Step 4: When NOT to Optimise Aggressively
Avoid during first 7–14 days:
- Daily bid changes
- Pausing keywords after few clicks
- Major budget shifts
- Frequent creative replacements
- Structural rebuilds
Why?
Because optimisation resets performance learning and prevents stable data accumulation.
Constant intervention leads to unstable delivery.
Minimum Data Threshold Guidelines
There is no universal rule, but use practical logic.
Search Campaigns
Before judging a keyword:
- 30–50 clicks minimum
- At least several conversions at campaign level
Before judging CPA:
- Sufficient conversion volume to see trend
Display Campaigns
Before judging creatives:
- Meaningful impression volume
- Enough reach to evaluate engagement pattern
Before judging conversion rate:
- Understand that direct CVR will naturally be lower
Product Campaigns
Before pausing product groups:
- Meaningful spend relative to average CPC
- Enough visibility to generate decision-worthy data
Avoid killing products after only 10–20 clicks.