For those that are starting off on Google Ads, have you found yourself pausing your ads? It can prove to be extremely useful for those with a starting business. However, if you don’t offer 24/7 services, holidays and days off means you are more than likely to pause your ads.
The main reason for this would be to make sure you are not racking up ad spending money whilst you’re unavailable, but there can be negative effects of constantly pausing your Pay Per Click (PPC) ads.
Attempting this version of digital marketing is a common tactic, but it comes with a lot of common mistakes. In this article, we will go into deep depth about the negative consequences of pausing your Pay Per Click (PPC Campaign) google ads.
Re-enabling Your PPC Ads
If you look at the statistics of your current ad campaign (or ad group) you have been pausing, you may notice the slant. However, you may leave it a couple of weeks as you know it takes this long to see effective data. This ‘slant’ is the time it takes for the ad to surface, meaning it will take a few hours to get your worth out of the advertisement.
A/B Tests
To have one two standard text ads running on the same device is a better option. It allows you to put the effectiveness to the test of your ads contents (i.e the headline etc). Although, if you have to constantly pause your advertisements, it may cause a mess within your A/B tests. To gather effective data, you need to allow your ad to run and generator impressions and engagements.
Give Your PPC Ads The Chance
Even though your Google Ads would have to be paused at times due to your service hours, another reason why it may not be performing as well as you hope is because you pause it, thinking that it’s not performing well. While a poor performing ad may lower your ‘quality score’, pausing the at certainly won’t allow it to get better or perform at all.
Alternative To Pausing PPC Ads
Even though pausing your ads may come across as tempting, the negative effects aren’t worth the worry. Instead, try this suggestions;
Manage Your Ad Schedule
Instead of pausing your google advertisements during the hours you are not available, try taking the installed benefit of setting an ad schedule within your PPC. You are able to choose which hours you would like your ads to show without having to pause them manually. THis creates a more consistent campaign and also gives you effective statistics that you can tweak your ad to.
Making Use Of The Negative Keywords List
Another alternative you can try is to try using negative keywords. If you don’t want to show up for tags or categories that your business can be misconstrued as, try adding keywords to remove your ad from being shown on.
PPC management on google ads requires a lot of trial and error, so do not give up after running your ad for a month. Keep an eye on the statistics and keep improving your ad the best you can to get the most optimised conversion rate, as a starting or small business it is especially worth the pressure.
