Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Feb 19, 2004
Blog Post

San Diego Hair Salon Tests Local PPC Ads

SUMMARY: No summary available.
This week the New York Times ran a story that began, "Can small businesses be persuaded to pay for online advertising even if they do not sell their products or services on the Web?"

Well, hair salon owner Jet Rhys, told me the answer is, "Heck yes."

Jet, a self-described "right-brainer" didn't want anything to do with online at first. "I do hair. I've never even owned a computer." But, her young staffers kept bugging her to put up a site, so when she discovered a client worked for the Red Door Interactive agency, she decided to try it.

Clients loved the site - especially the form where they could request a phone call to book an appointment. But Jet's client base didn't grow much until her agency began testing local PPC search ads.

They tried using local terms such as "San Diego hair salon" in Overture and Google; and since Google started offering localized ad serving (where your ad only appears for searchers in selected zip codes) they've tested broader terms such as "hair cut."

Results? Jet's business has boomed, especially for expensive new services such as Japanese thermal straightening and hair extensions that consumers tend to research online. 30% of the Salon's total appointment requests now come from the site, and roughly 50% of these are first-time customers.

Some ads have done as well as 6.25% CTR; and, Jet's average click rate is a respectable 1.09%, with 1.5% of clicks converting to filling out the appointment form.

"It's catapulted me into thinking I can never be without these buys. I'm able to take my blinkers off and see how I can grow in new services," Jet told me.

If you'd like to check out Jet's site, here you go:

See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.