What's the optimal window of time to review the performance of a Search Ads 360 campaign?

Analysis of Correct Answer(s)

The optimal window to review campaign performance is two to three conversion cycles. Here's why this is the best practice:

• Data Maturity: A conversion cycle (or conversion delay) is the time it takes for a customer to convert after clicking an ad. Waiting for two to three cycles ensures that the performance data you are analyzing is mature and accounts for most of the conversions that will eventually be attributed to your campaigns.
• Informed Decisions: This timeframe provides a sufficient volume of stable data for smart bidding strategies to learn and optimize effectively. It strikes the right balance between having enough data to make statistically significant decisions and being agile enough to react to performance trends.

Analysis of Incorrect Options

• One conversion cycle: This period is too short. Reviewing performance after only one cycle can lead to premature and inaccurate conclusions, as a significant number of conversions may not have been recorded yet. This can cause you to make poor optimization decisions based on incomplete data.
• Four conversion cycles and Five to six conversion cycles: These timeframes are generally too long. While the data would be very accurate, waiting this long means you miss crucial opportunities for timely optimization. Market conditions and campaign dynamics can change, and delaying action for four or more cycles can negatively impact performance and budget efficiency.