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In-House managers, how often do you make changes to campaigns in Google Ads?
More specifically, are you making tweaks every day? Once every week? Few times a month?
I was brought on a year or so ago and had to overhaul the entire account, now I am wondering if I am affecting performance negatively by making changes multiple times a week to various campaigns/ad groups/ keywords.
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1 Reply
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Depends on the budget really.
I usually make changes every week, on a campaign level.
But when it comes to negative lists, I am usually adding stuff daily.
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built out the account about 2 years ago, 6 months of intensive monitoring and adjustment, then weekly, moved to fully automated bids about 6 months ago, now about every 2-3 weeks I check in. Negative lists need pretty consistent attention to screen out the unwanted traffic.
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It’s not a question of the time elapsed since the last change, it should be a question of having enough data to make it statistically significant. This should be number of clicks for each ad and for me, it’s 25-30 clicks each. I’ve had clients where this did not happen for months. One client with thousands of products, the vast majority took weeks and months to reach that level. Some more generic took days. There’s no point in making any kind of change even if a month has passed and there were just a handful of clicks or even impressions.
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Totally depends on size of the account. Multiple campaigns in various languages? A lot more frequently.
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