Playbook / Lessons / Partners and paid growth

Stop ads that are not driving sales

Bandholz, speaking in an interview with BK Beauty's Paul Jauregui, says his own brand spent heavily on Facebook ads and realised it was paying for little in return, losing a large sum in a year. BK Beauty meanwhile pulled its Facebook spend after scaling it up and put effort into affiliates among video creators. Affiliates now drive a fifth of its sales.

“We ended up blowing a half-million dollars in 2021 in ads that didn’t drive sales.”— Eric Bandholz, BK Beauty, Avoiding Facebook, Thrives with Affiliate Marketing, Feb 2022

Do this

Compare this week each paid campaign's spend with the sales it can be traced to, and you pause any campaign that has missed your payback target for a full month.

More in this pack

• Judge early paid spend by payback, not LTV
• Pay for affiliates only out of real margin
• Put marketing metrics in the partner contract
• Ask your other referral sources, not only past clients

Get your plan

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