I started Google Ads again for Repeat Customer Insights a few months ago before quitting yet again.
In the past I was able to build a solid ads channel that would profitably sell my products. It was a nice secondary channel that took very little time or effort to maintain.
Twice now, I've started to run ads for my apps but ultimately pause them due to lack of my attention. Basically, they start to work but need more tuning to become profitable. That's too much effort per revenue when compared to my main channels so I paused the ads.
It's hard to stop doing something that might work, but we all have limited resources. Better to do two things well than ten thing poorly.
Finding the right mix of channels that best use what resources you have is the ultimate goal of your marketing. Whether you do it yourself or hire staff to help, testing, measuring, and quitting activities is a big part of a healthy marketing mindset.
With the new metrics and graphs in Repeat Customer Insights, measuring how channels perform has gotten a lot easier. Since Shopify is investing more into attribution, measuring channel performance is only going to get better.
Eric Davis
Market to your customer's timing
Figure out how long customers wait in-between purchases and you have a key component for your marketing timing. This is the basis of the Average Latency metric and Order Sequence Report in Repeat Customer Insights.