Are you tired of diving into the depths of Google Ads and finding your hard-earned money disappearing into thin air? Fear not, and prepare to be captivated, educated, and empowered as we journey into the world of Google Ads with Igor Ivitskiy. Stay tuned for an episode that will transform the way you approach digital marketing. Your success awaits, and Igor is your guide. Don’t miss it!
Guest: Dr. Igor Ivitskiy, a Ph.D. holder and Associate Professor has risen to prominence as a leading figure in the digital marketing arena. Notably named Young Scientist of the Year in Ukraine, his impact reverberates internationally. Founding Ukraine’s preeminent Google Ads online school underscores his commitment to education. A distinguished speaker at global conferences, he’s acclaimed for his expertise in Google Ads and his book published in three languages. Impressively, he achieved a $1.25 million profit from Google Ads within four days and capably manages monthly budgets of $13 million. Igor’s multidimensional contributions encompass academia, entrepreneurship, authorship, and exceptional digital marketing achievements.
[00:50] In this episode, we explore the ins and outs of getting the most out of Google ads without blowing your money with Igor Ivitskiy.
[02:33] Transitioning From A Scientist To An Internet Entrepreneur:
- This story unfolds about 17 years ago when I found myself at a crossroads between two distinct paths in life. The first path led me down the corridors of academia and scientific exploration. I was deeply immersed in a complex realm, delving into the intricacies of non-Newtonian liquid dynamics, a subject that might sound quite intimidating to most. It was an area where I excelled and showcased my prowess.
- However, the second path I traversed was that of an entrepreneur, starting from my high school days and continuing through my initial years at university. I dabbled in small entrepreneurial ventures, importing goods from China and selling them in Ukraine, often through platforms like eBay.
- It was during this phase that I began to experiment with Google Ads to fuel my micro-businesses. For nearly 12 years, I managed to balance these two realms, toggling between my life as a scientist and that of an entrepreneur.
- Around five or six years ago, a pivotal moment arrived when I felt compelled to analyze the rewards reaped from each of these paths. I embarked on an exercise to compare the income generated from my academic pursuits and my entrepreneurial ventures against the amount of time I dedicated to each.
- My academic endeavors, which consumed about 90% of my time, yielded only 10% of my total income. On the flip side, my entrepreneurial ventures, to which I dedicated merely 10% of my time, contributed to a staggering 90% of my earnings.
- This stark revelation triggered a thought-provoking question: What if I were to invest 10 times more effort into my entrepreneurial pursuits? Could I potentially amplify my income tenfold?
[07:00] Google Ads School In Ukraine:
- I had a profound passion for teaching, nurturing minds, and imparting knowledge to students. This internal conflict of abandoning the academic platform was compounded by my love for education.
- A transformational idea emerged – what if I could combine my passion for teaching with my entrepreneurial acumen? This led to the inception of my Google Ads online school in Ukraine.
- Over the course of three years, this online school emerged as a groundbreaking institution, emerging as the premier source for Google Ads education in Ukraine.
- I initially employed a familiar public academic approach, offering valuable webinars free of charge. This approach, though well-intentioned, yielded perplexing results.
- Despite receiving accolades for my webinars, I found that participants rarely translated their appreciation into purchasing courses. This revelation prompted me to reconsider my strategy and adopt a more conventional approach, centered around the free webinar concept prevailing in the broader world.
[10:00] Giving Out Free Stuff:
- A crucial lesson was to learn that offering an abundance of free content doesn’t inherently translate to subsequent purchases, even if people appreciate the free material.
- This is a significant realization, as many continue to believe that progressively extending free offerings will guarantee customer interest and eventual purchases. Yet, there’s a distinct way to present free content that seamlessly guides individuals toward making a purchase. A pivotal aspect of webinars is their potential to showcase the “what” while withholding the intricate “how.”
- This methodology demonstrates the potential outcomes, results, and solutions without delving into specific methodologies. This approach encourages genuine interest and engagement, ideally culminating in a decision to invest in your offerings.
- I removed about 80% of the teaching content and integrated it into my personal story. Initially, I held the belief that no one would be interested in my narrative; I thought that what truly mattered was how intelligent I appeared or how much information I could provide. However, it turned out that people are genuinely captivated by stories, including my own.
