I was browsing around this folder, and as a newbie it seems like there are so many factors you have to consider to make a campaign effective. My question is: how long do you think I should expect to have a campaign running before I'll have enough preliminary data to make good decisions about keywords, ranking, etc.
In my industry, if I get 200 to 300 impressions without a click I delete the keyword. And only if I had bid high enough to get my ad in the first 5 spots. If my ad is at the bottom of the page, I will bid higher and then start tracking the impressions again. I find myself deleting about 20 keywords a day, but also adding just about that many a day. A week is a good amount of time before making drastic changes. But you can start making small changes right away, such as the one I mentioned.
A week can be pretty expensive if you do not monitor your campaigns. I would rather recommend to review daily. You can always take out keywords and throw them into another ad group or even campaign for some extra testing. I make minor changes daily and larger changes after two or three days. You also need to set a goal on how much you can afford to spend without getting any conversions at all. Maybe you are after something that just does not have a market. Christoph