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Grow Your Business with GOOGLE ADS 2021 with Mike Rhodes | Perfectly Mentored

Jun 06, 2021
easy: no, not for everyone, if

your

customers search on Google for the things you sell. on the lead generation side to sell services or on the physical product side, yes, we should talk about that. If people are looking for those things, then yes, probably, definitely, but there aren't many other good options and we've definitely seen people. that you know you're going to something like traffic and conversion, the number of people in the room that spend 100 a month on Facebook but have never tried Google surprises me, really yeah, I don't understand it, but you know, I guess a lot.
grow your business with google ads 2021 with mike rhodes perfectly mentored
Of the people who were taught from the beginning become very, very good at one thing, they pick one thing and they master it, certainly, that's what you know how Perry Marshall used to teach and there's a lot of wisdom in that because you don't want to mediate on five different things because you know they're going up against guys like you and us, and if you're going to come halfway and walk away, I think I've done this right, it's a competitive auction, you're just never going to win that auction against someone who knows what he's doing, but yeah, it's not for everyone and beyond that, I mean, you have guys like Tom Breeze.
grow your business with google ads 2021 with mike rhodes perfectly mentored

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grow your business with google ads 2021 with mike rhodes perfectly mentored...

I'd say wait, Mike, you're missing a lot of things here, you haven't even talked about YouTube and then there's the Google display network, which is how you can show ads on two million other sites where the people are there all day, every day, but I think Facebook is and, frankly, I know very little about Facebook, but it's probably easier to get a win on Facebook. It's easier to get started. I came back and started training a little yesterday. I haven't done any in-person training for quite some time. but we've had this charity, contact us anyway, long story, like yesterday I ended up training three of

your

guys and gave them my course for free, happy to give it to your listeners too, giving them my kind of basic course. free just to get them to at least understand what the interface is and what goes where what is a campaign and an ad group and an ad so it's like a three and four hour course and I can see their faces on the other end del on the screen they say, yes, we've gone through the entire course and we've set up this ad group.
grow your business with google ads 2021 with mike rhodes perfectly mentored
I'm like, yeah, you've done it right, you've got some, you've got four keywords, amazing, no ads. They're all wide maps, you know they're going to totally hit you and we spend the next hour just putting some guardrails around them so they don't melt a credit card and I'm realizing through that knowledge paradox how Google is confusing. and you've never been there before and we just take it for granted, right, boom boom, yeah, flying through the interface, you just do these things, it's obvious, it's really obvious if you've been there for 16 years. all the changes, but if you log in for the first time today it's confusing, that's why Google came up with this big smart button and then this nasty thing called expert mode, oh that sounds scary, don't use expert mode.
grow your business with google ads 2021 with mike rhodes perfectly mentored
I'll do the smart thing. What I do? I don't really care much. Give us your domain. Give us your credit card. We will take care of the rest. What could go wrong? So, yeah, Facebook, I think it's easier for you, your typical small

business

. you want to spend a few hundred dollars you want to get some people in the door, Google is for the

business

that is committed to that

grow

th and you're going to have to learn a lot, you're going to have to educate yourself or you're going to have to get someone you know like yourself or a agency that can do all that for you with minimal setup and you know, maybe the first few weeks of administration just to smooth out the rough edges, but give it a try. to learn everything just to set it up right, you're going to be there for a while and then you're going to realize that you didn't do it right and you're going to pay a little bit of money for the market will teach you pretty quickly that you didn't do it right, so it requires a commitment of time or money spent to do it well and I think there are other platforms that probably represent a smaller investment of time or money to start at a reasonable pace and get a win and I think that's why there are so many people who are spending a lot of money on Facebook.
I think so too, and I'm biased, but I think Facebook is a little easier to use. teach and then there are a lot of facebooks that you have to t and c how many people are talking about facebook and there are like three of us that talk about

google

among 86 speakers um no, I'm just curious, not to go back to how you started, the intention is important, so yeah , you know, you have to understand what the intent is that you're advertising if you're advertising if you're a restaurant, I think you're going to be much more successful on Google than you are going to be on Facebook because or in a plumbing company because no one goes to Facebook seeing an ad. from a plumber and saying, "Oh man, my toilet's been leaking for three weeks, all of a sudden, thank you, I've been looking for a plumber and you came to see me, but on Google people search for that kind of thing absolutely absolutely um, but also a lot of people go on Facebook and ask their groups and their friends and you already know that friendship group Hey I need a plumber you use like we're about to move house hopefully if they allow deleting lists in a few few weeks and my wife joined the local community group and said who's good, you know, I haven't used a kill list in a long time, who's good, who can be trusted, so you do it often. go there first and then if you can't you can jump to

