The Google Ads Flywheel

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Love frameworks.

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I love frameworks because they help me think I wanna share a framework with

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you that I call the Google Ads Flywheel.

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This is not mine, obviously.

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Well, the Flywheel's not mine.

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The Google ads flywheel's mine.

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But the idea behind this is just to give us a framework to know where

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you are in terms of stages as you're managing Google Ads and frameworks,

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by the way, are so, so important because what they allow you to do.

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Is give yourself permission to insert thing you need permission for here,

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for example the first phase of the Google Ads flywheel is to assume,

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well, instantly knowing that we're in that phase, and you know, let's

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say that we have standard operating procedures and documentation when it

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actually says at the top, and I like to do this with frameworks by the way.

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It would say stage assume.

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Now instead of needing to know, get to say, Hey, we're coming

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in with some assumptions.

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Make 'em good assumptions.

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You know, let's be educated, intelligent uh, let's do our research,

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but we're going to assume or we're going to test or we're gonna observe.

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Hey, it's okay to wait.

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It's okay to change.

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Histories isn't going crazy.

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It's okay.

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We're not doing the thing.

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So anyway, that's why I like frameworks.

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I'll go piece by piece with you and we'll talk about the frameworks.

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The assumption piece, I think is maybe the most important.

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And you'll notice that I say here, the greener you are, the

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more guessing that's involved.

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And that doesn't mean the greener you are from an entrepreneurial perspective.

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That just means the greener you are.

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To whatever it is that you're trying to prove concept in right now today.

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So you could be 30 year tenured veteran both in business and in your industry

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and in your product, but you're about to roll out to a new audience

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or a new line, or a new ascension, or a new offer, a new whatever.

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Well, maybe that makes you green.

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Maybe that makes you super green to steal from.

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Chris Tucker in the fifth element, one of the best movies ever.

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And when you're in the assume phase, that's okay.

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It's okay.

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Right?

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So again, that's why I like the frameworks.

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I like the frameworks 'cause it, and if you're an agency by the

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way, or a freelancer, when you go to somebody with an answer, with

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a framework, it makes all of.

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It makes everything that you explain feel real.

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Because if you're building a Google ad campaign and somebody goes,

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wait a minute, how do you know this is a ad copy's gonna perform?

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Or, how do you know that we're supposed you go, oh no, we're making

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some educated assumptions now.

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It's like, wait a minute.

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Like you're just gonna guess.

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Whereas if you come to them with the framework and say, Hey, we're in

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the assume phase, and in the assume phase, no, it feels scientific, right?

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You're like, oh, this is so official.

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You have a graphic and everything.

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So, Assume.

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The other thing that I'd like to say is don't let yourself

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get stuck in analysis paralysis.

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Like, just go, ready, fire, aim.

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In so many instances, and I know that's, I know that's upsetting for so

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many of you to hear, but gosh, I gotta tell you, cultivating that skillset

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is one of the most important I think any entrepreneur can have, especially

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early stage entrepreneurs test.

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Second piece of the framework is test.

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Now here's what's really interesting about assumptions.

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We give birth to assumptions, the way we give birth to children in that we fall in

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love with them, we love them, and we will protect them and we will die for them.

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And so you're gonna make some assumptions.

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And then because you're a human being, you're going to set out to prove

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that your assumptions are right.

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And this is.

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Called cognitive dissonance and it's catastrophically flawed and it's what led

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to like the extinction of certain species and the dismantling of entire empires.

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Make your assumptions and then cultivate the discipline to think

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like an, like an actual scientist.

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I should stop using it as a compliment because I even think

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the scientists now are so partial.

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Don't set out to prove your assumptions.

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Set out to find the truth, seek the truth.

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And that's what's cool about the testing phase, is you actually say, Hey, we've

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moved outta the assumption phase, so we need to abandon, abandon any attachment

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we have to any of these assumptions.

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We're testing our assumptions.

