TJ59 – Google Adwords: Retargeting, Search and Display Network – How To Build A Profitable Campaign Today with Mike Rhodes

23/12/2014 with

Mike Rhodes with James Reynolds on TrafficJamGoogle, by far, has the greatest market share of all search engines world-wide.  So, naturally it makes sense that if you want to reach people actively searching for what you offer, then you should display your wares on Google.

Google has virtually limitless information about the who, what, where and when for everyone on the web. This means that not only can they give you access to a huge market but they can offer many options for the way you target people with advertising on the web.

Get these targeting options set up correctly and Google is a literal money making vending machine . Get them wrong and the result could be you burn through a whole lot of cash.

Listen in to this episode as Mike Rhodes shares his checklist of must haves and what-nots for Google Adwords retargeting, search and display network campaigns.

FREE BONUS: Download Mike Rhodes Adwords Innovations checklist. My notes from Mike’s presentation at a $1000 event.


Mike Rhodes is a Goodle AdWords Management Specialist from Melbourne, Australia. He is the CEO and founder of Web Savvy, a Google Adwords marketing agency widely considered as the best in it’s market area. Web Savvy helps small businesses improve 3 vital things: overall online strategy, improve website traffic, and then conversion rates. WebSavvy also gives coaching on online marketing, pay per click advertising, and Google Analytics.

Mikes’s seven years of experience with Google AdWords campaigns makes him an authority on online marketing. His company is one of the first ever in Australia to be awarded Google Partner status.

Aside from being a consultant, Mike Rhodes co-authored the book The Ultimate Guide to Google Adwords along with Perry Marshall and Bryan Todd.


Google Adwords Retargeting with Mike Rhodes


Here are some of the highlights from episode 59 of the Traffic Jam Podcast…

  • Why Google Adwords.
  • Common Campaign Errors.
  • Getting Ad Groups Right.
  • Ad Copy That Gets Clicks.
  • Setting Up Google Display Network Campaigns.
  • Google Remarketing Types.
  • Why Mike “Dislikes” Other Retargeting Platforms.
  • Mike’s Checklist (Traffic Jam Exclusive).


If you enjoy this episode of Traffic Jam, please share it using the social media buttons you see on this page, or click to tweet this Mike Rhodes quote from the show:

You can also get Mike’s quote as exclusive illustrated artwork along with more special episode bonuses: Click Here To Download.

To see the full transcript of this episode in-page click show/hide transcript:

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Hey there listener! A special Christmas welcome to Traffic Jam! At the time the show is planned to air it should be Christmas Eve, perhaps even Christmas Day depending to where you are in the world so from me and all of the team behind the Traffic Jam podcast, a very Merry Christmas and a very Happy New Year! I do hope to bring you gifts galore on Traffic Jam Episode#59 as we welcome Google Adwords expert, Mike Rhodes to the show. Mike is probably one of the best teachers of Google Adwords the world over. He’s also the co-author of the latest edition of the ultimate guide to Google adwords along with Perry Marshall so that should give you some indication of Mike’s credo.

But before we get stuck in to the interview with Mike I want to tell you about the special bonus that accompanies this podcast and for this bonus I’ve dug very deep in to the archives to pull out my notes from my $1000 event in Australia where Mike Rhodes presented his top innovations of the time. These notes cover some of the best, but perhaps most under-utilized features in Google adwords. To get your hands on these one of a kind notes, go right now to

So let’s introduce Mike Rhodes, Mike is the founder of web savvy, widely considered as the #1 Google adwords agency in Australia, he’s the co-author of the ultimate guide to Google Adwords, which he wrote with the godfather of Google Adwords Perry Marshall himself who incidentally describes Mike as the best in the world adwords ninja. I personally know Mike for several years, we’ve been in a mastermind group together, we’re going to be speaking alongside each other in an event in Sydney in March 2015. He’s the best in the business and he gets my absolute highest endorsement when it comes to Google adwords. Do you want to know why? I think you are about to find out on Traffic Jam#59. So let’s welcome to the show Mike Rhodes from PPC Savvy.