google

and go to the right yes it is better to delete the listing in my area and then how but how important is it let's say even if you are not using google ads , at least have your brand search absolutely, so yeah.
If people search for you by name, that's what we mean by brand search. I don't know where to submit this. I imagine your audience knows a ton about this stuff, so I won't explain things 101, but if people look it up. searching for you by name, you want to make sure that they can find you because maybe they've been out of that Facebook group that they've been asking about and then, oh, abc kill list, oh, okay, and then you go on Google and you search abc removers. and the website is part of every buying process these days, it's somewhere and at some point someone is going to go to Google to find your website and make sure it doesn't have two heads and that it looks halfway decent and that I feel comfortable . book you even though I've never heard of you at that point you want to make sure someone can find you and a lot of people will say, "well why am I paying for an ad for my brand?" we took the number one spot organically, well, there are There are lots and lots of reasons why you should do that.
Do you want to get into those? Sure, okay, first of all, it's a defensive measure because anyone can bid on your brand name, anyone can enter that as a keyword into Google's system and say when someone. look for that, I want my ad to appear and if you're not showing an ad for your company name and some competitors are particularly on such a large screen, then your site, although your organic number one will be a couple of scrolls down. You know, this is just what a cell phone can do. This is a perfect example. A while ago I googled asana as if it were the management system and monday.com.
On Monday I was ahead of them and I thought this is a huge failure, yeah, and their headline. Usually, if they still run the same ad, they don't mention asanas in the ad because they're smart, right? Because it would be misleading and deceptive conduct to use someone else's trademark in your ad, that's a big no, but they just have this big "better Monday" headline or yeah, something like that, they don't mention the sauna, but yeah, and it's a great ad because they know what they're doing so it's enhanced with all the extra parts that you can have it there and on a mobile that ad takes up the whole screen and people are lazy and just click on the first thing they see, I think they must have seen it, they probably didn't. they took 90, but they definitely took a percentage of people who were going to the sauna and looked it up and went with them and it would be so easy for asana to fix that if asana just ran a brand ad, you're probably paying 10 to 50 cents per click and because Google would understand, oh wait, people are searching for asana and you're asana and they go to asana.com and your page is about asana, but this other crowd is here on their Monday. com and they have this page that mentions asanas and how they think they are best, but you are much more relevant.
Okay, I'll put your ad at the top. I'll charge you less. than I'm charging on Monday and I'm going to place that Monday ad at the bottom of the page and if it doesn't get any clicks there, I'm going to send it to page 2. because Google is all about relevance, but the Awesomeness The system is that we'll let the crowd figure out what's relevant and what's not, and if you had those two ads at the top of the page and maybe for a while they're both one and two at the top of the page. page if you search for asana you will click on the asana ad, if they were both the same size and next to each other you will click on the allocator ad, the machine watches all that, learns from it and uploads the people who looking for. that's why they want this, they don't want that, I'll get rid of that one, I'll put the assignment at the top of the page and if they did that, even for six months, it would cause Monday to lose. all those clicks would make Monday pay a lot more for those clicks to the point where maybe Monday gives up and in six months maybe they can turn off their brand ad for a while.
You also have this perception of leadership if you have the top ad, so now back on the desktop you have the ad at the top and you're number one organic and then you should have a bunch of other listings there too, like you know your Facebook page and then several. other Twitter pages maybe there is a perception of leadership and somehow you know what you are doing and yeah, okay, some people will click on your ad and maybe they wouldn't need it, maybe they would have found you anyway and they would have done. We clicked on organic and oh that's going to cost you money, sorry we're boo hoo.
We had a client who wanted to save money by getting rid of that brand ad. Now they were spending a little on Google and Facebook, so that ad was costing them three. thousand dollars a week, so they decided to turn off that brand and the brand's ads to save three thousand dollars a week. We ran all the numbers for them every week. It took them about eight weeks to believe that it was costing them $150,000 a month in incremental revenue. revenue, so when we looked at, you know, revenue from Google and organic or ads and organic versus now just organic, no more ads, it was 150 thousand dollars a month, so they finally gave in and yeah, okay, we'll turn it back on. those ads um and it's a great place to start, it's actually one of the things we talked about yesterday on my coaching call about how to get started, start with a brand campaign, it's the easiest thing to do because it's the hardest.
If you're wrong, you know what the name of your business is and if people are searching for it by name, put your name in there too, if it's a very, very common name, then you can modify it a little bit, you know what I could say, I don't know if it's a web. service was a popular usage term or we could say web expert agency website google ads things like that but make sure the brand name is there the cost will be really less and yes maybe they could have found it from anyway, but it's really really minor and because of that high relevance, Google says oh you know you're asana, people type in asana, they say it about asana on asana.com and then they go to a site that's about asana and that's really highly relevant.
I'll give you rates, folks, because you're very good advertisers. The quality of all this is very high. I'll show your ad more often and charge you less. It's a weird thing at Google called quality score. but the genius of that whole system is that we will let the people decide, we will let the people tell the machine, by what they click on, what is relevant and what is not, if you are really relevant, we will charge you less. shows your ads more like the other side of that coin, however, if you are now monday.com and people search for asana and people don't click on your ad compared to the other ads on the page compared to your competitors , then I have to get paid.
You need more because you don't seem to be very relevant. I need to show your ad less and I've seen people pay $25 per click in a market that should be a dollar per click because what happens next is Google suggests you should pay a little more and everything appears in red inside your account. You know your offer is too low. You should pay three dollars and then people say, "Okay, three dollars and then for a while. Yeah, I just want to." Interrupt because how do listeners know how much they should pay? Because you said you just set a perfect example.
