73: September Sales start in July

Why Summer Is the Best Time to Set Up Your Meta Ads Account

Everyone thinks summer is the wrong time to touch your ads. I'm telling you it's backwards, especially if you're a first-timer. Here's what I cover in this episode:

• Why waiting until September to set up your ad account puts you in the busiest, most expensive season as a total beginner
• What "warmed up" actually means for an ad account, and why one built in July has an edge over one started in the fall
• The two things you need to handle now: getting your pixel installed and firing, and starting to learn who your audience actually is
• Why fifteen dollars a day in July beats fifty dollars a day in October when you're still figuring things out
• How your competitors sitting out the summer works in your favor right now
• What I'm offering this month if you want help getting your account fall-ready (no sales call, just a plan)

If you've been putting off ads because it "wasn't the right time," this is your sign. Link to grab a spot for my Fall-Ready Ads Audit is below.

Fall-Ready Ads Audit

Join The GenX Ads Club- for more tips, free resources including an upcoming Live 3 Day Challenge to build your ad with me!

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Transcript

FAQT: 73
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[00:00:00] Hello, hello, my friends. Welcome back to Facebook Ads Quick Tips. My name is Stacy Covitz, your host, and

Today I am going to piggyback on what I had said a couple episodes ago, wondering if you should start your ads in the summer or if you should wait until the fall And let's talk about summer because as of this, uh, w- when you hear this episode, it is mid-July.

We are starting to see back to school sale ads , and September will be here before you know it

So I want you to know why summer matters, and it's not necessarily because you should be running ads in the summer, but here's what people get backwards. Engagement dips a little bit. People are busy, and people notice that, so they say, "Yeah, I'm not gonna do [00:01:00] anything." And trust me, I am guilty of this as well.

"Nobody's seeing my stuff. It's summer. Everyone's at the beach," . "I'll just deal with it in the fall." But Let's talk about why that one is going to hurt you in the fall And this rings true especially if you're someone who hasn't ever run ads before and you're planning on setting everything up in September after the summer

Or maybe you have set it up before and you have it set up, but you tried ads one time and they didn't do well, and so you're waiting until September or the fall to have another crack at it

So here's what you need to know. If September is when you're ready to come back and everyone's back and kids are back in school, people are ready to start buying, investing, ready to say yes, then [00:02:00] guess what? September is not the month to be setting up your ad account for the first time. September is when you cash in on the groundwork that you already did.

An ad account that you set up in July with the pixel installed and your audiences built has had summer to settle in and start collecting some data. That way, by the time September rolls around, it's not brand new anymore. It already knows a little bit about who's paying attention, and your ad account gets a few months to start getting seasoned.

Now, let's flip that. You wait until September to install your pixel, figure out your audience for the first time. You're not launching into the season, you're launching into the crowds, to the noise, and [00:03:00] you're doing day one stuff at the exact moment when everyone else is running at full speed. Everybody and their cousin is advertising by October because that's the beginning of Q4 when, you know, that's the busiest.

November right into the holidays. I have talked about before how when you're launching ads with a brand new ad account, there's a lot of things to consider. Sometimes you get flagged, your spending limit is lower, it doesn't know your audience. That is a really rough time to be a beginner

Now, the second thing I want you to know is summer is

Kind of like your low stakes window to get the less glamorous, unsexy part of your business handled. You know, if you hear if you're slow, fix your website, do all of these things because [00:04:00] that's the stuff when we're busy we don't have time to do

So first step, get that pixel on your website, get it on your funnel. It just needs to start collecting data before it's actually going to be needed for your ads. Second, your audience. You don't need this to be perfect, but you need to get it set up, get it started, run a little bit of cheap traffic now, you know, $5 a day, and start learning who is actually responding to you, what age range, interests, and let Meta find those people and really zero in on your target audience

And let's face it, if nobody's watching you, let's figure this out in July, right? Fewer eyes [00:05:00] on you if something flops, lower pressure all around. You don't want to be fumbling with pixel installs and audience testing

When the marketplace is crowded and all of your competitors are out there advertising

, You want to be figuring out all of these things when the marketplace isn't as crowded

five, 10 bucks a day, not in October when it might go up to 20, 30, 40, $50 a day

And the third thing, and this is kind of a bonus, a lot of the online marketers are on vacation. They're really taking it easy. They're doing, you know, evergreen stuff, and they're ready to have their big launch in September

Again, that means right now it is going to cost you less to reach people, [00:06:00] less to build a warm audience, and less to get your name in front of people who are going to buy from you, ideally in the fall. So while everyone else is asleep, you're quietly building up your warm list. Then when September hits, you're not launching cold to strangers, you're launching to people who already know you.

That is a completely different sales cycle. So here's what I want you to walk away with. If you've been putting off setting up your ads or creating your ads manager, building that because you figured summer wasn't the time, let's change that mindset. Get your pixel installed, get it firing, let it start learning your audience now while it's cheap and quiet and no big flops or

Faux pas

or tech failures happening, [00:07:00] let's do it while it's cheap when, you know, less people are watching. And if you're listening to this thinking, "Okay, I know I need to do this, but I have no idea where to start. What's a pixel? Where's my pixel? Who's my audience?" This week, I have opened up a few spots for my Fall Ready Ads audit.

It's nice because there's no sales call. There's no, "I'm not trying to sell you anything." It's just a quick video recording with a game plan for getting up your, for getting your account set up right, and I've got the link in the show notes

So that's it for today, everyone, my friends. Go, I hope you're enjoying your summer and maybe sneak in a little ad testing while you're at it, while you're at the beach. See you next time. Thank you so much for listening