TMBA 209 : How to Effectively Use Google Adwords

TMBA 209 : How to Effectively Use Google Adwords post image

Today Ian and I sit down with the one and only Dave Huss to talk about generating paid traffic to your site.  With so many recent changes in advertising platforms and capabilities to come, this episode is full of marketing avenues you should be using in your business.

On the show this week:

  • Why organic is dying and what you need to do about it as a business owner.
  • The power of remarketing and why it’s so effective.
  • Updates coming down the pipeline from Google’s advertising platform that will make a difference.
  • Cart abandonment emails and phone call tracking techniques to take your ecommerce to the next level.

People on this episode:

What we’re excited about this week:

Listening options:

Thanks for listening to our show! We’ll be back next Thursday morning 8AM EST.



Dan & Ian

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Published on 09.12.13
  • Yeah Dave Huss!

    p.s. Google is going to roll out cross-device tracking, too – if a user searches and clicks on a mobile ad, and then convert on their desktop without clicking on the ad – it will attribute the conversion to the original mobile click. Universal Analytics.

  • Thanks Mike.

    Yep Universal Analytics is just another step for Google to be more creepy.

    I’m excited about it because a lot of people start their searches on mobile but then convert on computers.

    I’m not sure how accurate it will actually be at attributing the conversions though.

  • Big ups for holding it down for PPC, Dave.

  • Thanks of the link Dan and Ian.

    I love the conversation at the end of the podcast. There are some genius insights in there. I love the shift from FU money to FU lifestyle. There is a book in that idea. :-)

    You joke about the hippie commune, but when I look back on my life the best times have been when I had the least and was struggling the hardest.

    I loved my university days. I was dirt poor, but I was surrounded by ideas, possibility and rich social interactions.

    The Geodesic dome guy seems to have found a way to perpetuate that intellectually focused lifestyle, except without the relationships.

    We need digital nomad versions of hippie communes. All we need are LSD and high speed internet. No backpackers allowed. :-)

  • Dan

    haha… :)

  • Dan

    Hey John… looks like our discussion of the post was cut from the show, but i love the tree you are barking up here… i really think there is something to it. have you seen this?

    I will also need assurances of no backpackers :D

  • You definitely have to fire your podcast editor. :-)

    Thanks for the link to Christine’s post. Very cool.

    I know you’ve mentioned the imagination economy in a previous podcast, Ron Davison and VentureHacks call it the entrepreneurial economy, Seth Godin has recently been calling it the connection economy, I’ve been calling it the idea economy.

    Whatever the name, I think it’s clear that we’re in the early stages of an economic and social revolution. Obviously, the changes in business are happening already. However, the real revolution will be in how society will be forced to reorganize. I think we are in for some major social upheaval in the next couple of decades.

  • Adam at The Green Microgym

    Guys, I was just listening to this in the background and heard you guys say “broad match”.

    It was perfect timing because I had just started an adwords campaign for “bicycle generator” and didn’t want anything else but that exact match to come through.

    If I wasn’t listening at that “exact” time, it would have made my whole campaign a bust.


  • Great episode on Adwords this week. No doubt getting high rankings on organic is no longer a sure thing by using the usual tactics.

    Would like to hear about strategies using Facebook PPC in the near future if you guys use it for your company.

    Its cost per click is definently much cheaper, and targeting can be much more exact, wanted to get some thoughts.

    Although, something I cant prove yet, I believe most clicks we get are from bots on FB and not real users…and others believe up to 90% of clicks are fake

    Checking how easy it is to get hundreds of accounts set up for you – or thousands of fake “likes” on sites like Fiverr…it might be true.


  • Since we are doing mostly B2B we haven’t done much with Facebook ads. The big difference from Adwords is that with Facebook ads you don’t usually have the ‘intent’ to take an action right away. On Facebook you are targeting based on their behavior and profile.

