Stop Wasting Your Time And Money: Test Your Ideas With Google Ads



A Book Worth Its Weight In… Ads?

After reading Perry Marshall’s book on 80/20 Sales And Marketing, I was pumped about marketing, so I ordered his book about Google Ads. The 80/20 book was a relatively quick read, and very practical for a business that’s already running with customers. I expected something similar from the Google Ads book, but instead it turned out to be more of a “textbook” read. That’s not to say that it wasn’t great, it was just heavier (physically and intellectually) than I had anticipated. Nonetheless, I read it cover to cover, and took notes on all the material I found relevant for a new business: customers, validation, and growth.

Changed Order, Same Content

The book is structured differently than how I would apply it, which is customers –> validation –> growth, so I reorganized the material in the presentation below to match. However, the original notes in order of the book are also available in a Google Doc (not presentation format) that you can access here, preview at end.

Work In Progress, All Comments Welcome

Disclaimer: as a self-proclaimed “entrepreneur”, I’m still learning all the time. So this order may not be the best, but it’s what made the most sense to me in attempting to validate a new concept. I’d love to hear your thoughts on it as well, especially if anything stands out that should be changed. It’s always a work in progress as far as I’m concerned.

The Really Short Version

My 6-point summary of Marshall and Todd’s Ultimate Guide to Google Adwords:

  1. Formulate a first version of your business hypothesis.
  2. Identify potential customers and talk with them; understand their business processes, their goals, their pain points.
  3. Refine your hypothesis to what your customers actually need.
  4. Develop and optimize Google Ads that speak to pain points.
  5. Refine sales process based on Google Ads lessons (what makes people click?).
  6. With a robust Ad-to-Sale process, scale up with Google tools, social media, and email marketing.

Thanks for reading!


The full notes are below, and you can download them here.