We configure display campaigns with manual bidding before migrating them onto automated bidding. As a result, new display campaigns take a bit of time to develop a stable serving pattern after launch. Typically this is just a few days, but it varies depending upon the scale of the campaign, and the market targeted.
Automated bidding works better when there is a baseline of campaign metrics to extract bidding signals from. And we like to have a baseline of performance metrics while manually bidding to compare with automated bidding performance. This way we can track certain aspects of the automated bidding process such as competitive analysis, higher CPAs, and results.
Typically campaigns will be ready to transition to automated bidding or “reaching orbit” within 2 to 6 weeks after launch. Following this process allows us to set manual bids for specific dates or times, and also allows us to save valuable time and marketing resources.