We usually recommend waiting at least 2 weeks before taking a look at those insights, but, when determining how long to let your campaign run before assessing its performance keep the typical selling cycle for your products in mind.
Once you have sufficient campaign metrics, review them in the campaign manager every 48 hours to learn how your campaign performs over time and to make informed decisions on improving results. Make sure you’re benchmarking your Sponsored Display performance against the goal you established during campaign creation.
For example, if you’re using Sponsored Display to help drive incremental sales, you can measure how many ad clicks convert into orders, as well as your ROAS, which is the return on your advertising spend. While useful, ROAS should be viewed in context, with a holistic approach. So if you’re using Sponsored Display to promote a new product with limited awareness, it may take additional budget to drive sales, resulting in a lower ROAS. If creating additional product awareness is your priority, you can monitor impressions, or the number of times your ad is shown. Setting strong bids can help you win more auctions and get more impressions. If you also have Sponsored Products or Sponsored Brands campaigns, keep in mind that your Sponsored Display campaign may perform differently since some ads run off of Amazon, rather than in placements across Amazon.
After making adjustments, let your new bids run for a few days to see if your campaign starts generating clicks and sales within your target ROAS range. Remember that depending on the product and its typical selling cycle, customers may not complete their purchase immediately. If some of your products are still not performing at optimal levels, you can consider pausing these individual products and focusing on your top-performing products instead.
