How long before I should pause the AdWords campaign and make adjustments?

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Yours haven’t gathered enough data to make any decisions yet. After only 100 clicks you will have enough for a “hint”, but nothing you could rely upon. You may need about 1000 clicks before you have enough data to make a reliable choice. Generally speaking, the Display Network will have relatively low conversion rates as compared to Search, and even so, it will vary a great deal depending on your targeting methods.

In most cases, it is a good idea to send highly targeted traffic, the type that you get from the Search Network using carefully chosen keywords, and use that traffic to establish a baseline conversion rate for your landing pages.

You might even want to go through a few cycles of testing and optimizing your landing page content using highly targeted Search Traffic before you even attempt to benchmark Display Network traffic. One of the most common mistakes I see people make in advertising is that they don’t even bother to test and optimize their landing pages. That can cost you a lot of money in the long run.

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