How to maximize sales

using Google Ads

By:
Jad Al Fakhani
Roberto asseily

Last updated: 9/19/2021

Hello There! I'm happy you have purchased the
How to maximize sales using Google Ads.
As usual, I go practical all the way.
After executing thousands of campaigns all
accross social media platforms & managing over
$2,000,000 in Ad budgets. I can tell you one
thing... I know what I'm doing.

Focusing more on eCommerce I have developed

so many strategies throughout the years that a
lot of failed from the 1st trial but a lot more have
generated millions of dollars in sales.
You are going to enjoy this e-guide, but what's
more important is to directly implement them on
your brands.
Overview of Google Ads
The oldest advertising platform
Some figures:
Google's revenues increased from 36
billion to 160 billion between 2011
and 2019
98% of people choose a company that
is on page 1 of search results
86% of people use the internet to find
a product to buy
The only advertising platform that is
based on desire
4 major networks to advertise on: Search
/ Shopping / Display / Youtube
Hundreds of strategies applicable
according to your needs, your budget,
your expectations
The different networks

1.Search Network
Objective: to target according to users'
desires
2. Shopping Network
Objective: target according to users' desires
via product thumbnails
3. Display Network
Objective: target according to people's
interests
4. Youtube Network
Objective: target according to people's
interests
5.Discover Network
Objective: Target based on people's
interests
Differences between Google Ads and other
platforms
5 advertising networks that complement each
other
Targeting strategies based on either desire or
interest
We pay by CPC (for each click) and not by CPM
(for each impression)
Ultra powerful machine learning
Updates regarding usage but rarely updates
regarding the pure algorithm
What budget for Google Ads?

From 30$ per day (to start)

I recommend 50$ per day because it allows to
save time in the analysis period
The analysis period costs about 350$ because
it is on 7 days
You can test with this budget several products
at the same time, especially thanks to Google
Shopping (we will come back to this)
Budget scaling: infinite because all networks
can be activated, including networks where
you pay by CPM (Display / Youtube)
Google Ads Glossary

CPC: Cost Per Click

CPM: Cost Per Thousand
CTR: Click Through Rate (Number of people
out of 100 who click on your ad)
ROAS: Return on Ad Spend
Conversion Rate: Conversion rate of the
campaign on your online store
Quality Level: Advertiser quality score (score
/10) in the eyes of Google
Wording: level of writing of your ads
ATC: Add To Cart (number or % of adds to
cart)
CPA: Cost Per Purchase (amount spent for
each sale)
Google Ads Account
Warning - GMC Ban
The Credit Card must absolutely belong to the
company to avoid bans
Avoid being detected by the robot
Legal Notice Page
Page Terms of Use
General Sales Conditions page
Shipping Policy Page
Return Policy Page
Refund Policy Page
Privacy Policy Page
Contact page: show customer service email +
customer service phone number
No % of satisfaction
Show that the site is not misleading to the
human who checks
No huge promos (preferably amounts rather
than %)
Avoid C / C images aliexpress
Avoid C/C reviews of aliexpress
Have a Trustpilot page
Shopping Network

Presentation of the network

Embedded in Google Search
Highlights your products with thumbnails +
prices + reviews
Possibility to do free and paid listings
At the moment the Google Shopping network
is the best Google tool to test your products,
because it automatically detects your winners

Research & Market Analysis

Research:
Amazon Best Sellers
Etsy
Aliexpress

Analysis:
Google Trends
Uber Suggest
Sem Rush
Display your products
Possibility to show your products thanks to
your product sheet
Possibility to show your products thanks to
your Meta Title and Meta description
Recommended in 80% of the cases to
preserve a product description more
focused on marketing than on keywords
Choose your wording carefully because
Google Shopping is an algorithm, it chooses
when to show your products according to
your keywords

How many products do I need?

It all depends on your budget
With a budget of 30$ per day, avoid exceeding
10 products to send to the Merchant Center
Google uses your daily budget to detect the
winning products
Budget of 50$ per day: up to 30 products
Budget between 50$ and 100$ per day: up to
80 products
More than 100$ per day: more than 80
products

