Making It Easy For New Customers To Find You Using Google Ads

Hey, and welcome to the latest escape room marketing blog! I hope you’re ready to learn (and put into action) a fantastic strategy today!    

Last week I talked about How To Make Your Hard Earned Reviews Work For You And Get You More Bookings! Click here to read that now.

Today though, I want to talk you through Google Ads and how you can use them to get more bookings today!

Google Ads will be a strategy you’ve heard of before, if not something you’ve already tried out before. However, on the face of it, the google ad platform can seem complicated, and it’s very easy to accidently waste a lot of money on not getting a lot of results. We’ll show you how to maximize your results with even the minimum of budget.

As you probably know, Google Ads will show depending on what somebody searches for. The strategy we’re going to be sharing will be targeting 3 distinct groups:

  • People searching for Escape Rooms in your area
  • People searching for things to do in your area
  • And people searching for team building exercises and venues in your area

Let’s press the pause button for a moment.

See, I know you’re a busy person. Perhaps you own your own escape room or work for one. But you’re reading this right now because you want to get more customers and grow your escape room, right?

So, when you finish reading through this blog, I want you to pick at least 1 of the 3 different targeting groups that you’re going to go after using the very strategy I’m about to share. It won’t take long for you to get started, and the sooner you do, the better! OK, back to it 😊

This strategy works because it includes advertising to people who may not know about escape rooms or about yours but are looking for an experience that you can offer: such as a fun-packed afternoon or team building event.

Before you get started, you need:

  • A Google ads account connected to a payment option
  • $5/day at least
  • 1 hour for set up, 10 mins every few days

Last but not least, before we escape the introduction and make it into step 1, a quick note.

Google Ads are constantly updating and improving, so any guide on how to set up an account in detail will easily become out of date. If you need help setting up an account, please search for an official guide.

Step 1 – Local Escape Room Searches

Firstly, let’s create an ad that people will see when searching for escape rooms in your area.

  • Create New Campaign
  • Choose either Website Traffic or Sales as an objective
  • Choose the Search campaign type only
  • Enter your website URL
  • Name your campaign “Local Escape Room Searches”
  • Under locations, search for the town or city you live in, as well as any towns nearby that people may be willing to travel from
  • Under Target, select “People in or regularly in your targeted locations”
  • Budget, set as $5 as a minimum
  • Under bidding, select Clicks and save and continue

Now you can create one or more ad groups depending on search terms and keywords. In this case, we’re just going to create one ad group called “Local Escape Room Searches”. In the box provided, enter as many keywords, and phrases that people searching for escape rooms in your area would search. For example

  • Escape Rooms
  • Escape Rooms in TOWN/CITY
  • Escape Rooms in my area
  • Escape Room games and puzzles

Ideally, aim for 20 or more total search terms to maximise your results. Save and continue.

Lastly, it’s time to create the actual ad that will show up to people in your area will search some of the terms you’ve outlined. Here’s a quick template we’d suggest using:

Headline 1: ESCAPE ROOM NAME TOWN/CITY

Headline 2: Escape Rooms – Can you escape?

Headline 3: Book Your Experience Now!

Description 1: Escape Room Puzzles Games Challenge Team

Description 2: 10% Discount For 5 Or More Players

The discount is optional, but it is something we’d recommend. Headlines and descriptions have a limited character count, so you may need to change things around depending on how of a name your escape room has.

The key with this ad is to scream out “WE’RE HERE, WE HAVE WHAT YOU’RE AFTER!”. The only people who will see your ad are those who are looking for you, so make it as clear and bold as possible!

Save and continue, and Google will review and approve your ad in no time!

Step 2 – Local Things To Do Searches

Next, we’re going to follow the same system from step 1 but change it, so it targets people in your area who are looking for things to do. These are people who may not know what an escape room is, or that you even exist.

  • Create New Campaign
  • Choose either Website Traffic or Sales as an objective
  • Choose the Search campaign type only
  • Enter your website URL
  • Name your campaign “Local Things To Do Searches”
  • Under locations, search for the town or city you live in, as well as any towns nearby that people may be willing to travel from
  • Under Target, select “People in or regularly in your targeted locations”
  • Budget, set as $5 as a minimum
  • Under bidding, select Clicks and save and continue

Next, create an ad group called “Local Things To Do Searches” and enter 20+ search terms that people would search when looking for things to do. For example

  • Things to do in TOWN/CITY
  • Places to go in TOWN/CITY
  • What to do in my free time in TOWN/CITY
  • Fun things to do in TOWN/CITY

Next up is the ad itself. Here’s one we’d recommend using and testing;

Headline 1: ESCAPE ROOM NAME TOWN/CITY

Headline 2: Escape Rooms – Can you escape?

