this morning I was re-reading notes from a recent meeting with one of the GOATs of Marketing... the man, the myth, the legend...Taylor Welch (side note, if you haven't heard of Taylor or seen what he's been up to since the Traffic and Funnel days...I'd HIGHLY recommend going for a deep dive today) This meeting was about what does it truly take to make it in business... The answer? Doing the simple things long enough actually to see the difference. I thought about this more and extracted it from that wide lens to more of a narrow focus --> Google Ads What is the sole factor in all my successful clients over the past 4 years? It's simple (really simple) but... Extremely hard to master in real-time What is it? the balance of success in any ads platform lies between making enough optimizations but not over-analyzing the account My job (or yours or your agencies) is to make your brand more money through profitable media buying so what is the art of media buying right now? it's making enough changes that you're steering the ship in the right direction...but then sitting back and letting the winds carry you ever so swiftly (and profitably) to your desired destination. If you're fighting the weather, the water, and the gods daily... you're going to capsize and drown before you ever get close to where you want to go do not over-analyze your account --> Do dig into your data daily if your spending threshold is high enough do not make daily changes (for 99% of you reading, this should be followed) --> Do make observations on what you want to improve and what the next 10 steps are or could be if X, Y, or Z occur Stop reacting blindly. Stay the course and make the needed corrections.

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