Day 101: A Test of Resilience and Google Ads Experiment

Today is the tenth of December, and it has been a day that really tests your resilience.

Yesterday’s results fell straight off a cliff.

Only a day earlier, things were climbing nicely, and we had just seen one of the strongest results of the last month.

Then yesterday arrived, and everything reversed sharply. Even today is not looking good so far.

By quarter past eleven in the morning, sales were sitting at only one hundred and fifteen dollars.

Yesterday finished at four hundred and fifty four dollars, which I knew would be a loss.

Ad spend came in at four hundred and twenty three pounds, which converted to five hundred and sixty four dollars.

That left a loss of one hundred and ten dollars for the day.

We went from a six hundred dollar profit the previous day to a one hundred and ten dollar loss.

It shows just how extreme this rollercoaster can be. Some days you simply cannot control the factors that drive these outcomes.

Why Results Dropped So Hard

There are two big elements outside our control.

The first is which segment of the audience Facebook chooses to show our ads to.
The second is the level of competition on any given day.

When buying intent drops or costs rise, performance drops with it.

Both funnels made a loss yesterday, but most of the hit came from Funnel 2.

Funnel 2 produced only a single sale.

Buyer behaviour also shifted. The few buyers who did show up spent the bare minimum.

No order bumps were taken. No upsells were taken. This dragged the average cart value right down.

Exactly the same thing happened in the Riffs funnel.

Both funnels experienced lower-quality buyers at the same time.

Campaign Performance Analysis

Looking inside the ads confirmed what happened. Click-through rates were noticeably lower than usual.

This is something we cannot directly influence. It’s either the wrong segment of the audience, low purchase intent, strong competition, or all three at once.

When I compared the results with the previous fourteen days, the difference was obvious.

CTR had dropped significantly.

This meant weaker traffic and fewer conversions.

The Failed YouTube Promotion Test

In yesterday’s moment of mild panic, I attempted to test YouTube promotion again.
I ran the sore fingers video as a promoted YouTube video.

But targeting from inside YouTube is extremely limited. The campaign generated sixty-nine thousand impressions and four hundred and eighty-three web visits.

The cost per click was incredibly cheap at around nine pence. But the traffic was completely untargeted.

It was pointless. So I stopped that immediately.

A New, Properly Built Google Ads Campaign

Rather than abandoning the idea entirely, I decided to set up a real Google Ads campaign inside the Google dashboard.

This gives far more control, similar to how using Facebook Ads Manager is superior to simply boosting posts.

I am not a Google Ads expert. In fact, I am a beginner.

But I have set up campaigns before, and this test needed to happen properly.
The goal is to place my ads on specific YouTube channels where the audience is more relevant.

The campaign has just started and is only showing early impressions.

Over the next few days, I will see whether the traffic quality improves.
The budget is ten pounds per day for roughly one week.

This should give enough data to understand whether it has potential.

Looking Ahead

For now, I am hoping today does not repeat yesterday’s performance.
But that is something we simply cannot predict.

The only real defence is to stay focused on the bigger picture and not react emotionally to single-day swings.

This journey will continue to be bumpy, and days like this are part of the process.

I’ll update you again tomorrow.

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