"Fire" Your Ad: Kill Campaigns that Don't Yield ROI!

I have noticed a very interesting situation that is played out everyday.

Business A has an advertisement running. It is obviously not working. I mean no sales, no leads... nothing. For some unknown reason, Business A will continue to spend money on the ad to see if will start working.

As if, it is just going start making mega sales.

Let's look at this another way. If I am working in the real world and I have a sales person that is not making his quota, what do I do? I let him know that what he is doing is not acceptable, and try to help him make changes in the right direction.

Ultimately, you and I both know what will happen if the numbers don't start going in the right direction.

He will get fired (or quit).

What is so different about advertising and marketing?

From an engineering viewpoint, you should only do what works or is working.

But, something happens in business, especially when it comes to marketing. The idea becomes "throw money at it. I know it will work".

How long do you have to know that something is not working before you are sure?

I have watched companies spend money on 1000 clicks in a pay-per-click ad campaign before they decide that 1 sale per 1000 clicks for a $10 lead generating item is not acceptable.

Here's your criteria for firing your ad...

1.) If an ad has stopped working for you.
2.) If an ad never showed up for work.

Fire it immediately!!!! Don't waste any more time or money..

I promise your ads will not try to sue you or put up alot of fuss.

Take Care,

David Bullock
www.results-squared.com