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- Who is Mike Rhodes? The Google Guy
- Understanding how challenging & rewarding AdWords can be
- AdWords Marketing Strategy #1: Remarketing
- AdWords Marketing Strategy #2: In-Market
- AdWords Marketing Strategy #3: On Site Call Tracking
This is one of the things Mike Rhodes told me during the interview, and it really caught my interest: AdWords marketing is well worth the time. It’s darn difficult. But it’s darn profitable too!
Who is Mike Rhodes?
Mike is a global AdWords leader, co-author of the most popular book on the topic: “Ultimate Guide to Google AdWords: How To Access Billion People in 10 Minutes”.
He is one of the few people in the world who get invited to Google’s internal planning days to talk to them about AdWords and ways to improve it. Actually, he is so good with AdWords marketing that he often gets asked by Google to represent them at speaking events.
On top of that, Mike runs Australia’s biggest AdWords agency.
I invited him today on the call to tell us a bit about AdWords marketing and how it can be used by small business owners to overcome (actually crush) big brands competition.
Understanding the duality of AdWords marketing: challenges & rewards
“We tried it, it didn’t work” – if you’re thinking the same, you need to understand that AdWords is actually very easy to set up, but quite difficult to master. It’s not about the tool, it’s about the user.
While it can be tricky, if done right, AdWords marketing is a fantastic tool for businesses of all sizes. The very cool thing about it is that small businesses can compete on a fairly even playing field with the huge businesses. There’s no other media in the world where the better you get at it, the cheaper it gets.
However, AdWords is a full-time job. Mike’s been focusing on AdWords only for the past 8 years, simply because it is a full-time job. There are a lot of training courses and books on the topic that tend to make it seem very easy. But the truth is, AdWords is anything but easy.
“I have 2 big training courses with more than 20 hours of content, but that’s just to get you started”, says Mike during the interview.
Behavioral targeting – 3 fully customizable marketing strategies using AdWords:
One of the coolest things AdWords enables you to do is called behavioral targeting. And this is what we’re talking about in the interview.
This is the direction Google is heading in: they want to get away with pesky things like us having to come up with keywords and write ad copy and manage bids every day. They realize that is a barrier to lots of small businesses and so more and more they’re moving to this behavioral targeting to make it easier for businesses to understand how it works and to target to the right people.
1. Remarketing: it’s so profitable, it’s almost cheating
The strategy is based on the fact that, on an ecommerce website, 98% of people don’t buy. So what remarketing does is it enables you to follow people around with targeted ads on other websites based on a known behavior.
Remarketing enables you to convert someone who didn’t convert on your site. The big benefit of this strategy is that you only pay per click; the other 99% of the time it’s just free branding.
Tip: Listen to min. 15’ on the podcast to find out the different ways to segment your audience: Mike shares a very clever marketing idea for insurance companies.
2. In-market: it’s like advertising on your competitors’ websites
The strategy enables users to get ads based on their behavior of Google. Google knows what people are in the market for based on their navigation history; this means that you don’t need those people to necessarily access your site in order to market to them.
Google knows how many people are in the market right now for your product, so it shows those people your ads.
Tip: Google see good advertising as informative: an ad is information. They want ads to be more and more useful, so you need to focus on good, positive user interaction. Relevance is the key to Google systems and AdWords, so it’s not about “he with the biggest wallet wins”, it’s about the person that can write the highest quality ad.
What does Google perceive as a quality ad? It all resumes to how many people click on your ad compared to your competitors’ ads.
Bonus: AdWords Marketing Strategy on YouTube:
Right before we talk about on-site call tracking, Mike opens a parenthesis and talks about YouTube marketing.
“At the moment, YouTube is a goldmine”, he tells me and then he moves on to explain why. “You as an advertiser don’t pay anything for your ads unless someone is interested enough to watch 30 seconds of it. […] The average cost of video marketing [for a client of his] was $3.17 a lead a day.”
Listen to the podcast interview at min 29:00 to get all the golden nuggets on effective budget-friendly YouTube advertising (or click here to learn how to create traffic-generating videos in 7 steps)
3. On-site call tracking: the little funky code
On your website, you probably have a contact phone number where people can call you if they want to get in touch with you. What on-site call tracking does is it enables you to keep track of how many people call you after clicking on an AdWord in Google search.
Google gives you a free  number with a little funky code. When someone comes to your website from an AdWords click, the phone number on your website automatically changes, so everything can now be tracked.
These marketing strategies are a great addition to the 8 Backbones Of A Profitable Online Business, don’t you think?
How can you get in touch with Mike?
- Do you want to learn more about AdWords? Then follow this link: ppcsavvy.com
- Do you want Mike and his team to run AdWords for you? Then follow this link: websavvy.com.au
Tell me your thoughts…
- Would you prefer to learn AdWords marketing yourself or have someone implement it for you?
- Why do you think Google is moving away from a keywords-oriented approach to search?
- Have you tried DIY AdWords marketing? What was the experience like?