We teamed up with our friends over at Refuel Creative to help advertisers create actionable strategies to make more revenue from PPC. Whether you work at a marketing agency or are advertising your own business, this webinar will help you elevate your PPC performance.

1. LIVE WEBINAR
© Copyright 2020 WordStream, Inc. All rights reserved.
Top 10 Tips for
Advertisers in Australia
and New Zealand

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1. Google Premier Partner, Elite
Microsoft Partner, and Facebook
Marketing Partner
2. Provider of software solutions,
consulting services, and Managed
Services for SMBs
3. ANZ Customer Success team is based
in Boston, and they work in the
evenings to accommodate business
hours of our clients in the region
About
WordStream

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1. Google Partner, HubSpot Gold
Certified Agency, Drift Partner,
Microsoft Partner, and Shopify
Partner
2. Handles marketing, paid media,
websites, branding, technology, and
video creation for their clients
3. Started in 2016, based in Port
Adelaide, and is now a team of 7
people
4. Leading marketing specialists in
SA/NT, across Australia, New
Zealand, and globally
About Refuel
Creative

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Your Moderator for
Today’s Webinar.. Justin!
• Senior Google Ads Consultant at WordStream
• Over 4 Years on our Sales Team, Blog Post
Author, Facebook Ads Strategist
• Helped over 130 businesses in APAC region
achieve and exceed their PPC goals!Justin Weyant

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Your First Speaker for
Today’s Webinar.. Derek!
• Senior Customer Success Specialist at
WordStream
• Offline Assist team lead and part of our ANZ
client services team
• Frequently referred to by his managers as
“one of our best and brightest”
Derek Smith

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The Star of the show.. Ryan !
• Founder and CEO of Refuel Creative
• Expert in web development, building
websites, IT systems, PPC, conversational
marketing, and WordStream Partner
• Cooks the best brisket in the Entire World in
his backyard in AdelaideRyan Jones

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Average Cost Per Click Around the World

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Cost Per Click in the Region
Google opened it’s
Sydney office in 2002,
and the first clien in the
region was eBay
Australia
Australia
Average CPC 5% less
than the US average
New Zealand
Average CPC 14% less
than the US average
Japan
Average CPC 47% less
than the US average
Singapore
Average CPC 58% less
than the US average
Thailand
Average CPC 58% less
than the US average
Indonesia
Average CPC 62% less
than the US average
Philippines
Average CPC 75% less
than the US average
India
Average CPC 77% less
than the US average
Google opened it’s Sydney office in 2002, and
the first client in the region was eBay Australia

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1. Add Long Tail Keywords
What are long tail keywords?
Long-tail keywords are longer and more
specific phrases that visitors are likely to use
when they’re closer to the point-of-purchase
Example: You own a car dealership. All your competitors are going to be using keywords
like “cars”, “SUVs”, “trucks”. Your competitors might not be using “buy a car near me”,
“black BMW”, and “used car dealership”.
Bidding on long tail keywords can help you get more impressions
on those terms, lower your cost per click, and lower your customer acquisition costs.

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Long Tail Keywords
Q: Where can I find long tail keywords?
A: Your Search Terms Report!!

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2. Manage Your Location Specific Searches
If your customers include a specific location in their search, write an ad that let’s them
know you service their area!
Example: You are a solar company in Brisbane, and you service customers within a
150km radius. You find in your search terms that people are searching on Google
for “solar companies Brisbane”, “solar installation Gold Coast”, “solar companies
Sunshine Coast”.
You should set up separate ad groups for Brisbane, Gold Coast, and Sunshine Coast. That
way you can add the location specific searches as keywords to the appropriate ad group,
and you can write an ad that mentions that location in the headline of the ad

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Location Specific Searches
Google’s mission to help people find what they are looking for. They are more likely to
show your ad at the top of the page if you have location specific ads showing up for
location specific keywords.
Australians like to use Australian-made products and services. Make sure you have an
Australia ad group and an ad that mentions Australia for your keywords that contain
Australia in the keyword.

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Bonus Tip!

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Ecommerce businesses:
Location-specific searches might not be worth your
while. If you sell dog food online, you might not want
to be paying for clicks like “dog food in Perth.”
Location-specific searches could be searched by
people that are looking for a brick and mortar store,
so they don’t want to buy online.

