A launch is an investment, so we treat it like one
New products have no sales history, few reviews and no organic rank. Ads are the fastest way to build all three. That usually means an ACOS above break-even for the first weeks.
What matters is that the spend is planned and has an end point. Before launch we agree:
- The budget: the most you’re willing to invest in the launch.
- The time limit: when we expect the product to move to its normal profit target.
- The goal: for example, a target rank for your main keywords or a daily sales level.
How the launch runs
- Keyword plan: we pick the search terms that matter for rank and relevance, from research and from competitor listings.
- Launch campaigns: tightly structured campaigns so we can see which terms are working, with spend weighted to the ones that build rank.
- Weekly review: we check spend against the plan with you each week, and scale up or pull back.
- Move to profit: once the product has rank and sales history, we bring it onto a normal profit target.
How launches fit our fees
Under the account profit share model, launch products usually sit outside the baseline until they’re established, so a planned launch doesn’t count against the numbers. We agree the details for each launch in writing.