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Google Ads Problem: Low Sales Volume of Luxury Products

In this episode from our internal training, John Moran examines a Google Ads account struggling with low sales volume. The business sells luxury jewelry in a competitive market. Listen John in action as he analyzes the account and suggests future strategies to improve lead volume and sales.

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Related videos:

💣 Google Ads Lead Generation Problems: Low Lead Volume and Slow Lead Follow-up:   

 • 💣 Google Ads Lead Generation Problems...  

🚀 Measuring Ad Success: Key Business Metrics Beyond CPA and ROAS:   

 • 🚀 Measuring Ad Success: Key Business ...  



0:00 Intro

0:23 Google Ads Problem: Low Sales Volume of Luxury Products

4:22 Pushing high AOV products

9:30 Analyzing social media presence and competition

12:17 Traffic platform evaluation and future strategy



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Transcript
John:

Just two things.

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If we, if we look inside of Google

and says it doesn't look like it's

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working, we haven't looked everywhere.

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We have to look everywhere.

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And we also have to talk

to our client about that.

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We have to say, are these people emailing

you that what kind of conversations are

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they having inside of the backend of

their Shopify that we don't know about?

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Hey John, One of the issues we've

always been facing is that we're in this

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really competitive jewelry market where

their products are like 500 to 1, 000.

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But then if it's gold jewelry,

there's products that are

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like 50, a hundred dollars.

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And I find that we're not able

to really differentiate it.

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And we're falling into

that same category as them.

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And we don't have that same

budget to compete against them in

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the standard shopping campaign.

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So how do you think we

should, work on that?

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What did you say, they

have low AOV products?

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our products are like 500 minimum.

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Whereas everyone else competing in

that same realm, when our products

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show up, they're 50 to a hundred

dollars sometimes, depending on who

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our competitor is that shows up.

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Yeah, I would definitely be

focusing on higher AOV products.

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so I'm not saying, dump in the Patek for

170, but if I was to look at a price.

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That's over, 3, 000 as an example, or

just say, to 999 and there's 748 products

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that have a price over 3000 and we're

getting no clicks on any of these.

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do we want to do the 200 plus

500 plus 300 plus 200 plus this?

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Or is there a way for us to

test, more than, Maybe 500 clicks

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on the higher price products,

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but more aspen to a higher AOV when

you're getting it up to the 5, K.

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you're in the car.

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T.

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A.

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You're obviously in Rolex.

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You're in a more luxurious buyer.

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Oh, there's Cartier you're in the more

well known people aren't looking at.

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Can I get Cartier for 250 or 400 bucks?

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obviously same thing with Rolex

performance max, in my opinion,

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and Rolex is not going to work.

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performance max, in my opinion, for

this campaign really doesn't work.

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We've seen that with pendants, you

push pendants, they get pendant sales.

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And that's the only thing

that's selling is because,

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within we're spending money on.

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So I think that in this area here,

I'd try to move into more of a.

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Potentially even brand name spend.

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What are we spending on

Rolex standard shopping?

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200 a day.

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What are we spending on

Cartier in standard shopping?

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200 a day.

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I think we need to diversify a larger AOV.

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and that's something that we actually

saw where year over year, it's getting

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better, from a, not from an order.

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Our orders stay the same, but

we're 55 percent up because we

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started push higher AOV products.

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Now this one was being pushed more

socially, which is fine, but that's the

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thing too, is that could we make the same

amount of sales, but increase the aspen

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what's funny is this whole thing actually

moved because of this, this is the

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item that's selling is a 4, 000 throne.

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And it's yeah, it works.

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would say Cartier 000 hammock throne.

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this is just crazy.

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any who.

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could we start to break out of

the onesie Tuesday, two 5, 500

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and push into higher AOV products?

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think we tried standard shopping Rolex

campaign We tested that in:

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The struggle is that, we don't really

get enough volume of sales for even

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like weeks and sometime months goes by.

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So then we have to make a decision,

like we have a limited budget here,

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so where we can allocate that budget.

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Is it this one here?

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Yes.

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this one was showing July 2023.

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Is that what you're thinking?

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I think we were also running one.

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I don't know if, this was

enough and I don't know if that

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was even a good enough, CPC.

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We are running a search campaign

for Rolex and it's getting really

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good relevant search terms, but.

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We haven't seen any

Rolex seats coming in.

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We just saw a Rolex here this week.

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Yep.

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It was on Saturday.

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Facebook paid, but that's the first visit.

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High risk of fraud.

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Also, that one says fraud.

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So this likely is not going to come.

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Go through as an order.

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I see this as being, Oh, okay.

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what that means is just that the email

isn't found with their Shopify checks.

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But that'd be the thing is I

would, shopping usually does

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better than search just because

you can show a price of a product.

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if someone's looking for a Rolex

watch, and Rolexes are actually in

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high demand right now because they are

six months out for the Submariners.

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it's hot Swiss watch Omni,

authentic watches there's a

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big demand for Rolex right now.

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they're priced fairly competitively

depending upon which one they sold.

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that's a rose gold diamond.

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That's nice.

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maybe try standard shopping again, but

give it more than, maybe a week and a

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half and try to spend at least like one

to 200 a day, you have to ask the person,

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has there been more interest in Rolex?

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Because before someone just drops

10 G's on a credit card, sometimes

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they do need to call and that's

where those draft orders come in.

