By default a prospecting campaign will happily show ads to people who bought last week. They may even click, which looks like a result and is not one.
Build the exclusions on day one
Upload your customer list and exclude it from acquisition campaigns. Exclude recent site visitors from cold audiences, and recent converters from every retargeting audience. On search, add your own brand as a negative in non-brand campaigns so the two do not bid against each other.
Review them monthly
- Refresh the customer list so new buyers drop out of prospecting.
- Check the search terms report for your brand name in generic campaigns.
- Look at the audience overlap tool before launching anything new.
