Stop letting gut feelings drive marketing decisions. Track metrics like cost-per-click and conversion rates in a marketing pro forma to diagnose exactly where campaigns fail. A rising CPC might mean your offer is weak, your audience is wrong, or your creative needs refreshing.
Getting emotional in your business is dangerous. You can't let your emotions get in the way of your marketing campaigns. You need to step back and let the data do the talking. It will identify which parts of your funnel or which parts of your business need to be worked on. I've had so many people, so many conversations with business owners that feel like their business is a failure or that it should be doing something more than it currently is. And because they're emotional, they're actually not making the best decisions. What you want to make sure that you do is that you let the data do the talking and you make your decisions based off of the data. If you're just making decisions off of emotion based on what you think will work best and what you think is actually going to perform the best in your marketplace, you have no clue when something breaks where it actually is broken at. So I actually recommend that you put together a marketing pro forma and you actually identify every single piece of that funnel where it needs to be improved on and where you need to actually track those results and KPIs. Doing so, you're going to have different numbers and metrics that are going to create alignment and consistency at every single part of your business. And when something goes awry, for example, maybe your cost per clicks go from $1.50 and they've been consistently at $1.50 to $3. You know that maybe one of three things has happened. Maybe your offer now is weak. Maybe you're targeting the wrong people and maybe your ad creative is no longer effective and maybe there's some fatigue there. Now, if it's consistent across the board, that all of your conversions have dropped, that, you know, if you're testing multiple ad creatives and they're going to the same offer and they're all suffering, then it probably means that your offer needs to be revamped. Maybe you need to refresh what you're actually saying and doing. But if it's only one ad and the cost per click has gone up to $3, but the conversion is still happening well throughout the whole funnel, you probably know you need to refresh that ad creative. Ultimately, you need to let the numbers do the talking.
