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

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!