Most paid search campaign optimizations require 2 to 5 weeks to complete after launch. This is the point at which we transition most campaigns onto automated bidding. Simpler search campaigns, and campaigns operating in business sectors with limited competition, can sometimes be optimized in a week or two.
During the manual optimization period, it’s not unusual to make significant advances in performance as we become more familiar with the nuances of how the campaign serves. As a search campaign is optimized, the resulting data becomes more useful to split-test and compare changes.
Some clients operate in highly competitive markets, and their campaigns are mission-critical. They often can continue to benefit from attention to optimization after the campaign is transitioned onto automated bidding. This can occur daily, weekly, or based upon performance.