Answers
How often should bids or targets change?
Rarely, and one change at a time. Constant fiddling keeps an account permanently learning.
The short answer
Rarely, and one change at a time. Constant fiddling keeps an account permanently learning.
Every significant change restarts the bidding's learning. Three changes in a week means you will never know which one mattered.
A reasonable rhythm: budget and negatives managed continuously, structural or target changes deliberately and spaced out, with enough time in between to read the result.
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