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Pausing a Google Advertisements marketing campaign permits you to preserve the bones and historic knowledge with out completely deleting it. Learn how to hit the pause button, why you may need to, and a few various methods to attempt.
Right here, you’ll discover:
Google Advertisements is just like the hammer of your digital marketing toolbox: it’s the workhorse of your search and show campaigns.
Regardless of your pay-per-click (PPC) funds or which Google Advertisements mode you’re employed in, this device, alongside along with your Google Analytics tape measure, goes to be among the many most, if not probably the most, used device at your disposal.
Learn on to find all the things it’s worthwhile to learn about pausing campaigns, that includes professional insights from HawkSEM co-founder and CEO, Sam Yadegar.
When to pause a Google Advert marketing campaign
There are a number of particular cases in which you’ll need to take into account pausing your marketing campaign. For instance, if working your marketing campaign is just too costly, it’s not reaching the suitable viewers, or it’s seasonal in nature, urgent pause could also be a superb choice for you.
In accordance with Yadegar, the core concept is to pause based mostly on statistical significance.
Reply this query:
Have you ever pushed sufficient conversions to find out that the cost-per-conversion is just too costly and also you received’t get a return on advertising spend?
This relies largely on the quantity of search site visitors and conversion volumes on a company-by-company foundation. One group may need simply 10 conversions, whereas one other wants 100.
It boils right down to this: In case your cost-per-conversion and advert price outweigh potential revenue, pausing might be the way in which to go.
What occurs whenever you pause a Google Advert marketing campaign?
Google Advertisements is deliberately intuitive and user-friendly, so pausing an advert marketing campaign is strictly what it feels like: merely placing that advert or advert group on maintain.
Consider the next whereas your Google Advertisements marketing campaign is paused:
- In the event you’re working any A/B testing or different experiments, they received’t check
- Your marketing campaign received’t collect knowledge, subsequently not essentially bringing any actionable insights
- It received’t generate any leads or gross sales
- Your marketing campaign received’t price you something since you’re not paying for clicks on that advert
It’s necessary to notice that “pausing” and “eradicating” a marketing campaign will not be the identical. In the event you take away a Google Advert or advert marketing campaign utterly, it successfully wipes that marketing campaign from existence, Thanos-style.
Eradicating a marketing campaign completely stops adverts from exhibiting, and also you received’t be capable to create new entities or edit eliminated entities in a eliminated marketing campaign. For extra on tips on how to take away a marketing campaign, we suggest beginning with this tutorial video.
When pausing a marketing campaign, nevertheless, it’s extra such as you’re placing building on maintain and taking a step again to have a look at what you’ve constructed along with your instruments slightly than bringing out the sledgehammer and the demolition staff.
What can I pause with Google Advertisements?
Identical to with the instruments in your toolbox, you might be answerable for your Google Advertisements — and there are a number of completely different approaches to pausing them.
In Google Advertisements, you may have the flexibility to pause the next:
- Particular person key phrases
- Particular person adverts
- Advert teams
- A whole advert marketing campaign, which is what we’re specializing in on this submit
Inside Google Advertisements, you possibly can even use automated guidelines to pause Google Advertisements that meet particular situations. For instance, you can use “advert schedule” in case your retail firm has a swimsuit sale for the summer season season, as you in all probability don’t need to run these adverts within the wintertime.
In the event you’re working issues correctly, as Yadegar factors out, “You’ll doubtless end up pausing totally on a low-level key phrase foundation versus throwing out your complete kitchen sink.”
Advantages of pausing a marketing campaign
We’ve gone over what occurs whenever you pause a marketing campaign, and a few of these bullet factors will be thought-about advantages below the suitable circumstances.
One other profit to pausing a marketing campaign, slightly than letting it run inefficiently or eradicating it utterly, is that you could pause it for a time frame with out having to rewrite it or ship it by way of the overview course of once more. Pausing may even not have an effect on the historic knowledge of the marketing campaign.
If a pause permits you to discover a cheaper, extra environment friendly strategy to run your marketing campaign, you’ll save what you’ve completed and transfer quicker whenever you restart.
