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How Often Do You Change Bids, Ads, Campaigns?

     
11:45 pm on Apr 8, 2010 (gmt 0)

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It occurred to me today that there's not actually that much discussion in the industry as to the frequency with which people make changes in their AdWords campaigns. That said, I've poached three questions from a circa 2003 WebmasterWorld post that's now closed, and hope you'll take time to answer below.

I. Bidding
How often do you change bids for each keyword?
Daily
Every other day
Weekly
Bi-weekly
Monthly
Quarterly
Other:please specify:

II. Optimization
How often do you optimize?
Daily
Every other day
Weekly
Bi-Weekly
Monthly
Quarterly
Other:please specify:

III. Creatives
How often do you change the creatives for keywords?
Daily
Every Other Day
Weekly
Bi-weekly
Monthly
Quarterly
Other:please specify:
1:58 pm on Apr 9, 2010 (gmt 0)

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I don't know how I could possibly answer that, it varies between client, account, situation, etc. All I can say is "as often as I need to"
4:26 pm on Apr 9, 2010 (gmt 0)

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Well, I give it the old secondary school try:

I. Bidding
How often do you change bids for each keyword?

Weekly -- on average, I'll adjust some, but never all. Changing all bids seems rather rash in the current environment.

II. Optimization
How often do you change the creatives for keywords?

Monthly -- I'll be a little bold. Have been rather tentative of late since Adwords has lost the predictabilty of the past.

III. Creatives

Quarterly -- Much greater fear of testing during the last couple of years. Fear never being forgiven for a mis-step.


It is a shame, never used to be that way. A/B Split Testing used to be the norm, now I reserve that for other PPC's or the SERPs.

Atun
2:34 pm on Apr 11, 2010 (gmt 0)

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Like Netmeg, as needed.

Ad creatives, after 30 or so clicks per ad. Stop the lesser performing one, replace with a new one. Repeat.