Question

When you add negative KW, what period do you check? Eg. last 7 days unprofitable, lifetime profitable

Answer 1

It all depends on how much data you have. The more data the less look back period. For smaller accounts we look back 30 days.  

Comments

It has tons of data so I will look at a shorter period of time then. When optimizing Ad schedule, how many of each day do you want at least?  

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I would also look at the time from click to sale. If there is a long lag between click to sale this will need to be considered. For ad scheduling it is difficult as there could be a few things that can affect it. If you have access I would look at direct traffic in GA first as this channel is least effected by marketing.  

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Also, consider the following metrics when looking at ad scheduling. CTR, Cons. Rate. Impressions Share.  

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95. 7% of conversions happen on the first day and 1. 84% on the second; so looking at a 3-7 days window for KW/Devices/Locations optimization would be fair I think

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I would look back 7 days for kw reports.  

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For optimising device, location etc I would look back further just so you have plenty of data to look at

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Great; what about product bid adj.?  

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If there is plenty of data 7 days should be OK. Always notes down when you make any bid changes so you don't over optimise the bids

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@shaffer588 Yup, I'm tracking every change; Really helpful info, thanks a lot!  

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@flashboard10 look at the attribution path metrics and see how long until a user purchases. I have accounts on which 20% of conversions take more than 12 days.  

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@shaffer588 the Ad Group - Default Max. CPC is overwritten by the individual max. CPC in the product groups once you set it up, right?  

Answer 2

Not how many days, but how much $ value you get from a conversion. Should decide. Also think about path to purchase.  

Comments

@nolin6 what do you mean?  

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@flashboard10 see how much value/profit the product/lead drive. say if it has a margin of $10 you can't spend $100 for any keyword that doesn't convert or doesn't help convert (directly or indirectly). irrespective of number of days - So, dont take a call after X days, take action after X dollars spent. hope this is clear.  

Answer 3

Hey @flashboard10, here’s what I would do!