5min chapter

The Google Ads Flywheel

The Google Ads Podcast

notes

CHAPTER

Testing Assumptions and Observing in Google Ads

This chapter emphasizes the importance of observing and giving ads enough time to perform before making changes. It also discusses the statistician's model for determining observation windows and includes a recommendation to shoot a video on the nature of Econ and the importance of protecting oneself from reacting too quickly.

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Transcript

Episode notes

Have you heard of the Google Ads Flywheel? It's a powerful framework that helps you understand where you are in the various stages of managing your Google Ads campaigns. By exploring this approach, you can gain deeper insights and make more informed decisions on how to scale your advertising efforts effectively. Learn more about how the Google Ads Flywheel can take your campaigns to new heights.

Ideally, you're failing forward (to steal from John C. Maxwell). The good news is there's a process for that. We call it "The Google Ads Flywheel," and Kasim talks about it in this episode.

1. Assume

When you're starting out, you've gotta make some educated assumptions. The greener you are, the more guessing is involved. That's ok! Don't let yourself get stuck in analysis paralysis. Chances are, you're going to be wrong right out of the gate. This is where getting comfortable with failure starts.

2. Test

People set out to prove their assumptions are correct. That's a flawed model. Set out to break your assumptions into little pieces! Seek out the flaws, weak links, and fail points. Figure out what's really working and what isn't working at all.

💡Pro-Tip

Nearly 90% of all online ads fail (quoting Ryan Deiss's @ryandeiss's T&C keynote a few years back). So don't get discouraged by the failures, get invigorated by the lessons they teach you.

3. Observe

Most people don't give their testing nearly enough time. Especially now that we're moving into AI-driven optimization. Sometimes, you've just gotta sit and watch. The mastery lies in figuring out how long to do that before you begin making changes or pulling the plug. The more you do this, the more clear that becomes.

A note about the observation window: We like to optimize off of the statistician's model (the base 100 model). Simplified, this says 100 impressions will tell you what your click-through rate is. 100 clicks will tell you (roughly) what your time on site is, etc. Many campaigns aren't big enough to hit the magic 100 for data points that matter. For example, you might not have the ad spend to get to 100 leads. That's where you can project out from the data you do have.

4. Optimize

Stop what doesn't work. Focus on what does work and do more of that! Optimization is where a lot of marketers fly off the rails because they start making more assumptions. Now isn't the time for that. The optimization phase isn't about adding more. You're going to do more of what works and less of what doesn't. Resist the temptation to start making more assumptions.

Your opinion counts! Leave a comment and let us know what you think.

0:00 The Google Ads Flywheel

1:16 Assume

2:58 Test

4:20 Observe

7:28 Optimize

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