9 ms·

We wasted $50K on Google Search Ads and the insights we got on the way

201 points by igordebatur 8y ago

bdefore 8y ago
May want to rename to the article headline of 'We wasted $50K on Google Ads so you don’t have to'. As it is, the lack of a comma implies that the insights were also wasted.
- hcnews 8y ago
  If the title of the original webpage wasn't what you suggested another alternative would be to use the oxford comma: "We wasted $50K on Google Search Ads, and the insights we got on the way"
  - ameister14 8y ago
    That's not the Oxford comma, and since there isn't a series here it wouldn't really be appropriate.
davidwihl 8y ago
tl;dr: before spending $50k, spend a few hours learning how to manage campaigns[1] and follow the recommendations [1] https://support.google.com/google-ads/answer/7539883?hl=en https://support.google.com/google-ads/answer/7539883?hl=en
- igordebatur 8y ago
  We hired an SEM agency to set up and manage campaigns. Judging by what I read in the thread, they did a good job on that.
onpedrof 8y ago
This article's title and intro makes it look like it's mainly Google Ads' fault, but then actually it was more due to the landing page design + user journey (awareness ladder) + working with an agency that scaled the execution and the costs. Nonetheless, interesting insights, worth reading for any B2B advertising manager.
- sumoboy 8y ago
  Traffic from Google, Bing, and Facebook is easy to buy, the failure is the company for not understanding how PPC works and letting some agency run wild. A hundred things can go wrong after the ad click yet this is trying to save face by saying we should have started small and scaled and limited keywords. That's all yada yada yada, internally they didn't ask the right questions to the agency after week 1, 2, 3, 4 and analyzing the funnel. Then stop the ads, rebuild LP's, restart ppc. If the agency doesn't want to play along, fire them. Poor planning from to start to end.
  - igordebatur 8y ago
    Agree on the bad planning issue. We should've planned for the long wait we would need to see the actual funnel changes. The issue is about our purchase cycle. It's a long one: on average, it takes users about 182 days to become paid, while the median is 23 days.
- igordebatur 8y ago
  Interesting insight, you're right: it's more like "How a bad landing page design can gobble up $50K of Google Ads spend"
gk1 8y ago
Surprised that keyword selection wasn't mentioned. Any time you're dealing with programming-related keywords, you're going to catch A LOT of people who just want free answers or code samples to copy-paste. They're going to click on the first search result automatically, and if that happens to be your ad, then you just wasted $0.50-$5.00. Another issue is keyword match types. If you used the keywords exactly as in the spreadsheet, without any modifiers, then you're giving Google way too much leeway in how they interpret and match search queries to your target keywords. For example, your keyword might be UPLOADCARE REVIEW but your ad will show for the search "uploading review" (I'm just guessing). You might think "well even if our ad shows for an irrelevant keyword, surely the user would see the difference and not click on it!" Wrong. People click the first X results automatically. Case in point: A data science platform company I consult once targeted python programmers. Instead they were getting tons of clicks from snake enthusiasts, before I got involved. Oops. Another company was selling monitoring software for mobile apps but was paying Google (inadvertently) for searchers of free mobile apps. Oops.[1] Anyway, the other lessons mentioned are still valid, but I feel the biggest lesson (mistake?) was overlooked. [1] Quick tip if you're running Google Ads now: Go to your Keywords Report and click on the Search Terms tab. You'll see the actual search terms people used before they saw your ad. If they vary wildly from your target keywords, you need to fix your keyword targeting. PS - More fun "Oops" stories about Google Ads: https://www.gkogan.co/blog/selling-software-snake-charmers/ https://www.gkogan.co/blog/selling-software-snake-charmers/
- everythingswan 8y ago
  Was going to comment the same. I've managed a wide variety of campaigns over the years and the best money for jam in terms of optimization is always the search term report. For non-G-Ads enthusiasts, it's the actual list of queries that a user searched for when your ad was clicked. The problem is usually rooted in too many keywords (top of funnel, as their awareness ladder says) or use of broad match keywords--exactly as you said gk1. My favorite point: "Lesson #1: Test and trim keywords sets before hiring an agency to scale things" - the number one indicator of a successful campaign and client relationship for me is whether the internal team has legitimately tried to use the marketing channel before. I think you can successfully test channels with freelancers but I think a simpler process that likely has a higher rate of success is to test internally before you move it to an external resource. The core benefit is knowledge acquisition for your team. You'll make better decisions with that knowledge and leverage the time of your freelancer or agency better than if you had to ask about every detail you didn't understand about their work.
