Google Ads, your website and Fyre Festival - three things I bet you didn’t expect to read in the same sentence! However, in this blog post, we’ll explain the (potentially scary) relationship between the three.
I’m sure you’ve heard about Fyre Festival? If not, I thoroughly recommend the documentary on Netflix! Although, if you’re not willing to spend an hour and a half watching something about the “greatest party that never happened”, I’ll briefly explain it here.
Fyre Festival promised a 3-day VIP experience on a private beach on the island of Great Exuma in the Bahamas. It was described to punters as an "immersive music festival." A host of social media influencers had promoted it on social media and guests had expected to party on white-sand beaches. However, when they turned up, it didn't look anything like the advertisements! They were told they would fly in from Miami on a custom, VIP-configured Boeing 737 to have the full VIP experience. Instead, guests ended up waiting for hours at the airport and collecting their luggage from the back of a shipping container in the dead of night. It turned into a nightmare situation as attendees were stranded with half-built huts to sleep in and cold cheese sandwiches to eat.
So, how does this all link to Google Ads and your website, you might be asking?
People who attended Fyre Festival were sold the world - unlimited alcohol, private planes, limos to ferry them to and from the airport etc. This is much like your Ads on Google (and that's how they should be, maybe minus the alcohol incentive). You need to give the customer every reason to click your ad, not anyone else’s, fulfilling the purpose of your Google Ads campaign.
Back to the Festival… when the festivalgoers arrived on the island, they were greeted with buses at the airport, not the limousines they were promised, and the luxury yurts turned out to be disaster tents, literally
(Netflix)
Similar can happen with your campaign, especially if you don't have a website that meets the standards your Google Ads promised. Your website should sell your products and services more than your Ads, so it needs to go above and beyond your audience’s expectations.
Fyre Festival’s marketing was pumped full of money to get people to attend the event, and it worked, everyone wanted to go. But, not so much can be said about the festival itself, which was shambolic to say the least! Don’t let your website ruin the efforts of your Google Ads campaign.