Headline 3: Great Fun For All The Family! 

Description 1: Can you and your friends escape?

Description 2: Action Packed Escape Room Experience Open Now!

As you can see, it’s similar to the first ad but it is more aimed towards people looking for things to do. It’s less of a “book now” message and more of a “you want things to do? Give us a try!” message.

Save and continue, and Google will review and approve your ad in no time!

Step 3 – Local Team Building Searches

This is the third and last ad we’d suggest setting up. Again it’s very similar to the other two, but this time it will target business owners and managers who are looking for some fun team-building exercises and events for their team and employees to do.

  • Create New Campaign
  • Choose either Website Traffic or Sales as an objective
  • Choose the Search campaign type only
  • Enter your website URL
  • Name your campaign “Local Team Building Searches”
  • Under locations, search for the town or city you live in, as well as any towns nearby that people may be willing to travel from
  • Under Target, select “People in or regularly in your targeted locations”
  • Budget, set as $5 as a minimum
  • Under bidding, select Clicks and save and continue

Next create an ad group called “Local Team Building Searches” and enter 20+ search terms that people would search when looking for team building and corporate events. For example

  • Team Building Events In TOWN/CITY
  • Corporate Days Out In TOWN/CITY
  • Employee Social Events In TOWN/CITY

Next up is the ad itself. Here’s one we’d recommend using and testing;

Headline 1: ESCAPE ROOM NAME TOWN/CITY

Headline 2: Escape Rooms – Can you escape?

Headline 3: Great Team Building Fun!  

Description 1: Can you and your team make it out? 

Description 2: Action Packed Escape Room & Team Building Experience!

As you can see it’s similar to the first and second ads but is more aimed towards people looking for team building events and things to do. It’s less of a “book now” message, and more of a “you want things for your team to do? Give us a try!” message.

Save and continue and Google will review and approve your ad in no time!

With all 3 of your ads live, you want to monitor and check on their performance every few days. You can either stick with 1 live for now and see how that goes or test all 3. Continue to try different ads, keywords, and audiences as you go along. The key to success in this strategy is targeting!

Step 4 – Negative Keywords

The final part of this strategy involves negative keywords. This is a part of Google Ads that is buried deep in confusing layers of technical babble and stats. The concept is critical to successful ads, but just so few people know about it!

The concept is this. When people make searches on Google, they may include one or more on the keywords you’ve mentioned but are actually looking for something completely different.

For example, searching for Room Decorations may bring up your Ad because of the word “Room”.

Or a search for “How To Escape An Awkward Encounter” may bring up your Ad because of the word “Escape”.

As you can imagine, this can impede your strategy significantly because the targeting is skewed. However, it’s possible to view all of the search terms people have made that have led to your ad showing or being clicked and for you to deactivate those searches, so your ads no longer show for them.

Because there are so many different searchers and eventualities that may bring your ads up, it’s impossible to prepare and predict them all before going live. The best thing to do is check every week and turn off any searches that are irrelevant.

To do this;

  • Go to your campaign and select your ad group
  • Go to Search Terms to see every search that has been made so far which has resulted in your ad showing
  • Each term has a checkbox next to it. If you see a term that is irrelevant, simply tick the box and click Add as negative keyword
  • Do this for all irrelevant searches, and be sure to check back and repeat this process as often as weekly
  • And don’t forget to do this for all 3 of your campaigns, and if you have more than 1 ad group for each campaign!

The End

You made it to the other side!

But wait, before you go a quick question – which targeting group are you going to go after using Google Ads? I said at the very start of the blog that I wanted you to pick at least one.

To be blunt and honest with you (because I care!), there was no point taking the time to read today’s blog if you aren’t going to take the time to put what you learned into action. So pick at least one audience, and start putting some Google Ads together this week! You’ll be glad you did.

Oh, and post below to share what learning you’re going to put into action, and be sure to come back and let me know how it went for you!  

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