simplecomplex 8y ago
Some key lessons: - Measure ad effectiveness before continuing to pour money into it (denial is a helluva drug). - Market to your customers, and know who they are. Make sure keywords are targeting the right audience before optimizing click-through. - All steps in the funnel are affected by the first. If you're bringing in the wrong audience, it won't matter how much traffic you drive and how many ads you place.
- igordebatur 8y ago
  Definitely, what you say is correct. However, our point was "even if it seems you're doing everything right, there always are mine traps to avoid." For instance, measuring the effectiveness for us funnel-based would mean waiting for 182 on average and 23 days median.
ericabiz 8y ago
I manage 6 figures a year of profitable Google Ads spend, and while this article isn't bad, it's a bit vague. Its strongest point is "don't hire an agency to scale." Its second strongest point should have been keyword selection, but that's buried at the bottom of the article. Specifically, the things that have gotten us to profitable ad spend in the 6 figure range are: -- VERY tight campaigns going to tight landing pages. The more specific campaigns you can run, the better. The keywords on your ads AND landing pages need to match the keywords people type in. Most common mistake is driving traffic to a vague landing page. We have 200+ landing pages, all matched to specific keywords. I built out an entire custom framework on top of WordPress to manage this for our company. -- Manage negative keywords. Every 2-3 days, I log in and add negative keywords. Good ones to start out with: free, diy...I have hundreds now. Maybe thousands. It takes a while to scroll through them. -- Track sales back and add more negative keywords. There were some items we were getting a lot of clicks on, but didn't make any sales with. I blacklisted a common keyword on one of our campaigns thanks to this insight. Google's recommendation algorithm complained that by blacklisting this keyword, I was getting fewer clicks. YUP. Tracked it for a month, 3-4 clicks per day and 1 sale that entire month. Negative keyword! -- Start out with 3 ads per ad group minimum. Every week, log in and pause any ad that's not getting good CTR and add a new one. Repeat. After several weeks, you'll be in the "holy ____ I didn't think that was possible" range of CTRs. It takes a LOT of effort to get to the point where we are now (highly optimized keywords, 12-20% CTR, half the price of most of our competitors.) Still, every couple days I log in and tweak even more things. And I hired a consultant on an hourly basis to get us even better. Totally worth the $ to hire him for a few hours just to see where I could improve! If you are technical and think you can outsource this to an agency, DON'T. Consistency is key. One of our partners decided to take the campaigns I'd written and send them to an agency. Their sales dropped 30%. They fired the agency and went back to me. And I'm the business owner, not an agency. No one cares about your money more than you do. And, being technical, you can do fun things like customizing landing pages based on keywords entered (something most agencies can't or won't do, even though it boosts sales.)
- mmastrac 8y ago
  Adding my +1 to the above advice. I ran a high five-digit spend for a product/service I was working on and did exactly the same stuff (although I could have been better with landing pages). I was amazed at how the biggest RoR was on ads/keywords and not how pretty my site was. Negative keywords were key (free was a big one for me as well) to reducing spend and making ads more efficient. I was averaging around $3-5 to acquire a customer for a $15 product in a pretty competitive space and it really just took a weekly look at ad metrics to maintain. Ads aren't going to magically invent demand for your product, but rather magnify it. The smaller the demand for your product, the tougher it's going to be to address the exact segment of people you need to attract to your page, and you may find that more creative solutions are WAY more effective.
cm2012 8y ago
Facebook ads with strong sales follow up would probably work better for them.
- ghostbrainalpha 8y ago
  Did you look at what their service is selling. I've found people are more interested in personal ads when browsing Facebook and don't regularly follow the funnel to make major purchasing decisions for the business they work at while browsing Facebook unless its a small business/entrepreneur where they are ALWAYS in business mode. My guess is this is because people go to browse Facebook for a short break from work. Or they browse FB in off hours and making a purchase of a product like this would definitely feel like I was in work mode so I would never do it on nights/weekend.
  - cm2012 8y ago
    I specialize in B2B FB ads in my consulting career, they work really well. You collect the lead on FB and nurture it by email and phone during work hours.
    - igordebatur 8y ago
      Agreed, that's another branch of our testing. We'll use FB for lead generation and nurturing those further.
