When you are starting out a new campaign, you really should put some effort into it and make sure it’s good from the start. Many people just throw up something and say: “I’ll improve that later.”
The problem with that strategy is that Google will penalize you for campaigns that are set up bad and ads that don’t get good CTRs – and it’s difficult to get rid of that downgrading, even when you go in again and improve your campaigns.
