Following the coarse optimization period, new PPC search ad campaigns go through a more detailed phase of optimization which is incremental, generally for a duration of 4 to 12 weeks in order to extract maximum performance. Simpler search campaigns, and campaigns operating in business sectors with limited competition, can often be run successfully and checked only periodically.
Some clients operating in highly competitive markets will benefit from attention to optimization weekly or even daily. The point of diminishing returns is reached when additional returns from campaign advertising margin, approaches 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 the campaign serves, and the increasing volume of data becomes a more powerful base to test assumptions against.