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Cameron Francis is joined by Chris Mizeracki a PPC expert from ETRAFFIC as they discuss how to create an effective Google AdWords campaign. Tune in to learn how to plan, build and optimise an AdWords strategy.

Show Notes:

  • Set Your Goals – 04:15
  • Research Your Users & Competitors – 05:15
  • Understand The Different Keyword Types – 07:50
  • Remove Negative Keywords – 14:57
  • Create Effective Ad Copy – 18:05
  • Set Up Conversion Tracking – 22:30
  • Monitor, Tweek & Optimise The Campaign – 25:01



Chris Mizeracki:

Look obviously AdWords can be an extremely powerful tool especially for small to medium businesses.

Cameron Francis:

I think it’s really important with your Ad copy that it’s readable, it sparks an emotion and at the end of it as you mentioned it has a call to action.

Chris Mizeracki:

You can target all day when it comes to particular keywords and show your Ads to the right people, but if they’re not attractive and not enticing to click on, then you’re not going to get a result.


Digital Cowboys Episode 2. We discuss everything digital marketing and growth hacking for small businesses. Start-ups and entrepreneurs. So, if you want that competitive edge, then saddle up, because Cameron Francis and Sam Roshan are about to drop some value bombs.

Cameron Francis:

Welcome ladies and gentlemen to the second episode of the digital cowboys podcast. I’m your host Cameron Francis and we have a bit of a treat for you today. Unfortunately Sam Roshan is out gallivanting across Asia and we’ve got Mr. Chris Mizeracki.

Chris Mizeracki:

Hi guys how are you we? Excellent, excellent. Thank you for having me on.

Cameron Francis:

No worries mate. Chris is our PPC specialist at ETRAFFIC. Just to give you a bit of a background on him, he’s got about seven years experience running effective AdWords campaigns for small business. He’s really good at what he does and what I thought we would do is run a session on how to run an effective AdWords campaign for small businesses. What do you think about that Chris?

Chris Mizeracki:

Thank you very much Cameron Francis. Look, obviously AdWords can be an extremely powerful tool especially for small to medium businesses. It can get quite complex sometimes especially when you’re starting to run more targeted, larger scale campaigns.

Cameron Francis:

What we want to do, we really want to simplify that whole process for business owners because you are right mate, it can get difficult, it can get complicated and we just want to make it easy because really if you break


it down into little baby steps, everyone can really do it if they know what


they are doing, right?

Chris Mizeracki:

Exactly. I mean we’ve broken it down into some very easy steps to follow,


some sort of ground rules that you can sort of abide by as to how you


should set up the campaign, how you should actually manage the


campaign, as well as what you should be doing sort of once the campaign


has actually been running smoothly for a while.

Cameron Francis:

Just for the audience, can you tell us a little bit about what Google


AdWords is.


Definitely can. AdWords is a tool that businesses use in order to advertise


to certain customers on the Google search platform.


Soyou can simply go to Google.com.au then you type in a product,


service, a question, a need, whatever it is. Where are Google AdWords?


Where are the ads placed?


Sure. Depending on what type of an AdWords campaign you’re actually


running. If you’re running for example a search campaign, they’re


generally situated up the top of the search results page. At the moment,


there has been a number of changes but you have the top four ads which


have a small little green symbol next to them that says ad. That obviously


indicates that an AdWords campaign is being run by a business and they


also appear at the bottom of the search results page. Then we have


things such as display campaigns that appear on the Google search


network, they are more visual ads that are run and appear on various


websites depending on what sort of a campaign you’re running.


Okay and the other one was the, remarketing. Basically you’re sending


banner ads to businesses or to visitors that have gone to your website?


Exactly. That’s still on the display network it just depends on how you


utilise that particular display network.


For today we’re just going to be doing search ads on Google, the ones


that appear right at the very top and we’re just going to give a breakdown


on some simple steps to go through, to think about, to follow in order to


run an effective campaign, so Chris …




In order to run an effective campaign, where should one start?


