Your local marketing want tobe guru with a public service announcement, which is you cannot scale and maintain efficiency. Generally speaking, as a rule, you can't scale and maintain efficiency. So if you have well performing campaigns and you wanna scale those campaigns, the efficiency of those campaigns is going to decrease as you scale. It's just like, Going to the gym, trying to put on muscle. Not that I've ever done that, but so I've read, you can either bulk up or cut in, right? You're either trying to put on mass, you're trying to cut in. You can't do both at the same time. They're diametrically opposed practices. You can't scale up a campaign and maintain efficiency. This isn't even a marketing truism or Google Ads truism. This is an economic truth. Now you might say, well, wait a minute, dude, I've done this in the past. I've added budget and maintained, you know, more or less the efficacy of the campaign. Fine. But that means that you weren't scaling to a degree that was impacting your market. So if you think of, the efficiency of your campaign as a bell curve, right? And a bell curve, it's at its peak efficiency in the center. And then as you traverse outside of that bell curve, it begins to decrease in efficiency. That's why it's shaped like a bell. If you were able to scale and maintain efficiency, all that means is that you were a very small fish in a very big. Pond that is the available market. And so you weren't scaling enough to exceed the limits or the width of the peak efficiency. Piece of your, bell curve. I hope that's well described. The issue that we run into, and the reason I'm making this video is 'cause we just lost a client and a member of my team goes, you know, every nightmare client we have thinks you can scale and maintain efficiency. And I'm like, I am a man on a mission. Now I shall jump on my soapbox and explain to the world why this is impossible. So I'm, I'd like to take this outta the Google Ads sphere because it's not a Google Ads problem. It's an economic problem. So imagine for a moment that you sell, Corn flakes. And because you sell corn flakes, you need corn, right? So you buy a bunch of corn. And the analogy here, by the way, the corn being the inventory that you need, Put that, take that idea, put it on a shelf. You buy corn flakes or you buy corn to make corn flakes, bam. That's your business within the realm and confines of Google ads. What you're buying from Google is visibility. It's users. You're actually buying people in a really weird way when you think about it. You're buying eyeballs, right? So, the users are the corn, Google's inventory. What Google sells. You are people. So Google is selling you the visibility of available to them via the media network that they've built. So corn people got it. Good. Put digital back aside, we're back on our corn. You create corn flakes. In this hypothetical analogic example, you buy corn to make corn flakes, then you go sell corn flakes and make money. That would be your r o i, right? Or your murder. As you. Increase your efficiency in selling. You're like, oh my goodness, this is working great. I'm making so much money I need to sell more corn flakes. Well, what do I do to sell more corn flakes? I need more corn. So then you go back to the story you bought the corn from and you say, Hey, I need all your corn. And they're like, alright dude. But that's fine. But we have other people that want corn here. Like you can't have all the corn. And you're like, but I need it 'cause I have to make my corn flakes 'cause I'm selling the corn flakes. And they're like, okay, cool. Incidentally, this is an organic ecosystem. We're all good capitalists in theory, and there's two or three other people going, well, hold on. I've got a restaurant and I need corn for my restaurant, so I want, I'll pay you. What is he paying you? I'll pay you 10 cents more for about a bushel of corn. Just gimme some of that corn. And then another person is like, well, wait a minute. sell New England clam chowder. I don't know. I'm running outta corn things. I shouldn't have gone with a corn analogy. I should think this through more when I hit record. You know what I'm saying? So now what? What just happened to the price of corn? It went up. Who did that? You did. You increased the price of corn by trying to scale, and then your attempt at scaling caused this little domino effect where everybody else is like, well, wait a minute. I need corn and they're all gonna bid up the corn. And then, the more you scale now, you're not just at this store, you're at the store, you go to the grocery store next door, and then you go to like the Costco and the bulk buy and the whatever you become. You become the catalytic event that sets off an upward price spiral that incidentally, is now not simply dependent upon you stopping your campaigns, because now what you've done is you've put other people into a position where you've. Domino affected their entire assembly line, basically when it comes to them, you know, buying their corn. So now that those things have been impacted, what's really interesting about these is they can be runaway trains. And we've seen that inside of campaigns. So you're growing your corn flake business. In order to do that, you need to buy corn. Corn will get more expensive the more you need it. That's supply and demand. Simple economics, Adam Smith stuff here, right? So analog example. Hopefully we've all accepted this horribly where I should just stop recording and quit, but I'm not going to 'cause I have more videos. Shoot today. We're here, right? You're with me. Bam. Put this aside. Digital back. You're buying visibility. Google knows, you know, whatever you sell. You sell rocking chairs and Google knows that people who buy rocking chairs are in a bell curve, right? Right smack dab in the middle of people who buy rocking chairs are old World War II veterans. Right. They love to rock and just tell the old World War II story. I, if you watch those documentaries, I'm obsessed with 'em, but it's, there's always a dude in a rocking chair. The problem is we're running out of old World War II veterans. God bless them. Which means there's a limited number of them, and so you're selling your rocking chairs and you're like, oh man, these rocking chairs are crushing it. Let's go sell more rocking chairs. Hey, Google, I need to sell more rocking chairs. Let me spend more money get in front of more of these World War II veterans. Google's like, dude, I've only got so many of these guys. And the discovery channels on one line. Beating me down because they want to, you know, put the documentaries and Tom Clancy's on the other 'cause they love to read Tom Canon books. And, there's only so much visibility and so the price starts to go up and then you're like, oh, okay, well I'm gonna go outside the, the width of the bell curve. Who else buys rocking chairs? Well sassy Southern ladies who drink tea, they don't buy 'em as well as Old World War II Veterans, but they do buy rocking chairs. And then on this side we've got fathers whose daughters are out on dates, right? They just sit on the port for the shotgun rocking. And, again, not as good as the Old World War II Veterans, but each of them is hyper fishing. But you're traversing outside the center of the bell curve now, and you are also putting yourself in a position to where as you buy more of that traffic, the people that are, you know, Lipton is bidding on the tea ladies and then. I'm not gonna say who's bidding on the dads. Smith and Wesson is bidding on the dads, and we're all increasing the costs of this traffic because you're, you're growing, you're scaling, which means you cannot maintain the efficiency you have. When you try to scale now, can you scale up and then get efficient? Yes. you can. You should. There's, it's a lot like that bulk up cut in, bulk up, cut in, right. You bulk up and then you cut in. So I. I'm not saying that efficiency goes away forever, but I'm saying you cannot scale a campaign and scale in this particular context is just defined by grow to a degree that would impact your market. Right. Again, you can grow when you're right smack dab in the middle of that bell curve. That just means you're not very big when compared to your market, but when you're trying to scale and impacting your market, you're, the efficiency of your campaign is going to decrease. like I said, it's, an economic axiom. And I'm making this video also so that we can send it to potential clients or maybe even problem clients. If you got this video from, you know, a client manager, account manager, then you know what you did, you know, you didn't, it's okay. We all do that. But, you know, just watch yourself. So I'm saying just kidding. I love you. Thank you for being a client and gimme money. And I think I did it sort of, I got the point across not, well, it wasn't elegant. You know, it was It's free content. You're welcome. And I'm rooting for you. I shoot a video every day. I hope you subscribe. If you disagree with anything I said keep it to yourself. I'm just kidding. No. Drop in the comments. Let's have a conversation about it. I'd love to go back and forth and, you know, maybe you some know something I don't already. You have a better analogy for the corn. I thought the rocking chair piece was good though. for having been extemporaneous. I thought I did okay there. Thank you to everybody who puts up with me. I'll talk to you tomorrow.