If you are spending any amount of money on paid digital advertising, like Google Ads, or Facebook Ads, you are likely involved in a constant battle for tiny improvements.

Tiny improvements on a variety of metrics that don’t immediately and obviously reflect what is happening at the bottom line..
CTR, CVR, Bounce Rate and many more.

The fact of the matter is, they usually have anything other than a tiny impact on the bottom line of a campaign, which is why you should always think about, and lead with the bottom line.

And every member of your team & your clients don’t always inherently understand this.

Which is why it’s better to:

Improve Metrics, But Communicate Bottom Line

If you focus on the wrong metrics, and communicate it to your team, and worse, your clients, you end up under-selling your achievement.

This hurts you in a lot of ways, including, not giving the test results the urgency they deserve in the heads of your team & client, and not giving you the credit you deserve for the improvement.

(Proving your expertise to your client, and further solidifying a healthy client relationship.)

I was recently working on a campaign for a client where the average CTR (click through rate) had hovered around 2% for months.
I talked to the client and we decided to rework the ad & landing page copy focusing more on the strengths of his offer from the customer’s perspective.

It resulted in a 1.25% increase over the original copy in the first few weeks of testing.

But when I talked to the client, he didn’t seem very impressed by the actual fact of “increasing CTR by 1.25%”.

For a second I thought he had ridiculous expectations from our collaboration, but when I explained that so far it had decreased cost per click by 18% and it cost us 24.55% less to get leads however, that made him go nuts!

While I was excited that I had “proven my worth” as a copywriter with the “tiny-yet-huge” CTR increase, he was obviously only excited about the real business impact of what I had done.

I should have just lead by telling him that we were getting leads almost 20 real dollars cheaper than before like a normal person…

This post is your reminder to always lead conversations about tests results with bottom line impact. (When possible.)

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Have you ever experienced anything similar when talking(bragging) to clients or team members from other sections?

Please share your story in a comment.

If you want to work with a marketer that communicates in human English and gets results, contact me.

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