Advertising lessons from Steve Jobs (steal for your Google ads)

Remember the iPod?

For years, it was Apple’s best-selling products.

But now, it’s nowhere to be found.

That’s funny because Apple was the exact person who killed it.

And the same reason they did it can make you a much better advertiser on Google.

It all started in 2007, when they introduced the iPhone–a device that did everything the iPod did, and more.

The iPod was still selling well, but the data was clear.

Sales were declining. And the iPhone quickly became their new best-sellers,

So Apple had 2 choices:

1. Protect their old golden goose

2. Bet on the next big thing.

It was a tough call. Steve Jobs LOVED the iPod.

But you can’t argue with the data.

So they went all-in on the iPhones.

They didn’t cut off the iPod right away. But every year, they gave it less attention. 

Fewer ads campaign. Less innovatron. And eventually, they stopped producing it.

They didn’t waste years trying to force a product past its prime.

They focused on what was next.

That’s what made the Apple you and I know today.

Yet many brands do the exact opposite with their Google Ads.

They keep pumping budget into yesterday’s bestsellers.

These products once printed for them.

But then competitors entered the scene. User intent changes. Other products became trending.

And those former winners start losing steam.

That moment—the first sign of decline—is when brands need to pivot.

That’s when they should shift their budgets and give today’s high-performers the fuel they deserve.

But they leave their account static instead of adapting to the data.

This is why we built scripts to dynamically label products based on performance.

They keep a close eye on which products are working and which ones are losing momentum.

That way, we can align our budgets with product performance in real-time.

So we can maximize the effects of our winners and pull back from the losers.

And it’s not just about products.

The same principle applies to offers, ad copy, keywords, and campaign structures.

You never know whether the things that work today will work tomorrow.

So prepare for both scenarios.

The market moves fast.

The brands that win are the ones who can adapt just as quickly.

Jackson,

Founder and CEO of Echelonn.

How we can help:

• Get a free Google ads audit: For brands spending more than $20k/mo. or making over 1 million annually, we’ll identify the key bottlenecks in your account, and turn it into a free 90-day scaling plan. Click here.

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