Twelve years of ad data is an archaeology site
You have been running the longest experiment of your life and you never compiled the results.
Not filmed yet
The lesson is written out below. The video comes after.
If you have been running ads for years, you are sitting on something you have never actually read.
Every keyword that converted. Every ad angle that beat the others. Every audience that returned money and every one that reliably did not. It is all in the account, and it has never been compiled, because compiling it by hand was a week of work that nobody could justify.
That week is now an afternoon. And the most valuable thing in there is usually not a new insight — it is a list of things that worked and got paused during some reorganisation years ago, and were never turned back on.
The one thing to keep
Every winner you ever paused is still in there.