How long should I run an Amazon PPC campaign before making changes?
Run a new Amazon PPC campaign for about 7 to 14 days before making routine optimisation changes, provided it is collecting enough impressions, clicks, and attributed sales. Do not wait blindly when targeting is irrelevant, settings are wrong, or a search term has already spent beyond an acceptable customer acquisition threshold. A 7 to 14 day first review gives many campaigns time to pass through several shopping days and collect attributed orders. It is usually long enough to spot obvious winners, inefficient terms, budget limitations, and targeting problems without letting waste continue for a full month. Low-traffic products may need longer, while high-traffic campaigns can reach reliable click and spend thresholds much sooner. For a milk frother campaign, a keyword with two clicks after 14 days still lacks evidence, while another keyword with 35 clicks and no orders after four days may already justify action. The useful question is whether the campaign has collected enough relevant traffic and spend to compare performance with the product's expected conversion rate and allowable cost per order. Change the campaign immediately when the advertised ASIN is wrong, the marketplace or targeting does not match the product, bids were entered incorrectly, the budget is far above the approved limit, or ads are serving on clearly irrelevant searches. These are setup or control problems, not tests that improve by waiting. You can also act early when spend crosses a predetermined threshold without an order. Set that threshold from contribution margin or break-even ACoS before launch. If one sale can support £10 of advertising and a term has spent £20 without converting, waiting for day 14 simply because the calendar says so may compound the loss. Batch related decisions during a scheduled review and avoid changing the same bid every day. Frequent edits reset the comparison point and make it difficult to tell whether performance changed because of the bid, shopper demand, competition, placement, price, stock, or normal variation. Record the date, old value, new value, reason, and metric you expect to improve. Allow another meaningful data window after the change, usually several days to two weeks depending on traffic. Continue checking for budget or policy issues, but leave controlled tests stable long enough to measure.
Run a new Amazon PPC campaign for about 7 to 14 days before routine changes, but use clicks, spend, sales, and relevance to decide when to act.