WARNING: the testing period on Google is

spread over 7 days on average
Testing
I recommend making a thematic site
Single product and generalist sites can work
but are less optimized
Test between 5 and 30 products at a time
Budget 30-50$ during one week
Be aware that your site is the main factor of
success
Images
Product page
Testing
Analysis after 3 days
Official testing period not completed but first
indicators can be analyzed
Analyze the statistics
Some products have a ROAS > 2.5
Scale
Some products have more than 10% ATC -> they
have potential
Optimize the site and/or the funnel (put
yourself in the customer's mind)
Add a size guide
Improve the speed of the site -> application
to reduce the size of images on the site
Reassurance logos during the purchase
(trust badges)
Propose other payment solutions (Paypal /
Apple pay & Google pay / Payment in
installments)
If your ATCs represent more than ⅓ of your
selling price
Cut the product in the Shopping feed
Testing
Analysis after 7 days
Official testing period completed. Decisions can
be made with full knowledge of the facts.
Analyze the statistics
Some products have a ROAS > 2.5
Scale
If ROAS lower than ROAS break even
If after optimization the data did not evolve
in a positive and significant way -> cut the
product and put it in a "to be published
later" category
If your ATCs represent more than ⅓ of your
selling price
Cut the product in the Shopping feed
Single Product Scaling

On Google, you are limited to the volume of

searches on your product at the moment
If 200 people a day are searching for your
product, you can't target more than 200
people a day
Scaling is relatively simple:
Increase your daily budget on your winning
product(s), until your daily spend reaches
the maximum number of daily searches
Beyond that, your budget will not be
spent
Important points for the scaling steps:
Don't go from 30 to 100$ per day in one go
Preferably increase your budget by 30%
maximum and wait 48 to 72 hours after each
increase.
If ROAS maintained or improved -> continue
to increase the budget
If your ROAS drops significantly, i.e. your
ROAS is getting dangerously close to your
break even -> go back down to the previous
level
Multi-product scaling
-> Exclude products that don't work in your Google
Shopping campaign in order to spend the budget
on those that do work.
Showing customer reviews on your campaigns
Activate Google reviews only if:
You have a delivery time of less than 12 days
High customer satisfaction
Professional customer support
You can activate Google Reviews via the
Merchant Center interface
Google will then ask directly to your customers
their opinion on the product
The Google Reviews is for me a "game-changer"
tool
It will make the star reviews appear under
the Google Shopping ads which will reassure
your visitors in case of good verified
customer reviews
Allows you to attract attention and
differentiate yourself from your competitors
The Google Search Network
In existence since 2000
Network based on desire
Everyone asks Google a question
Google is our secret confidant

When to Activate the Search Network

Testing
This will require a lot of work and keyword
selection because targeting on the search
network is a manual targeting
Improve your presence on the search engine
I.e. you can appear on both shopping and
search
Branding
Be first on your brand name
Prevent competitors from stealing your
customers
A must do
Optimization (recommended)
Once Google Shopping is launched you can
launch search campaigns on the best selling
shopping products
Type of keywords
Broad / cold keyword (dog accessories)
Phrase / warm keyword (dog collar)
Exact / hot keyword (lighted dog collar)
keyword for broad
{keyword} for phrase
[keyword] for exact
+keyword for broad modifier

Create a Network Search campaign

Step 1: Search for keywords related to your
product.
Minimum 1000 searches per month per
keyword
Avoid exceeding a CPC bid of 0,80$
Step 2: create the campaign
Step 3: indicate the keywords you want to buy
Pay attention to the different types of
keywords
Step 4: write your ad
3 titles and 2 descriptions
Examples of high CTR advertising copy
Headlines 1, objective advertise your product on
sale:
"your product" on sale
"your product" at -x% off
-x% on "your product
Headlines 2, objective give a reason for the promo:
Special sale "argument
Headings 3, objective to reassure about the brand
"Your brand " official website
"Your brand " official store
No. 1 of “your niche”

Description 1, objective present your product :

"Your brand" presents "your product", the
perfect ally to embellish your daily life.
With " your product ", say goodbye to " your
problem " and hello to " your solution ".
Description 2, scarcity goal:
Take advantage now of our special "argument"
promotions and free shipping
-x% immediate discount on your order and free
express delivery
Analysis after 3 days
Official analysis period (according to Google
Ads) not completed but the first indicators can
be analyzed
If ROAS > 2.5
Scalable by 30% every 3 days at most
Some ads have more than 10% of atc -> They
have potential
Optimize the site and/or the funnel (put
yourself in the customer's mind)
Add a size guide
Improve the speed of the site ->
application to reduce the size of images
on the site
Reassurance logos during the purchase
(trust badges)
Propose other payment solutions (Paypal
/ Apple pay & Google pay / Payment in
installments)
If your ATC represents more than ⅓ of your
selling price
Stop the campaign
Analysis after 7 days

Official analysis period (according to Google

Ads) completed
IF ROAS > 2.5
Scalable by 30% every 3 days at most
If ROAS lower than the minimum ROAS
Stop the campaign
If your ATCs represent more than ⅓ of your
selling price
Stop the campaign
Remove keywords that are clicked but do not
convert (negative keywords)

Display Network
Largest advertising network in the world
91% of sites are reachable
Several formats available
Perfect for acquiring notoriety on a small budget
Perfect for Retargeting
When to activate the Display Network

