Deferred Conversion Windows
⏳ When the Real ROI from Prime Day Hits 45 Days Later, Google Enhances Demand Gen Ads with New Controls and Checkout, and more!
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In this newsletter, you’ll find:
⏳ Deferred Conversion Windows: When the Real ROI from Prime Day Hits 45 Days Later
🧩 Google Enhances Demand Gen Ads with New Controls and Checkout
🏆 Ad of the Day
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⏳ Deferred Conversion Windows: When the Real ROI from Prime Day Hits 45 Days Later
Not Every Conversion Should Happen Now And That’s the Point Prime Day brings the surge. But some of the highest-LTV buyers don’t buy during the event. They buy after when the budget returns, inboxes clear, and noise dies down.
The problem: Most brands go silent after the spike. And they miss the buyers who were paying attention, just not ready to act.
Why Deferred Conversions Are Often Your Best Ones
We tracked buyer cohorts from Prime Day over 60 days.
The patterns were revealing:
- Buyers who converted during Prime had higher return rates
- Post-event converters left richer reviews and reordered more
- 43% of our highest-LTV segment didn’t transact until day 30+
They weren’t late. They were deliberate. These buyers remembered the product. They revisited the PDP. And when they finally clicked “buy,” they weren’t impulse-driven—they were invested.
Attention ≠ Intent. Intent ≠ Readiness.
Prime gives you attention. But belief and timing aren’t always aligned in the moment.
What we needed was a way to keep belief alive—so that when timing clicked, we were still top of mind.
The Strategy: Extend Exposure Without Aggression
We stopped hammering retargeting ads. Instead, we started planting subtle content into the places buyers wander through:
- Use-case reels and “after 30 days” creator videos
- Listicles that include our product next to competitors
- Soft mentions in Reddit threads, blogs, TikToks
Not to push.
To stay available—without noise.
Platforms like Levanta make this possible—activating performance-based creators who extend your product’s visibility across the window where readiness actually happens. Book a free demo and claim your 20% off Levanta Gold Plan today.
Buying isn’t just about the offer. It’s about when the shopper’s head, heart, and wallet align. The brands that win post-Prime aren’t the loudest. They’re the ones still visible when the noise is gone, and the decision finally gets made.
🧩 Google Enhances Demand Gen Ads with New Controls and Checkout
Google has rolled out two key updates to its Demand Gen campaigns, beta channel controls and expanded Checkout on Merchant, to help advertisers tailor placements and reduce purchase friction allowing deeper customization and improved conversion flows across Google surfaces like YouTube, Gmail, and Discover.
The Breakdown:
• Channel Control Now in Beta - Advertisers can now specify where visual ads appear across YouTube (including Shorts), Gmail, Discover, and the Google Display Network. enabling format-specific creative tailoring, like vertical videos for Shorts. Channel-level reporting is also available across campaign hierarchies for granular performance insights.
• Strategic Social Extension - Google’s updates help advertisers replicate social strategies on new surfaces with familiar formats. YouTube Shorts targeting directly competes with TikTok and Instagram Reels for short-form budgets. Brands can customize creative for each Google channel while maintaining campaign consistency.
• Checkout on Merchant Expands to Demand Gen - Previously limited to Performance Max and organic listings, Checkout on Merchant is now live for Demand Gen campaigns on YouTube In-stream ads.
• Early Results Show Conversion Lift - Advertisers using checkout URLs report an average 11% increase in conversion value at the same CPA. The setup is minimal, requiring only a URL template via Merchant Center or checkout link attributes in product feeds.
Together, these updates give advertisers both more precision and less friction, offering better performance tracking and increased conversion value. As Demand Gen matures, Google is positioning it as a serious alternative to traditional social platforms for performance marketers.
🏆 Ad of the Day
What Works:
The ad captures a slice-of-life moment, young adults in kilts with bags, standing in front of classic European architecture. It merges tradition with modern lifestyle, subtly evoking a sense of heritage, rebellion, and utility.
The all-caps, clean sans-serif font conveys confidence and clarity. “Designed for everyday. Built for the unexpected.” uses contrast effectively, pairing routine with surprise, which triggers curiosity and frames the bag as both reliable and adaptable.
The neutral tones of the setting, outfits, and bags create harmony, allowing the product to blend into lifestyle without distraction. The vertical layout, aligned with mobile consumption, ensures visual flow from top to bottom.
The subtle white call-to-action arrow (“→”) uses directionality psychology, gently nudging users toward action without overt hard-selling.
Broader Insights:
This ad works because it doesn’t scream, it invites. It uses subtle rebellion, aspirational context, and real-life styling to make a utilitarian product feel culturally cool and emotionally relevant.
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