How to Boost Your Modeling Agency Using Google Ads

Overview:

In the cutthroat world of modeling agencies, standing out from the crowd can feel like walking a tightrope in six-inch heels.

 

Google Ads can be a secret weapon for agencies in this competitive world to stand out in the digital realm. Attracting the right clients and showcasing talented models can be a real challenge. Most agencies are up against countless competitors vying for the same attention. It's like trying to find the perfect outfit in a crowded fashion store - overwhelming and time-consuming.

 

Let’s take a look at how Google Ads can help navigate this landscape and make an agency shine like a diamond on the runway.

 

Keep reading to discover 11 Google Ads Strategies on tailoring a campaign to establish and grow a digital presence -  just like a well-fitted suit.

Google Shopping Ads Overview

Picture Google Ads as being the VIP invitation to the biggest fashion show in town - except instead of showcasing the latest trends, it's all about putting the modeling agency in the spotlight.

It's the platform that helps to showcase models, ethos, and what makes an agency unique.

In this industry, standing out is everything.

BoostModellingAgency
BoostModellingAgency

What is Google Ads?

So, let's break it down. Google Ads is a pay-per-click advertising system that allows agencies to place ads on Google's search results pages and across its vast network of partner websites. When someone searches for keywords related to an agency, such as "top modeling agency" or "fashion models for hire," ads have the chance to appear at the top of the search results. It's like having a personal billboard, but instead of being seen by random passersby, it's targeted to people actively searching for what an agency offers.

The beauty of Google Ads lies in its versatility. Users can create text ads, display ads featuring eye-catching images, or even video ads that give potential clients a behind-the-scenes perspective.

 

Choosing the Right Keywords: Stepping into the Clients' Shoes

When it comes to Google Ads, keyword targeting is like picking the perfect accessory to complement an outfit. It's all about choosing the right keywords that will attract the attention of ideal clients and make an agency stand out. But how does one go about selecting those keywords?

 

First, agencies should put themselves in the shoes of their potential clients. What words or phrases would they use when searching for a modeling agency? Some common keywords might include "top modeling agency," "fashion models for hire," or "professional model management."

 

BoostModellingAgency
BoostModellingAgency

Pros:

  • Agencies increase the chances of their ads being shown to people who are actively looking for the services they offer.

 

Cons:

  • Highly competitive - other agencies might be bidding on the same terms. This can drive up the cost-per-click and make it more challenging to achieve a good return on investment.

 

To mitigate this, agencies should consider targeting long-tail keywords, which are more specific and less competitive. For example, instead of simply targeting "modeling agency," they could target "boutique modeling agency specializing in fashion editorials." 

BoostModellingAgency

By continuously monitoring keyword performance and making data-driven adjustments, agencies can refine their targeting and maximize the impact of their Google Ads campaigns.

Visually Engaging: Eye-Catching Display Ads

BoostModellingAgency

Display ads are like the billboards of the digital world, capturing the attention of potential clients with eye-catching visuals and compelling messages. They provide a fantastic opportunity for modeling agencies to showcase their models in action, whether it's through stunning runway shots or behind-the-scenes glimpses of photoshoots.

Pros:

  • Visual appeal - By featuring high-quality images or videos, agencies can effectively communicate the essence of their brand and the talent they represent. A well-designed display ad can stop scrollers in their tracks and leave a lasting impression on potential clients. However, it's crucial to approach display ads with a strategic mindset. Simply putting together a visually appealing ad is not enough; it needs to be thoughtfully crafted to resonate with the target audience. This means considering factors such as ad placement, size, and messaging to ensure maximum impact.

  • Opportunity to reach a wide audience across various websites and platforms.

Cons:

  • Requires more effort to produce. Display ads can sometimes be overlooked if they blend in too much with the surrounding content. To combat this, agencies must prioritize creating ads that are not only visually striking but also clearly communicate the unique value proposition of their services. This requires an investment of time and resources.

Video Ads: A Powerful Tool for Modeling Agencies

Video ads have become a powerful tool for modeling agencies looking to showcase their talent and attract potential clients. It's storytelling time.

 

By creating engaging behind-the-scenes content or model portfolios, agencies can provide a real sense of their unique vibe and stand out in the competitive world of fashion.

BoostModellingAgency

 

Pros:

  • Ability to capture the essence of the agency and its models in a way that static images simply cannot.
  • Showcase models in action, whether on the runway, during a photoshoot, or even in candid moments.
  • Potential clients get a better understanding of the agency's style and the personalities of its models.  
  • Video ads are engaging and provide a real sense of an agency's vibe.
BoostModellingAgency

Cons:

  • Creating high-quality video ads requires more effort and resources than other advertising types.  From scriptwriting and filming to editing and post-production, the process can be time-consuming and costly.

 

Agencies must be willing to invest in the necessary equipment, talent, and expertise to ensure their video ads are professional and effective.

 

Despite the challenges, the benefits of video ads often outweigh the cons. By providing a more immersive and engaging experience, video ads can help modeling agencies build stronger connections with their target audience and ultimately drive more business.