I think it’s really important to identify what the goal of the actual campaign is.


What do you mean by that?


Why are you running the campaign in the first place? Is it to increase


sales? Is it to improve the awareness of the brand …


Or even if you break it down just like if you want to look at the goals it


could be like if we break down more sales, it could be more sales for a


particular product or for a new service or new sales for a particular brand.


Really the goals can vary but it’s important that you be very specific with


what the goal of the campaign is. Why this is really important is because


while it’s running, you know what success and failure actually looks like


so after goal, so let’s just say I’m a business I’ve got my very specific goal


set, what’s the next step?


Sure. Obviously depending on the goals it is going to change the way that


you actually build the manage the campaign. The next step is doing your


actual research. How are your customers searching? What sort of terms


are they using to find the particular products that you’re trying to promote


for example. It is important to put yourself into your customer’s shoes for




Yeah. Let’s just say you’re going through your research phase.




What are some of the things that you would do, places that you’d go to.


What you’re going to be looking at when you’re actually going through


your research.


Yeah sure. There’s a number of ways to sort of identify how your


customers are searching. You have tools such as keyword planner which


is actually built into AdWords. You have third party platforms, things such


as Moz and keywords.io that allows you to do some keyword research to


find out how often a particular search term is actually used as well as


identify gaps as to where you might be able to get the most ROI when it


comes to selecting various keywords to use.


The two things that I’d really focus on when looking at particular goals for


a campaign, sorry when you’re doing your research is you’re doing


research on the user, also do research on your competitors, right?


Because especially the ones that have been doing this for a while, they’ve


gone through the testing phase, they know what’s working, what’s not


working and you can really leverage off all the mistakes they’ve made in


the past and use that as a starting point to create your campaign?


Yes exactly. Doing a simple Google search is one of the most powerful


things that you can do.




Typing in a particular service or product that you’re trying to promote.


Seeing what comes up, seeing what sort of search volume it has.


Identifying what your competition is actually targeting themselves as well


as, when we get further down the actual steps is identifying how they’re


actually writing the particular ads that they have and how it relates to the


particular service that they’re actually trying to push.


Once you’ve gone through all of these research … When you’ve gone


through the research phase, it’s good to get a feel of what potential


visitors are looking at, what you’re competing against and what they can


actually say. What’s next buddy?


Yes, so once you’ve obviously done the research, it’s then important to


jump in to AdWords and start building the actual campaign itself. How is


this done? You’ve got to actually target you ads correctly. This is actually


done with four types of keyword targeting.


Actually can you tell me what the four types are?


Yeah, definitely. The first one is broad. This is actually the default match


type that will actually reach the widest audience.


Can you give me some examples of what a broad match keyword is?


Yeah definitely. Just to explain a little bit better, when you’re using an


actual broad match keyword, your ad is to eligible to appear whenever a


user actually searches a query that includes any word in that particular


key phrase in any order and has any relationship to it.


Sorry to interrupt so if let’s just say I’m a plumber right? I’m a plumber in


Elsternwick, I would be saying plumbers Elsternwick would be the word?




Broad match modifier what is in phrase, is that a broad match? What are


some phrases that would trigger that ad?


Sure. The first term that you’re using within that phrase is an actual


service, so plumber. Now, because it’s on broad match, Google will


actually identify closely relating keywords to that. For example, electrician.


Oh really?




Okay. Pretty sure.


Yeah, electrician and then you’ve got the suburb, it will also identify


relating suburbs, so you could be coming up for searches that don’t have


any relation to what you are actually trying to promote.


That doesn’t sound very targeted. Is there any better words? What’s


another way that we can target keywords?


Look, it can definitely have its uses in terms of basically being able to find


different ways that people are searching, to find a particular service that


you have. It does require quite a lot of due diligence because you


constantly have to go in and make sure and add new negative keywords


which we’ll get to later, to ensure that you’re not coming up for irrelevant


search results.


