How to Use Google AdWords to Book More Photography Clients – in 7 Easy Steps

There isn’t ONE simple way to grow your photography business. Whether it’s promoting with Facebook ads, blogging your little booty off, or marketing on Pinterest, there are a ton of different ways to get in front of your dream bride. However, there is an avenue that’s often underutilized in the wedding industry and that is Google Adwords.

Google Advertising for Wedding Photographers

Google AdWords isn’t anything new – businesses across all industries advertise on the platform.

However, we believe there’s a huge potential here for the wedding industry, where the competition is tough and brides are searching for everything online.

So how can you stand out among the crowd?

Although a less explored option, Google AdWords can be an extremely powerful tool for wedding photographers. Compared to traditional media advertising like mailers, magazine advertising, or bridal show booths, Google AdWords is usually a much more affordable option – with higher returns.

While the traditional options may put you in front of a wide pool of potential brides, Google AdWords puts you in front of the people of your choosing.

Meaning, depending on your chosen keywords and bids, your ads will be displayed only in the search results that you want to target.

Aka – suuuuper powerful!

Imagine being able to get in front of your DREAM brides at the EXACT moment that they are searching for a wedding photographer.

Although we personally love + focus on the Facebook Advertising platform, Google Adwords is still a great option for wedding professionals.

As marketers and educators, we always want to give you the BEST advice and strategy for how to grow your business – so today, we’re going to dive into how you can get started with Google AdWords!

Disclaimer: Like any marketing strategy, it’s not magic.

You won’t just be able to click the “on” button and sit back and watch the new inquiries come in. Instead, you’ll want to implement a smart marketing strategy.

Lucky for you – that’s exactly what we LOVE to chat about 🙂

Today, we’re going to be sharing 5 simple tips to help you run successful ads on Google as a wedding photographer.

5 Tips for Using Google AdWords as a Wedding Photographer

1. Have clear and relevant landing pages for your website

Before running ads on Google, it’s important to take a good look at your website.

If you are ranking high for your search terms, getting clicks of ideal brides, but your website isn’t relevant or it’s hard to navigate, you’ll be wasting a lot of money sending traffic that won’t convert – and we totally don’t believe in wasting money.

We’re guessing you don’t either 🙂

First things first: when you run ads on ANY platform, you should have specific, targeted landing pages.

It’s best practice for marketing to never send someone just to your homepage. That’s expecting a LOT of our your visitor. You’re essentially asking them to navigate to all the right places on your site, find your inquiry form, and submit.

Best practice is to send them to ONE page that has ALL of the information they’re looking for AND a way to contact you – without ever leaving that page.

Therefore, you’ll want to make sure whichever page you’re sending them to on your website contains all of the relevant information your potential bride will need to decide to contact you.

You’ll also want to make sure there is a CLEAR call to action! This may be a simple contact form or a button to call you directly.

If you’re not comfortable with web design, we recommend using a tool like Leadpages. We build ALL of our own landing pages on the Drag-and-Drop platform, and it makes our lives insanely easier (+ our conversions way higher!).

Leadpages integrates directly with WordPress too!

You can try Leadpages for FREE for 14 days with our affiliate link here.

2. Do Keyword Research on Google

Now that your awesome landing page is ready to go – it’s time to do a little AdWords prep.

When running ads on Google, the keywords you choose are an extremely important consideration. Not only will your keywords determine who sees and clicks on your ads, but they will also determine your budget (or vice versa).

How Google AdWords work is that popular keywords that have a high demand will cost more to bid on. So this is where you can get a little creative if you need to work with a smaller budget.

Use Google’s Keyword Planner to narrow down your options and identify any negative keywords that you wouldn’t want to use in your campaign.

The Keyword Planner will help you identify the amount of traffic the keyword gets, how many monthly searches there are, how competitive it is, and more.

If you’re a wedding photographer, think of ways that you can narrow down your results, such as adding the name of your city or area, or the type of weddings you love to shoot!

This is just one example of how you can use the Keyword Planner to expand upon your keyword ideas for wedding photography:

Wedding Photographer Keyword Planner

3. Organize Your Keywords

Once you’ve narrowed down your options, it’s time to choose which keywords you will use in your campaign.

When creating your Campaign within AdWords, you can group different “types” of keywords under separate Ad Groups. This is similar to creating different targeting options within ad sets in Facebook’s Ads Manager.

For example, one Ad Group may be about wedding photography while another may be about engagement photos. Each ad group should have its own ad copy and a landing page that is specific to the keywords and search intent – which we’ll cover in the next tip!

4. Create a Great Ad

When creating your Google Ad, ask yourself the following questions:

  • What value will my potential client get from this?
  • What will motivate them to choose me (or click on my link!)?
  • Which kind of wedding photographer are they searching for?
  • What is the relevant information they will look for before arriving at a decision?

If you can answer these questions in your ad, you’ll have a much higher chances of converting your clicks into inquiries! 

Keep in mind that there’s a limited amount of characters available, so you’ll want to be sharp, concise and creative with your ad copy! Keep the bulk of the “solution providing” in your awesome new landing page.

Within the ad copy itself, be sure to include the keyword you’re bidding on in the header if possible and include a strong Call to Action (CTA) within the ad.

5. Install Google Analytics

Yes, we’re talking about AdWords here – but Google Analytics is still a great tool to use when running ads!

Plus, it’s totally free.

By installing Google Analytics on your website, you’ll see new insights on the behavior of your clients. These insights will help you understand your visitors’ preferences and get a peek into how they interact on your website. It’ll also help you identify which keywords you’re ranking for organically and how you can incorporate those words into your paid ad strategy.

6. Devote Time to Your Google AdWords Campaign

While you may not be able to check your campaign every hour, you should plan time to stay on top of your campaign and monitor its results.

We recommend checking in on your new campaigns on a daily basis, especially when you’re first starting out and learning about your audience, keywords, and which ads are working best.

By consistently monitoring your campaign, you will be able to check what keywords are performing well and what keywords are lagging behind.

The more information you have, and the more you set aside time to monitor and analyze your data, the better decisions you’ll be able to make on which keywords to bid on, how to write your ads, and adapt your campaign strategy accordingly.

7. Don’t give up too soon

This many sound a little odd to add as a tip, but we want to encourage you to stick out your ad strategies.

Obviously, be smart about your marketing budget and consistently monitor your campaigns. But like we said before, no paid ad strategy is magic – and it all requires some testing and learning.

Google AdWords is no different.

Running successful ad campaigns is both a science and an art. You’ll have to go through a series of trial and errors before being able to optimize your campaign. Just because you’re not successful on the first days, doesn’t mean you won’t be successful in the next few days. 

Don’t be discouraged – just be smart.

This is where your keyword research and monitoring your ads will become SUPER important!

Using Google AdWords to Book More Brides

As you can see, there’s a LOT that goes into running a successful ad campaign on Google. google adwords

We hope that by breaking this process down into 7 simple steps, that you’ll be able to confidently start running ads on Google and start standing out in the wedding photography world.

Like we mentioned in the beginning of this post, exploring a different platform like Google AdWords can be especially helpful in an industry where competition is proven to be high, like the wedding industry.

Yes, it will take time, money, and effort to make it work – but if you implement the right strategies, it can have an enormous impact on the amount of new inquiries you bring in for your business.

So, what do you think?

Have you ever tried Google AdWords for your business? If so, how did it go? Share your wins, questions, or comments with us below!

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