    - wayoverthecloud 8y ago
      When you collect leads on FB, do you use a landing page as your lead magnet or a piece of content?
      - igordebatur 8y ago
        +1 to the question, would you use an Awareness Ladder to match purchase stages to content? Like, what's the flow?
      - cm2012 8y ago
paulpauper 8y ago
Google ads are tough. Very steep learning curve. They work for big brands with deep pockets and want to raise awareness, such as movie studios.
tedmcory77 8y ago
Some key things they didn't mention doing: -Retargeting/Remarketing - Some of your best ROI campaigns will come from these -Discount Ladders - for customers to nudge over the edge great to use in combination with the retargeting campaigns. -Abandoned cart email follow ups - No mention of these here. Again, these backend flows will really help profitability. Ideally you'll break even on those leading awareness/acquisition campaigns using the things others here have said and the retargeting campaigns will be nothing but gravy.
- reaperducer 8y ago
  Abandoned cart email follow ups - No mention of these here. Again, these backend flows will really help profitability. I know this helps you, but it doesn't help me, as a customer. If I abandoned your cart, there's a reason for it. Hounding me after I've already decided to take my business elsewhere is only going to make me think even more negatively about your company. What I would like to see if one of these abandoned cart e-mails genuinely ask me why I abandoned the cart. Did I take my business to a specific competitor? Were the prices not competitive? Did I just get too busy and I'll finish later? Show a little concern for your customers. Pestering them isn't good long-term business.
  - igordebatur 8y ago
    We have a drip campaign running where we ask users why they didn't activate, etc. The reply rates are pretty low on those. Any idea of a higher-reply-rate channel to ask folks why they didn't sign up/activate/purchase?
    - reaperducer 8y ago
      You're using the wrong metric. Think quality of data, not quantity. People who don't reply are already done with your brand. People who do reply are willing to give you a second chance, and are 100x more valuable than any reply rate would indicate.
      - 8y ago
vxNsr 8y ago
fascinating that an ad campaign worked for them. They appear to be selling a dev product, I always assumed all dev's first install was ublock. In facts it was natively installed on all the computers at my university.
- reaperducer 8y ago
  Not all developers are averse to advertising. Some understand that the web isn't a free lunch, and without advertising or subscriptions there would be little web content.
  - nightski 8y ago
    Commercial content I seem to remember the internet being a pretty fascinating place in the 90s before advertising became mainstream (or Google Adwords was a thing). But then it was user generated content and communities.
- igordebatur 8y ago
  Interesting comment. We tested different campaigns targeted at developer and business personas. Initially, we started as a product for developers, and those folks can definitely find us themselves judging by Direct and Organic traffic volumes (word of mouth, etc.) I'd also point that it was hard segmenting keywords between those personas, because for us a "business persona" is usually "code-aware": CTO, etc.
bambax 8y ago
> Uploadcare is an established SaaS product, so we’ve been harvesting the low-hanging fruit from organic and direct traffic for a while now. If you’re in a similar situation, you’ve probably reached the same conclusion: running paid ads is the next logical growth step for customer acquisition. I'm no expert but this strikes me as strange. Organic and direct traffic is not a low-hanging fruit, it's the result of a product well adjusted to its target market. One would think advertising is the low-hanging fruit (relatively speaking); it's what you do when your offer doesn't show up naturally at the top of the results page. If you're already winning on SEO it's probably harder to improve traffic with ads than when you have nowhere else to go but up.
- igordebatur 8y ago
  SEO is a black box, we definitely try to get predictable results from it and scale it further. Our goal was to find a profitable acquisition channel, so we focused on Google Search Ads testing and failed at target market keywords segmentation. Even, we didn't have the resources needed to craft landing pages rapidly. Will focus on automating the process.
8bitsrule 8y ago
Maybe they should have considered this: Most people who do searches are probably tightly focussed on the answers. Ads are pretty much unwanted distractions in such an environment.
- igordebatur 8y ago
  yeah, that's also the case. another insight that we got is we should craft more content answering specific questions rather than advertising our landing page at every step of the Awareness Ladder
jxub 8y ago
Still better than the high-schooler guy from my school in Spain (it was news around 2 years ago) who managed to blow up 100k€ or his parents money on youtube ads, and the only lesson there was, was to not give any bank account details to a kid.