What’s another keyword search?


Sure. The next is actually modified broad. Modified broad allows you to


reach a similar, a similarly wide audience but give you a bit better control


on who sees your actual ads. Let’s give an example. Let’s say you’ve


enabled modified broad match in AdWords for a keyword black jacket for


example. If you place a symbol, the plus symbol, in front of the word


jacket which is modified broad, Google can only match your ads or


queries that include the word jacket. That means that ads could be


coming up when somebody types in rain jacket or purple jacket, or black


jacket. It does give you a little bit more control than broad but still allows


you to actually capture a wide variety of searches that people may be




Knowing the audience fairly well, a lot of them would have a fixed budget


and so they’d really want to maximise the spend on keywords that’s going


to generate conversions?




This sounds like it be like a keyword group that would target more of a


conversion than your broad match?


Definitely a lot better than broad, but there are different ones as well.


More specific ones which we’ll get to now.


What’s the next one?


We’ve got phrase match. Phrase match actually offers a high level of


control. Meaning that your ads will only appear when a user queries your


key phrase using your keywords in the exact order you enter them, but


with the addition of other words before and after that particular phrase.


Let’s use black jacket.


Should we use black jacket?


I want black jacket.




I put you on the spot.


No, I’m not going to say no to black jacket.


You’re scared.


Because it’s known to have a bit of a different flavour and apply it to


different actual industries.


I’ll let it go this time.


Let’s go with dog or pet supplies.




Okay? If your key phrase for example is dog supplies, your ad could


actually appear when a user searches for wholesale dog supplies, or


discount dog supplies. Since the customer’s actually searching for that


particular phrase but is including other words in front or after it that are


closely related to it, it means that we have the option of actually capturing


highly targeted traffic but it does have a pitfall that you may leave


potential traffic on the table.


Okay. Chris tell us about the fourth type of keyword type that you can


attract on Google.


Yeah, sure. Actually the fourth one is exact match which is exactly that


exact. Your ads will only appear when a customer types in the exact


phrase in the exact order that you’ve put it in. This has however recently


changed. Google recently made an update in regards to exact match and


it’s expansion of close variations. What that exactly means two things.


The first is the ability to remove function words, function words being


things like in, to, a, the, for. It basically allows Google to remove those


type of function words from a search query as long as it does not change


the actual intent of the keywords phrase that you’re using.


The second one is actually re-ordering. Re-ordering is also exactly what it


means. It’s actually being able to re-order a particular phrase that you


have as long as it does not change the actual intent behind the keyword




Give us an example of what re-ordering looks like.


Exactly. Let’s say for example someone is searching for size 13 men’s


shoes. With re-ordering Google will actually be able to show your ad if


somebody types in men’s shoes size 13, because it’s the same words


being utilised just in a different order and the intent hasn’t changed.


Google will still actually show the ad.


Okay, cool. Those are the four different types of keywords that you can


target. It can be a bit of a minefield if you’re starting off I would really just


look at simplify using exact and phrase and then expanding from there.


You can get tricky, you can get a lot more creative with it but if you’re


working on a fixed budget it’s really important that you start small and


create it in a manageable way. Get all the keywords that you think


someone is going to be typing to pop up by your product or service, put


them all in a list and start separating them and then start putting them into


the exact match and then some phrases that … I’m sorry and then put the


phrase match attached to it as well.




That’s for keywords, what’s next?


The next one is actually also related to keywords but this time it’s


negative keywords. Negative keyword is actually used to help to


streamline your ad campaigns. Being able to present those particular ads


on more relevant search result pages basically. Negative keywords are


related to particular keywords that you are actually running but we


introduce them in order to remove certain search phrases from triggering


your actual ad.


What are some negative key phrases that you would add for, let’s use




Plumber. Let’s say for example a common one that we actual see is DIY.


