hey like to call it finding buried buried treasure in your campaigns because that’s how I think about it when I look through campaigns for example these friends of mine they had a business and they had never run paid traffic before and I understand it’s like scary for most people obviously if you’re in this class you’re more open to it but just to let you know if you ever work with clients they are scared they’re scared of spending money it’s I mean affiliates art as well I found but I think it’s kind of silly to be drawn to something like paid traffic when you’re afraid to spend money but the lure of paid traffic is that you get to control everything right you get to control all of your traffic which everybody wants and everybody knows paid traffic is the way to the biggest fastest success in business and marketing is controlling your traffic and being able to scale it up but a lot of people have problems with spending money so they’re they’re just watching it very very carefully because they’re not used to spending money on something that might not provide an immediate return but the tricky thing is I have seen enough campaigns that I know that a lot of campaigns look like they’re not winning but actually if you dig in a little bit you can see that they are winning so these friends you know we started running a campaign they had a information product on Clickbank that was like ninety seven dollars and we started I did the same process I always do the same process I’ve shown through the masterclass trainings and I show through the Evergreen trainings and you know did some research and started picking out keywords and we started the campaigns and sure enough we started getting some conversions and they pretty quickly got discouraged because they said ah we we spent $300 and we only made you know we we didn’t even break even you know we only made $200 and I was like well hold on a second we spent $300 but let’s actually dig in let’s actually see what going on here and so we looked into the keywords and it turns out that just one keyword had produced like two of the conversions so there was one keyword and so that keyword had only spent $60 or whatever 50 or 60 dollars and it made 200 so actually there was very treasure in that campaign because the buried treasure is that one keyword that keyword is extremely valuable if even if we cut if we cut all the other keywords there would be one keyword that has proven to be a successful winner that’s now free to be on its own and to produce profit so now when you when you know what you look for you don’t see I spent $200 and or I spent $300 and I only made $200 or or I lost $100 actually if you dig in there’s a point at which that one keyword you spent $50 in made 200 so it’s like a wildly different interpretation if you know what you’re looking for to find buried treasure Rob says it’s all about testing exactly so we’re gonna talk about that so just to understand that the mindset here when you’re running when you want to scale and you want to optimize and improve your results it’s almost always possible to improve your results through one way or another you can always improve your results if you work on it and if you know what to do and there’s very often buried treasure somewhere in one of your campaigns I’ve since been able to speak to a lot of people on like one-on-one coaching calls through the Bing ads stuff and almost every time we look into the campaigns I remember this this one guy really awesome guy had been you know successful in things here and there and was like working on this big thing but kind of he by the time we talked he said yeah I shut off the campaign about a month ago I went through your training and then I applied it and I started making some conversions but then I ended up you know I was losing money so I had to turn it off and I said okay well well let’s open it up let’s look let’s look at it like how much money how much money did you spend you said oh about 15 bucks okay you spent $15 I mean that’s not I mean you always got to start with whatever you can but like that’s not a lot of traffic that’s not a lot of data okay well he’s only he was only promoting a thing that was like $1 on max bounty or something so $15 could potentially you know be a lot of conversions so we started looking at it and he had had several conversions within those 50 $15 which I was surprised by they had any conversions at all he’s like yeah well I only got two conversions you know and each one paid out like I guess it was $3 so he had made $6 and he spent 15 so he thought he had lost like 12 bucks and he was like I had lost all lost all that money I had to stop and I was like okay let’s dig in sure enough we dug in and just same thing I mean the campaign’s were very messy they were keywords all over they weren’t separated into syndicated in pain they weren’t there were a lot of broad match keywords they weren’t like really nicely grouped ad ad groups but same same process we looked through the keywords and which I’m gonna show you how to do in in a minute and there was one keyword that had created both of those conversions that one keyword had only spent like a dollar or a dollar fifty so actually it’s been xed his money but he just didn’t know it his interpretation was that he had lost $12 but I looked at it with different a different lens you know knowing what to look for and and expecting to find buried treasure because I’ve found it so many times and I saw something totally different I said dude you have a profitable campaign you should focus on this go through the training again or you know taking my suggestions on this call and you have a winning campaign this is probably something you’ve been dreaming it like you it’s working you know you’re making a huge profit actually you just need to tighten things up you know I need to learn how to optimize and scale so this just happens all the time if you’ve if you’re at the stage where you’ve made conversions you’ve made sales this is probably what you need to focus on you probably need to work on finding a buried treasure