201 points by igordebatur 8y ago

May want to rename to the article headline of 'We wasted $50K on Google Ads so you don’t have to'. As it is, the lack of a comma implies that the insights were also wasted.

hcnews 8y ago
If the title of the original webpage wasn't what you suggested another alternative would be to use the oxford comma: "We wasted $50K on Google Search Ads, and the insights we got on the way"
- ameister14 8y ago
  That's not the Oxford comma, and since there isn't a series here it wouldn't really be appropriate.

davidwihl 8y ago

tl;dr: before spending $50k, spend a few hours learning how to manage campaigns[1] and follow the recommendations [1] https://support.google.com/google-ads/answer/7539883?hl=en https://support.google.com/google-ads/answer/7539883?hl=en

igordebatur 8y ago
We hired an SEM agency to set up and manage campaigns. Judging by what I read in the thread, they did a good job on that.

onpedrof 8y ago

This article's title and intro makes it look like it's mainly Google Ads' fault, but then actually it was more due to the landing page design + user journey (awareness ladder) + working with an agency that scaled the execution and the costs. Nonetheless, interesting insights, worth reading for any B2B advertising manager.

sumoboy 8y ago
Traffic from Google, Bing, and Facebook is easy to buy, the failure is the company for not understanding how PPC works and letting some agency run wild. A hundred things can go wrong after the ad click yet this is trying to save face by saying we should have started small and scaled and limited keywords. That's all yada yada yada, internally they didn't ask the right questions to the agency after week 1, 2, 3, 4 and analyzing the funnel. Then stop the ads, rebuild LP's, restart ppc. If the agency doesn't want to play along, fire them. Poor planning from to start to end.
- igordebatur 8y ago
  Agree on the bad planning issue. We should've planned for the long wait we would need to see the actual funnel changes. The issue is about our purchase cycle. It's a long one: on average, it takes users about 182 days to become paid, while the median is 23 days.
igordebatur 8y ago
Interesting insight, you're right: it's more like "How a bad landing page design can gobble up $50K of Google Ads spend"

gk1 8y ago

Surprised that keyword selection wasn't mentioned. Any time you're dealing with programming-related keywords, you're going to catch A LOT of people who just want free answers or code samples to copy-paste. They're going to click on the first search result automatically, and if that happens to be your ad, then you just wasted $0.50-$5.00. Another issue is keyword match types. If you used the keywords exactly as in the spreadsheet, without any modifiers, then you're giving Google way too much leeway in how they interpret and match search queries to your target keywords. For example, your keyword might be UPLOADCARE REVIEW but your ad will show for the search "uploading review" (I'm just guessing). You might think "well even if our ad shows for an irrelevant keyword, surely the user would see the difference and not click on it!" Wrong. People click the first X results automatically. Case in point: A data science platform company I consult once targeted python programmers. Instead they were getting tons of clicks from snake enthusiasts, before I got involved. Oops. Another company was selling monitoring software for mobile apps but was paying Google (inadvertently) for searchers of free mobile apps. Oops.[1] Anyway, the other lessons mentioned are still valid, but I feel the biggest lesson (mistake?) was overlooked. [1] Quick tip if you're running Google Ads now: Go to your Keywords Report and click on the Search Terms tab. You'll see the actual search terms people used before they saw your ad. If they vary wildly from your target keywords, you need to fix your keyword targeting. PS - More fun "Oops" stories about Google Ads: https://www.gkogan.co/blog/selling-software-snake-charmers/ https://www.gkogan.co/blog/selling-software-snake-charmers/

everythingswan 8y ago
Was going to comment the same. I've managed a wide variety of campaigns over the years and the best money for jam in terms of optimization is always the search term report. For non-G-Ads enthusiasts, it's the actual list of queries that a user searched for when your ad was clicked. The problem is usually rooted in too many keywords (top of funnel, as their awareness ladder says) or use of broad match keywords--exactly as you said gk1. My favorite point: "Lesson #1: Test and trim keywords sets before hiring an agency to scale things" - the number one indicator of a successful campaign and client relationship for me is whether the internal team has legitimately tried to use the marketing channel before. I think you can successfully test channels with freelancers but I think a simpler process that likely has a higher rate of success is to test internally before you move it to an external resource. The core benefit is knowledge acquisition for your team. You'll make better decisions with that knowledge and leverage the time of your freelancer or agency better than if you had to ask about every detail you didn't understand about their work.