Drawbacks of pausing a marketing campaign
Pausing resets a marketing campaign’s Quality Score and its algorithms, so whenever you reactivate the marketing campaign, you’ll be basically ranging from zero.
In the identical approach that pausing an search engine optimisation marketing campaign will have an effect on natural web site site visitors, pausing PPC campaigns, adverts, or key phrases will undoubtedly have an effect on the general efficiency.
Methods to attempt as a substitute of pausing campaigns
As a advertising skilled, you recognize the return on investment (ROI) should be the main driver behind each facet of designing, launching, and monitoring your PPC marketing campaign. So, earlier than you go round pausing willy-nilly, it’s a good suggestion to do a little bit of adjusting earlier than you pause campaigns. Listed here are some methods to contemplate:
Modify your bidding methods
Yadegar mentions that after understanding the statistical significance of your marketing campaign, plan A is to begin decreasing bids to see for those who can attain a candy spot the place a return will likely be generated.
Use the advert schedule device
As we briefly talked about above with the swimsuit adverts, in case your adverts are seasonal or promotional in nature, it is a wonderful means to make sure you’re getting probably the most out of your adverts, and that they’re not mucking up your knowledge after they’re now not related.
Use damaging key phrases
These inform Google when you don’t want your advert to point out in a Google search. An instance we’ve used earlier than is the damaging key phrase “careers.” If your online business is a bakery, as an example, you may add the damaging key phrase “careers” in order that your 20% off a birthday cake advert received’t present in a SERP for the phrase “bakery careers.”
Optimize your key phrases and preserve them up to date
Just like search campaigns, the extra related your PPC advert key phrases are, the higher your general marketing campaign efficiency.
Pause underperforming key phrases
In case your cost-per-click is just too excessive, it’s value trying into which key phrases are supplying you with the perfect outcomes and pausing any which can be underperforming.
Briefly, strategizing along with your key phrases will assist decrease any wasted advert spend and be sure that you’re reaching the right viewers.
Optimize touchdown pages
As soon as somebody clicks in your advert, it’s necessary that your touchdown web page is efficient. Does it match search intent? Is the consumer expertise good? Does it information the shopper to take the motion you need them to take? Touchdown web page optimization is a checkbox you’ll need to tick off earlier than pausing.
What occurs whenever you resume Google Advertisements?
As soon as you’re taking your marketing campaign off pause, it’ll take at the least a couple of days for it to begin gathering knowledge once more. Additionally remember the fact that the marketing campaign could not begin working for those who’ve additionally paused adverts, advert teams, or key phrases, so ensure all the things is able to go earlier than you allow it!
How you can pause Google Advertisements campaigns
In the event you’ve decided that pausing is the perfect plan of action, right here’s a step-by-step information to pausing campaigns:
1. Register to your Google Advertisements account
2. Navigate to the web page menu and click on Campaigns
Subsequent to every marketing campaign, you’ll see a coloured dot indicating the standing of that marketing campaign
- A inexperienced dot means it’s enabled
- A grey dot means it’s paused
3. To alter the marketing campaign’s standing, merely click on the icon and select Pause to place the marketing campaign on maintain
Then. select “Pause.”
…and also you’re completed!
As you will have guessed, you’ll take these identical steps in Advertisements Supervisor whether or not you need to pause or enable your marketing campaign. These steps apply to all advert codecs, together with video adverts, efficiency max adverts, show adverts, purchasing adverts, and so on.
The takeaway
The pause campaigns characteristic is a wonderful device to make use of in the suitable circumstances, however it’s very important that you’ve got a superb understanding of simply what these circumstances are earlier than you go pausing for the sake of pausing.
As Yadegar factors out, “[It’s important to] ensure we have now good monetary modeling earlier than we arrange campaigns to start with. However for those who’re within the midst of working a marketing campaign and it seems to be like prices will outweigh earnings, it’s undoubtedly time to revisit the technique.”
To hammer it residence, be intentional and good along with your instruments — and don’t Thanos your advert campaigns.
Want extra assist along with your advertising technique or advert campaigns? Learn how HawkSEM can help.
This text has been up to date and was initially printed in February 2023.
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