They are paying 25 when, in theory, they should be paying. You know, a dollar, whatever. You have an agency and I. I have an agency, I have the luxury of seeing how it isyou see a combination and you could see multiple accounts but if you only know one business and you are trying to run it yourself how do you know if you are paying a good amount for a click or not that is a very good question and yes the experience is a big part of that. You know coming into a new account, it should probably be around here because you're experienced in that. niche or in similar businesses, so there is a free tool within the Google Ads account called keyword planner and that will give you a little guide, it will tell you that most people are paying around two dollars per click for this, but if you want your If the ad is at the top of the page, then you might be thinking more like eight dollars and it will give you that, so that's a good starting point.
You should also mix that with a dose of reality, so you should think about what Why do people click and really I think most companies should start here now, what do we want people to do and how do they do it? Align that with what people are looking for for this product, service, whatever they want to do, let's make sure we give them what they want to do, but what do we measure here? So, let's say for that lead generation business, the plumber says, well, maybe a plumber is a bad example because it's an emergency type and people usually call, but most service companies will have some type of form and you have others, yes.
Yeah, or a lawyer or your plantation shutters, okay, and then your free home survey quote, usually in normal times when people can go to other people's houses, but there's some kind of form that someone is going to complete, that's what you're going for. to measure and that's what in Google terms is a Google Analytics conversion or call it the goal, but yeah, it's what we want people to do and you'll find out very quickly, so when people search for plantation shutters, we can get them. one in ten of them must fill out the form on our website and we know our numbers in our business like every business owner knows their p l backwards I think you already know at this point I think we have everything you know there are there are some Maybe I only look at it once a year, but I think most people would look at it monthly and understand, okay, this is how much business I do and everyone has a number in mind of what I'm willing to pay to acquire a new. customer, most companies don't hit that number, most companies want to get new customers for 10 dollars and then make a thousand dollars off that new customer, which is crazy and Google is a great leveler.
This might be a bit of a tangent, but they really pulled it off. The little guy may be competing with the big guy because it's not about her winning with the biggest wallet, it's about who is the most relevant and giving the people searching on Google what they want right now and again with the wisdom of the crowd. which ads get all the clicks and which don't, then Google rewards the good advertiser for delivering what people want, which is great because it means us small agencies can compete with the wpps of the world and probably make a Better job too, where the hell was I going with that?
So you have to know that you need to know your numbers, so if you know that one in ten becomes a leader and then let's say that you are wonderful at what you do and you achieve it. to contact all of them and you sell one out of every two of those, well now you know I'm doing the numbers very, very easy because we don't have a whiteboard and I need to make it easy in my head and it's six in the morning, like this So now you know that one in every 20 people became a customer and let's keep the numbers very simple: that customer is worth a thousand dollars of profit to you over the lifespan of that business.
That's great, what are you willing to spend to get a thousand? dollars that becomes the question and that's where most companies will choose a really low number, but if your competitors are willing to pay 200 dollars to acquire that customer, that will make them a thousand and then you better be prepared to spend 200 dollars because if you're only willing to spend 50 dollars to acquire that customer you're going to lose because you're up against all these people willing to spend 200. and then basically it's math, you just work that back and say, how many ? Do I need to access my website for someone to fill out the form?
I realized it was one in ten, so you calculate it and everything is fine, so the most I can afford to get someone to my website is five dollars. I can pay up to five dollars per click, so maybe try to start a little bit lower because maybe you don't want to dive all the way in and say to Google, "okay, let's see what you can do for three dollars per click." Click and let's see how it goes and I'm sorry, I was just going to say that you mentioned two really important things here. I think one is, the name of the game is that the person willing to pay the most to acquire the customer wins, like unfortunately, unfortunately you.
You may not like it, you may not like it, but that's how the game is played and then number two, I agree with you, I speak especially in the world of electronic communications. Many companies don't know their numbers and draw arbitrarily. do you know some kind of return they need to do mind you that's not based on any repeat customer rate value life yeah I have no idea and they think more is better and I try to explain to them that more is good to get more profits, but if you are earning more on the back end, you could scale much higher if you are willing to break even on your acquisition rather than needing to hit 4000 on your acquisition.
Yeah, well, that's the key word and what you just said is profits, so most. People look at that and say, well, the key is when do you want to make that profit. Do you need to be the first one out? If you're selling garage doors or coffins, then you probably need to make a little money on the first sale, not a lot of repeat business. We had a client who sold vitamins and they came and they vaguely remembered these numbers, don't quote me, but when they arrived they were roasted. It was about three and a half and the rise is not the best metric, but it's the one we'll usually default to because people don't know their numbers enough to talk about it.
It's the chest inflation number. It's how much you can do. bench press in its weakness, it is better than cpa and it is much better than cpc or yes, cost per click, sorry, some companies and some agencies will still talk about impressions, clicks and cost per click, I mean, but roaz is yes, yes. chest inflation number, I love it and they came around three thirty and said we need a line starting at seven. I'm fine, that's eminently doable and my team is amazing and they got about an eight raise in two months and then they said oh well that was too easy okay now we need a raise of 13. oh and and and they and they didn't get it. , no matter how I explained it, they just decided that This was the new goal and eventually we had to part ways because they just couldn't understand it, so I'll give the listener a visual image of that, it's like saying "okay", that row starting of seven, that's everything. archery targets all the traffic there, it's that big now it says a row starting at 13. that's like saying you can only hit the target and we only count everything that hits the target, sure it is more valuable when you hit the target, but there are much fewer arrows that can fit in the bullseye and it's harder to hit the name of the game is total win and should be based on, like you said, lifetime value or you know, pick a range It could be 12 months, it could be 90 days 180 day payback period, but you have a period where you say okay, yeah, they're going to repeat the business and Trevor, our head of Facebook and strategy, just did a wonderful presentation on this to a large group of retailers here in Australia. and looking at his numbers and Facebook Analytics and Google Analytics, all the numbers are there if he knows how to read them.
Yes, we make $80 on the proceeds from the first sale, but then over the next 90 days, another $50 actually comes in. You have to take all that into account now, what are you willing to pay to get that guy into the business? first attempt? And, as you say, the fastest way to

