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Business Development
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Dane Shakespear Testing Adwords

Refining Google AdWords

One of the most important things of any Google AdWords campaign is to continually test and refine.  The best practices for Google AdWords is to continually test and refine keywords, text ads, display ads, placements, ad extensions, target locations, and on and on.

When testing so many things, it is easy to test things that don’t matter (yet) before testing things that really matter – or will have a big impact more immediately.

Perry Marshall would always tell me that in each of those things you could test is an 80/20 grouping.  There will be a few things that will have a big impact (the 20%), and the rest a minute impact on your results (the 80%.)  BUT, he would also say:

“Before you test the little stuff, test the big stuff and work your way down. Test the Forest, then the Trees, then the Branches, then the Leaves..”

People often get hung up on testing the punctuation of an ad when they haven’t tested multiple variations of drastically different ads first.

The punctuation will have an effect, and has proven to produce big results in many cases, but how much bigger would the results be if you first identified an ad that is %30 more effective than the current ad?

The idea is to make sure you are in the right forest, with the right trees, before you climb the branches and begin polishing the leaves.

Tweaking the leaves of the wrong kind of tree in the wrong forest just uses a lot of time and money for nothing.

About the author

Dane Shakespear helps Residential Treatment Centers, Boarding Schools, and Troubled Teen Programs attract more qualified leads, convert them into paying clients and deliver a better product by doing more of what works and less of chasing shiny objects. Dane works with owners and executives who are tired of relegating the lifeblood of their business - their marketing and sales flow to 3rd party geeks and charlatans.

About Me

About Me
I am a former owner and founder of an Anti-Terrorist, Cargo Tracking Software company for airlines.

I have spent my career leveraging marketing, technology & psychologyto promote high-end services.

For the last 13 years I have focused my work on Business Development for Residential Treatment Centers, and Global Product Development.

Essential Books

80/20 Sales and Marketing Book Cover
80/20 Sales and Marketing
August 3, 2019
Trust Me I'm Lying Book Cover
Trust Me I’m Lying – Confessions of a Media Manipulator
July 30, 2019
Blue Ocean Strategy Book Cover
Blue Ocean Strategy
June 6, 2019

What They Say

“He rebranded our company, fixed our marketing, and got us noticed and absorbed by an Italian manufacturer. He knows his stuff.”
– Ray Lopez, Blackhawk Armory


“As a direct result of Dane’s insights and intuition we are generating an additional $350,000 per year that we would have never seen.” – Joel Bauer


“I’ve worked Dane on several of my projects over the past 15 years and can confidently say he knows how to compete in tough markets.” – Martin Howey


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