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When you start getting clicks.
You bid one term and you start getting clicks.
How many clicks will you allow that ad to receive before you start looking at how much you are paying per click and how much money you are making in sales?
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You start immediately. The real thing is how much tolerance you have to keep paying for clicks that don't result in sales. If you are bidding low it is not as painful - if you are bidding high it can really make you think.
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