In this instructional video, Aaron Young emphasizes that customers rarely purchase a product on the first click of a Google ad. He asks viewers to recall their own online purchases, noting that most purchases involve multiple touchpoints before conversion. Young explains that the length of the buying cycle correlates with the average order value (AOV). Products under $50 fall into an "impulse" market where a purchase can happen almost immediately. Items priced between $100 and $300 are more considered, typically requiring 2‑4 site sessions and a few days to convert. High‑ticket items ($500+) extend the decision period to weeks, and multi‑thousand‑dollar purchases can span months to a year. The core takeaway for brand owners running Google Ads is to set realistic expectations and not assume that ad clicks will directly translate into immediate sales, especially for higher‑priced products.
Chapters
When it comes to Google Ads, the one thing I want you to remember is that people don't buy on that first click. I want you to think about the last thing you bought online. Did you click on the ad, go to the website, add their product to their cart, and then buy the same day? Chances are no, you didn't. So why would you expect your customers to behave differently to how you behave when you interact with other brands or other companies' ads? And this is an important take-home message that I want every brand owner who's running Google Ads to really, really understand. And the concept is that the higher your average order, or the higher your AOV, the longer it's going to take for someone to go through and make a decision. Now, this is not 100% exact, and I do have some ranges in here, but you get the concept of what I'm saying from here. So it's— now, you can actually get, if you've got a product which is under $50, you can be in what we call that impulse market. So people may buy on the first click, or there'll be a really, really short first click or product introduction to when they're making that purchase. When it starts getting up into that $100 to $300 range, it starts to become become a little bit more considered. It could take 2 to 4 sessions and you could still close that in days. But then when you move over to here and with your high ticket or your high AOV values of $500 or more, this is where it really starts moving into weeks. Now, the other thing to remember there too is that if you are in the, you know, multiple thousands, you could be looking at a month-long or even sometimes a year-long buying cycle from when they first interacted with your brand to when they actually go through and make that purchase. So the important take-home message is please don't expect your customers to buy your products in a different buying pattern to what you do when you're buying things online.