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Now let's test our assumptions.

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90% of all online ads fail, quote from Ryan Dice.

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90% of your assumptions are gonna be wrong.

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Move forward, move on.

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Step number three in the Google Ads flywheel observe.

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Nobody gives their ads enough time.

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You know, performance Max needs to be left loan for six weeks, unencumbered.

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And then an, an additional timeline equal to your the purchase cycle.

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So you take six weeks plus your sur purchase cycle and you're like, wait,

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I'm just supposed to watch these ads for a month and a half or two.

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And the answer is, yeah, sometimes.

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Sometimes you just have to sit and watch.

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And that's weird too.

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When you're paying an agency, it's like, so wait, I'm gonna

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sit and pay you to watch.

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You are, you know, it's like a security guard.

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It's like, well, I don't wanna pay you until somebody breaks it.

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The observe phase is here to give you permission to stop.

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And, you know, I actually just got an email from a client today who

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recommended that I shoot a video on the feast or famine nature of e-com.

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Why we have like weird bursts of purchases and then Lowells and it's such

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brilliant, brilliant, brilliant topic.

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I asked him if he would do it with me.

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But the thing that he said in the email that I really thought was, was

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brilliant that he identified was.

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Every time you move from feast to famine, you instantly go into reaction mode

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and it's like, oh, I need to fix this.

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I need to do something, change something, create something, add

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something, take something away.

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And I.

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You're in the observation phase, you've allowed yourself

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permission not to do that, you're protecting yourself from yourself.

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We're in observation.

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We need to wait and we've predefining the amount of time that

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we're gonna wait ahead of time.

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I do this with auctions.

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I just bought a car at auction and I wrote down, I got my little sticky pad

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here, and I wrote down on my sticky pad exactly how much I was willing to pay

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for that car before the auction started.

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And I did that because I knew that if I got like all hyped up emotionally,

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that either I was gonna go way over where I wanted to go or I was gonna

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get discouraged because the OC auctions, auctions were incremental.

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I was gonna get discouraged at how aggressive everybody else was

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being, and I was just gonna bow out.

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And so I wrote down my number and I got the car for $146 above my number.

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So I went a little bit over, but not too, too much.

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Do the same thing with time.

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Be like, I'm gonna watch this for six weeks.

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I'm going to spend.

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10 grand.

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whatever it is ahead of time.

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Just know I'm spending this time and this money to test not to

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see a specific tangible result.

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The observation honestly, is one of the most important parts

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of the flywheel, obviously.

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Quick notes about the observation window.

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there's a statistician's model.

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It's what's known as the statisticians model, which is the base 100 model.

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And it says that until you have a hundred of anything, you really don't have.

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A full sample size.

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So like a hundred clicks will tell you roughly speaking what your

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click-through, or excuse me, a hundred impressions will tell you what

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your click-through rate is, right.

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And a hundred clicks will tell you roughly speaking what your time on site is.

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Now, you might not have the budget or the time to get to a hundred.

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Insert whatever metric we're looking at here.

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and so you can extrapolate from whatever it is that you're getting.

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If you're getting, 25 impressions, you multiply it by four, But just knowing the

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observation window, the statistician's model, gives you a sense as to how

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big your observation window should be.

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And then last of course is optimize.

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Now here's what's really funny is before I presented this flywheel, You

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might think like, oh, okay, optimize.

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Great.

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Thanks so much Kam.

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I really appreciate it.

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Well, no, this was the only thing on your flywheel.

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This was the only step on anybody's flywheel.

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People's flywheel before my flywheel it's just four stages and it says

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optimize, optimize, optimize, optimize.

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And then when you, after you optimize, you optimize.

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Before you optimize until you're ready to optimize.

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that's all people do.

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So the flywheel, the framework, I know it seems massively.

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Simplistic.

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Well, it is.

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That's what frameworks are meant to be.

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They're meant to simplify the problem.

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