Technically, you'll start to see results right away; however, it takes time for a campaign to "normalize" to the point of understanding how it will perform long term.
You're probably aware that we are very transparent about how long it takes to see results from your PPC campaign. Our goal is to provide you with realistic expectations, rather than selling you the moon. This is for the benefit of both agency and client to ensure both a highly effective and professional working relationship.
Important update to the "90-Day Rule of Thumb"
In the past, our rule of thumb was 90 days for a campaign to be fully optimized. This meant that after 90 days, we would typically have enough data to know whether or not the campaign would work long term.
With the introduction of Performance Max, the 90-day guideline no longer applies in most cases. Instead, it takes roughly 45 days just to see what we've built and how it's going to work.
Essentially, Day 46 is now Day 0.
This new campaign type is seven campaigns in one—Search, Shopping, YouTube, GSP, Discover, Display, Local, and Remarketing—and all of them are being optimized at the same time. Once Google has gathered and analyzed the available data, then we can start to see how the foundation we've put into place will perform over time.
Put simply, it takes time to successfully optimize a campaign and position it to scale. But more often than not, being patient during that initial learning period pays off in the long run.
How do we "Optimize" the campaign?
When you hear the term "optimization" that means that we are going to work towards generating more conversions for less cost per conversion. These results will be more frequent the more data that we collect.
We work off of a base 100-point data set when performing optimizations. What this means, is that when there are 100 points of data for an action, whether that be impressions, clicks, conversions, or simply the most appropriate data point for a particular campaign, we make a decision on what to do with that asset.
For example, if we see a group of keywords in an Ad Group that all have 100 impressions, we are going to look to see what has the highest Click Through Rate (CTR) and place more spend towards those higher-relevant keywords. Then, once each keyword generates 100 clicks, we are going to look to see which keyword resulted in the most amount of conversions, and place more spend in the keywords that have generated the most amount of conversions.
There are many more data points that are taken into consideration when talking about optimizations, but this will help you understand how optimizations work in the most basic form.
We also listen to every phone call that is generated from the campaign to ensure that when the phone rings, its a relevant person ready to talk to you on the other end. The results of these phone calls, directly affect the optimizations of your campaign, since we manually count those as conversions so we can identify which campaign is generating the most amount of relevant phone calls.
What You Can Expect In The First 90 Days
Within the first few days of the campaign launch, you will experience real results, however, it will not be the most optimized results. The conversions may be a bit more expensive in the beginning, or they may not be as frequent as you may like them to be, but rest assured, with each passing day, the campaign is going through changes to see those results increase. The first second month will be better than the first and the third month will be better than the second.
We will be reaching out to you very frequently and checking in on the quality of the conversions, plus giving you insight as to what optimizations have been made and what future optimizations we are planning to make in the near future.
Each month, you will receive a detailed report, extracted directly out of your AdWords campaign that we will review together. We review all data together so that you can offer your feedback regarding our strategies. There may be times where we rely on you as a subject matter expert and we truly value your input.
While there are very few campaigns that launch perfectly optimized, we do need time to assess where the conversions are coming from and make changes to the campaign to spend more ad spend in the Campaigns and Ad Groups that are performing well.
Our goal is to deliver to you a very high performing campaign within the first 90 days.
If you have any other comments, questions, or concerns, please feel free to click on the chat button in the bottom-right corner of this screen and reach out!