I don’t wanna sound like a racist…
But you can pretty much blame the Chinese for anything these days. Even when your sales page isn’t converting as magically as you like.
For more than a year, i’ve been managing Google Ads for a pain in the ass client who sells a natural remedy, positioned as Traditional Chinese Medicine.
We ran traffic straight to his sales page, saw a decent response and made lots of sales for some time.
One day he wrote to me, “I ran the numbers. For every $1 we spend, we make $1.70. So that is a LOSS. We need to make at least…$2 to break even.”
WTF!? 170% ROAS is a profit, isn’t it?
Not according to him. After production, shipping, refunds (which were non-existent), call center fees (i don’t know why this was even relevant as all our orders came online), transaction fees, ad costs, and my management fee….this amounts to an overall loss.
But this really is not so much a traffic problem as it is a business problem. As long as there is a consistent flow of sales at a reasonable acquisition cost, we can’t blame the traffic. This dude wanted to make ALL his money up front from a single product, refused to do any email marketing, build back-end products, or follow my advice to increase average customer value.
So i started testing different ideas on the sales page and ad campaign trying to raise the average customer value that way.
Before long, the client asked to pause the campaign. He had some legal issues with his formulation and needed to sort them out. Meanwhile all the training i’d given Google’s learner went down the toilet.
When he returned with his new formulation, the entire sales letter was now invalidated because the product had changed name and ingredients, and everything i had done to describe and sell the original ingredients was shot.
I revised the sales letter to promote the NEW version of his product and restarted the campaign.
We ran a week of traffic, not nearly enough time to train the learner. He began to whine again. The numbers are not anywhere near as good as they were before.
When were they good?
Oh, back when we were doing 170% ROAS. Apparently, we were doing REALLY good back then, and if we could just go back to that, it would be awesome.
The 170% ROAS period became the GOLD STANDARD from that point on. Meanwhile, he became more and more erratic, changing everything all the time. He even interfered with the ad account, making changes himself, fucking up the Google Ads learner, which i would have spent days training.
All my modifications were worthless because, according to him, the performance of the new sales material and campaign did not match up to the original sales piece.
Let’s pause the story a moment to discuss…
The most dangerous thing you can do in business is to make decisions based on emotion instead of data.
Emotional decisions tend to be erratic. How we feel changes due to external stimuli, unrelated to the parameters of business. So what you feel is “correct” at this moment, you will not feel is “correct” at a different moment.
Consider the 170% ROAS…a piece of business data.
For all intents and purposes, we can agree that for every $1 spent on ads, getting a return of $1.70 is a SUCCESS. Minor, but a success, all the same. Especially that it was from selling a single product, no email follow-up, no back-end, and no upsells. Certainly, this is a result we can build on. If we detach emotionally, this data is good news today as much as it should have been last year.
Instead, the client had two different emotions and saw the same bit of business data at two different times as BOTH a massive FAILURE, worthy of concern…and as the GOLD STANDARD at which we should get our campaign back to performing.
Additionally, when stupid people have access to some data, they think they’re able to reason with science and smart stuff. But because they are unscientific, they use the data wrongly and make bad decisions.
In actual science, you never run an experiment in which you change MULTIPLE variables. That’s not called an experiment. That’s called a hail mary. When you get a result, you don’t know which variable was responsible.
This idiot kept changing ALL variables at once…and then because he didn’t know his head from his asshole, he attributed the failure to anything he felt like.
He insisted the old campaign was better and we should return to it. To prove his point, he would compare stats from the earlier period to stats from recent periods.
What he couldn’t understand was that during the period when the “old campaign” ran, its traffic was consistent and uninterrupted. We didn’t keep pausing, resuming, raising, and lowering. When i made changes, it was always one variable at a time. Whereas, in the period he attributed to the “new campaign”, it was actually multiple campaigns, running different sales letters, and for an entirely different product! The traffic was interrupted over and over, and nothing stayed fixed.
You can’t fairly compare these two periods on their performance as if they were two versions of the same campaign, given the same chance at success.
I wish i could tell you the bullshit ended there.
Soon he had me switch back to the old sales letter and the old product formulation with the legal issues lol. It still did not give him the desired performance.
It’s not for lack of trying.
At one point we were running a 4-way split-test which got sideassways up fucked because … without geeking out too hard …the variables were not independent… and let me save you the explanation by saying, ANY decision made on the basis of the split-test result was gonna be wrong. In fact, we wasted a lot of money running traffic on the “winner”… which as soon as we switched to, it absolutely refused to convert at all.
I tried to explain how the experiment was wrongly setup…but he had this fantastic theory that made more sense to him…
It’s China’s fault!
Yeah. If you compare to last year, we were doing WAY better and our results are now terrible. It must be because of COVID. People don’t trust the Chinese on matters of health like they used to.
OMG. i give up.
Here’s the thing…I told you this painful story because i want you to see how you can be your own WORST enemy when you (a) let your emotions control your business decisions instead of data, and (b) split-test incorrectly because you don’t know how to setup a science experiment.
This is why, in the Super Traffic Machine series, we don’t take any chances with our students. We give you straight-forward processes, as in, do 1, then 2, then 3. If there is a decision to be made, you’re told on which basis and under what circumstances to make it.
For example, in User Manual Four – Product, we show you how to choose an affiliate product to promote. There is a scoring system on several important parameters, which you enter into a spreadsheet we built for you. It calculates which of several choices of product is the one that (a) will be easiest to sell, (b) will suit your audience best, and (c) will make you the most money.
In User Manual One – Brand Plan, you have a budgeting and projections spreadsheet, which again, we programmed for you. You plugin some numbers about your campaign, and you can see immediately what the future trajectory of your campaign is, based on its history. You’ll know how much you have to spend to reach your goals, how long, and how much you have to price your products for.
Every single manual, every single step, has a scientific process behind it that ensures your decisions are PREDICTABLE and based on DATA, not on your whims or your emotions.
If that sounds like something you think would give you some SUPER POWERS in internet marketing, then you really gotta try out the Super Traffic Machine.
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