EP. 47. AdWords, Bits, Campaigns – The continuation of the ABC of AdWords

There’s more to keywords to support your building blocks of AdWords.
There’s more to keywords to support your building blocks of AdWords.

In the second part of our discussion about AdWords, we are still joined by our guest David, Mike Rhodes. There’s just so much to learn especially to those who are just starting out and ay still have hesitations investing in AdWords. In this episode, David Counsell, David Pritchard and David Rhodes talk a little more in depth about bits, campaigns, ad groups and more importantly, budget.

How many ads should you be running? How do you start? What is the best time to put up your campaigns? How much should you be spending? These may just be the queries you are hesitant to ask and keep you from trying it out. And just as always, are experts are here to explain them for you. There’s even a bonus info about the major change Google set just last year. Have a listen to the podcast and start listing those useful tips for you to use.

In this Podcast

00:00 Opener
00:51 Greetings from Paradise!
01:27 We will continue our discussion about Adwords with our guest David, Mike Rhodes.
01:55 Mike Rhodes is an AdWords legend currently based in Melbourne. www.websavvy.com.au
02:14 Is it more important to have a larger number of ads to service the width of market or is it better to focus on the depth of the market?
02:49 You got a number of campaigns within an account and a campaign is used to make sure that the ads appear on the right place
02:58 A campaign contains ad groups and ad groups contain keywords
03:16 A wrong way of setting up ad words is having one ad group in a campaign and inside that group is hundreds of keywords and just one little ad for all those keywords
03:38 As a result, if anybody search for any of those keywords, they will only see one ad
03:42 It is better to break those apart to different buckets or ads
04:11 With low number of keywords in each ad groups, you can have more inside a campaign
04:40 The point of having different ad groups is to show different ads to different people
04:57 You can then have split testing by sticking another ad in the bucket to compare a from b which generates more clicks
05:45 Test one idea at a time but each ad groups should always have at least 2 ads
06:18 On July 22, 2013, Google changed the rules and brought out stuff with tablets
06:32 Before, targeting ads can be on separate devices: desktop, mobile and tablets
06:35 There was a mobile only option but can’t be done anymore
06:51 We can have ads appear in desktop and tablets only but not in mobile alone
07:02 There were changes in settings and targeting ad groups
07:18 Some good changes include geographical targeting
07:43 You can now just have one campaign targeting different places, allocating different bits
08:48 How do we start with bits?
08:59 You start by picking a number that you can afford to spend
09:57 If ads don’t work, move to a different set of keywords and improve your website
10:23 Set your daily budget to something that you can afford to lose because you will lose money in the first few weeks
12:06 What is the best time to be using AdWords?
12:09 It’s the time of day when it makes you money
12:43 With traditional data, you cannot get the data about your ads compared to what you can get from AdWords
12:45 You need to have sufficient data to derived your statistics from
12:59 Running your ads 24 hours is usually fine unless phone is a restriction
13:28 Evening traffic usually works because there is less competition
13:50 More people are watching the tele at night while looking up thing online and buy
14:36 An interesting story, in Australia, Wednesday night is Dad night
14:51 And searches for divorce lawyers go up by Thursday morning and long holidays
15:18 With that information, Mike was able to design the campaign for his clients of family lawyers
15:39 David Counsell talks about his client who has a very low budget set for his AdWords account
16:34 The client don’t seem to believe that AdWords is working
16:40 It has to be made clear with the client the amount of the investment versus the actual cost
16:53 You really have to spend some amount of money to acquire new clients but your responsibility is to delight these new customers and keep them
17:25 You may even have a break even on that first transaction
17:45 Just like in the vending machine analogy, if it is profitable with the single unit you are spending, then you can increase your investments
18:14 You can keep the money from your interests or put them all back to buy more units and generate more profit
18:52 Google is not on the game of ripping your money off
21:37 Impression sharing where Google will tell you how many of impressions has your ads shown compared what it could show
22:05 You can even see the impression shares of your competitors
22:24 There’s just so much information shared about AdWords and we haven’t seen scratched on remarketing
22:48 For more information and previous episodes, you can find us at www.davidversusdavid.com
22:53 Like our page at www.facebook.com/davidversusdavid
23:00 Give us 5-star reviews in iTunes
23:12 You can also visit our individual websites, David Counsell’s http://www.infernopromotions.com.au/ and David Pritchard’s http://www.d10solutions.com/
23:30 Goodbye!