Stop Obsessing Over Short-Term Results — Transcript
Full transcript
- 0:00Stop obsessing over short-term results.
- 0:03This mistake is far too common.
- 0:06Advertisers give up on ad sets a few
- 0:08days after they started, or they freak
- 0:10out because there's a dip for a day or
- 0:12two a few weeks in. Short-term results
- 0:15are mostly meaningless, especially when
- 0:18optimizing for a purchase. The default
- 0:20attribution setting is 7-day click and
- 0:221-day view. When someone clicks on your
- 0:25ad, they may not convert for up to 7
- 0:27days. So, some of your initial clicks
- 0:30from today and yesterday have not
- 0:32converted yet. There's also the issue of
- 0:34assuming that people convert
- 0:35immediately. Why aren't people
- 0:37converting after seeing your ad for 3
- 0:39days? Huh? Most people need to see an ad
- 0:42several times before converting, and
- 0:44they may need to click several times, or
- 0:48they may need to see several different
- 0:50ads before they purchase. Focus on 7-day
- 0:53windows, and the best evaluation is a
- 0:557-day window at least 2 weeks into the
- 0:58ad set. Ignore today's results.
- 1:01Subscribe to Cornerstone Advertising
- 1:03Tips and get a new tip every Monday. Go
- 1:06to jonloomer.com/cornerstone.
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This page contains the full transcript of Stop Obsessing Over Short-Term Results by Jon Loomer, generated from the public captions YouTube serves with the video. The transcript has 181 words across 28 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.
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