I’m
not telling you this for sympathy. In fact, I’m almost fully recovered
at this point. The reason for this story is because there are two very
important lessons that can be directly applied to managing Google Ads
campaigns. The first one you can probably guess because it’s what got
me into trouble. The second has to do with my recovery, or turnaround,
which is equally important whenever you’re faced with problems in an ad
campaign.
In
this article, I’ll take a closer look at these two lessons so you can avoid
costly mistakes, and make sure you keep your ad campaigns off of the
injury reserve list.
Lesson #1. Pain Is Our Best Coach
The
first lesson is that pain is our best coach. This is especially true
with running. If your form is not correct, then you’ll eventually start
to feel pain somewhere in your body. It might be your feet, knees,
back, shins, hips, or something else.
The
pain is a crystal clear signal that you’re doing something wrong! If
you continue to run the same way, then you’ll eventually end up like me
when I couldn’t even walk normally.
There’s
no coach in this world better than the pain signals in your body. If
you pay attention and then make the appropriate adjustments,
then you’ll remain injury free. Those are two big “if’s,” I know.
Guess
what, the same is true when advertising. Except you’re not going to
feel physical pain (unless you punch a wall), you’re going to feel
financial pain. Hey, I hate losing money as much as you, but there’s
really no substitute when it comes to motivation than watching a few
dollars exit your bank account. Again, that’s a clear signal you’re
doing something wrong!
With
running, pain is the trigger to closely analyze your form, revisit your
training program to make sure it’s appropriate for your fitness level,
and then start testing to find a way to run pain-free.
With
Google Ads, financial pain means you need to closely analyze your
entire sales path, revisit your budget, and start testing to find a way
to get profitable. You’ll notice I didn’t say that pain means you stop.
That brings us to lesson number two…
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