Has anyone heard me talk about the prison system before with traffic? What we’re talking about with the prison system and this doesn’t matter whether it’s Google or whether it’s Amazon. When you go into prison, you don’t want to go in very weak on day one, you know, get beaten up, or worse on day one. You’re going to have a bad time, the whole time you’re in there, right? So I’m not very politically correct, but true.
The same thing happens with your advertising. A common mistake I see is people saying, I’ll bid really low, and if it doesn’t work, then we’ll try and tune it up. But by that stage, you’ve already got a bad reputation of like not getting clicked on or not showing up, that kind of thing. So you want to go in dominant and strong like bidding more than you feel comfortable and get good, what we call clickthrough rate, get lots of action happening, and then tune it down. Does that make sense? So we want to go in strong and tune it down rather than the other way around.
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