Choosing event frequency
An event can perform various actions, and you need to define event frequence depending on the action. If the action is to check links for errors, check for extensions or sitelinks, or email reports, then choose the frequency that will solve your problem.
But if the event changes the bids, you should choose the frequency of execution carefully.
Change bids
Bid management can be divided into two categories:
Changes based on historical statistics. For example, if the CPO is higher than the target CPO for the keyword in the last 2 weeks, then reduce the bid by 20%.
Changes without reference to statistics. For example, lower the bid by 40% on December 30, raise the bid by 40% on January 8.
Based on historical statistics
The rule frequency should logically correlate with the period for which the rule will take statistics.
When the bid is linked to the statistics for a certain period, you don't need to execute events on a daily basis. This can lead to the loss of a large part of traffic and conversions if the bid is reduced. Or vice versa, to a sharp increase in traffic if the bid grows. For example, if the CPA is higher than X for 30 days, it's not a good idea to reduce the bid by 15% every day because there's a risk of reducing the bids all the way to zero.
The following frequencies can be considered optimal:
For small accounts: once every couple of weeks
For medium accounts: once a week
For large accounts that rapidly accumulate statistics, frequency can potentially be increased, but you need to be very careful.
You can use this table to determine the size of the account.
| Conversions per week | Clicks per week | |
|---|---|---|
| Small account | Up to 20 | Up to 1,000 |
| Medium account | Between 20 and 100 | Between 1,000 and 5,000 |
| Large account | 100+ | 5,000+ |
| Conversions per week | Clicks per week | |
|---|---|---|
| Small account | Up to 20 | Up to 1,000 |
| Medium account | Between 20 and 100 | Between 1,000 and 5,000 |
| Large account | 100+ | 5,000+ |
These figures are relevant in the context of the K50 configuration, approximate, and are not a generally accepted classification.
Without reference to statistics
Such changes are usually linked to certain periods (weekends, holidays, Black Friday, and so on), so you don't need to execute them regularly.