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First, bid adjustments do not work for locations, age, or gender unless you’re using manual or max clicks bidding. And if you’re using either of those methods you also certainly shouldn’t be changing them that often because presumably you have very little conversion data to work with.
That aside, you should make adjustments of any kind once you have statistically significant data to drive those changes. So, for example, if you want to consider excluding an age group make sure your sample size is big enough and you’re not doing it based on gut feeling.
But adjustments aren’t the only kind of tweaks. The most important tweaks are to creatives which should be pretty frequently, but again based on the data.
For example, if you’re running an ad variation test, wait until you have at least 90% (aggressive) or 95% (best practice) confidence before stopping that test.
It’s also good to experiment more broadly with dedicated budget. That might look like running a separate DemandGen campaign to fill the TOF and measure uplift, for example.