grow

is to break even now, if you really know your numbers, you could do it. Even be willing to be negative on that first sale because you know you'll get it back over time. In the supermarket game, that's a losing leader, you put your bananas at the front of the store and you price them really low. people come and buy bananas at the grocery store, I don't know why bananas, but you know, guys like Sam Walton at Walmart have been doing this for 50 years, we know how to merchandising visually, we know what to put where and make that part super. cheap because people come in and buy that and then spend 100 bucks on everything else, what's the equivalent in your store in your ecommerce store?
What attracts people for little money? And this is dangerous because it's potentially a race to the bottom, but if you're a little bit cheaper than your competition, think about Google Shopping ads at the top of Google, you can see the price, you can see the description, you can see the image in some markets where there is a fairly uniform consistency. prices if everyone makes 45 dollars but you 42 google will put your ad in the top left and you will get many more clicks than other people. I know very little about Amazon, but I saw some research recently on do you know the difference?
What a penny can generate on Amazon, where you are a little bit cheaper than everyone else, you get a disproportionate amount of clicks, you have to be careful, it can be a race to the bottom, you don't want to be reducing the price, but if you know your numbers and You realize that's a lost leader and acquire new people for your business who then go on and buy other things, that can be a wonderful strategy, yeah, it's a lot of fun. I hear people talk about rema all the time and I post those screenshots of a 14x and the first thing I always question is if I'm getting a 14x client am I doing something wrong because I should have spent a lot more money huh yeah , so there are a lot of mistakes we just went over, including not knowing your numbers, but when it comes to Google Ads, what are some of the biggest mistakes you see companies making?
Oh my goodness, I think this will be controversial in some circles, but trust it all. that Google says, you know, they've done an incredible job, they've built this incredible machine, but they do some things and I don't think they do it maliciously, I really don't, and there will be people who will argue with me. There, ah, I don't know how geeky I can be with you, but recently they did a couple of things in the last few weeks, they started hiding more and more data from us and then they charged us for this as well. two per cent tax on advertisers in the UK and I think it's five per cent in Turkey and Austria.
I may have been a little wrong because I don't have any clients in Turkey, but the way they've done it is, oh, that's a huge tangent, sorry, but the way they've done it is quite clever, it doesn't appear in your account, it gets added to the invoice, the only people who will see it are the accounting people who pay the invoices and it doesn't take into account your costs, it's just that it's misleading and then hides data because they were insignificant search queries or if They are so insignificant, don't charge us for them and talk to Google engineers and they know it.
In normal times, I would go to San Francisco and attend the big event once a year because you get incredible access to the engineers and the product managers and you ask them about something like smart purchasing and you tell them why you hide all the research. queries in smart shopping we need to see them and honestly they can't understand why you would want to see they look stumped and walk away but why is it all machine learning no you can't do anything with them anyway yeah but we use that information to improve other parts of our account and other parts of our business.
We use that information to make sure you're not marking your own homework and giving us a bunch of shitty traffic that we can't say is shit. I had never thought about it like that before, so I completely forgot about the question: The biggest mistakes you see, companies are doing ads on Facebook. I guess we could make it super simple, like when you audit an account. Are there things that you see consistent errors? Yes, yes, then, there would be the super basic ones, like showing your ad on multiple networks, so Google splits into two networks, searches and shows very, very different types of traffic, very, very different numbers, and if Put everything That together, you know, anything together is shit, it's a statistician's joke, isn't it like all averages are shit, but the average of the really good and thereally terrible is not a useful number, so mix things up I mean this, this, this?
Mob, I was training this charity yesterday. They had four keywords in there, they are all broad match, which gives Google a lot of leeway to show your ad with something vaguely related, so using only broad match keywords in your account is another mistake: words single word key. They're even worse, so you know someone who's searching for television, the word television alone could be searching for a bunch of different reasons, there's no commercial intent behind that term, it's kids doing homework and someone in the early stages of buying a TV and other people searching for a completely different type of TV have a different meaning for that word, but the person searching for sony bx1600 knows exactly what they want, so those types of very high intent keywords start just with those and then reluctantly move upwards. towards the other things um, what else do people do wrong?
God, there's so much going on on the writing side. I'm not a great copywriter by any means, but a lot of people will have pretty much the same ad in every ad group in their campaign and then they never do any testing and testing is definitely changing with machine learning, but yeah, they do some testing like no. measure, that's probably the most important one and you've already said it, a lot of companies don't know their numbers, but you can measure a lot of things and Yes, that's changing and you know. There's a big debate between guys like us on the internet right now .