James: Welcome back listeners! You’re tuned in to episode#59 of Traffic Jam and joining me here today is Mike Rhodes from Web Savvy. Mike, how are you doing?

Mike: I am very good James. How are you sir?

James: I am excellent! As you hear, just a little run down with a cough and cold but super excited on today’s show so that will soon get me back on track on track for sure. So Mike, there are literally dozens of ways to get traffic that are perhaps more targeted and cost effective than Google Adwords so as we kind of end 2014 and going in to 2015 with stronger competition and higher click cost than almost ever in the past. Why should we still be doing Google ads?

Mike: That’s a very good question! It is still where your market hang out. Facebook certainly will be the big competitor to adwords now. Certainly here in Australia adwords is still where everybody goes to search for something. In the States maybe 30% is Bing, here in Australia, it is 4%-5%. I don’t know what the stat is for Dubai –

James: Oh, it’s crazy! I think it’s 95% market share for Google.

Mike: Pretty huge, here it’s 92% – 94% and anyone here will agree, it’s basically on Google. And a vast number of people that’s still where they are going to go when they are looking to buy something. People at this point in time, at least in 2014, may well be distracted with an ad on Facebook but everybody who are doing well on Facebook, the vast majority are using website custom audiences or Facebook remarketing, that works the best for a lot a of people that I know. All the other types of marketing may be not as good but between Facebook and the display network of Google, I’ve dived in to the deep end here, you can cover a huge, huge range of things and then compare that to what are your other options. Do you go back to doing local papers or TV or radio, so compared to the other lines of options, I still believe it’s more expensive, it’s certainly more competitive, it’s certainly harder to use Google profitably but in the right hands it’s still the best tool that any small business, or any business can use to draw people to their websites and of course there’s always new features and new parts of the adwords machine coming out all the time and staying on top of that is something we pride ourselves in and knowing how to use those things properly is what makes the difference. Anybody can start an adwords campaign. It is very easy to set it up and have an 80% adwords done adwords campaign but that last 5-10% is what makes all the difference.

James: Yeah, and I think that is one of the things right? I mean adwords has perhaps more intricacies and a steeper learning curve to something like on Facebook where literally almost to get the best results you can just install one pixel and set and forget the campaign and over time you can get Facebook to perform it for you but with adwords there is more to it. With that being the case, what does it take to succeed especially for those just starting out with Google Adwords?

Mike: The tricky bit is for those very low spender counts because if you are spending $500 to $2000 a month, then it is going to be very difficult to find an agency to outsource that that is any good for a start, and it is probably not going to be cost-effective for you to try and learn that and to go up against as an advertiser, a competitor that might be run by an agency like ours so that’s the tricky bit. Getting educated is obviously vital, we’ve all heard the horror stories of melting credit cards and Google stole my money. They didn’t. It’s got the settings wrong on your account. It’s the tool; how you use the tool determines your success. Fire can be used to burn your hut down or heat your dinner, it just depends how you use the tool. If you’re just getting started then obviously getting as much training material and learning on a low budget, that’s fine. There are certainly a few things that I would like at this point in adwords in 2014 are lower risk areas to start, for instance, remarketing or YouTube campaigns, both would be excellent places to start. But if you want to dive in to a non-brand campaign and something like migratory finance than you’re probably going to get your identity.

James: Well, let’s talk about some of this kind of cash burning scenarios because we have all heard them. What are some of the biggest mistakes that you see Google advertisers make and especially those starting out they literally do melt credit cards or burn through thousands and thousands of dollars overnight.

Mike: Well, if it’s a money thing it’s because they haven’t understood the fact that you are able to set your bid for every single keyword and most importantly, a campaign level budget. So all the keywords and everything that you have been bidding on if you’ve got a campaign level budget, Google will not spend a more than you offer. It will go a little bit over some days, it will go up to 20% over so if your budget is over $100 a day, there will be days where Google will go up to a $120, but over the course of a month, 30.4 day period, they will not spend more than $3040 during that period. So you’re melting credit cards because you’ve got your budget wrong first and foremost.

