The highest ROI AdWords campaign in the world: $1 in, $13 out
By: Chris Von Wilpert
Tags: Google Adwords, Advertising, Adwords, PPC, PPC Marketing

I spent $343.38 to get 155 leads.

Those 155 leads converted into 15 sales and $6,750 sales for my business.

$4,500 profit after paying for cost of goods sold and employee wages.

$1 in. $13 out.

Before I came up with this strategy my AdWords ad money was being wasted.

I was struggling to find people “ready to buy” my products and services.

I was scared to add more keywords to my AdWords account and increase my ad budget.

Because I didn’t have a proven campaign structure that I knew worked.

And that could be scaled across the other products and services in my business.

I now use this strategy in my agency everyday.

I use it to help my clients sell millions of dollars worth of products.

It works for attracting big corporate B2B clients.

As well as small individual B2C customers.

I have tested the strategy with:

local service businesses

digital products

SaaS companies AND

eCommerce stores

And it works for all of them.

It can work for your business too.

The only prerequisite for this strategy to work is that people are searching for your products and services on Google.

If they are, follow this strategy to grow your business with AdWords…

The 3-Steps to Using “The Cookie Monster Formula” To Get Quality Leads and Sales

There are 3 steps to The Cookie Monster Formula.

Step 1: Research 1–5 keywords that are highly relevant to one product/service/feature you sell

Step 2: Write 2 ads that are highly relevant to those 5 keywords

Step 3: Build 1 landing page this is highly relevant to those 2 ads

Here’s why this formula works so well (and what it has to do with the Cookie Monster):

Have you ever watched Sesame Street as a kid?

On the show there is a famous character called Cookie Monster.

You can feed him just about anything and he will eat it, including: ice cream, hot dogs, cake, pizza, doughnuts, lettuce, apples, bananas, watermelon, as well as inedible objects.

But his favourite food is chocolate chip cookies.

Let’s say you are in the muppet food business.

If the Cookie Monster is searching on Google for “buy chocolate chip cookies”…

Which ad do you think he will click on:

Buy Chocolate Chip Cookies OR Buy Muppet Food

He will click on whatever ad you show him (ordinary humans will as well).

But the difference is, the Cookie Monster might click on Ad #2, then leave your website…

Because he can’t find the chocolate chip cookies he is looking for.

He will click on your ad, leave your website, and eat up your ad budget.

And you will have nothing to show for it.

But an ad that says “Chocolate Chip Cookies” with a landing page headline that says “Chocolate Chip Cookies for Muppets” is going to show Cookie Monster exactly what he wants.

All of a sudden YOU are advertising the exact product that Cookie Monster wants to find.

And BUY.

Your conversion rates will skyrocket through the roof!

Before you implement The Cookie Monster Formula however, you need to know 3 things:

How much you are willing to spend to acquire 1 customer How to structure your AdWords campaign How to break your business into product/service/feature “themes”

Keep reading to see how to do these 3 things, and how to implement “The Cookie Monster Formula” in your business…

If You Don’t Know This Number, Your AdWords Campaign Is Already Dead In The Water

Before you even start your AdWords campaign you need to know your CPA.

And no, I don’t mean your Certified Public Accountant.

Your CPA (Cost Per Acquisition) is the absolute maximum you are willing to pay to acquire 1 lead, 1 sale, 1 quote, etc.

Determine how much 1 average customer is worth to your business (over their lifetime with your business).

Then work backwards to figure out how much marketing dollars you are willing to spend to acquire them.

For example, in my eCommerce business we sell snow cone syrup packages for $130.

The profit on that product for my business is $90.

The most I’m willing to pay to acquire 1 $90 customer is $100.

I’m willing to pay $10 more than the profit I make from the customer.

Because I have a quality product and I know on average most of my customers will repeat purchase at least once.

My lifetime customer value is $260 ($180 profit).

However, I’m always optimising to get my CPA well below $100.

So my business makes more profit.

You need to know this number so you can determine if your campaign is profitable or not.

You will be using AdWords conversion tracking to see your cost per lead/cost per sale for every ad group, keyword and ad in your AdWords account.

With conversion tracking installed and your CPA figured out…

You will be able to identify any unprofitable ad groups, keywords or ads.

If they go over your CPA, you can remove them OR optimise your ads and sales funnel.

This way, all parts of your AdWords campaign will be profitable.

Can Your AdWords Campaigns ROI At 13.11X? Not Without Using This Proven AdWords Campaign Structure They Can’t

Before I get into tactics, you need to understand the campaign structure needed to get results with AdWords.

You can’t just create 1 campaign, throw all the keywords relevant to your business in it, and send people to your home page.

That is what most people do, because they don’t understand AdWords.

It doesn’t work.

Conceptually, this is the Google AdWords Campaign Structure I use.

I use this exact same diagram in my agency pitch deck to show potential clients my agencies process.

Let’s break it down…

The “AdWords Golden Rule” That Will Make You Ridiculous Profits For Every Product And Service You Sell

AdWords Golden Rule: Every Ad Group should have 1 very specific theme.

If my local lawn care business has 4 different services…

Lawn mowing, weeding, landscape design and landscape maintenance.

Each service should have it’s own ad group.

If my software product has 4 different features…

Estimating, invoicing, asset maintenance and stock control.

Each feature should have it’s own ad group.

If my eCommerce store has 4 different types of products…

Mens socks, womens socks, childrens socks and baby socks.

Each product type should have it’s own ad group.

You get the idea, right?

You need to think about the specific products and services you offer.

Then group them into their own Ad Group in your AdWords account.

Pro Tip: If your business services multiple locations AND people use location-specific keywords to search for your products and services…

Create separate geographic-specific AdWords campaigns for each major location you service.

And use the same ad groups in each campaign.

This way you will be able to use location specific ad copy to get more clicks on all your ads.

Think about it.

If you were searching for “brisbane snow cone machine hire”.

Would you be more likely to click on the ad headline that says:

“Brisbane Snow Cone Hire” OR “Snow Cone Hire”?

I tested it, and more people click on the location-specific headline.

Once you have a list of all your ad groups, you can now implement the 3-step “The Cookie Monster Formula”.

Step 1: AdWords Keyword Research Is Boring. Telling Your Boss Sales Are Up 1,211% Is Not.

Now that you have identified all the ad groups for your business, you need to identify the specific keywords people are searching for to add to those ad groups.

To do that, you should use the Google Keyword Planner.

The keywords you choose will make or break your AdWords campaign.

If they are too broad, you will get unqualified clicks to your website.

And waste your ad money.

You should only include keywords that are directly related to the product or service you sell.

A successful AdWords campaign is not about getting millions of clicks to your website.

It is about capturing as much of the Google search volume as possible for specific, high ‘buy intent’ keywords that are highly relevant to your business in your service area.