That was easy – it’s something I see a lot.
You’ll have a solid ad spend on day 1, but you don’t make any sales for 3 days.
You keep up the ad spend and finally start getting some sales on day 4.
So why didn’t those first ads work?
They Did Work
Those first ads did work.
You see, what’s happened is that the buying cycle behaviour of the target market was such that they take 4 days to buy (something pretty common for many markets in my experience).
If we had of stopped that client’s pay per click ad spending after 3 days (as some people do) his sales might have looked something like this:
Day 1: 0 sales
Day 2: 0 sales
Day 3: 0 sales
Day 4: 8 sales
Day 5: 2 sales
Day 6: 1 sale
Different Strokes For Different Folks
It can take different people varying amounts of time to move forward to buying. And that time can sometimes be a lot longer than you think.
So if you’re running pay per click campaigns, ensure you give the campaign enough time to work.
Click here for more info on pay per click advertising campaigns.