simplecomplex 8y ago

Some key lessons: - Measure ad effectiveness before continuing to pour money into it (denial is a helluva drug). - Market to your customers, and know who they are. Make sure keywords are targeting the right audience before optimizing click-through. - All steps in the funnel are affected by the first. If you're bringing in the wrong audience, it won't matter how much traffic you drive and how many ads you place.

igordebatur 8y ago
Definitely, what you say is correct. However, our point was "even if it seems you're doing everything right, there always are mine traps to avoid." For instance, measuring the effectiveness for us funnel-based would mean waiting for 182 on average and 23 days median.

ericabiz 8y ago

I manage 6 figures a year of profitable Google Ads spend, and while this article isn't bad, it's a bit vague. Its strongest point is "don't hire an agency to scale." Its second strongest point should have been keyword selection, but that's buried at the bottom of the article. Specifically, the things that have gotten us to profitable ad spend in the 6 figure range are: -- VERY tight campaigns going to tight landing pages. The more specific campaigns you can run, the better. The keywords on your ads AND landing pages need to match the keywords people type in. Most common mistake is driving traffic to a vague landing page. We have 200+ landing pages, all matched to specific keywords. I built out an entire custom framework on top of WordPress to manage this for our company. -- Manage negative keywords. Every 2-3 days, I log in and add negative keywords. Good ones to start out with: free, diy...I have hundreds now. Maybe thousands. It takes a while to scroll through them. -- Track sales back and add more negative keywords. There were some items we were getting a lot of clicks on, but didn't make any sales with. I blacklisted a common keyword on one of our campaigns thanks to this insight. Google's recommendation algorithm complained that by blacklisting this keyword, I was getting fewer clicks. YUP. Tracked it for a month, 3-4 clicks per day and 1 sale that entire month. Negative keyword! -- Start out with 3 ads per ad group minimum. Every week, log in and pause any ad that's not getting good CTR and add a new one. Repeat. After several weeks, you'll be in the "holy ____ I didn't think that was possible" range of CTRs. It takes a LOT of effort to get to the point where we are now (highly optimized keywords, 12-20% CTR, half the price of most of our competitors.) Still, every couple days I log in and tweak even more things. And I hired a consultant on an hourly basis to get us even better. Totally worth the $ to hire him for a few hours just to see where I could improve! If you are technical and think you can outsource this to an agency, DON'T. Consistency is key. One of our partners decided to take the campaigns I'd written and send them to an agency. Their sales dropped 30%. They fired the agency and went back to me. And I'm the business owner, not an agency. No one cares about your money more than you do. And, being technical, you can do fun things like customizing landing pages based on keywords entered (something most agencies can't or won't do, even though it boosts sales.)

mmastrac 8y ago
Adding my +1 to the above advice. I ran a high five-digit spend for a product/service I was working on and did exactly the same stuff (although I could have been better with landing pages). I was amazed at how the biggest RoR was on ads/keywords and not how pretty my site was. Negative keywords were key (free was a big one for me as well) to reducing spend and making ads more efficient. I was averaging around $3-5 to acquire a customer for a $15 product in a pretty competitive space and it really just took a weekly look at ad metrics to maintain. Ads aren't going to magically invent demand for your product, but rather magnify it. The smaller the demand for your product, the tougher it's going to be to address the exact segment of people you need to attract to your page, and you may find that more creative solutions are WAY more effective.

cm2012 8y ago

Facebook ads with strong sales follow up would probably work better for them.

ghostbrainalpha 8y ago
Did you look at what their service is selling. I've found people are more interested in personal ads when browsing Facebook and don't regularly follow the funnel to make major purchasing decisions for the business they work at while browsing Facebook unless its a small business/entrepreneur where they are ALWAYS in business mode. My guess is this is because people go to browse Facebook for a short break from work. Or they browse FB in off hours and making a purchase of a product like this would definitely feel like I was in work mode so I would never do it on nights/weekend.
- cm2012 8y ago
  I specialize in B2B FB ads in my consulting career, they work really well. You collect the lead on FB and nurture it by email and phone during work hours.
  - igordebatur 8y ago
    Agreed, that's another branch of our testing. We'll use FB for lead generation and nurturing those further.
  - wayoverthecloud 8y ago
    When you collect leads on FB, do you use a landing page as your lead magnet or a piece of content?
    - igordebatur 8y ago
      +1 to the question, would you use an Awareness Ladder to match purchase stages to content? Like, what's the flow?
    - cm2012 8y ago

paulpauper 8y ago

Google ads are tough. Very steep learning curve. They work for big brands with deep pockets and want to raise awareness, such as movie studios.