Jb is part of John Belcher and a lot of other people are part of that kind of discussion that's going on about how we're going to track when cookies don't work. It doesn't exist anymore, it's a good time to think about that now because we probably still have cookies for another year, maybe two, but that's all changing because Apple wants to be the anti-privacy guy and put a big effort into Facebook and Google . and um, that will change, but at least know your numbers, know what a new customer is worth, know what your lifetime value is, know what the 90 day payback period is, these are not difficult things, not very difficult to understand, and you will not obtain them. they are correct, but at least be an expert and I know somewhat directional and I know what they are, but not tracking, not setting up any kind of tracking is a big mistake that I think people make by not making changes, like not logging in .
I saw a thing once, I don't know exactly what it was, but a large portion of people running Google ads haven't logged in for over a year and Google will happily take that money until your credit card runs out and why? no, someone's. I signed the terms and an agreement somewhere that says yeah, you know we want to run ads and we want to spend a thousand dollars a month and the fact that we're doing it like idiots, Google doesn't care, that's an expression if you're dumb. enough to pay me, I'm smart enough to take your money, so it's okay, I didn't know that, but I like it, um, yeah, go ahead, if you're a local business, what are three things you should do now? same to to generate great results, run a brand campaign, then if people search for you by name, sort it, get a remarketing campaign.
I talk to a lot of b2b companies that have never done Google ads because you know there are 13 people a month that are searching. Because of what they do, they think they don't get much traffic, but the traffic they do get is very valuable. You know someone has recommended you. You've heard from someone across the industry. A remarketing ad. An ad that is running. Follow someone on the Internet for a few days or maybe a few weeks after they have visited your website to simply remind them who you are and what all the benefits are of doing business with you and have a few different ads to talk about. about those different hugely powerful benefits for a lot of businesses that tend to think that, oh, someone visited my website once, why doesn't everyone convert?
I don't understand, some clients have told me that, why isn't it like that? conversion, they just wrote this that with very high intent you told me was a high intent keyword mic, why doesn't everyone convert? Why are there only 20? I'm like 20 points, okay, um, we gave away our course recently, so we gave people a link with a coupon code embedded that made the course completely free for them, people who understood what Google Ads was and still so I was still surprised. I shouldn't be surprised at this point, but I was surprised to see that card had a churn rate of 35.
People are accessing the Thrive card with the full link with zero pricing and yet a third of them at that time are They go like it can't get any easier than that. No credit card required, just enter your name. and email address and you're in and you're still 35 leaving so you're never going to get a conversion rate of 100 and I had a point for that but I don't remember what it is so I'll move on to another mistake um. You said three things for local law, so there is remarketing. I'll actually exit Google Ads for a minute and go back to your website, a lot of these particularly b2b companies that I've been talking to during the pandemic doing a lot of zoom webinars etc, I find that a small number of them you know who's in charge who has the logins to your website where it's hosted who owns your domain name what the heck is your DNS little things like that, do you have any? protective barriers around your business and when that person in your business who knows those things leaves or, worse yet, remains that third-party developer, that guy who built your website three years ago is the only person who knows all those things, oh and they I have now gone out of business and they are now plumbers so you can't log in to your website if you try.
It's a huge problem and I wish more companies would at least take that seriously. I understand that the data part seems scary. like setting up Google Analytics, that's something my geek should have done. The tag manager sounds even scarier, but it's actually really important to have control of those things. It is not necessary to understand what file number is in Emeth Consulting. That's that file. Number nine, I don't know your password, which was module 22 and that was the upsell. I know your password didn't exist back then. You do a lot of research on the competition. I'm sure for clients, do you have any tools that you recommend? listeners use to be good at, you know, competitive analysis, I guess, God, yeah, I mean, you can really dig into that and I actually don't do it well, I'm sure I don't do much anymore.
I'm sure the team will do much more. I'm going to be pretty out of tools, but yeah, I would start with keywords and then we can think about looking at what your competitors are doing now. I come from the old school. I don't worry too much about what competitors are doing, like focusing more on yourself, but it's helpful to understand the landscape from a strategic point of view, what other people are offering, where the gaps are in that, from a companies' point of view. keywords. you have a keyword planner within Google Ads which is good enough for 98% of the time, but then if you want a paid tool and certainly when we get to the ad copy, this gets a little bit more interesting. , but I would recommend a couple of paid tools. .com and spyfu, spyfu and me, spinach are other good ones, but semrush and spyfu, no, I don't know how much they cost nowadays, I have no idea, but if you really want to get paid, they are good, spyfu is particularly good because you can look at a competitor's historical ads so you can see their testing process and you can see well, six months ago they had an ad that said this, but they removed it and now they have to say this assumption.
What we're all doing at that point is that they know what they're doing and they've changed it for a reason - they know their numbers and they've kept the new one for a good reason - but yeah, that may not be the case. but you can get some ideas by never ever copying a competitor's ad word for word. It's just not ethically correct, but you also don't understand why they've done what they've done in their business, but if you're looking. in a variety of competitors, it's great to use as an idea generator, you're looking for ideas and you're like, we were going to go to market with reading my whitepaper, but everyone in this market is giving away this and this for free. and this for free and say, you know, do a free 30 minute strategy call, maybe we want to rethink that because if we're faced with that, maybe the free whitepaper just no one cares about, maybe we can still try it, but I think that I need a better offer, it's funny that there are, so there aren't, the percentage of companies that are really successful, right?