James: Got it. Let’s talk about some scenarios with ad copy. I really want to ask you because it is one of the areas that can make the difference to your campaign and probably one of the areas many people fall flat with, what tips have you got, or formulas you’ve got for creating ad copies that stand out and get click?

Mike: I’ll combine this with the answer I should have given you now as well but you did ask me about biggest mistakes, budget is only one, so let me give you another big one and then combine it with this answer and that huge mistake is not really understanding the structure of your adwords. Within your account you can do reverse campaign and a campaign holds a number of ad groups. An ad group is like a bucket. It holds a number of keywords and has a slot on the front so when somebody types in something that matches to it, let’s just say for the sake of argument, somebody types in that keyword, they see the ad on the front of that bucket, the ad that’s in and obviously you should be testing and we’ll talk about it in a second, but they see that ad, and one of the biggest, biggest mistakes is people set it up, they have one campaign, one big ad group so one huge bucket, then that campaign with dozens and dozens and hundreds and hundreds of keywords on that bucket. What that means is somebody searching for any one of those keywords, they all see the same ad. I’ll give you an example. Our most recent account this morning, the guy is selling segways and everything was all in the one account so Segway battery, Segway for kids, Segway x2, Segway parts, they’re all in this one campaign which means all of those very, very different people looking for very, very different things because all those keywords are in the one ad group and they’re called adgroups not keyword groups because they are all seeing the same ad. That’s the mistake because that means that is not the most relevant ad for each of those people to see where adwords is going to work well for you is the person searching that kids thing sees an ad about the kid thing, and because you’ve got a different ad, you’re able to send those people to a different page or even send them to the kid’s page on your website. The person searching for spare parts sees an ad about parts and they’re taken to the spare parts page on the site. So that’s where the ad copy part comes in. they need to first and foremost when they’re starting out, the best thing that you can test is showing them what they’re looking for so don’t get fancy, certainly don’t use puns and wordplay and try to be more clever which some copywriters may sometimes try to do. Direct response copy is short, sweet, to the point, here’s what you’re looking for, I’ve got that and showing them that you’re very relevant, you’ve got what they’re looking for, and ideally some sort of point of difference, why am I going to click you compared to all those other things that I could click on on the page results. The brain loves a deal, loves a bargain, loves something different. If everybody is saying the same thing, it is very hard for our brains to figure out what they are all saying and what I need to click on, do I click this one on the top? They all look the same. But if you can stand out, if you can be different and if you can offer something that other people don’t that is going to help you enormously with adwords.

James: Yeah and it’s very different to writing ad copy for let’s say a Facebook where you kind of move people out of their current mental state. They’re looking at friends and photographs and now you’ve got to entice them with something that’s going to compel them away whereas adwords, at least in the search network is the opposite. You’ve got to get in tune with currently what they’re thinking and show them exactly what they’re looking for at that time, right?

Mike: Absolutely, yeah! It’s not interruption marketing; that is as true today as it was 60 years ago.

James: So what’s the difference between setting up a campaign for search which you just described in doing something in the Google display network because I know you’re a big fan of the Google display network but you also admitted that in the wrong hands it can also fall foul. What are your tips for getting a GDN campaign set up correctly?

