Advertisers who make use of pay-per-click service are always concerned about how long it will take before it begins to yield substantial results. This question is common among those who are probably using this marketing channel for the first time or those who do not have a full understanding of how it works.

Online marketing ads like this tend to have a time frame that it takes for one to truly see results. Even Google ads function on this principle. Hence, any advertiser who makes use of this channel must practice patience as well as other marketing strategies that will ensure the productivity of these advertisements.

Therefore, this article will reveal to you why it takes time before PPC yields results. And not only that, but we will also tell you why it takes the time it does. Furthermore, we will give you tips on what you can do to increase the resulting yield of your ads.

So, let’s get started.

How Long Before PPC Yields Results?

The average required time for your PPC ads to produce significant results is three months. This is the same period required before you begin to get results on Microsoft Advertising or Google Ads.

During these three months, it is recommended that you concentrate on data gathering from the ads you are currently running. Proper use of such data will help you in enhancing your keyword target, audience target, and future PPC auction bids.

Why does it require this time?

Now you know how long it takes for your ads to produce results, but it still doesn’t answer why it requires such a long time. Knowing this will help you wait patiently because you understand the process.

Therefore, the following are the reasons why it takes 3 months before you begin your ads begin to work…


All PPC campaign relies on data to work in a manner that is expected. Interestingly, the data needed can only be gathered when the campaign is started. That is when audiences, keywords, and competitors are researched.

Therefore, until sufficient data is gathered, you won’t see amazing gains. If your audience is small, it will take more time for data to be gathered. Furthermore, it is what you gathered that will also be used to enhance your keyword selection, targeting, and bids.

Hence, the success of your ads is dependent on the data gathered and how effectively the data are being utilized.

Performance history

Despite the platform used, your ad quality is always measured. The quality level then impacts the performance of your ad in the PPC auction. This then determines how Amazon users see the ads.

Amazon will give a rating or quality score immediately after the ad is started. This score is an estimate and it is a function of certain factors such as CTR (click-through-rate), relevance, and landing page user experience. These values are bound to change as more data is gathered concerning the performance of your PPC.

As you get more impressions, more data is made available to back the quality and helpfulness of the ad. Hence, an ad that has 30 impressions will have less data than one with 3000 impressions. This will in turn affect the quality of both ads with the former performing lower compared to the latter. Hence, the quality score is made more accurate as your ad gets more clicks and impressions. 

An understanding of why PPC results take time will allow you to explain to stakeholders in a company why they need to keep calm and wait for the maturity of their investment. It will also allow you to develop a pay-per-click strategy within these first three months.

How to Improve Pay-Per-Click Results

How to Improve Pay-Per-Click Results

We just explained to you why it takes three months for pay-per-click to work. Now, what should be done within those three months? Should one just fold their arms while bidding the time? The answer is an emphatic no.

This is because whatever is done towards your advertising campaign will go a long way to determine the success you’ll experience when the three months are over.

So, in this section, we will discuss what you can do within each month to improve results.

Data – Month 1

In this month, you need to focus on data gathering. This should be your main emphasis of the entire campaign within this period.

Hence, most PPC experts usually suggest that a PPC campaign should be made with broader targeting. Since a lot of data is needed to drive data which then drives results, therefore, making your target so small equals less data.

So, do not narrow your targeting; you can only do so when you have a lot of data. In this case, you have to start big before you go small. And when you do go small, you have sufficient data that to make sure your target is on point.

Read More: 5 Best Pay Per Click Moves to Make for Your Website

Targeting, Keywords, and Bids – Month 2

In the next month, you need to improve on the following:


Based on the information you gathered, you can then determine which age group, demographic, etc. deserve to be part of your target.


Check how well your keywords are performing. Research for the keywords with low clicks and high impressions, and remove such keywords from your advertising campaign. Also, look for negative keywords that attract people that are outside your target audience and remove them from the campaign.


Synchronize the valuation of the keywords and your PPC bids. Using the statistics you gathered like high-performing keywords and CPC (cost-per-click) to enable you to alter and optimize what you spend on ads.

Testing and Campaign Scaling – Month 3

In the final month, do the following:

Testing Your Copy

Create a new copy and test it.

Expanding Your Advertisement Campaigns

Look for new keywords that can bring new opportunities and incorporate them into your campaign.

Scaling Your Advertisement Strategy

Determine long-term plans and set them up. This is where you begin to work out further expansion strategies.


Three months is all that is required for your PPC to bear fruits only if you are a good cultivator. Hence, take advantage of the tips shared and increase your results and profitability.


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