We all know that just having a website, no matter how great, is not enough to make sales in the automotive industry. LEARN MORE
With access to ever more precise PPC optimization tools, it can be tough to resist tweaking every minute detail. Like a child let loose in a candy store, refraining from touching and trying everything can take serious willpower. Most of the available tweaks are great ideas individually, but as a whole they can possibly impair performance.
Typically, data needs to accumulate in order to make decisions. On a large PPC budget, a lot of data can be gained quickly, however making daily or even weekly tweaks can derail an account's success when over-optimization occurs. Google has actually suggested 2-4 weeks worth of data be collected before considering data optimizing on a particular area of an account. While 3 or even 7 days might seem like enough time, many times this is still too small a window to actually have any actionable data.
Most PPC accounts have more than one ad group, so just because a marketer or business is letting data accumulate in one area of an account does not mean they are not doing anything towards the betterment of their campaigns overall. While an A/B test occurs in one area of an account, other things can usually be tweaked elsewhere that will not contribute to over-optimization.
The capability exists to make big changes fast, and sometimes those changes are obvious and need to happen immediately. However, sometimes something good might be changed before it has a chance to prove itself. What are your thoughts on how much data is enough to make a decision for PPC?