Run the full funnel
- Top: reach new people with your best-performing content.
- Middle: re-engage people who watched, clicked or visited.
- Bottom: close the sale with product ads, retargeting and offers to people ready to buy.
Be ready to spend, and have the stock to back it. Ads that sell out a product you can't restock waste the momentum.
Keep your product feed clean, with accurate titles, prices and images. Shopping ads are only as good as the data behind them.
Don't train your audience to wait
Constant discounting teaches customers to hold out. They learn your sale calendar, skip full price and wait for the markdown.
Instead, build an audience that jumps on new products because they trust you. Plan your sales, keep them rare and purposeful, and make launches feel like the event.
What To Watch Out For
- Discount dependency. Once customers expect a sale, full price stops selling.
- Running out mid-campaign. Pushing stock you can't replace wastes spend and frustrates buyers.
- Bottom-of-funnel only. Retargeting alone dries up. Keep feeding new people in at the top.
Your Industry Learnings
- You train your audience, or they train you.
- Full funnel, always.
- Make launches the event, not the sale.
Do this week
- Map your next 3 months of launches and sales on one page
- Check stock levels for the products you plan to push
- Set up a retargeting audience of recent site visitors
FAQs
How often should I run sales?
Rarely, and always planned. Frequent discounts train customers to wait for the next one instead of buying now.
Do I really need ads at every stage of the funnel?
Yes. Top finds new people, middle keeps them warm, bottom closes the sale. Skip one and the others work harder for less.
How much should I spend on ads?
Enough to back your launches and your stock. Plan spend around what you can actually sell and restock.