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3. Use Modified Broad Match
What is Modified Broad Match?
Modified broad match can be viewed
as a sort of middle ground between
broad match and the more restrictive
match types, Phrase and Exact match.
It allows you to reach a wide audience,
while also having better control over
who sees your ad.
What about Broad and Exact Match?
• Broad match helps you reach the widest
audience, but it can also lead to wasted
spend on clicks that aren’t relevant to
your business
• Phrase/Exact match helps you keep your
audience very narrow and relevant to
your keywords, but you might miss out on
potential customers since they are very
restrictive match types

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Modified Broad Match
• Essentially your match types determines
how wide of a net you are casting with the
search terms your ads show up for.
• To use Modified Broad Match, you just need
to use a plus sign before each keyword. For
example “+wifi +router”

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5. Optimize your Mobile Strategy
Many Small Businesses are using an automated bidding
strategy from Google. It sounds great right? Maximize
Conversions.. You want as many conversions as possible right?
You literally want to maximize your conversions!
However.. It doesn’t always work out perfectly when you
leave all the bidding control in Google’s hands

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The Problem is..
This can create a fox watching the henhouse situation.
Keep in mind Google makes most of their revenue from
large enterprises with massive budgets. If you are
working with a limited budget, your customer
acquisition cost is important.

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Managing your Bids
Try switching over to Manual CPC bidding, and figure out what your ideal CPA is.
Then you can increase your bids on keywords that are helping you reach your
goals, and you can decrease your bids or pause keywords that are not helping
you reach your goal.
Example:
Jakob is a real estate agent, and he wants to find 2-3 clients per month from
PPC. Jakob spends $1,500 per month on his ad campaigns, and he can
successfully close a deal for every 10 phone calls he gets from prospective
clients that want to sell their home. Jakob needs a $50 CPA to ensure he
generates 30 calls per month from PPC.

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Managing your Bids
Jakob should increase his bids for keywords that
have a CPA lower then $50, and then decrease his
bids for keywords that have a CPA higher then $50.
That way, he’s making sure his ad spend is going
towards the best preforming keywords.

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Managing your Bids
WordStream has an optimize bids alert to help you adjust your bidding strategy
to reach your ideal CPA.
There’s more ways to optimize your bids, beyond setting your Max CPC for your
keywords!
You can also modify your bids based on your CPA for the best preforming
geographical locations, days of the weeks, and time of day

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Managing your Bids- Dayparting

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Great Example- Managing your Bids
“We stopped wasting money so that we could spend
more on converting keywords,” David Fitzgerald,
General Manager of Electricity Monster, said.
“There were lots of improvements in terms of
efficiency, mainly from removing the waste and
adjusting our bids on better converting days of the
week.”

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Great Example- Managing your Bids
Using this strategy and partnering with
WordStream helped David get 550 Sales
per Week from PPC, which results in
$100,000 in revenue per week. Not bad
for a 30-person shop!
“Since using WordStream, our company
revenue has gone up by 300% in as
little as 6 months! I would recommend
WordStream to anyone,” says David.

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5. Optimize your Mobile Strategy
For every 100 people in Australia, there 132 mobile devices.
To get the best bang for your buck from mobile users, you’ll
want to make sure your landing page is mobile friendly, keep
your ad copy concise, and don’t be afraid to promote phone
calls!
Call extensions allow users to click on the phone icon to call
you directly from the ad when they are on mobile, so make
sure you enable those

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Optimize your Mobile Strategy
Your campaigns might look like this too!
This advertiser is getting a high click
through rate and low cost per click on cell
phones, so they should be increasing their
bids for mobile devices. That will help focus
the budget on what’s working best.

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6. Optimize your
Holiday strategy
Social Media Ads can get stale quickly, so creating
ads that are customized to upcoming holidays is
one strategy you can use to keep things
interesting. If your product/service does have
some wiggle room to offer discounts or
promotions, you can incorporate that into your ad
copy as well.
Look at your 2019 results to determine what your
peaks and valleys were. Maybe you should spend
less in the slower seasons, and ramp up your
budget when your customers are more interested

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Bonus Tip #2!

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If you are working with customers overseas, take the time to look at
the local holidays in the top countries that you serve. Knowing these
holidays can help you create ads that are tailored to their market, so
your customers will trust you more.
According to Shopify, 57% of online shoppers make purchases from
overseas, so ecommerce businesses could grow their customer bases
by selling to other English-speaking markets like the US, UK, and
Canada. Especially if you can find a way to streamline your shipping
processes and costs, there’s a big global market out there for you!

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7. Don’t forget about Bing
Bing’s Search Engine
Market share in Australia
was 11% in 2015, and it
grew to 16% in 2019
You can copy your Google
Ads campaigns over to
Bing Ads, and you can
allocate a small part of
your budget (10%-20%) to
test it out
Bing’s user base tends to
be older, more educated,
and wealthier than Google
users. If that sounds like
your target market, you
need to try it out!