    However I have found that retargeting on Facebook can be very effective to recover lost sales. The service I use for Facebook retargeting is called Perfect Audience. You can get a $70 free trial with this aff link:

  • Word – thanks Dave. I will get set up right now. TW

  • Close one Adam.

    Google would love you for wasting money with broad match, but you’d probably have more fun if you lit your money on fire to roast some marshmallows.

    If you’re looking for a lot of traffic exposure – use phrase match or Google’s new match type called Modified Broad Match. It still casts a wide net but is far less likely to get hit for totally unrelated searches.

  • Dan

    Rock on Adam! Thanks for sharing… I made this mistake on my first campaign too… let us know how it goes…

  • Dan

    yes this is exactly it… it’s all coming together right under our noses… it’s cool to watch a very little slice of history happen

  • Pat

    Hi Guys. Is this the Sketch app you were talking about for wireframes?

  • Guest

    Great Episode Dave! Thanks for helping shed some light on the many intricacies and nuances of AdWords.

    Doing SEO yourself is your time, therefore, money. Using both SEO & AdWords helps you better target where you’ll “be everywhere”.

    I think one thing that people often over look with AdWords is also the sheer amount of information you can learn in a short amount of time. Especially, since the old keyword tool has disappeared. You can look at the search query reports inside each individual ad group and for the product listing ads to see what keywords Google is connecting with your products. You can quickly see which keywords are generating click throughs and leading to purchases. I would say that’s a much more effective way to do keyword research because you know people are already spending money based on those keywords.

    One more reason to run re-marketing cookies for specific length of time would be to leading up to an event. Say, I don’t know, an event in Bangkok that’s in less than 30 days. If your cookie lasts for 180 days you could end up spending more money on a campaign after it’s already happened.

  • Adam at The Green Microgym

    Thanks! I think the campaign is going well. I have about a 2% click through rate. Now I have to figure out how to measure conversions a lot better. I’ve had several new additions to my email list since the campaign started, but don’t know whether it’s because of the campaign or not.

  • Dan

    That’s it. It’s the jam.

  • Dan

    yes gotta set up those goal funnels!

  • Adam at The Green Microgym

    I’m on it! Thanks!

  • No problem, thanks for listening.

    Every time I hear someone say “SEO is free” I die a little inside.

    Great tip about checking out your search query reports in Adwords. There is a lot of valuable data there on the actual searches people used to find and more importantly buy your products. Also you might be surprised at what irrelevant keywords you are spending money on.

  • So what I’m hearing is that you need a really expensive and/or high profit margin product for PPC to make sense… What about less expensive or affiliate products? Is PPC an option?

  • Jonathan it really depends on the numbers – how your customer value and conversion rates compare to the cost of clicks.

    You can use this quick 2-minute litmus test of Adwords profitability:

  • Rad

  • Best episode in ages guys! Awesome!

  • Dan


  • thanks Melissa, glad you liked it

  • Ollie Smith

    Hey guys, first time stopping by in a while. Thanks for the heads up about call tracking Dave, callrail didn’t serve the UK but found responceTAP and I feel like a dummy for not using this before, it should be within the core of any campaign especially high value B2B verticals. Also you were saying about 95% of sites serve ads, I’m pretty sure the stat is 95% reach. Only 2m sites have Adsense.

    A good strategy for match type we use is to have +board match and [exact match] for the same keyword. The +board is used for finding new profitable [exact match]. Over time this works almost perfectly.

    Hope your all doing well.

  • Cheers Ollie. Yeah 95% reach. Modified broad match is much better than regular broad match for sure.

  • Ian

    Brilliant! Such a great episode! More with this level of depth, resources and specific actionables please!

  • Thanks Ian, glad you liked it.

    Maybe I could return to the TMBA podcast for a show focused on retargeting (tracking your website visitors and serving them ads on Google/FB).

    There’s been a lot of cool developments there recently with retargeting ads in the FB News Feed and on Twitter.

  • Ian

    That would be excellent! I would be most happy. I’m listening to this again, again. These systems change so much a revisit would be rad.

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