DIY is something that you probably don’t want your plumbing ad to


actually be appearing when somebody types it in. So introducing it as a


negative keyword means that somebody who’s looking to do a plumbing


job themselves or learn about it, [will not see your ad] when they type in


that particular phrase.


What’s an important thing to think about is what’s the intent behind the


search and if we use the DIY as an example, the searcher, their sole


intent is to do it themselves, right? And if you are a service-based


business, you don’t want that person landing on your site. That’s a really


good example of the negative keywords to put in. Some other examples,


things like free, cheap, nude, naked, you can put things like craigslist,


there’s … What’s the other directory search like Craigslist, Gumtree, Ebay,


like a lot of people, if they put in those [words] They might be putting the


product or the service in Google but if they’re putting in things like


craigslist, Ebay and gumtree, they want it to go to that particular site and it


generally cheap skates.


At the end of the day, depending on what type of actual keywords you’re


actually using, will mean how often you’re utilising negative keywords. If


you’re using broad match keywords which are capturing a larger portion


of people searching, you’re going to have to implement a lot more


negative keywords in order to reduce the amount of irrelevant searches


that you’re getting. If you’re using a lot of exact matched keywords,


because you’re highly targeting specific phrases, you’re not really going to


have to utilise negatives.


Some other examples that you could contemplate of putting in for


negative keywords are things like pics, pictures, opinions …

Chris: Ideas.



Articles, ideas, how to, how do I help. There’s a long list and these will


save you money so really take the time to go through a whole bunch of


options where the intent is not to purchase. What’s next buddy?


You’ve built your campaign, now it’s time to write your ads. When it




to your actual ad copies, making them attractive to your audience, raise


their interest, convince them that they want your product or service is


extremely important. You can target all day when it comes to particular


keywords and show your ads to the right people but if they’re not


attractive and not enticing to click on, then you’re not going to get a result.


Some sort of helpful tips including things such as call to actions.


What’s that?


Let’s say for example you would like somebody to purchase a range of


books that you’re doing so things such as buy now, or if you want them to


contact you, contact us today. Including reasons to actually click on the


ad and engage with your particular business such as maybe you offer free


quotes with your plumbing business or something like that. Including


these type of things and giving your customers a reason to interact with


you needs to be done.


Okay. What are some, like if I want someone’s attention, it’s easy peasy,


I’ll just put everything in capitals.


No. It doesn’t work that way unfortunately. Google does have a number of


rules that need to be followed, so getting familiarised with how Google is


allowed to actually structure.


What are some of those rules? That stand out.


No capitals.


Boo …


Boo, but no capitals, but no consistent use of capital so it’s quite common


to see the beginning of each word being capitalised.


I remember seeing when I first created an AdWords campaign, I got that


notification saying that your ads are not allowed to go live, excess use of


capital letters.


Right, and the same goes with symbols, so having call us with 15


exclamation marks at the end of it is also not going to fly when it comes to




Is there any others that you’re … What about, are you allowed to slang




Look, it does depend on the type of slang word I guess. If it’s not




and things like that. I think depending on the country that you’re in as well.


I believe being in Australia.


Each country has different … Well, that would make sense, each country


have different set of requirements.


I wouldn’t say that … Probably … Yes Cameron, each country does have a


different set of rules depending on the type of country, maybe it could be




Yes, standards …


Aspects, standards, so every country is different. Being in Australia we do


like our slang so including various slang words within an ad copy would


probably be beneficial and would work a lot better than in other countries




Is there anything that stands out of things that you possibly can’t do on




I think it’s important also to see what sort of …


Like I’ll give you an example. I am Jim’s plumbing and my mate’s John’s


plumbing but if someone types in John’s plumbing I’m going to put in my


hip title John’s plumbing services but really I’m Jim. Is that okay?


No, definitely not because that’s misleading the customer. You definitely


can’t do that. It’s also important to actually see what products or services


Google is allowed to actually advertise on their site. Things such as


certain types of medications, drugs, alcohol is a bit of a grey area, for


example within Australia we can do it, but certain countries don’t allow it.


