By successful, I mean that you have achieved three overall goals: MeshMarketer's Three Overall Goals of a Successful Google AdWords Campaign:
- Your Click-Through-Rate is over 1% for all of your keywords.
- Your Quality Score is 7 and above on all keywords.
- All of your ads together in each Ad Groups have over 1% CTR.
This is the time that it takes to stop any money-losing ads or keywords from continuing to lose money and to organize or reorganize your campaign.
This takes anywhere from four hours to eight hours depending.
The Second Stage is a stability-building phase and is between two and three weeks.
This is the time it takes to evaluate or re-evaluate keywords and ads, introduce and test new keywords and ads as well as improve your keyword Google Quality Score (which can make or break your campaign).
The Third Stage starts from the time you have gotten out of Second Stage and ends when you close your AdWords account or if it goes unmanaged.
If it goes unmanaged, then it is only a matter of time before Google notices and drops things like your Quality Score which will increase your cost per keyword and not show your ads quite as much which means your results will drop significantly and you'll be wasting money (as well as reducing whatever leads or new clients or purchases you have been receiving).
It only takes a few minutes each day to monitor your Google AdWords to make sure it is working properly, but you should expect to spend about four hours a week during each of these stages.
If you want to move through these stages in the shortest possible period of time then you should spend more time than four hours a week.
If you spend less time, then it will take longer for the first two stages to complete.
All stages of Google AdWords require that you do monitoring throughout the day (if only for a minute or two at times) with the intent to accomplish goals such as staying under budget or testing an idea you have for the account.
You should frequently monitor any adjustments in case they throw your entire campaign out of whack and you have to undo what you did quickly.
Changing all of your bids to a lower amount can effectively shut down your entire account for a good part of a day, so it's best to not find out how low is too low at the end of the day because your entire day could then be shot.
For further and more detailed reading, please see MeshMarketer's First Stage of Google AdWords [http://meshmarketer.