expensive”. Well, as a general rule, paying for clicks IS expensive if you don’t have a rock-solid way to convert those clicks into sales. You MUST have a follow-up process in place to convert those clicks into sales, or you will find yourself lining Google’s pockets every month with nothing to show for it.

As an Ultimate Spa Marketing System client, we will put a proven lead generation and follow-up process in place on your existing website to convert those clicks into sales. For a one-on-one demo of our system, please contact us here.

How to Setup a Google Boost Ad

To setup a Google Boost Ad, you need a free Google Places listing. Chances are good if you’re reading this article, you already have one (if you don’t, watch my Google Webinar to learn how). Log in your Google Places account, and the Boost setup info is right there on the first page when you log in. While you’re there, sign up for Google Tags for an extra $25/month, which will only enhance your listing and get you more clicks. It’s a no-brainer.

Don’t Let Your Competitors Get The Jump On You

It’s competitive out there, folks. I wouldn’t even give this one a second thought. Start your Google Boost Ad Campaign Today. If you’re already #1 for major keywords in your market, I would sign up for the MAXIMUM amount of clicks you can afford to keep your competitors at bay. Don’t even give them the chance to outrank you. By the time they discover Google Boost, you’ll already be buying all the clicks.

If you’re NOT #1 on Google in your market right now, hopefully the GARGANTUAN OPPORTUNITY I just revealed to allow you to out-rank the top spas in your area was SO OBVIOUS you didn’t even need to read this far in this article to know you should ABSOLUTELY do this TODAY. Drop what you’re doing and do it right now. Yes, it’s that important.

Questions?

Learn more about Google Boost here.