In today’s changing business landscape, managing a business is a delicate process. In times of uncertainty we often look for levers we can pull to either save money or adapt to changes in macro-economic factors.
You may think that pausing your Google Ads Campaign is one such lever that can be easily pulled with minimal implications. However this is not a decision to be taken lightly. Pausing your campaign can actually result in significant damage to your business and the complete loss of valuable momentum.
Here at FocusedGrowth® we want to help you avoid any missteps or mishaps in your digital marketing strategy. We’re experts in the field of Google Advertising, with a proven track record of delivering quality results in a variety of sectors.
We’ve composed this guide to give you more context and help you validate just how important your Google Ads Campaign is to the overall success of your business.
It’s One Way To Waste Time & Money
You might think pausing your campaign is not a big deal. It looks like a quick way to save some money and can be simply picked up again when conditions are more favourable. However pausing your campaign can actually cause a negative impact which can be quite difficult to recover from.
Once a campaign has been paused, you’ll entirely lose out on all the valuable clicks and traffic that would have normally been funnelled in through an optimised campaign, more importantly the specialised data generation associated with your ads is paused and can take time to build traction when you re-enter the auction.
On top of all this, there is a high risk of being left behind by your competitors. Just because you’ve paused your campaign, doesn’t mean they’ve also paused. By putting yourself out of the game, all the available valuable clicks and traffic will go to your competitors. When you do decide to resume your campaign again, you’ll have to try to regain the ground you’ve missed, resulting in higher advertising spend, perhaps a higher CPC and can sometimes lead to loss in sales.
Google Ads May Be Slow To Regain Traction
A Google Ads campaign takes time to deliver viable quantifiable results, sure you might get an initial positive uptake, but in order to deliver proper sustainable results, a campaign needs to have the time to lay a solid foundation and collect usable statistical data.
If you pause your campaign, you’re making a hard break on any gained momentum and will be losing access to valuable dynamic data. When you resume your Google Ads campaign, you’ll be pretty much starting from scratch again, and can take days or sometimes weeks to be in a comparable position to start seeing favourable results.
Compromise All Pending A/B Tests
One of the most important ways to optimise your website’s conversion rate in digital marketing is A/B testing.
A/B testing is a process of showing variants to different segments of website visitors and comparing which variant drives more conversions. Data gained in this process is invaluable and takes into account a variety of complex factors such as text ads, target audience, landing pages and devices.
Pausing Google Ads would compromise your A/B tests, thereby losing statistically significant data. Upon restarting, for your campaign to be able to run optimally, you will have to give it adequate time to recover and regenerate impressions, clicks and conversions.
Pausing your Google Ads Campaign is not a good idea. It can compromise valuable statistical data, and require significant resources just to be able to start in a comparable position. Overall it can cause significant damage to your business and the complete loss of valuable momentum.
Instead of pausing your Google Ads Campaign, come to us at FocusedGrowth® where we can turn a perceived hindrance into an actual opportunity. We’ve developed the expertise to critically analyse your business and come up with a unique tailored strategy.
We have a team of experts that are ready and waiting to partner with you and help you make the most out of your Google Advertising Campaign. If you have any further questions or are ready to take your Google Ads Campaign to the next level, why not contact us here at FocusedGrowth® today.