But if you ‘sideways think’ this product, perhaps you can get to same (or a similar) audience without even competing for those keywords. Keywords like: Atlantic City fun, things to do in Las Vegas, Bugsy Segal, Rounders, high stakes, etc might bring your ad to same interested audience at a fraction of cost. And if your ad copy is good and incorporates your keywords, you should see your click-through rates jump through roof. And since Google likes and rewards high click-through rates, your ads will climb in position, even against all big-money casinos that are bidding $20 per click on regular terms like ‘gambling’

Now understand, above is only an example off top of my head. I don’t actually promote online gambling products and for all I know keywords I’ve suggested aren’t really workable; this is just an example of how to ‘sideways think’.

But once you’ve learned to ‘sideways think’ your product’s market, you can compete effectively in even very crowded markets – and blow big boys right out of water.

It’s only human nature to want to do this. After all, Toy Company #1 wasn’t performing as well as #2 is. You aren’t seeing nearly as high a profit margin.

But hard truth of matter is this: Toy Company #1 was making you steady money! It wasn’t running in red. It wasn’t a drain on your budget or resources. It was a winner.

Profit is profit. Every little bit adds up. Sure, Toy Company #1 wasn’t making you much money, but even a little bit of profit is more than you had. Imagine if you found seven more companies that performed like it – at end of month, all those ‘little’ profits would add up to a ‘big’ overall profit.

The best solution is to keep ad campaign that’s already working, and add new campaigns that show even better profits to it.

But what about fact that you’re now competing with yourself? On surface it doesn’t seem to make sense to promote two different products that are aimed at same audience.

The answer to this objection is simple. Why shouldn’t you compete with yourself? That way, no matter which choice consumer makes, you win. Some of your audience, for whatever reason, just isn’t going to buy products from Toy Company #2. Some of them will only buy from Toy Company #1. Don’t you want to make profits from those people too?

The lesson is simple. Don’t drop winning ad campaigns!