If you look, you know the percentage, what it takes, I mean, no one wants to become an entrepreneur when you look. Those numbers are correct, the odds are definitely against you, but the blind are willing to blindly follow your next entrepreneur when we know that 90% of companies fail, but we will watch them and copy what they are doing. We are all following them. each other off the cliff exactly, yeah, but you said something interesting: you're not that involved in this, so you own an agency right now, you have a team that helps run ads for your clients, how do you balance being The authority?
I imagine you are no longer the person posting the ads. I feel like it's a very important question for business owners because there are many business leaders who always feel like they need to hold on to every part of the business to maintain that credibility. to maintain that authority, but it's almost impossible to even grow if you're going to do something like that, so what advice do you have for those listeners, oh my gosh, confessions of a micro manager, um, with great difficulty and with an incredible team um, so yeah, my team deserves all the credit here.
I think this is the business. Someone asked me a similar question recently and for me it's yeah, you'll be able to see it, but here's the thing, like, I'm sorry. to interrupt you but your team my team many companies teams they are all are all in the weeds doing a great job but we are the guys on stage speaking we are the guys that are that are that are the ones that are the face, well, then I'm going to put my team on stage more, so four of us spoke at the um steven esk event in Melbourne in February, which was wonderful, so it's not just me on stage anymore, but uh, what if they ever Ever heard this, I'm so sorry guys, but yeah, not flying business class to California anytime too soon, well yeah, cleaning up the pandemic, don't worry, you gotta earn your stripes, right?
Yes, do more local talks first and then we can. Speaking of going to TNC all together, it's a continuous balancing act. I'm learning and my general manager is helping me learn to let go of other areas of the business more and more. Not having direct reports anymore has been huge, so it started about a year ago. a year and a half ago and she oversees the management team, so I'm kind of on the side with a dotted line to her where I'm not very good, still yeah, exactly that, I know I'm going to be on stage.
I want to know, I'm also very curious, so I've built my reputation and my business knowing more about Google Ads than virtually anyone in the world and knowing what each button does, and I'm one of those people who goes. she goes in and presses every button and tries to break things. I imagine that's how you learn. Yes, you read all the literature and you read blogs and you go on Twitter and you see what other people say, but in the end you have to go in and do it. and I annoy the leavers on my team because I'm going in and out, why are we doing this here?
So now I play the role of the customer, yes, a really very smart customer who will come in, that sounded very selfish, but yeah. but someone who knows about Google ads can come in and ask us why we're doing things and why we're not doing something else which can be really annoying but it holds us all to the higher standards we're trying to achieve. automate some of that, so we'll have a layer of automated audits on the account, you know, covering the basics, but then yeah, I'll be a little annoying and then when we get the new beta that we just got from Google, um, I'll look at that and say, "Oh, this is cool, I want to run it, so I'm like the R&D department.
I want us to run an experiment using this new beta. I'll let them figure out what customers are and what." the parameters of that and then they have the job of, unfortunately, going and talking to the customer and saying, "Hey, there's something new and cool and we think it's good, but we don't know it yet and we'd like to try it and we're." We're going to take this big chunk of your budget, we're going to execute it, we expect a business impact, we believe this is going to happen, I guess what they don't say isbecause Mike wants to see, but we need to know how those things work and I'm very fortunate to have some clients who are incredibly generous with it and say yeah, go for your life, if you think this is going to improve something, try it and then we can go to those accounts first and test there and when we know something works. we implemented it, I just know there are a lot of business owners that I talk to and hear on the podcast that when they become the face and take on a lesser role, it often leads to a sort of imposter syndrome feeling of how am I doing. being the go-to guy when or or going out oh as a woman there are definitely moments yes, there have definitely been moments on stage in the last 12 18 months where I've gone oh that's a good question but I'm very honest with that I go I don't know the answer, if my team was here, my team could answer that, but I don't know the answer, but let me take your email address, I'll find out and get back to you.
All I think I can do, but I hate that feeling because I've never been on stage talking about theory and oh I have a great idea, yeah for this, everything we talk about is based on facts and case studies . and data driven, for me it's about feedback loops, it's how can I be the R&D department and design experiments and this is the part that really bothers the team and certainly my boss at Google because I feel like I need to know what it happened later. and I like to close that feedback loop, so we are in the middle of a massive movement in our business due to the pandemic.
Here I am great, this is the opportunity to get rid of the podium that we have been running on for eight years. We're moving forward to click, we're right in the middle of it, now it's been a much bigger project than we thought it would be and we knew it was going to be big and we're incorporating more of this feedback. loops because clicking up is much better for that than podium, so I can know if we're going to do this. Here is the design of the experiment. This is how I put up some railings. This is how I designed the box.