[13:50] The Russell Brunson Structure:
- I had always harbored reservations about the act of selling, fearing it might come across as excessive enthusiasm.
- I grappled with this notion, but after several days of internal struggle, I took the leap. I recorded a webinar following the tried-and-true Russell Brunson structure—a classic framework involving a significant Domino, three core beliefs, and an all-encompassing walkthrough.
- The memory of that evening remains crystal clear: during a live webinar, I secured my first $10,000 in a single evening from my own info business. The sensation was exhilarating, and it affirmed the effectiveness of my approach.
[20:00] Optimizing Marketing Strategies Through Scientific Analysis:
- The foundation lies in having confidence in statistical analysis. When I began delving into marketing experts and attending conferences, I frequently encountered statements about astronomical returns and figures like a 19,000% ROI.
- True understanding required assessing the probability behind the data, evaluating the significance of the results, and distinguishing between solid data and mere anecdotes.
- Applying principles from my scientific background, I adopted a meticulous approach. I questioned the probability of a decision leading to success and whether sufficient data existed to warrant action. Solid decision-making rested on solid data. Furthermore, my proficiency in handling substantial datasets, a skill I cultivated through scientific research, played a pivotal role. I sought to process immense amounts of information, such as millions of search terms entered before a user encounters an ad.
- For instance, by dissecting each search term into its constituent words, like “how to earn a lot of money,” I aimed to ascertain the profitability of specific keywords. I posed questions like, should I still use keywords containing specific words, even if they appeared in only half of the search terms?
- In 2017, during a cryptocurrency project, I applied this technique and discovered that around 60% of our ad spend targeted search terms that yielded no conversions. By analyzing and optimizing campaigns based on these findings, I achieved remarkable success.
[29:45] The Three Pillars of Decoding Google Ads Data:
- The first step in analyzing data is to evaluate the reliability of conversion data. If the conversion data you’re collecting is flawed due to duplicates or missed conversions, any decisions made based on it will be futile.
- Therefore, the initial question when dealing with a Google Ads account is how solid the conversion data is. It’s crucial to determine exactly what you’re measuring and how you’re measuring it.
- Another critical aspect that I didn’t fully grasp before is the issue of click fraud and general ad fraud. In regions like Ukraine and Slavic countries, as well as Western Europe, fraud isn’t a significant problem due to the relatively low competition and cost of advertising.
- However, in countries like the US, Canada, and the UK, the intensely competitive environment can lead to fraudulent activities.
- When I analyze an account, I always ask myself how much of the data could be attributed to fraudsters, especially when tracking metrics like sign-ups and registrations that can be manipulated by bots.
- This brings me to the third important point: the variety of media types. Initially, you were heavily invested in YouTube ads, while I expanded into Discovery, Search, GDN, and more.
- Why? Because this variety provides wider coverage. For example, while YouTube is popular, 40% of people with moderate to high incomes use YouTube Premium and avoid ads. By utilizing a diverse array of media types, you can ensure you’re reaching a broader audience.
[34:56] Igor Ivitskiy’s Book:
- So, three years ago, I began contemplating this bookstore idea. I aimed to amalgamate all my ideas and experiment with different structures.
- The main challenge I faced was figuring out the optimal book structure. Having delved into Google ads for years, I chose to outline my journey, highlighting significant blunders and achievements.
- I laid it out in a linear, chronological format, tracing my career from its inception to the present. I detailed the major missteps I encountered along this journey, as well as the significant victories.
- The outcome was compelling; it presented a narrative of my experiences, accompanied by explanations of why particular decisions were mistakes and how they can be avoided by others.
- Just recently, I received a heartening comment on LinkedIn from an individual who started reading my book in the morning and couldn’t put it down until the end. He described it as a captivating tale about someone who truly understands how to navigate Google ads.
- The most powerful, intriguing, or fascinating? I believe one of the earliest secrets is crucial—never unquestionably trust anyone, never act impulsively, and never make decisions based solely on what you hear. Whether it’s a technique that’s touted to work or advice from Google or even myself, always make decisions rooted in concrete data from your own accounts.
- Check out “19 Google Ad Secrets” by Igor Ivitskiy.
- Also, check out “List Building Lifestyle” by Igor Kheifets.
[43:00] Connect With Igor Ivitskiy:
- Visit Igor’s LinkedIn Profile.
- Visit Igor’s website
