So I had another doozy of a conversation with a friend yesterday.
I say another because this conversation comes up ALL the time now in one form or another.
The topic?
She was super excited about the “cheap clicks” her ad guy was getting for her.
I’m paraphrasing but the gist was…. “Cheap clicks man, you gotta see the ad this guy created that’s getting me such cheap clicks. It’s amazing!”
I was intrigued!
So I said something along the lines of… “Totes! Let’s take a look”
And what I saw I almost couldn’t comprehend. (It was a sad day for “Ad People” everywhere.)
The ad guy was indeed getting her some of them there cheap clicks…
But none of those cheap clicks were resulting in sales. Like none.
Ouch!
A thousand bucks spent on vanity metrics (aka cheap clicks) with nothing to show for it.
And this is the problem.
Novice “Ad People” (and I swear upon my life there are more of them popping up all over the place taking a $200 Ads course and calling themselves consultants every gosh darn day) who just don’t know what they’re doing.
And so they sell tactics that used to work to their unsuspecting victims and in the end… we all lose.
The antidote?
- Measure what matters (ie return-on-investment, return-on-ad-spend, revenue generated, sales, cash money in the bank, etc)
- Learn how to do it yourself or hire someone with a proven track record of success (and more than a few months of experience)
Stay safe out there!