Retargeting (recommended)
In the beginning, it is recommended to start
with retargeting because it is difficult to find
interesting audiences without data
This allows you to show ads to users you
have acquired via Google Search, Shopping
or other advertising channels
Brand Awareness
Objective: to appear massively on Internet
sites
Conversion goal: impressions
The costs are extremely low, it can be an
interesting approach to:
Change the perceived value of the brand
Fill the top of the tunnel
People will then convert via other
channels
Educate the audience about your brand
Retargeting: Launch
Campaign goals:
Target CPA
At the launch of the campaign
Set the target CPA: follow google's
recommendation or set it at the
breakeven point
If the budget is not spending after 3
days, increase the Target CPA by
20%.

Maximize conversions
From 20 sales to let the algorithm optimize

Several targeting choices:

Start by targeting all visitors
Then target add to cart and initiated
payments (from 1000 events)
Segment and adapt the message
according to the targeted audience
Analysis after 7 days

Official analysis period (according to Google

Ads) not completed but the first indicators can
be analyzed
If your CPA is lower or the same as your
average CPA on other platforms
Scale by 30% every 3 days at most
If your CPA is 30% higher than your average CPA
on other platforms
Retargeting on Display is considered
expensive
Several factors can explain this:
Your CTR is less than 0.50% -> review
your creatives and CTA
You are targeting too small an audience
Cut the campaign (initiated checkout
and/or add to cart)
Optimize placements
In the "placement" category of your Display
campaign
Check the sites that print your ads
Exclude sites with a CPC higher than 50% of
your average CPC
Analysis after 15 days

Official analysis period (according to Google

Ads) completed
If CPA is stabilized or lower than your
average CPA over the 15 days
Continue your scaling

If CPA is higher than your average CPA over the

two weeks, even after your changes
Cut the campaign and review your creatives
& CTA
Relaunch when you have more data
Extensions in Search Network Ads:
Ad extensions can help tell your brand’s story better
while offering valuable information to your
customers.
There are several ad extensions to choose from, but
here are the ones that are most often used:
Sitelinks Extensions: These are additional links
your customers might find valuable that direct
to unique landing pages on your website.
Callout Extensions: Use these to build trust
with readers by including entries like “Fast
Professional Service” or “Peace of Mind
Guarantee.”
Structured Snippets: Include these to provide
more information about features offered. These
are based on specific categories, so be sure to
choose a relevant category as you build out your
ad extensions.
Call Extensions: This will allow you to pull your
business phone number right into the listing.
Location Extensions: If you are a brick-and-
mortar operation, you can link your Google My
Business account to your Google Ads account.
Enabling this extension will pull in your address
and phone number to your ads for potential
customers to easily understand your location.
Extensions in Search Network Ads:
Ad extensions can help tell your brand’s story better
while offering valuable information to your
customers.
There are several ad extensions to choose from, but
here are the ones that are most often used:
Sitelinks Extensions: These are additional links
your customers might find valuable that direct
to unique landing pages on your website.
Callout Extensions: Use these to build trust
with readers by including entries like “Fast
Professional Service” or “Peace of Mind
Guarantee.”
Structured Snippets: Include these to provide
more information about features offered. These
are based on specific categories, so be sure to
choose a relevant category as you build out your
ad extensions.
Call Extensions: This will allow you to pull your
business phone number right into the listing.
Location Extensions: If you are a brick-and-
mortar operation, you can link your Google My
Business account to your Google Ads account.
Enabling this extension will pull in your address
and phone number to your ads for potential
customers to easily understand your location.
 Google Ads Golden Strategy:

I have used this campaign on so many clients

before, and it always f*cking work.

This campaign needs the following:

4 GSN Campaigns (search network)
1 GDN Campaign (Display network)

example product: Jad's Herbal Tea

1st GSN Keyword focus: (direct product keywords)

USE 2 types of keywords: Broad modifier +keyword
& the same keyword as Exact match [keyword]
ex: Herbal tea, green tea etc.

2nd GSN Keyword focus: (product benefit / key

selling points keywords)
ex: Lose weight, detox body etc.

3rd GSN Keyword focus: (Competitor based)

ex: Fit tea, Herbalife etc.
In creative always give a coupon code here.
4th GSN Keyword focus: (Brand name) ->
ex: Jad's herbal tea, Jad tea etc.
Activate this campaign when you start to get
awareness from competitors.
Why? Because the same way you are biding on their
keywords, they will be doing the same. so that you
will always make sure to be on top when people
search your name.

1 GDN Campaign (remarketing) everyone who

visited your website and did not purchase.

Start with 20$/day per ad group/campaign

Then scale as mentioned before.
THANK
TOU

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