Local Campaigns: Your Exclusive Party

 

Modeling agencies focusing on a specific area will find local campaigns perfect for their needs. It's like hosting an exclusive party and inviting the whole neighborhood to join in the fun.

 

Local campaigns allow agencies to target a specific geographic area, ensuring that the message reaches the right people in the right place.

BoostModellingAgency
BoostModellingAgency

Pros:

  • Drives local awareness and gets people talking about an agency in the community.
  • Increase foot traffic to an agency's physical location or events.
  • Creates a sense of exclusivity and belonging for the target audience in the area.
  • Tailors the messaging and creative to resonate with the local culture and preferences.

 

Cons:

  • Limits the reach to a specific geographic area, potentially missing out on clients outside the targeted region.
  • Requires a deep understanding of the local market and its unique characteristics.
  • May face increased competition from other local agencies or businesses vying for attention.

 

 

BoostModellingAgency

Even with these limitations, local campaigns can be incredibly effective for modeling agencies looking to establish a strong presence in a particular area. It’s important to keep messaging on-brand and creative eye-catching to stand out from the crowd.

Remarketing Ads: The "Hey, Remember Us?" of the Digital World 

Remarketing ads is a powerful tool for modeling agencies looking to reconnect with potential clients.

BoostModellingAgency

 

These ads target users who have visited an agency’s site but left without booking a model or signing up for services. It's like running into an old friend at a cafe – it reminds them of that friendship and brings back memories.

BoostModellingAgency
BoostModellingAgency

Pros:

  •  Increases the chance of conversion by targeting interested parties.
  • Helps keep an agency top-of-mind for potential clients who may have been distracted during their initial visit.
  • Allows an agency to tailor messaging and creative to users who have already shown interest in them.
  • Can be cost-effective – focusing on a smaller, more relevant audience.

 

Cons:

  • Can be perceived as invasive or annoying if not done tastefully.
  • Some users may feel like they're being stalked across the internet, which can lead to a negative perception of an agency.
  • Overexposure to ads may cause ad fatigue, leading potential clients to tune out the message. There's a fine line between being helpful and being a nuisance, so it's crucial to find the right balance.

When creating remarketing ads, it's essential to keep messaging fresh, relevant, and non-intrusive. Don't be that ex who can't take a hint – instead, focus on providing value and reminding potential clients why the agency is the best choice for their needs.

Google Shopping Ads: Merchandise Spotlight

Google Shopping Ads are perfect for agencies selling merchandise or model portfolios.

 

BoostModellingAgency

Picture this: merchandise displayed right at the top of the search page, like the headliner at a fashion show. These ads showcase an agency’s products directly to potential customers, making it easier for them to find and purchase goods.

 

BoostModellingAgency
BoostModellingAgency

BoostModellingAgency

Pros:

  • Direct showcase of products leading to higher purchase intent.
  • Increased visibility for the agency's merchandise or model portfolios.
  • Ads are displayed prominently at the top of the search page, capturing potential customers' attention.
  • Streamlined purchasing process, as users can click directly on the ad to buy the product.

Cons:

  •  Requires a physical product, which might not suit all agencies.
  • Agencies need to invest in creating and managing a product inventory.
  • Success relies on the quality and appeal of the merchandise being sold.
  • Competition can be high, as other agencies or retailers may be selling similar products.

 

When using Google Shopping Ads, make sure the merchandise is as on-point as the models. No one wants a t-shirt that fades faster than a spray tan, for example.

App Campaigns: Unlock Potential

 

Having a strong presence on smartphones and tablets is essential for any modeling agency looking to make a lasting impression today. For the tech-savvy entrepreneurs out there, App Campaigns are akin to a digital runway. They promote apps across Google's largest properties. It's like having a personal billboard in Times Square but in the digital world.

BoostModellingAgency

By showcasing an agency’s app on platforms like Google Search, Google Play, YouTube, and the Google Display Network, agencies can drive app installs and engagement from a wide range of potential users. This exposure can be especially valuable for modeling agencies looking to expand their reach and attract new talent or clients who may not have found them through traditional channels.

BoostModellingAgency

However, it's important to keep in mind that App Campaigns are only as strong as the app they promote. To truly unlock the potential of this strategy, an agency needs a solid, well-designed app that offers real value to its target audience.

 

Whether it's a platform for models to showcase their portfolios, a booking system for clients, or a hub for industry news and events, the app should be engaging, user-friendly, and relevant to the agency's goals.

 

When creating an app campaign, focus on highlighting the unique features and benefits of the app. Use compelling visuals and copy to grab attention and communicate why that particular app is a must-have for anyone in the modeling industry.

Pros:

  • Broad exposure driving app installs and engagement.

 

Cons:

  • Needs a solid app to back it up, or else it's like wearing couture to the gym.

In-Market Segments: Finding the Perfect Fit

Somewhere out there is a potential client, scrolling through their phone, ready to make a decision. They're in the market for a modeling agency, and they're eager to find the perfect fit. This is where Google Ads' In-Market Segments come into play, and it's an exciting opportunity for agencies to connect with their ideal audience.