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so John, do you recommend we should

add contact number, phone number on

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every product page and keep a track

of those calls, maybe integrated

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with call tracking metrics?

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there's 300, 000 a year that come

in it's going to be outside of here.

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there's definitely a lot less traffic

than there used to be, which you

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can even see the correlation of.

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a downward trend, the orders are

the same, but the AOV is lower.

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yes.

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Instagram seems to be what they're pulling

back on I'd ask them why they're doing

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this here too, just as an FYI, because

that social proof is going to build more

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brand trust when people visit their site.

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that's one of the things that we've been

trying to work with them on they have

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a Facebook agency and the agency is, a

little difficult to communicate with.

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They go off on their own

tangent and do their own things.

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But the trust that you're talking

about, John, I think that's one of the

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issues with Is that they don't have that

organic social media and even people

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who have testimonials, I don't know

anything about the store, but I took

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a chance and I decided to buy this.

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So one of the things that I've been

trying to address with them is to

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tell them, Hey, you actually need to

build more of that organic, trust.

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Otherwise no one's going to buy the 5,

product that you're, telling them to do,

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I would drive home the fact that they're

competing against eBay and also Amazon.

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so what happens is Amazon is going

to start to eat more and more

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into their profit margin and into

their user base because Amazon now

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sells Rolex is right off Amazon.

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the competitive industry that

you're going up against is Amazon.

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Now, yes, you're not selling new.

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You have good quality

products, good quality prices.

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Yes.

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But to a person that's going to save,

three or four grand when they're dumping

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20 K and a watch, they don't care.

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They really don't.

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they've spent three grand to know

they can get it, authenticated

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tomorrow versus scammed online.

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So pricing when you're over the 5k

makes zero difference to these people.

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These are people that are making 500,

000 hours a year on one of their side

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gigs, like that's who buys Rolexes.

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The one guy that I know that just bought

a Rolex recently makes 2 million net

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profit, untaxable, and just credit card,

cash back because his dad spent so high.

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So the thing that we

have to look at too is.

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To set a bit of a stage for them, say, we

understand that we're pushing on Google.

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I do think we have a lot of work to do

inside of this, inside of that account.

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Just as an FYI, we really do.

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what's funny is we're, this is the only

reason why they're still in business

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right now is this one campaign.

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It really is.

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when you're looking at just the spend

level here, This is another slide that

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always is everybody that we talk about.

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We don't know what they're doing in meta.

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we can't see what their meta activity is.

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I would almost run through this with them

a bit by saying, Hey, we want to have our

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prospect and be 70 percent of the activity

or marketing needs to be at least 20.

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And then our acquisition

is at least, 10 right now.

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Majority of our efforts.

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If we just look at what I can see

right now is pretty much right here.

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and their meta is crashing

That's Instagram and.

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The Facebook and we have no idea if

Meta is doing anything over here.

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So we have a lot of work to do to

rebuild their brand, but because they

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are a reseller of fine jewelry, I think

we do need to diversify our ad spend.

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Not written, not pull back on pendants.

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don't ever touch this thing,

but start to push more standard

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shopping and categories do we have.

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Five more categories that we

can start to dip into and track.

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Are we actually getting leads and sales?

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And it's going to take a month

getting more diversified in our

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ad spend is something that's going

to be really important because

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we need to start to diversify.

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Our ad spend here.

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When you look at the last 30 days when

you look at net quantity descending,

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these are all things we're spending

money on, but this is also only the

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things that we're spending money on,

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what if we spent elsewhere

at higher, also AOVs.

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And don't throw the baby out

with the bathwater dip into it.

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Start a track.

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Hey, I'd like to start to diversify.

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even I'll drop this screenshot here

in the chat to say, Hey, here's

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a correlation we're spending on

pendants and we're spending on chains.

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We started chains.

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We're starting to see more chain sales.

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we have a Rolex campaign.

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we're seeing a Rolex sale.

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What we want to do is say, what

are we spending on that category?

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What are we making on the category?

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But look at it month over month.

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But also I need to know, are the people

calling, are people emailing in, what are

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people doing for these type of products?

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on a month to month basis.

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there's a company called architect

that I'm helping on the side, like an

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unpaid client and just seeing if it's

something that we can, get off the

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ground because I've wanted to test use

them as a test dummy for some tests

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and I didn't charge him anything.

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these are all the people that are

contacting him just every single day.

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it's insanity.

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So we need to know this to, these

people are like, okay, have a great day.

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thank you very much.

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You've been so helpful.

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he does have cancer.

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So it did take a diagnostic approach.

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It's about cancer treatment for dogs.

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So all those things that we

need to know, like we need to

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be involved in their business.

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so that we can say, if we start to spend

your harder money on these products,

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does it look like we're starting to

generate feeds that are going to be either

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purchased by you submitting a draft order,

or are we just completely falling flat?

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And we're spent 800 on earrings and no one

wants earrings before we look into price.

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Let's try something else.

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two things.

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if we look inside of Google and says

it doesn't look like it's working, We

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have to look everywhere and we also

have to talk to our client about that.

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We have to say, are these

people emailing you?

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That what kind of conversations

are they having inside of the back

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end of their Shopify that we don't

know about that we're starting that

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we're going to stop because Google

didn't say we should keep going.

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