With a recent client I achieved 657% ROAS in 9 months (From the first day of launching their business). YTD, $30k in Google Ad Spend to generate $222k in Total Revenue. This process is simple and straight forward. Follow it with attention to detail and thought and you can do the same. As I analyze what most marketers are doing with adwords you should have no problem taking ad share and revenue. #1 This process is simple and straight forward. Follow it with attention to detail and thought and you can do the same. As I analyze what most marketers are doing with adwords you should have no problem taking ad share and revenue. 1. Home Page 1. SEO 2. Page Load 2. Quality Score 1. Minimum of 8 2. Tweak Until Achieved 3. Maximize Bids 1. 8 X Average Bid to start 2. After 2 months let google algorithm max conversions for you 4. Ad Groups 1. Reflect Keywords 2. Don’t get cute 5. Target Audience 1. Demographic 2. Device (Desktop, Mobile and Tablet) 3. Geography 6. Purchase Efficiency 1. Eliminate Steps To Buy 2. Don’t Clutter Checkout 7. Monitor Keyword Performance 1. Eliminate non-performers 2. Identify Negatives

1. With a recent client I achieved
657% ROAS in 9 months (From
the first day of launching their
business). YTD, $30k in Google
Ad Spend to generate $222k in
Total Revenue. (See Figure next
slide)
This process is simple and
straight forward. Follow it with
attention to detail and thought and
you can do the same. As I
analyze what most marketers are
doing with adwords you should
have no problem taking ad share
and revenue.
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain

2. Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain

3. Home Page:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Maximize SEO For
Keywords
• Minimize Page
Load
These are the
fundamental
building blocks to
getting Google in
your corner.
Explained#1

4. Quality Score:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Minimum Average
of 8 Across All
Keywords
• Tweak Until
Achieved
Quality score is Googles
prediction of a quality user
experience based on keyword
matches.
Explained#2

5. Maximize Bids:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Set Bids 8X Average
Suggested
• After 2.5 Months Set
Bid Strategy To
Maximizing
Conversions
As long as your quality score is high
you will never pay more than $.01 over
your next competitor. Maximizing bids
strengthens your quality score
possibly setting you up to dominate ad
position
Explained#3

6. Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
Continued#3
Maximize Bids:
Notice bid is $161.30,
but I only paid an average
of $3.30. But why? Avg
Position is #1.

7. Ad Groups:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Reflect Your
Keywords
• Don’t Get Cute
Once your quality score is ranked
high, make sure your search ads
reflect your keywords. The final step to
good ad position is keyword relevance
from your ad to your keyword/quality
score. If these all align you’re good to
rank in ad position 1 – 1.3.
Best of all, locking out competition
minimizing cost per click and
maximizing high rank with most
impressions. THIS IS KEY!
Explained#4

8. Audience
Targeting:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Demographics
• Devices (Desktop,
Mobile, Tablet)
• Geography
This is where it gets really fun. You know
this information based on keyword
research and site usage from google
analytics. Use it to your advantage and
kick ass.
One example, look at click patterns of
men vs women and compare against
conversions. One group might click more
but is afraid to pull the trigger not to usurp
the others authority (happy wife happy
life). Just kidding! But not really, so up
your targeting on women 20% and back
off men 20%. Or simulate it, see if there is
a positive change and implement.
Explained#5

9. Purchase
Efficiency:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Eliminate Step To
Buy
• Don’t Clutter The
Checkout
You’ve got people to your site and now
they are buying. But your abandoned cart
rate is high. Make it easy for people to
buy and get off your site. Market to them
later after they’ve had a pleasurable
shopping experience.
I once did a study that compared the
conversion effect of adding one field to the
checkout (needlessly and I was opposed).
Conversions dropped 20%. Get them in
and get them out!
Hint: Google loves sites that convert.
Just sayin’.
Explained#6

10. Monitor Keyword
Performance:
Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
• Eliminate Non
Performers
• Identify Negatives
and Shore Up
Pretty straight forward advise here. See
which keywords are receiving clicks and
which ones are converting.
Rule of thumb for me. I delete keywords
that don’t convert, ones that have 1-2
conversions go on a watch list for possible
deletion in a week or so.
Also, be on the lookout for Negative
keywords that could be sucking click
spend and potentially hurting your rank
performance. Remember, success
matters to Google.
Explained#7

11. Focus On These 7 Things
Let Your Google Adwords
Strategy Off The Chain
Concluding:
The information set fourth in this 7
step process is very high level, but if
you follow these steps you can
achieve results. Results similar to the
client examples in this slide deck.
The only last bit of advise is to
continually circle back to all of these
steps monthly, for at least the first 4
months, then annually. You will see
your numbers get better and better.
I hope you found this information
helpful. If so, tell me on linkedin
If you found this information
helpful or have additional
questions I’d like to hear
from you.
john@johnfischbeck.com
http://Johnfischbeck.com
johnfischbeck