The Book Is the Funnel · Part 5 · $4.95
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Run two campaigns on one purchase event, judge on settled cost per purchase, set a kill threshold dynamically, cap your total loss, and open a second front door.
You could read ad spend as buying traffic. It isn't. You're buying information about which of your ideas is right, and traffic is only how the information arrives. Ask what would have to be true for this to work, write the answer down, then design the first tests to find that out, not to make sales.
Campaign, objective, ad set, creative and conversion are five words that carry this part. Delivery has three states, learning, learning limited and active, and only the third is a normal operating condition. Last significant edit, not launch date, is what everything you judge by age should be counted from.
You could read the spend as buying traffic. It isn't. You're buying information about which of your ideas is right, and traffic is only how the information arrives.
Delivery has three states, learning, learning limited and active, and only the third is a normal operating condition.
I built analytics models for banks and miners before this. Every step in The Book Is the Funnel is one we ran on our own funnel first, failures included. This part is sold on its own because most people need one piece of it, not all sixty at once.