Also things such as XXX chat lines and various adult industries that are


severely sort of regulated when it comes to Google. It’s important to find


out what you can and can’t actually do.


Excellent, okay, so I think it’s really important with your ad copy that it’s


readable, it sparks an emotion and at the end of it as you mentioned it


has a call to action so having those find out more, learn more about, buy


now, are very important because you’re basically guiding the user to click


on your ad and that’s really what it’s all about.


Yeah, exactly.




Now, implementing conversion tracking. Being able to actually monitor


which of your keywords and ad copies are triggering sales. It’s highly


important in ensuring that the campaign is actually delivering an ROI for


you. This also allows you to actually optimise the campaign further, to


increase those particular conversions. At the end of the day if you’re not


being able to see results from a particular campaign, how can you justify


running one?


100% agree. How specific would you actually put in your conversion




It really depends on what you’re trying to capture. There’s a number of


different ways of actually conversions. You could be tracking a particular


phone number that people are calling through. You could be tracking an


online form fill. You could be tracking a newsletter sign up. You could be


tracking a download of a particular brochure or PDF on the site.


The conversion tracking would track all of these?


Yes, definitely and there’s a number of ways that you can implement


conversion tracking whether it will be through analytics, whether it will be


third party platform. But being able to track the majority or all of your


services and whatever goals you may have, is extremely important in


actually justifying a campaign working or not.


At what point… You’ve chosen your keywords, you have created the ad


groups, you have got your ad copy, you have launched the campaign and


you’ve got your conversion tracking so you’ve seen what keywords are


generating a conversion. At what point would you remove a keyword even


if you think that it’s relevant.


Look, this varies from customer to customer, from situation to situation. If I


generally see a keyword not performing within the first four to six weeks,


it’s generally not going to perform so I generally try to remove it. It does


depend on which kind of modify or type of keyword is being presented.


There’s a large number of different factors that come into play here but I


think if you’re running a campaign with a fairly extensive keyword list and


you say that half of your keywords are generating traffic and generating


conversions, that is kind of a call to action to maybe start focusing on


those particular keywords and optimising to your conversions.


Love it. What’s the next part?


The last and certainly not least is the monitoring, tweaking and actual


tasting of your campaign. Campaign is running, you’re getting


conversions but in order to actually run a successful campaign, it’s


important to consistently monitor which keywords, ad groups and


campaigns are achieving the actual goals that you’ve assigned to it.


These tests can be a number of different things. You can for example be


identifying which keywords is good to be done. Which ad copies are good


to use. That can come in too but things can come into place such as A


and B testing which you run different ad variations and see which ones


are actually working, which ones are identifying with certain keywords and


certain audiences.


Basically running an ad side by side maybe they’ve got a different


headline or they’ve got a different destination URL that’s visible and


seeing side by side what gets a better result.


Exactly and it can also lead to things such as testing what landing pages


you’re using because landingpage is a considering factor when it comes


to a quality score and different things like that. Identifying whether or not


your landingpage is highly relevant to aid the ad that you’re running, the


keywords that you’re running, how can you possibly improve your learning


page to help better drive conversions. These constant tweaks testing and


monitoring of your campaign is what’s going to help it achieve in the long




Have you got benchmarks that you use where you want your campaign to


get to? Like for example what metrics do you use to determine what’s


good and what’s bad?


There’s a number of different things. Things such as click through rate are


obviously highly important …


What’s a good click through rate score?


Once again, it does depend on the type of campaign that you’re actually


running. Anything really over say a 5% click through rate when it comes to


a search ad, can be considered fairly strong but we tend to aim personally


anything in the double digits really. What this basically means is that your


ad is highly relevant to a particular search term that people are searching


for so they are relating to it which means they’re clicking through and


finding basically hopefully what they’re looking for.


