How Long is Your Ad Campaign?

If it is shorter than your product selling cycle prepare to be disappointed.

If people buy your product once a week, don't expect your ads to return a profit during the first week. If people buy once a month, don't expect to break even on your advertising during the first 30 days. If your product selling cycle is longer than two years, you can expect to lose money on your ads--even if they're good--for the first four to six months. You'll start pulling ahead during the second six months. But your real growth won't happen until you begin reaching that same group of people for a second year.

Solution:

Commit to an ad campaign commensurate with your product selling cycle.