Aaron Young explains why Google Ads campaigns need to match how customers actually buy. Start acquiring new customers in August and September, not October, because most shoppers take weeks to decide and wait for holiday discounts.
Anyone that you get through the doors today as a new customer increases the chance of getting them as a repeat purchase in November for Black Friday, Cyber Monday. So what we're really trying to do right now is trying to build either one, a bit more brand awareness and consideration, which we know can take a bit of time to warm up our customers. So that will still pay off to some extent in Black Friday, Cyber Monday. But most importantly is focus on new customer acquisition for August and September.
Yeah, I love the point you give there, especially about remembering that Black Friday, Cyber Monday, a lot of the play is reselling to your current people. And what I always talk to brands about is just remember your own buying cycle. Like if you've got a brand that you know and trust and it's September or October, if it's not urgent, you're going, hey, I'll just wait till November because I know there's a fair chance that there's going to be a deal on the table throughout that period. Yeah. And it's the one thing that we always sort of say is too many times, especially when you're on brand side or in business side of the advertising spectrum, we expect our customers to behave differently to how we do when we're buying something. So that's why I always let people like brand owners know is just take a think about, because the biggest thing is, oh, we've been running ads, especially for someone who's first running ads. We've been running ads, we've promoted, we put the sale, we can see people are going to the, adding to the cart, but they're not buying. And it's only been like 1 day or 2 days. I've got stuff in my cart sometimes for 7 days to 14 days, 20, you know, 4 weeks before I go through and make that purchase.