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8. Use this PPC Manager Checklist
1. Does your PPC Manager have 2-4 hours per week to
dedicate to managing the campaigns?
2. Does your PPC Manager have enough knowledge of your
product/service to understand the relevancy of search
queries you are paying for?
3. Does your PPC Manager know which metrics are the most
important to you?
4. Do you have access to your ad account?
5. Does your PPC Manager know PPC (obviously)?

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PPC Manager Red Flags
Mum and pop shops often rely on
employees that wear many hats. If your
internal PPC Manager doesn’t have enough
time to dedicate to PPC, you're not setting
them up for success.
If you are using a new hire or an external
PPC Manager, make sure that you have
educated them on your products/services.
If they don’t understand your business and
customers, they can’t properly manage
your account.
If you are using an agency or consultant
and you don’t have access to your ad
account, you are at risk of losing valuable
account data. If you were to terminate that
relationship, you would have to start from
scratch. That’s not to say all agencies that
own their clients’ ad accounts are bad, but
it’s something to be aware of.
If your internal PPC Manager doesn’t have
a lot of experience, they won’t be able to
generate the best ROI possible.

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PPC Manager Checklist Solutions
1. Invest in PPC management time saving tools, so your employee can be more productive
with the limited time that they do have to manage the ad campaigns.
2. Find a way to take other responsibilities (finance, sales, different marketing channels, etc.)
off their plate, so they CAN dedicate more time to PPC.
3. Spend time reviewing your keyword list and search terms report together, so can make sure
the traffic you are paying for is relevant and educate them on any business knowledge gaps.
4. Make sure you let them know what your main objectives are. Do you want to eliminate
wasted spend and reduce your CPA? Or are you looking to grow and generate as many
sales/leads as possible? That way your PPC manager can apply the right strategy that aligns
with your goals.

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PPC Manager Checklist Solutions
5. Ask your agency to give you access to your ad account or ask them for specific reports that
demonstrates the results they are driving from managing your campaigns.
6. Point your PPC Manager to relevant industry blogs to grow their knowledge and keep up with
platform updates and changes. There’s so much free content out there, you don’t really need
to pay for training.
7. Hire a 3rd party consultant for strategic advice. You might not need to do this forever, and it’s
a good way to bridge knowledge gaps. A consultant can give you specific feedback to your
account’s needs.

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9. Implement Facebook Ads
Best Practices
1. Most small businesses should be using Conversion Campaigns, and make sure your
campaigns settings are set to Optimize for Conversions.
2. Using Lookalike Audiences is typically more effective then manually targeting
demographics and interests.
3. You should test 2-4 ads per ad set.
4. You should create brand new ads when your ad frequency is above 6, your
conversion rate is declining, or your click through rate is declining.
5. You should test different variations of ads that are performing well

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Importance of Facebook Ads Best Practices
1. Using Conversion campaigns, with conversion tracking set up, and the
Optimize for Conversions setting means that Facebook will automatically
allocate your budget to the ads, demographics, and placements that are
generating the most conversions.
2. Lookalike audiences leverage your customer’s information from email lists you
can upload, your website visitors, or your Facebook page fans to find other
people on Facebook that have a lot in common with your customers (and
therefore are likely to buy).
3. Testing multiple ads will allow you to understand which ad is performing the
best. If you are applying the campaign settings mentioned in #1, Facebook will
allocate most of your budget to the ad with the most sales/leads.

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Importance of Facebook Ads Best Practices
4. Facebook Ads can suffer from “ad fatigue”, meaning you are wasting budget
serving the same ad to the same people repeatedly. Stop bugging them! Try a
different ad to see if it’s more interesting to them.
5. If you have an ad that’s killing it, try using a different headline or image.
Sometimes small changes go a long way towards improving your results!

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More Facebook Ads Best Practices
• Try using multiple ad types. The most popular ad types are single image
ads, carousel ads, and video ads.
• If you only use one ad type, you will never know if a different ad type
would work better.
• Remember testing multiple ads per ad set is a best practice! Why not try
different ad types in each ad set?
• Facebook is one of the best, if not THE best, platform for remarketing or
retargeting. Sometimes your customers are not ready to buy when they
land on your site, so remarketing to them on Facebook can help bring
them back to your site when they are ready to pull on their credit card!

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10. Use Chat
 Customers don’t always want to fill out a form and wait for you to reply.
When you are online, using live chat allows you to answer questions, set
up meetings, and create an awesome customer experience WHEN they
need help.
 You can use chatbots to ask qualifying questions or book meetings, even
when you aren’t around.
 You might notice a lot of your customers have a lot of the same
questions when they are on your site, so you can save replies to plug in
to save you time and get customers the answers they need faster.

43. THANK YOU FOR
ATTENDING!