Mike: Perry Marshal who your listeners will know, and I know that you had on the show before has a lovely analogy of what to use here and if search is like checkers or drafts for our signature people, then the display network is like chess. They are definitely more complex; infinitely more moves that you can make which is why so many people fall flat and do not make display work. I have taught literally hundreds of agencies at this point how to use display properly and it never fails to surprise me how little people understand display. You’ve got to understand it from Google’s side to really work out how to make it work. The short answer is that there are a vast variety of ways to target who sees your ad. I’ll give you three. The first one is the easy one and it’s called managed placements. What that means is that you are saying to Google I reckon my prospect is going to show up on this website, be that New York Times or Oprah or this tiny, little blog about making shoes that I found. And I reckon my prospects are going to appear on these sites. I would like you to put my ads on those sites and we’ll just sit back and wait for them to appear. And that’s traditionally how a lot of media buys has been done. We’re going to put you on this big website over here, we’re going to buy 20 million impressions for them, a month after, and because you’re such a good client we actually got you 22 million impressions. Ah, yes. Lovely. Did that actually put any money in my bank account? I hate those reports that talk about your impressions, or your click through rates double the industry average. Based on what? They’re very self-service reports that you get for those media buys and because they all pocket 10% straight off the bat, there is no benefit to them in terms of educating people about Google where you are infinitely more in control and all these other ways to target. So the next way to target then is this thing called contextual targeting. So there you are going to give Google essentially a list of themes, you don’t need to worry about the detail of how to do that but you can give a list to Google of themes and essentially say go find the pages that are about making shoes, I don’t know why that random example came up but –

James: It’s not what you bought your wife for Christmas is it?

Mike: I would not try and pretend, she’s the top shoe. I am smarter than that. Google knows which pages on which websites match that context, we haven’t got a clue but Google has got access to way, way more than they’ll ever share with us so we can say to Google, look, I don’t know what they are but you do, so these are the themes at the top of page I’d like you to find, go and find those and then stick my ads on those pages next to that content. And there’s all sorts of things that you can do to help shape that. Obviously all the controls that exist is still available to you so you can say only show this that are in Dubai. They might be reading the New York Times but only show them to people because they’re in Dubai or because it’s a Tuesday afternoon or because Google thinks that they’re male aged 45 to 55. All of that control still exists, it’s just a different way of targeting. But the third way is definitely my favorite. Something that I’d probably become one of the top two agencies in the world I would say at this point in time and that’s the behavioral targeting that Google offers and there’s many, many different ways within this and remarketing is one of them. But whether you are targeting your ads based on your previous behavior. In the case of remarketing, it is some sort of behavior that they have exhibited on your website. They know that you have been to the men’s section of your site, or the kid’s section or the sales section. Or that they spent more than five minutes on your site, or that they came to your site from a particular email campaign, or that they added a product to the shopping cart but haven’t bought yet or that they have read more than seven blog posts. Whatever behavior it is that you want to find almost limitless. You can define that behavior and know that they are someone who’s returned to your website for more than five times and in total across those five visits they have spent more than a half hour on your site. You can use that targeting too, or that they came to your site from Google organic in the States. That’s internet, it is limitless. It really is. It is fabulous.

James: Yeah, Mike is there anything else you want to say? Otherwise we are just going to move on to remarketing.

Mike: Yeah, just very, very quickly. There are a couple of other types there. One that we’re having huge success with at the moment is the thing called in market audience. This is the best non remarketing type of behavioral targeting. Google knows a lot about it, right? If it covers 95% of Dubai, let’s call it 93% in Australia, they know a lot about us, they know what we’ve been searching for, the websites they’ve been to, they know our buying behavior, they know which sites we buy and which ones we don’t. They know how we behave when the weather is when we’re doing different things. There’s so much data they have about how they behave. Google has figured out then that it’s got a list of about at this point about 550 different categories of what people might be in the market for. Everything from watches to juices and blenders and auto insurance and pretty much everything that you can think of, business services is coming in February or March last year, wait for that to come out. Google has figured out all of these people that use Google. You can target people based on the fact that Google believes they are in the market for the product or service that you sell right now. They get really specific with that, I can target people based on the fact that Google knows now in the market for flights to Austin, Texas or a five-star hotel in Austin, Texas. It’s incredibly granular, and once you see the list, which is available to anybody. You just log in to Google Help and find that list. Once you find that list, your brain will explode with possibilities. These are people in the market to buy a new Mercedes in Dubai. Right now, I can put an ad in front of them so I know about all these things and which website they are going to go to, Google knows who they are so use Google, find these people, put the ads and I will pay you only if and when they click on one of those ads and will take them to my landing page. Incredibly powerful.