This is what I want. know from the other side and then how do we spread the knowledge and wisdom of that other side? and transmit it to the entire team and then to all the accounts they manage. I think that's the key for me: how to not only learn so that I can teach better within the agency and speak better on stages, but how do we use that knowledge internally and a lot of that knowledge doesn't come from me? How does someone on your team come up with this great idea? Which they do all the time.
How do we take that idea? Test it in battle. and then deploy it to all the other accounts so they're just systems and yeah, um, I was the myth guy. You should be better at systems than me. I know they're important, but I shouldn't be the one to believe them because I've learned the hard way, but it's those systems that are being recognized. I think exactly what you are saying can become a problem if we don't control it. How do we build systems and feedback loops into the business so we still know? and one thing that my general manager and I were talking about last week is if I still have an account, I still have my fingers in the pie and I shouldn't have full control over that I shouldn't be doing all the customer communications because I really that would be unfair to that particular client, but my team is much better than me at dealing with that because you know, if I'm traveling during normal times or whatever, I just won't give it the attention it deserves, but we're figuring that out as we move forward.
How can I monitor certain accounts? How do I maybe work more closely with a couple of senior account managers who I can share those ideas with? They can go try it, but Yes, I think feedback loops are the key: how you learn from those experiments and how everyone learns, but it's an ongoing battle. I know people will look at us and say, oh, you know, one of the two biggest agencies in Australia. This needs to be fixed, no it's an ongoing thing and then you fix that part and then you realize the next problem and then you fix it and you realize the next problem, I mean oh I have a pulse, yeah I must have. a problem again, resolve bottlenecks as they are found, um, yeah, well, we'll wrap this up.
Can you share some interesting things that are happening with artificial intelligence and machine learning with Google? Things that will surprise listeners if they aren't. I really like being completely rooted in Google, so I'll choose to answer this question this way, where it's not so much about Google tools. It's nice to have someone as a guest on the podcast, who, who. sits down and says a great question, but instead I'm going to ask, answer this question, no, no, no, I said I'm going to because I think what a lot of people are going to expect me to say is, oh you know, artisanal smart displays or Smart shopping is fine and smart deals are pretty good and the artificial intelligence that Google has built into the system, what I find fascinating right now is that Google is basically giving away all the technology that Google is based on and is in this thing called um google. gcp cloud platform and there they have tools like bigquery and auto ml and all this ai and all the systems and kubernetes and all this cool stuff and you have to log in and there's a list of about 80 of these things and it's all practically free, I mean, it's pennies on the dollar for the kind of volumes we do and we're a reasonably sized agency, so what I'm loving right now is to start pushing more and more data from Google to BigQuery where we can do some things interesting things with it and model it so we can do things that you just can't do in the Google interface and then put another Google Data Studio tool on top of all that so we can visualize it because we are Visual creatures that look at tables of numbers are not fun for anyone.
Data Studio is a wonderful tool that helps you see patterns and trends in that data, so I'll give you an example of the Google Display Network that we talked about very briefly earlier and how. there are a lot of idiot clicks and there is a lot of fraud, frankly, Google doesn't think there is any fraud on the Google Display Network, but some people estimate that one in three clicks could be that high, but there is a lot of fraud. There, over the years, we've built up a huge list of something like a million and a half websites and mobile apps out of about three million in total that Google says exist with all the performance data and then we incorporated it well now we bring it into um, we start with spreadsheets, then we move on to bigquery and now I'm starting to play with this auto ml thing, which is Google's own, build your own machine learning model, even if you don't.
I know a lot about machine learning, so when I started learning about machine learning it was a bit of a tangent, sorry, I went through all the books, coded and learned a little bit of Python, updated my SQL skills and started building like a small artificial neural network to do this little kind of prediction and I followed the books and wrote this code and I didn't really understand what the code meant, but anyway I copied it all just like I did when I was a kid, now you don't even need to do that , turn on this automatic thing and if you can create a csv file, it has a bunch of columns and then another file down there, a column at the end, that's the thing. you want to predict, so here's a bunch of location data, here's a bunch of websites you know, quizlet.com and viralbuzz.com and blah blah dot r u and mba dash info, dash 6 dot info and then a bunch of really good domains and I'm not saying the ones I just said are shit, but you know they look like pretty bad domains and we can fit all of that into this machine.
We used some of our rules initially to say we thought about these. are garbage and these are not garbage now here are some new domains that have added a machine and it will output a prediction basically if we think this is garbage or this is not garbage so we are using the power of machine learning from Google and bigquery and some Data Studio and all these amazing tools that allow us to be much smarter with the data that Google gives us, so I think that's my happiness, playing with those cutting-edge things. I know that AI will change virtually every industry.
We don't really know yet how that changes, but I think as business owners we need to understand AI enough to be able to see the opportunities of what it brings and to be able to understand enough about what it can do and what it can do. You don't need to play with Automl and BigQuery. You can hire someone to do it, but you don't need to be a data scientist to be able to play with this stuff. You just need to know a little. A bit of code that really excites me. I am very curious to meet him over the next few years.
