Should i remove “non-performing” ads?

TLDR: No, you shouldn’t.

One of your fellow subscribers wrote in with the following story. I’ve pasted it below untruncated…

[QUOTE]

   “Hi Jim!

   “Hope you’re doing awesome. I have a situation at the marketing agency where I work and was wondering if you’d be kind enough to share your thoughts:

   “So right now I’m managing ad campaigns for like 20 clients. Everyone else in my team was either fired or they found a better job and left. As if that wasn’t tough enough, my boss wants me to monitor the campaigns all the time and remove any ads that are not performing well. And then keep adding new ads and see if they’re performing good or not. And he has this imaginary number in mind that’s like a red alert for him when it comes to CPC… he’s like if the CPC for any ad goes over $1, then just pause the ad. But then he freaks out even if the CPC is not $1 but lets say $0.7 or $0.8!!

   “And then he goes “Turn off any ad that has accumulated $10” and in the same breath he says “But let it run if it’s performing well!”

   “He thinks he’s the expert and he knows everything about google and facebook ads.

   “I’m really struggling to manage all this 🙁 It’s wearing me out.

   “Is this how campaign management is supposed to look like?!”

[/QUOTE]

No. That’s now how it’s supposed to be.

Sounds like his boss is a clueless mick. He reminds me of some of the clients i occasionally deal with who have just enough campaign management experience to be a pain in my bum.

Do you manage your business like this? Are you constantly adjusting every parameter, never really sure what’s wrong, only that something is?

You’re making way more work for yourself than necessary.

I think it’s easy to forget when advertising online that we’re dealing with humans. Traffic is people. People are unique and respond differently to the same messaging. So response fluctuates and you need time to pass for patterns to emerge.

Going on your intuition alone, how much effect do you think minor headline changes will have on the human on the other side of your ads?

Not much.

So unless you’ve made some SERIOUS mistakes in your targeting or ad, any effort to drive down cost at the ad level is likely to also drive down scale AND take a really long time for an extremely minimal impact.

Even trying to raise response from the ad campaign is a fruitless exercise.

Personally, when i run paid ads, i do so to get a predictable source of consistent traffic so i can make sales. That’s the only goal.

I don’t wanna spend all my time tweaking the ads. I actually don’t wanna tweak anything. I try to do the setup right from the start and then solve problems as they come.

And if you’re going to do any tweaking, the most useful place i recommend doing it is on your landing page…which should be priming visitors to buy. Even if opting in is the first step.

Besides, most advertising today is not exclusively managed by the campaign manager, rather, it’s managed in partnership with the ad platform’s machine learning software. Our job as human campaign managers is to accurately convey our goals to the machine, monitor its results, and either encourage or slightly adjust simple parameters when a correction is required.

Micromanaging decisions on an individual user level is a waste of time. better leave that for the machine to take care of. Whether you manage one campaign or twenty.

That’s the Yaghi way of traffic generation. It’s less work and prioritises meaningful sales generating activities.

I explain all the details of this method in the Super Traffic machine. Once you’re setup correctly, you’re rarely touching your ads unless it’s to expand and scale your reach.

And your daily activities are reduced to one–follow-up.

if this is something you want to learn and build your own online business instead of working for a deranged boss, get started now by clicking the link below…

In Super Traffic Machine, you also learn:

 * How to eliminate the emotional roller-coaster when you spend on advertising and turn your decisions into calculated certainties.

 * Why “pausing” a traffic campaign might be the WORST action when losing money and how to turn loss into profit.

  * Why it’s better to write ads that get FEWER clicks than high.

  * Why I never kill the losing ad in a “split-test”.

  * How to manage campaigns like a pro with mechanical “yes-no” decisions, using my proven flow-chart.

And lot’s more!

Join in, learn my clever internet marketing ways inside.

~jim

Jim Yaghi

Jim Yaghi

Foremost Home Business traffic expert, Jim Yaghi is a Computer Scientist and Mathematician who used to build search engines for a living. At 16 he created a mildly popular social network and has been an online entrepreneur for over 15 years. In 2006 he rose to the #1 Affiliate rank in many Home Business programs (most notably Magnetic Sponsoring). Today he's best known for hatching the first industry-wide viral campaign to reach all major social networks, for hosting a top-10 Internet radio show for entrepreneurs, and for shattering industry sales records with his best-selling, easy-to-follow online marketing courses PPC Domination, PPC Supremacy, and Traffic KickStart.

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