Display campaign optimizations take a bit longer.  Many require 2 to 4 months to come together, as different targeting and ads are experimented with to find a winning formula. Simpler display campaigns, and campaigns operating in business sectors with limited competition, can sometimes be optimized faster.

Some clients operating in highly competitive markets will benefit from attention to optimization weekly or daily.  The point of diminishing returns is reached when additional returns from the campaign advertising margin approach the cost of optimization.

During the fine optimization period, it’s not unusual to make significant breakthroughs in performance as we become more familiar with the nuances of how a display campaign serves, and the increasing volume of data becomes a more extremely useful base to test assumptions against.