tedmcory77 8y ago

Some key things they didn't mention doing: -Retargeting/Remarketing - Some of your best ROI campaigns will come from these -Discount Ladders - for customers to nudge over the edge great to use in combination with the retargeting campaigns. -Abandoned cart email follow ups - No mention of these here. Again, these backend flows will really help profitability. Ideally you'll break even on those leading awareness/acquisition campaigns using the things others here have said and the retargeting campaigns will be nothing but gravy.

reaperducer 8y ago
Abandoned cart email follow ups - No mention of these here. Again, these backend flows will really help profitability. I know this helps you, but it doesn't help me, as a customer. If I abandoned your cart, there's a reason for it. Hounding me after I've already decided to take my business elsewhere is only going to make me think even more negatively about your company. What I would like to see if one of these abandoned cart e-mails genuinely ask me why I abandoned the cart. Did I take my business to a specific competitor? Were the prices not competitive? Did I just get too busy and I'll finish later? Show a little concern for your customers. Pestering them isn't good long-term business.
- igordebatur 8y ago
  We have a drip campaign running where we ask users why they didn't activate, etc. The reply rates are pretty low on those. Any idea of a higher-reply-rate channel to ask folks why they didn't sign up/activate/purchase?
  - reaperducer 8y ago
    You're using the wrong metric. Think quality of data, not quantity. People who don't reply are already done with your brand. People who do reply are willing to give you a second chance, and are 100x more valuable than any reply rate would indicate.
    - 8y ago

vxNsr 8y ago

fascinating that an ad campaign worked for them. They appear to be selling a dev product, I always assumed all dev's first install was ublock. In facts it was natively installed on all the computers at my university.

reaperducer 8y ago
Not all developers are averse to advertising. Some understand that the web isn't a free lunch, and without advertising or subscriptions there would be little web content.
- nightski 8y ago
  Commercial content I seem to remember the internet being a pretty fascinating place in the 90s before advertising became mainstream (or Google Adwords was a thing). But then it was user generated content and communities.
igordebatur 8y ago
Interesting comment. We tested different campaigns targeted at developer and business personas. Initially, we started as a product for developers, and those folks can definitely find us themselves judging by Direct and Organic traffic volumes (word of mouth, etc.) I'd also point that it was hard segmenting keywords between those personas, because for us a "business persona" is usually "code-aware": CTO, etc.

bambax 8y ago

> Uploadcare is an established SaaS product, so we’ve been harvesting the low-hanging fruit from organic and direct traffic for a while now. If you’re in a similar situation, you’ve probably reached the same conclusion: running paid ads is the next logical growth step for customer acquisition. I'm no expert but this strikes me as strange. Organic and direct traffic is not a low-hanging fruit, it's the result of a product well adjusted to its target market. One would think advertising is the low-hanging fruit (relatively speaking); it's what you do when your offer doesn't show up naturally at the top of the results page. If you're already winning on SEO it's probably harder to improve traffic with ads than when you have nowhere else to go but up.

igordebatur 8y ago
SEO is a black box, we definitely try to get predictable results from it and scale it further. Our goal was to find a profitable acquisition channel, so we focused on Google Search Ads testing and failed at target market keywords segmentation. Even, we didn't have the resources needed to craft landing pages rapidly. Will focus on automating the process.

8bitsrule 8y ago

Maybe they should have considered this: Most people who do searches are probably tightly focussed on the answers. Ads are pretty much unwanted distractions in such an environment.

igordebatur 8y ago
yeah, that's also the case. another insight that we got is we should craft more content answering specific questions rather than advertising our landing page at every step of the Awareness Ladder

jxub 8y ago

Still better than the high-schooler guy from my school in Spain (it was news around 2 years ago) who managed to blow up 100k€ or his parents money on youtube ads, and the only lesson there was, was to not give any bank account details to a kid.