James: It’s almost like they’re bringing search in to display, right? I mean you’re almost getting in to that sort of buyer’s psychology. People that are researching products and services and you are appearing in front of them even though they haven’t just searched for you so it’s almost like these two worlds colliding on Google in one place. Very, very powerful.

Mike: Absolutely! It’s almost like remarketing in a sense that it is like being able to put that remarketing code on your competitor site. Google is telling you, look in the market for what you’ve got but they haven’t been to your website yet, would you like to show an ad to them? Yes, please.

James: Yeah, there’s only one answer to that question, really there is. Well, let’s move on to remarketer, we certainly want to get to that topic, the place I want to start is really comparing these sort of plug and play remarketing options that are very readily available and things like adroll and other ones like that. We’re now starting to paint a picture I think of really potentially why Google adwords is more powerful based on previous actions that they may have taken on your website which really isn’t available through something like adroll. What other options exist though going through Google adwords platform over one of these generic retargeting options available to us?

Mike: Yeah Google is infinitely more powerful over something like adroll. I had a particular place in hell, no I won’t go that harsh but I really dislike adroll, the main reason is the way they measure success. How I prefer to measure success, and bear in mind there that no attribution model is perfect, Your listeners are smart, generally agency types that they can understand we’re driving straight in to here the adwords 301 level and no attribution model is perfect. But, last click attribution, or saying did this last click to this ad lead to a sale and lead to money? I think that’s a far, far better model than saying did somebody randomly half see this on Tuesday afternoon? They didn’t actually look at it for very long, they did not even click on it, but we’re going to take that view of that ad and we’re going to say yep, that, that, that and say that was us that caused that sale that maybe happened nine days later through a completely different and adroll by default and usually viewed through other versions and I think it’s cheating it just smells wrong to me and so I can see many people say oh, look our adroll set is working really, really well and with a couple of clicks of a button, I can show them that actually they did not get a hundred and fifty conversions, they got 4 and that is not uncommon so that’s partly why I don’t like that system. Yeah, Google, where’s our guy? The power of that, go on and ask me that question and I’d be very helpful and respond.

James: Perfect! Well it sounds like everyone about in their Christmas jollies so that’s all good. I guess it’s a Thursday afternoon in Melbourne, Australia, it’s probably time to hit the Christmas pub, right? Anyway, I was going to ask you a question and then that was really down to what available options within, and I think it is really coming down to this behavioral based targeting within remarketing right? And I have heard you talk on this topic a lot before so I know you’re a real master of it so maybe just peel the lid back on one or two of those things that you can do with adwords that you can’t do with an adroll or others.

Mike: Certainly! You’ve got two main options, you can use adwords to serve the ads to show your remarketing ads be there image ads or text ads, don’t ignore remarketing text ads. A lot of our clients get a lot of success from text ads so it’s not just about showing banners but you have two main ways of building the remarketing list, in other words a group of people that are going to see those ads. The first is within adwords itself and that is very powerful but compared to the second option, it is restricted. And the reason it is restricted is that the way you build a list within adwords is to give it certain rules and almost all of those rules is revolved around the URL that is displayed atop of the browser. So if you want to say build a group for people or your remarketing list or your remarketing audience, you may use those terms interchangeably – of anybody who’s visited the men’s section of my site and the URL contains /mens, done easy rule. Or anybody who’s read a blog post, URL contains /blog, done. Very easy thing to do, but it’s all URL based so people that have cart URL contains cart but not been to the thank you page, URL contains thanks, that’s a really easy audience to build, very easy to create an abandoned cart, a group of people who I can follow around and show ads in the next few weeks. The power though really comes when you start to link the most powerful tool when building a remarketing list, which every single one of your listener already has installed on the website because it is called Google analytics and 50% of the world uses it. Google analytics, when you think about it, all of these reports which none of us ever have the time to go and update in analytics all of those they call dimension tricks so things like the city where somebody was in, how they got to your website that traffic source as sort of alluding before, did they come from a particular email that they come in Google organic or from Facebook or did they come from your particular adwords ad because if they came from a search ad or they came from a display ad, there are probably two different types of quality of prospects. What are some others? New vs. returning – that is going to make a big, big difference in the propensity of somebody to buy. One we see huge success with is this thing called page depth. If somebody has been, and particularly for e-commerce site. Somebody that’s been 10, or 15 or 25 pages deep in to your site, pull the report available to you in analytics. With a little bit of work, pull that report and you’ll probably find people that converting 10, 20. I’ve got clients where those people convert at 40-50%. People that have been 20 -25 pages deep, I can segment that by device, so okay, put just the people from desktops. And just the people that were returning more than twice, how many people of those have I got 10,000 on the last week and 50% of them bought or hang on, I have this group of people here, half of them – half have bought, the other half got interrupted. It’s not like they did not like my website, they were there for 20 minutes, they’ve looked through 25 pages, they’ve been back a couple of times, they are going to buy given the opportunity. Who knows why they got interrupted, but that’s the first group that I want to get in front of. So the real power comes from when you think about all the different data points that are in Google analytics. You can use pretty much any of those to tell Google, here is a group of people that are highly likely to convert, that’s a group of people I want to get back in front of, please show them my ads.

