How to Smoke Out Google Ads Traps

I looked at my screen in horror.

“What on earth could they be looking for?” I thought. “Never mind, I don’t want to know.”

I was working on one of my client’s Google Ads accounts. For context, I currently manage the Google Ads accounts of several magicians.

Despite what some performers think, Google Ads, when used effectively, is great for getting your website in front of prospects.

And it’s better than Facebook ads for one critical reason: No one goes to Facebook to buy stuff. They go to socialize. Or rant.

However, when people type something into Google’s search bar, they’re looking for solutions to problems. And that means they are more likely to consider buying something if they find the right solution.

It’s all about mindset.

But using Google Ads effectively means understanding a LOT of moving parts. And I’ve been doing it for over 20 years. Last year, I took two certifications to update my skills. Good thing I did.

One aspect of Google Ads that most people don’t understand or realize is Search Terms. When you set up your Google Ads account, you brainstorm keyword suggestions to closely match what your ideal customers may type into Google’s search bar.

Google even offers you suggestions after scanning your site. Some of their suggestions are spot-on. Some are way off.

And some simply suck.

That’s a little about keywords. But Search Terms are a little different. People may type random stuff into Google’s search bar because they’re not sure what they’re looking for.

If Google’s algorithms determine what someone types into the search bar is close enough to what you offer, it will show your ad in the viewer’s search results.

In theory, Google is only supposed to show your site to search terms that closely mesh with your products or services. But sometimes, Google gives itself a LOT of latitude when matching oddball things people search for with your ad and offer.

There are three ways of classifying or designating your keywords, from broad to phrase match to exact match. Space doesn’t permit me to get into the nitty-gritty details of each. But suffice to say sometimes Google gets it wrong.

Very wrong.

Take a look at the picture at the top of this week’s newsletter. Notice anything?

It’s a picture I took of a client’s Search Terms. Once again, Google didn’t autogenerate this list. These are keywords culled by Google from oddball things people type into the search bar.

The search term I focused on with my pic is “I want to watch little kids.”

Oh my God.

Is it about babysitting services…I hope?

If not, I don’t even want to know what the creepy person’s intent was when they typed that into their search bar.

Now let’s talk about negative keywords. This is Google’s gift to you. Once you see crap like this getting added to your account, you can block Google from showing your ads to this ever again.

There are some details you need to know to make this work effectively for you.

First, you can choose to block a search term for just your ad group. Or you can block it from your entire campaign.

Here’s what I mean. Let’s say you are running ads for your site promoting your birthday parties. You’ve got specific ads set up promoting that part of your business. When someone clicks on one of those ads, they’re taken directly to your birthday party show page. Voila! Your prospect is where they want to be.

But let’s say you are also running ads for your library shows. And those ads take the viewer to your library show page. Everyone goes to your site but depending on what ad they see determines which page they wind up clicking to.

With me so far?

Now let’s assume Google decides that your birthday party shows are a perfect fit for someone typing “outdoor party entertainment” into the search bar. Maybe you dislike outdoor shows, but Google deciding to show your ads to people looking for outdoor entertainment makes sense.

But let’s say Google also shows that same “outdoor entertainment” search term to your ads promoting your library shows. Now it’s not such a good match. And because it’s not such a great match, you’ll likely pay more for that click. And viewers are likely not to like what they see. Simply because it’s not what they’re looking for.

You can block the “outdoor” term from your library ads but leave it in place for your birthday ads.

Or let’s say someone types in “backyard BBQ parties” and Google decides to show your ads to this viewer. You can choose to add that search term to your entire campaign so no one will see your ads when they look for “backyard BBQ parties.”

My point with all of this?

Many magicians set up their Google Ads…and let them run without giving them a second look.

If that’s you, you could be burning through money and waste a lot of clicks for things that don’t directly connect to you at all.

Here’s the good news: I have an entire service devoted to this. Check it out and contact me if you want more information.

--Cris

P.S. By the way…whenever you’re ready, here are 5 ways I can help you grow your magic business to book more shows at higher fees:

 
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Need help in multiple areas? I can help you with your website, direct mail, email, or other marketing strategies. I also offer consulting services for crafting magic routines or even entire shows. Want to find out more? Shoot me an email at cris@theprofessionalmagicianclubpro.com.

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