Jennifer Slegg believes optimizing campaigns too frequently could have a negative effect. For instance, optimizing a campaign that only has five clicks won't provide the kind of data required to make
an educated guess on the tweaks that should come next, unless you want 25,000 impressions to get those five clicks.
Slegg provides metrics to determine how often marketers should
optimize campaigns. She suggests things to consider include changes when updating products information, during market shifts, and seeing a drop in conversions, among others.
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