James: They literally are infinite possibilities in terms of how you could segment those audiences, where should we start? It sounds like one of them is basically on how deep it had gone in the site and how many pages they viewed but is there any other way to sort of cut this cake up that would really be worth our listeners looking in to as well?

Mike: Cool! I’ll give you my checklist. I have not actually published this anywhere yet so, good question James.

James: Traffic Jam exclusive! There you go.

Mike: Alright, first thing I’ll look at is who. What do I know about the person? Now this is in third by Google but it’s always worth a look. I generally don’t use this but generally age and gender, there’s now parental status in there. What do I know about the person? That gives me a clue. I was on a site I was looking at a couple of days ago, there were people over 45 who were six times more likely to buy than people that weren’t. So that probably plays in to my remarketing strategy. Probably also gives me some intelligence to use with my Facebook strategy or maybe how I am going to talk about it and the various benefits that I offer and how I talk about it in my search ads. It probably changes the imagery that I use on my website and the subject line of my email like it feeds so many other things when you really start to think about. Then I think, what do I know about how they use the internet? What device are they in on? That’s a big one – desktop, tablet or mobile. We all know, those of us who have been using adwords for a while that the ability to target people using tablets or using mobiles disappeared a year and a half ago, thanks to Google. There are some sneaky ways around that between you and me but for the most part, that is difficult to target but with remarketing, using analytics, you can. You can say, what happens if I just target those tablet users? I only show them ads back on their tablets. That can work really, really well. The browser or the operating system that they use, that can give you some good clues about the type of person that they are and sometimes you’ll find that there are big differences in conversion rates there. Geography, I’ll often have particularly Australian clients that come to me and say we want to start selling in the States, this is a once a month occurrence with a new client usually and I will pull the data and say yes, it’s true, you did get 30,000 visit from the States last month and they converted at 0.09%. You’re not ready to sell in the States yet! You don’t want to spend that adwords money. This data is telling us and therefore would you want to remarket to those 30,000 people? What most people do, let’s back up a sec, most people would remarket to everybody that came to the site. They have one remarketing list and it’s called all visitors that entered my site in the last 30 days. The key here is to treat different people differently, and that might mean that we exclude the people that have come from the states because they converted at 0.09% compared to an average of 5% for the rest of the site or it might mean that we just find the best of the best of the best people and just remarket to them because if we do that, we can afford to spend more for each click and we also get to think about what the message I need to show this person, what does that ad look like? What does that landing page need to look like? Did this person discover me through the YouTube ads that I was running? They probably liked video and I should probably have video on the landing page. I’ll run this very quickly for you so geography, traffic source, massive one there, organic direct email referral or paid and they’re going to be on my site. How do I know how they use it on the site so are they returning, we mentioned time on site, how long did they spend on the site? Page depth, I mentioned that’s a little harder to pull the data for but that is a strong, strong indicator obviously how much revenue do these people buy. I don’t have to only show remarketing ads to people that have not converted yet. If I’ve got a group of people that spend maybe $250 per transaction and my average is a hundred, then that’s a really good group of people to build a list for too! Or people that buy frequently, the whales as we like to call them, and site search. If you have some sort of a search widget or we did a lot with McGrath, a real estate agent here in Australia and they being a real estate agent have that widget where you search for your house with three bedrooms with a yard and a view in this area of town. Somebody who interacts with that widget has shown significant additional interest compared to the average person. So we tag all of those people, or cookie all those people and say these people, that’s a good group of people to follow around. I’ll give you one last thing, I don’t know if we’re short on time but –

