Adwords is Google’s ad platform for Pay Per Click (PPC). If you’re not familiar with what PPC or Google Adwords is essentially you set up an ad to display on Google’s search network or display network. Each time someone clicks on your ad you’re charged…. But, the nuances and tips, tricks, and hacks are only known to those who’ve taken the time to truly learn the platform and understand how powerful it is.
When I first started with Adwords I knew nothing about it, but had a basic idea about how it worked – like most other entertainers looking to book gigs with Google Adwords. Within 2 weeks I lost over $1,500 and my bank account went negative.
I was terrified to say the least.
Knowing the power of displaying an ad to a searcher who is actively seeking my services as a magician I knew I had to learn how to do PPC the right way. Since then I’ve generated a six-figure income for myself, created a digital marketing consultancy where I help other entertainers with their online marketing (in addition to managing their advertising, SEO and social media marketing). I’ve also become a Google Certified Consultant.
I only share my professional experience not to brag, but to prove that I have the knowledge and expertise to not only manage PPC for clients, but teach others how to do it effectively. I’ve seen too many “coaches” in the entertainment industry create half-assed products and courses that are ineffective and hurt more than help and my consultancy is designed to cut through the BS and book you more gigs. What follows is just one small spoke in the wheel of digital marketing.
Adwords is often viewed as the “magic bullet” and the cure to booking more shows. Nothing could be further from the truth.
In fact, when I often audit an entertainer’s PPC account (ie. Google Adwords account) I find that have they have often set up the structure of the account completely wrong, but their bidding, keywords, targeting, and ads do not produce the results they think they deserved. They will usually dismiss PPC as “not viable for my business.” That couldn’t be further from the truth. For example, one magician client I had was spending over $800 per month on Adwords. Within 1 month of me working the account and applying some basic “fixes” I was able to bring his budget that he paid to Google down to $400 and he still maintained the same amount of clicks as the previous month. Essentially he was paying 50% less to Google but generating the same amount of traffic.
How? Very simple:
I restructured his Adwords account. I created new campaigns, ad groups, keywords, ads, and (this is the big secret) I created dedicated landing pages for each ad.
I can tell you with 100% certainty that your competitors will not go to this length to “up” their PPC campaigns. Instead they will wallow in no clicks, high CTRs, low Quality Scores, and high PPC budgets.
So, if you’re ready to make PPC work for you we have to get your back to basics. And basics means simplicity.
If you have an Adwords campaign(s) set up take a look at the overall structure of the campaigns.
How many campaigns do you have?
How many ad groups in each campaign?
How many ads in each ad group?
How many keywords in each ad group?
I’m willing to guess you probably have 1 – 3 campaigns and maybe 1 or 2 ad groups in each campaign and a ton of keywords and ads in each ad group. If that’s what your account looks like I can tell you that you’re bleeding money simply because the structure of your account is preventing your Quality Score to be high. Quality Score is a variable used to influence ad rank and CPC. The higher your QS the lower your CPC and the more ads you can display for the same amount of money you’re spending now. Google rewards you if your ads match the search query.
That’s the key here. Your ads need to match the search query and the landing page your ad sends the searcher to must match the copy in the ad. When all of those elements match you will have a well structured campaign and a higher opportunity to convert the user to a lead.
Here are some “quick-wins” that you can do right now to make sure your PPC account is well structured:
Your Google Adwords Campaigns
Campaigns need to surround broad themes. For example, if you’re a magician who does corporate events you might have a Campaign for holiday shows and another campaign for trade shows. This allows you to target each Campaign differently and set different budgets for your Campaigns. You might want to only spend a few dollars a day on a retargeting Campaign but allocate more of your budget to a search network Campaign. Your holiday campaign can be set to only show to searchers in specific geographic locations than the trade show campaign. You can also setup a Search and Display Network for one Campaign or the other. No matter how you setup your Campaigns, just realize that the settings can and should be tailored to the type of ads and searchers you’ll be targeting.
Your Ad Groups
Your Ad Groups will be more specific than your Campaigns. These Ad Groups trigger your ads. There’s no recommended number of Ad Groups, but it’s more manageable if you don’t go overboard. My general rule of thumb is 2-5 Ad Groups per Campaign.
At this point you have 1 Campaign, 2-5 Ad Groups in that Campaign and now you need to create some ads. You should have 2 ads for every Ad Group. This allows you to split test each ad against one another and determine a winner (something we’ll discuss next month in more detail). By split testing your ads against each other you’re able to pick a winner and loser and tailor ads to the searcher. So if a searcher enters “event entertainer” in Google do you think they’ll be more likely to click on an ad that says “Corporate Magician for All Occasions” or “Top Event Entertainer”? They’ll be more likely to click on the ad that more closely matches the keywords they entered into Google.
One of my biggest pet peeves is entertainers who send ad traffic to their home page. You cannot effectively convert an ad click if you direct the user to your home page because more often than not the keyword they used in Google (“event entertainer” for example) will not be utilized properly throughout the copy of the home page.
If you want to send traffic from an “event entertainer” ad to a page it makes more sense to create a dedicated landing page that talks about “event entertainer” throughout the copy, in the headlines, and in the metadata of the web page. This is how you get your Quality Score higher. The more your landing page copy matches the keywords you want to target the more opportunity for increasing your conversions.
Just making these few basic changes to your PPC account will put you well ahead of your competitors. It will also force you to think about how your ads are structured and make your ads more tailored to the searcher.