Most paid search campaign optimizations require 2 to 8 weeks to come together. Simpler search 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 even daily. The point of diminishing returns is reached when additional returns from the 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.