James: Go ahead Mike, this is all good stuff so I’m going to give the floor to you, go for it!

Mike: Where you really get the best things per bark? Again it’s treating different people differently and this depends on the buying cycle of your business and that is going to be very, very different for every industry but you can set it up so you are beating differently over time. So let’s say it’s a typical e-commerce site, someone’s been to my site. I want to spend more to get that person back in the first two, three, four days I know they’re very much hard to track at this point and I need to get them before they buy from anybody else. Two weeks from now, I may still want to show them an ad, it might be a different ad but I’d probably still want to show them an ad. And a month from now, I definitely don’t want to spend that much, and six months from now, I’m probably not remarketing to them. I might, it depends on the business, how often people buy from you and if you have a new product. That’s about the only time that you, you might use that all visitor list when you come up with a new product and you want to tell everybody who has been to your website in the past year and a half. Hey we’ve got this cool thing, or you see there’s really something stupid and you need to tell your side of the story or you are a charity and you just finished your event and you very subtlety say thank you to all the people that are involved. You could use a big remarketing list just to run ads to say thank you to everybody involved. You don’t, by the way, say hey, thanks for being part of the blah, blah, blah. You never refer to that known behavior because that’s just too creepy. Ugh! We know that you’re a part of – that’s hideous! I wouldn’t have wanted to see an ad that says hey thanks for being the thousand and one CEOs that flocked on the streets in Melbourne and blah, blah, blah. But if I showed an ad that said thanks to everybody involved, we just raised $4.3 million that’s going to make me feel good and if they are smart, they can start following me around eleven months from now just before the next event and start to show ads to me because they know my known previous behavior and that would probably be a really, really smart thing to do to get people back to that charity website and get people involved the following year, just saying.

James: Perfect! Well, Mike I think people’s brains are probably exploding right now especially if they have been doing remarketing in that typical fashion of all website visitors or perhaps even worse, just targeting those people that haven’t already converted as you’ve so rightly put. You’re far better to target those people who’ve already got the propensity to buy and be spending money with you. I think we should wrap things up there, one because it’s Christmas and you’re probably due to grab cold wine somewhere in Melbourne, but also just be mindful of your time and also so we can send off our listeners somewhere else to dig a little bit deeper in to all of these stuff and I know you have got some training and resources that would help people really get to the next level with Google adwords. Mike will you share where those places are on the web so we can head people off to those locations?

