Learning Periods & Timescales
The table below illustrates the “learning periods” of Google Ads Artificial Intelligence algorithms. These time frames are important as it allows us to effectively train the Artificial Intelligence algorithms to gather data that will allow us to optimise your account for success.
There are three milestones to be mindful of when we take over an account:
- The Data Gathering Period. This is the period where results are likely to be at their worst. The algorithms need this time to collect data on your target market and learn which profiles are most likely to convert.
- The Optimisation Period. This is the period where we have enough data to train the artificial intelligence to hone in on your target market and account objectives.
- The Performance Period. This is where we start to see significant improvement as a result of careful implementation of 1 & 2 above.
As a “rule of thumb”, every account is different. The duration of learning periods depend on traffic and conversion volumes. However, to help manage expectations, we have created this table to show approximate timescales of each stage.
| Account Type | Data Gathering Period | Optimisation Period | Performance Period |
|---|---|---|---|
| Brand new account | Weeks 1 to 8 | Weeks 9 to 12 | Weeks 13 to 28 |
| Historical, with limited conversion data | Weeks 1 to 6 | Weeks 7 to 8 | Weeks 9 to 28 |
| Historical, with ample conversion data | Weeks 1 to 3 | Weeks 4 to 5 | Weeks 6 to 28 |
| Historical, with only manual CPC data | Weeks 1 to 12 | Weeks 13 to 20 | Weeks 14 to 28 |
If you have any further questions, please contact your Client Manager who will be very happy to assist.
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