There are many ways to run successful one-off paid digital campaigns over a short period of time. However, you should consider a Google Ads campaign as a long-term solution in order to really reap the benefits. So how long should you run a campaign for?
Three months to mature
Google Ads learns fast, but it takes three months for a campaign to fully mature. When you begin a new campaign, Google has no ad history or data that it can use to improve impression quality or spot tweaks to maximise success.
During this period, Google has had time to analyse your campaign performance. By the end of the first three months, it has managed to gather data on each individual ad, keyword, click and conversion to provide useful insights and suggestions you can implement going forward.
With this in mind, it’s always best to run campaigns for longer than three months, so that you can use these learnings to optimise your campaign.
Up to 12 months for a strong campaign
Four to 12 months offers a ‘sweet spot’ for a successful campaign. The original ad content is still fresh enough to be relevant, but Google has had those initial three months to understand the keywords and ads that are converting most – as will the campaign manager, who may also have been analysing and reporting on results.
Campaign managers have the benefit of Google’s suggestions for tweaks and can implement these where necessary.
More than 12 months
Many campaigns, and those concerning brand awareness in particular, span a longer period. If you’re running a PPC (or other) campaign for more than a year, it’s worth refreshing the content to ensure it doesn’t lose momentum.
Google will help to suggest new ad copy or create automated ads that are optimised. This is a great way of keeping on top of things and ensuring the ad remains fresh (and successful!).
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