Mike: Alright, the cheap place to start is the book that has just been published that Perry Marshall and myself co-authored, and Bryan Todd, the wonderful Bryan Todd, let’s not forget Bryan. You can get that for about $19, free shipping around the world and all that, that’s a great place to start if you are new to adwords. If you’ve got a little more experience and you just want to go the next level, the thing I found annoying back in time was nobody training was up to date and it used to frustrate the hell out of me. And I am guilty of this, i had a course which I did with James Schramko about three and a half years ago, and it’s still knocking around somewhere, it’s in my membership area but I am able now because everyone’s been nagging me for so long to create this membership area and creating new material every single month so whenever something new comes out, we will test it within the agency and then I’ll share that new thing, I’ll often share results where I am able to about how that worked for us and how that worked for various clients, obviously keeping privacy for our clients, checklist, mindmaps, cheat sheets, a massive Q and A form, we’ve got some really, really smart people in there, it’s brand new, we’ll only be going two, three months so it’s my baby at the moment and I do spend a ridiculous amount of time answering questions then creating training materials, and they vote on we want more materials on Google’s a hot topic right now and Google shopping I have been asked to create some more stuff around so they’re on the list for early next year and that’s all that That, I think, and certainly my goal with that is to make the best training place for Google adwords specifically. We’ve got some very, very smart Facebook people in there but it’s really around adwords, a little bit of analytics and Google tag manager. Everything connected to adwords so that’s the main place and I just mentioned the business and what we do for a living is to run adwords accounts for people. We’re fairly picky of who we bring in but if your budget’s 10 grand a month or more and you have some data and decent website and you’re not a startup you’ve been doing this for a little while and you suspect that your adwords could be doing better then we should talk and we’ll audit your account for you, we’ll have a look through and we’ll tell you the issues that we’re seeing and that’s at and is the best place to reach me and the team!

James: Awesome! Well there you go listeners, so those resources, Mike’s agency, his training portal, the book and all of that other good stuff. If you haven’t made enough notes of those web addresses, it will be on the episode page for Traffic Jam#59 so you can get to that by going to where you’ll find a link to all of those resources so Mike it just leaves me to thank you, have an awesome Christmas, hope you celebrate, I hope the wife enjoys the shoes you’ve been planning to buy and all the best for the forthcoming year.

Mike: Thank you mate! Merry Christmas to you and all your listeners have a wonderful end of year, relax, go away, do nothing for a bit and let’s all go crush it in 2015!

James: Awesome! Cheers mate!

So that was Mike Rhodes from PPC Savvy for a deep dive in to Google adwords pay per click. Now as I mentioned at the top of the show, I dug deep in to my training archives and pulled out my notes from a high level marketing event where Mike presented his top adwords innovations of the time and in that presentation, he revealed several extremely powerful yet rarely utilized adwords tools. The notes are a couple of years old now but the information is as useful now as it was back then.

Now incidentally, I did travel several thousand kilometers and did pay several thousand dollars to attend that event so I am sure you’ll find some value in the notes I took. So to get your hands on those notes, go to where you can also join in on the discussion for this episode.

Remember also to subscribe via iTunes and Stitcher radio by going to and And of course when you do that, you’ll be the first to receive the future shows as soon as they’re released.

We end this week with a Traffic Jam of course chosen by Mike Rhodes and the track he has opted for is called Hello, Bonjour and it’s by Michael Frante and Spearhead so enjoy the track and I’ll catch you back here real soon!




This week’s Traffic Jam track, chosen by Mike Rhodes is a song called “Hello Bonjour” by Michael Franti & Spearhead.

Michael Franti is an American poet, composer and the creator and lead vocalist for Michael Franti & Spearhead, a band that blends hip hop with a variety of other styles including funk, reggae, jazz, folk, and rock.

Hello Bonjour is from the 2006 album Yell Fire!


So that you can take your new-found Google Adwords Retargeting expertise to even greater heights, I have this very special bonus for you.

Google Adwords Innovations

Google Adwords is a powerful tool kit. It has a mind-boggling number of options and coming to terms with all of those options would be overwhelming.

That’s why I’ve put together this special PDF report containing my top picks from a talk Mike Rhodes presented called; Google Adwords Innovations. When you download this report you will learn quickly which tools (from the many available) you should be using.

Mike’s talk was part of a $1000 event in Australia and covers Google Adwords retargeting, Google Adwords search ads and the display network.

I took a week out and travelled 12,000 KM to attend that event, so you can be sure it will be worth 5 minutes of your time to read my personal notes.

You can access them instantly by clicking download below. 

Google Adwords Retargeting Download

About James Reynolds

James is passionate about helping you get more traffic and sales from search engines. Join 3223+ subscribers who get traffic tips from James weekly