SEM Campaign Reset

[Blue_Compass]

In 2016 we are doing a massive paid search reset (conversion point: a high involvement purchase), I wanted to get the community's feedback on how long it makes sense to run with our campaigns and make smaller tweaks, versus launching something new? So in other words, if we aren’t seeing the results we want with a campaign, at what point does it make sense to re-evaluate and end the campaign/trying something new instead of optimizing the existing campaign?   In analytics, in most cases there didn’t seem to me much of a runout period on the conversion points, as conversions appeared to be happening within days.

[troy.evans]

Thanks for the question! I think this is a bit hard to give a clear answer with the information provided so far. I think that unless you are dramatically changing keyword targets I'm not sure why you would need to start a new campaign rather than just adding/modifying existing ad groups? Are you worried that the current CTR is so low that it is impacting the performance of new targets and you feel there is benefit to starting a new campaign with new ads/keywords?

In regards to your question, I think it depends on how below your benchmark the current performance is. It might make sense to start a new campaign and see how it performs. In either case I think it really only makes sense to build out a new campaign if you are going to make a significant change to your approach as far as keyword targets, ads or match types go!

I hope this helps you decide and please do follow up with some more information if you think it would be helpful for us to better understand your question!