BoostModellingAgency
BoostModellingAgency

In-Market Segments target users that Google identifies as ready to make a decision, like choosing a modeling agency. It's like targeting the shopper who is already in the store, credit card in hand, ready to make a purchase. By focusing on these users, agencies can tap into a pool of potential clients who are actively seeking their services, increasing the chances of making a meaningful connection.

One of the biggest advantages of In-Market Segments is the potential for higher conversion rates. Since it’s targeting users who are already in the decision-making process, they're more likely to take action when they come across an agency's ad. It's like finding the perfect outfit for a special occasion.

 

However, it's important to keep in mind that In-Market Segments can be competitive and costly, especially in popular markets. It's like finding the perfect suit off the rack – rare but also rewarding.

 

Agencies may need to bid higher to secure their spot in front of these valuable users, but the potential payoff can be well worth the investment.

 

BoostModellingAgency

Pros:

  • Higher conversion rates since it's already targeting users ready to act.

 

Cons:

  • Can be competitive and costly, especially in popular markets.

Custom Intent Audiences: Tailoring Targeting

Precision is key, and that's where Custom Intent Audiences come into play. This powerful targeting tool allows agencies to get specific, reaching users based on their recent search queries. It's like targeting someone who's been Googling "how to become a model." They are definitely interested. Therefore, the message can be directly tailored to speak to their needs.

BoostModellingAgency
BoostModellingAgency

One of the biggest advantages of Custom Intent Audiences is the ability to create highly targeted campaigns. By focusing on users who have demonstrated a specific interest in models or modeling, agency reps can craft ad content that resonates with their goals and captures their attention.

 

However, it's important to keep in mind that Custom Intent Audiences require detailed research and maintenance to stay effective. Agencies need to continuously monitor and refine their target keywords and phrases to ensure that it’s reaching the right users at the right time. This process can be time-consuming, but the payoff is well worth the effort.

 

Pros:

  • Tailored targeting, reaching users with specific interests.

 

Cons:

  • Requires detailed research and maintenance to stay effective.

Geographic Targeting: Fishing in the Right Pond

When it comes to finding the perfect clients for any modeling agency, think of geographic targeting as fishing in the right pond. By focusing efforts on specific locations, an agency can increase the relevance of its ads and attract potential clients who are more likely to be interested in its services.

BoostModellingAgency
BoostModellingAgency

Geographic targeting allows an agency to target a city known for its fashion scene or areas where the company may plan to expand. ,

 

One of the biggest advantages of geographic targeting is the ability to create highly relevant campaigns. By focusing on specific areas, an agency can craft ad content that speaks to the unique culture, style, and trends of each location.

Pros:

  • Increases relevance by focusing on specific areas.

 

Cons:

  • Limits reach, potentially missing out on clients outside the targeted area.
BoostModellingAgency

Ad Scheduling and Targeting: Timing is Everything

When it comes to running a successful Google Ads campaign, timing is everything. That's where ad scheduling and targeting come into play. This powerful feature allows modeling agencies to run their ads at specific times, such as during Fashion Week or when their target audience is most active online.

BoostModellingAgency
BoostModellingAgency

By strategically scheduling ads, agencies can maximize their impact and ensure that its message reaches potential clients at the most opportune moments. It's like planning the perfect first date – timing can make or break it, and in this case, the goal is to create a love story between the agency and its ideal clients, not a misconnection.

 

BoostModellingAgency

One of the key advantages of ad scheduling and targeting is the ability to optimize ad performance based on audience behavior. By understanding when potential clients are most likely to be receptive to their message, agencies can adjust their ad schedule accordingly and increase the chances of making a meaningful connection.

 

BoostModellingAgency

However, it's important to keep in mind that effective ad scheduling requires a deep understanding of the target audience's habits and preferences, which can vary widely depending on factors such as location, age, and interests.

 

Pros:

  • Maximizes impact by showing ads at the most opportune times.

 

Cons:

  • Requires understanding the audience's habits, which can vary widely.

Conclusion: Lighting Up the Digital Runway

And there it is – the full ensemble of Google Ads tactics, tailor-made for modeling agency success. From keyword targeting and display ads to video ads and local campaigns, a wide range of strategies have been covered to help agencies showcase their unique strengths and attract their ideal clients. The power of remarketing ads, Google Shopping Ads, app campaigns, in-market segments, custom intent audiences, geographic targeting, and ad scheduling and targeting have also been explored. Each of these tactics offers its own set of advantages and considerations, allowing agencies to mix and match to create a comprehensive, effective Google Ads campaign. Just like in fashion, the key is in the details and understanding the audience.

BoostModellingAgency

Need Some Help With Your Google Ads?

Shorten your learning curve, make the most of your resources, an maximize your impact both online and off.

Book Your Free Consultation
Ted.NewHeadshot

About the Author

Ted is the founder of TGQ Marketing a PPC, Analytics and CRO agency focused on client results.