Unfortunately I think we will have a lot of insolvencies and a lot of companies for sale at great prices next year. Unfortunately, many businesses will close. business next year as the knock-on effects of this economy continue to happen, but I want to be able to know enough about AI and machine learning to be able to spot the opportunities and what industries I think we could potentially make a difference between the companies there and start to apply the power of these things to those industries what data do they have in those companies how could we use that data what could we predict if we clean this data and use the right information thing to make a prediction ai is basically making predictions, it's much more complicated than that , but it's like making a prediction, in this case predicting whether this is garbage or not, or just pulling all your data from Google and dumping it into bigquery. modeling it a little bit and then in Data Studio allowing us to see our account data in ways that simply can't be done in Google Ads.
I did a presentation for Perry Marshall a few months ago where I showed this idea. of synthesis, so I'll end with this. Think about a Google account, your campaign is very hierarchical, then you go into an ad group and you can see the keywords and the ads there, then you go down and you see all the keywords. in that ad group and you can see all the search terms behind those keywords or you can dive into a single keyword and see the search terms behind it, but now you want to go to the next ad group, you have to get to the final. go back to the next ad group and then go down to the keywords and search queries you want to go next, go back up, across and down again in bigquery with this sheet that I created that would be freely available for your guys if you want, all on one screen, so all your campaigns group together keywords and search queries, and everything I click on filters everything else, so if I click on one campaign, I see all the search queries only for that campaign. or if I click on an ad group I see all the search queries for that add a group next ad group next day group next time group just by clicking on the rows in the table so everything is connected and everything is filtered because I think as human beings they're really, really good at synthesizing and thinking about all these different things and how they're connected and then I started playing without them adding audience data in there and all this, I can't help but like all of this because Well, what are they? patterns here because AI is really good right now at doing small, narrow tasks, it's getting amazing at a lot of other things, but we as humans are really good at connecting the dots on a wide variety of things, so I think you know the The next level from that will be to absorb all your data from Facebook or maybe your Pinterest and other things and then what is the synthesis of all this?
You know, let's not have a conversation about attribution right now, but we can just look at all of that. in one place and yes, that little tool I built is going to change because Google is starting to hide more search query data, so it becomes a little less useful, but it's still a really useful tool to be able to verify an account o You know, you log into an account you're not very familiar with just so you can see what's going on. I find it really very useful, so that's the fun thing, things like Bigquery Data Studios are wonderful for the Data team.
Studio at Google are really good, they implement a lot of new changes and are very transparent, unlike some of the bigger teams at Google, so yeah, I love that stuff, it was a very long answer to a very, very good answer and I love, love Data Studio, we use it for all our reporting and with super metrics and a bunch of other things, clearly hearing you speak. You are a bright and brilliant person and you definitely know your space, so I don't think there are any impostors. syndrome go back to my question three questions ago I don't think that's a problem for you for the listeners sitting thereand they say look, I don't want to touch this, let's give it to the best in the world and clearly you are That person, how can they contact you?
How can they find it? So the agency that is made for you is websavvy.com.au because we are here in Australia so if you want us to do your Google ads for you then Contact us if you like the way I teach through this conversation: Agencysavvy.com, that's where all my courses are. We also have great guest content from people like Tom Breeze and Chris Mercer, Trevor Henselwood, who looks after Facebook. in our agency, which is still a much smaller part of our agency, I think you know them and they mentioned scott and dee before you know that they focus primarily on Facebook, so there are a lot of good options for Facebook.
We are one of them, but there are many. and many others, but if you want a course on OMG, I've got Google Ads Data Studio, Google Analytics, Tom did the YouTube stuff, we've got some tag manager stuff in there, Google Shopping, which we haven't really talked about much. that's all agency and also a little bit about how to grow your agency so clients get systems and mindset together, big fan of mindset. That's all on Agencysavvy.com and if you just want to ask me one question then that's probably the easiest one. The way is to send me an email, I'll give you my personal email address, I'm Mike at websavvy.com dot a-u-w-e-b s-a-v-y um or just find me on facebook facebook.com

mike

rhodes

and contact me on facebook and ask me a question more than Happy to help , amazing, thank you very much before you go mountain biking or flying in a helicopter.
Oh, I love them both for very different reasons, but I have to say it, since I haven't been in a helicopter for a while. Mountain biking is the new thing. uh, escape, love, exercise, especially in this pandemic. I can only go five days away from home right now, but that's okay, I'm sure if you want to mountain bike around the Hawaiian Islands, ride a helicopter, Mike, thank you so much for doing this, I really appreciate it. . You're such a uh I don't even know how to say such a wealth of knowledge and I appreciate you coming here and sharing it with everyone, thank you, it's an absolute pleasure, thank you man.

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