That’s really interesting and I’ve loved that you’ve those figures out


because I know that you aim really high for the campaigns that you’re


running. Google has said that a good click through rate is 2% and what


you’re telling me is that you generally get five and above and 10 is the




Yes, definitely.


Love it.


I think it’s important to aim higher. When you’re running campaigns that


are extremely targeted, having a high click through rate just goes hand in


hand if it’s being run effectively.


If you’re looking at your campaign and your click through rates are under


five, tweak it, fix it because you’ve got rooms for improvement without


even having to spend money.




What’s another metric you use?


Quality score is actually quite important.


What’s a quality score?


Quality score is a way that google actually rates particular keywords that


you have within your campaign and how they relate to other parts of the


campaign. They take into consideration your ads, the keyword, how


relevant it is. Your landing page, there’s quite a large list of factors that go


into actually identifying a quality score.


It’s their rating which indicates to you how much improvement there is on


a particular campaign? If they say your quality score for a particular


keyword is five out of 10 that means that it can improve a lot more?


Definitely. Google does have a pretty stringent checklist. Now, they


haven’t released the entire checklist or algorithm that they use but people


throughout the years have identified roughly what it is. Whether it be how


relevant it is to a particular ad that you’re running to a particular landing


pages that you’re running from those particular ads, identifying how you


can optimise these particular keywords will help in actually boosting your


positioning when you go into auctionsfor various keywords. Going through


all of your keywords and making sure that they are highly relevant to what


you’re trying to achieve will help you in a lot of other areas within




At what point would you leave it and at what point would you need to


improve it?


I think Google has a system where it’s either poor, good or excellent. I


believe it is.


Okay. If you’ve got a quality score of two, would you …


I would seriously consider looking into…




Look, I feel that it can be kind of convoluted sometimes in terms of the


actual ratings because at the end of the day if a keyword is working for


you and you’re receiving conversions, then I will generally stick with it.


Something about quality score is, if you’ve got a higher quality score,


Google sees that your ad is better for the user than a competitor, so you’ll


appear higher without necessarily paying more per click.


That is correct.


It’s really important that for all of your keywords, if you really want to pay


as little as little as possible, maximising exposure to make sure that your


click through rates they’re not crap, really. Pro-tip?




The metadata on the landing page that people go to adding metadata so


even though it’s not visible in the front, it is visible in the back which gives


signals to Google that the page is more relevant to the keyword that it’s


targeting. That will help your quality score across all of your keywords.


Just snacking some SEO.


Very good. Anything else that you want to mention about the AdWords?


No. Look, there’s seven easy kind of steps to follow when building an


effective campaign. Look, AdWords is a challenging program at times but


as long as you keep testing and tweaking your campaigns, in order to


achieve the goals that you’ve initially set, you’ll definitely get there.


Okay, cool. For those that need any help in running or improving their


AdWords campaign, do due diligence on service providers, there’s


Google partners and then there is Google premier partners. I’d suggest


that if you’re going to get someone to help you out with your AdWords


campaign you look for the Google premier partner tag, that means it’s the


top 5% AdWords providers in the country, so look out for that. Make sure


that if you’re vetting them, you’re asking the questions that you’re going


through a lot of the seven points that Chris has just gone through then.


heck out how they do their research, find out what their optimization


techniques are. If there’s split testing and really vet them to make sure


that they know what they’re talking about and you can hold them


accountable to make sure that you’re generating a return on investment.


That’s it.


How did you go?


Loved it.


You did really well, man I was really happy with this. I think a couple of


topics that we can look at doing as well is what happens post click.




Right? How do we improve conversions after the click is done and landing


page optimization. What should be on the page in order to entice the user


to convert.


That’s a big one.


Thank you very much ladies and gentlemen. That’s it.


Thanks for having me.






Thanks for listening to the digital cowboys with Cameron Francis and


Sam Roshan. Now, if you enjoyed today’s episode, head on over to


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on over to digitalcowboys.com.au where we post the latest episodes and


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