When Should I Pause My Ads, Keywords...

by c3414
16 replies
  • PPC/SEM
  • |
Hello everyone,

I'm currently running a PPC campaign...

I'm trying to figure out when I should pause my ads and keywords.

I realize it's important to split test, so when should I add new ads, keywords, and pause the ones currently running?

Thank you
#ads #keywords #pause
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  • Profile picture of the author c3414
    Originally Posted by c3414 View Post

    Hello everyone,

    I'm currently running a PPC campaign...

    I'm trying to figure out when I should pause my ads and keywords.

    I realize it's important to split test, so when should I add new ads, keywords, and pause the ones currently running?

    Thank you

    During my research I discovered the A/B split test calculator. This will definitely help me determine when I should pause keywords.

    I'm still not certain when I should pause keywords that are not generating sales. How much money should I spend on each keyword before I pause it? Would 2x the payout be enough?
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    • Profile picture of the author dburk
      Originally Posted by c3414 View Post

      I'm still not certain when I should pause keywords that are not generating sales. How much money should I spend on each keyword before I pause it? Would 2x the payout be enough?

      Hi c3414,

      Your question relates to strategy rather than tactics.

      The answer to that question will vary according to your campaign objectives, which should be part a marketing strategy that is designed to support your Business goals.

      Generally speaking, the only time you need to "pause" a keyword is whenever you realize that you have mistakenly selected a keyword that is irrelevant to your campaign objective, or marketing strategy. If you have no specific objectives, or no specific strategy then there can be no right, or wrong, answer to your question.

      In cases where the keyword is highly relevant you should never need to "pause" the keyword. Instead make bid adjustments. Some keywords will have more value than others, simply adjust bids accordingly.

      If the strategy you selected is to "have no strategy at all" then just go with whatever feels right in the moment. However, I don't recommend that strategy.

      I suspect that you have not yet set clearly defined business goals, nor have you worked out a well defined strategy to achieve those goals. I can tell that because the answer to your questions becomes self-evident once you complete those tasks. It's only in the absence of those essential steps that questions like you are asking seem to most often occur.

      In today's highly competitive ad auctions you need a bit more sophisticated strategy that employs multiple campaigns, each with specific campaign objectives that likely will include full (top, middle, and bottom) funnel marketing, and remarketing campaigns across multi-channels. Otherwize you are just going gleaning for a few overlooked crumbs left behind by more sophisticated advertisers.

      It is during your strategy development that your determine if keyword is relevant to your campaign objective and how to best exploit traffic from that search term. How you measure performance varies based on the specific strategy and objective. Part of your marketing plan should include selecting a strategy, setting objectives, identifying key metrics and developing a measuring plan that tracks progress towards those specific objectives.

      Your post did not mention a strategy, nor specific campaign objectives in support of a strategy, nor a specific attribution model for conversion tracking that fits your selected strategy.

      Is it safe to assume that you have none of those things in place?

      It's possible that a particular keyword plays an important role that might not be apparent on the surface without a deeper understanding of your strategy and campaign objectives.

      Is this a top of funnel, mid funnel, or bottom funnel campaign?

      Are you measuring touch points and applying multi-touch attribution models?

      Is this part of a multi-channel strategy?

      Are you a serious marketer, or just gleaning for overlooked or non-commercially viable results?

      HTH,

      Don Burk
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      • Profile picture of the author mikewfs
        thanks for explaining very nicely mate
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  • Profile picture of the author smkghosh
    I would suggest you to try atleast 15 days for your test.Google also released new responsive search ads which make the task more easier.
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    SEO & Blogger at Tekkibytes

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    • Profile picture of the author c3414
      Originally Posted by smkghosh View Post

      I would suggest you to try atleast 15 days for your test.Google also released new responsive search ads which make the task more easier.
      I forgot to mention that I'm working with Bing Ads.

      What would be the max I should spend per keyword during the 15 days? Assuming I get no conversions.
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      • Profile picture of the author fastmover
        Originally Posted by c3414 View Post

        I forgot to mention that I'm working with Bing Ads.

        What would be the max I should spend per keyword during the 15 days? Assuming I get no conversions.
        Getting clicks? Bit no conversiions on teh experiment? But what happens with the main camp? what is the difference in KW quality? (this could be a problematic ussue to compare)
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  • Profile picture of the author JB7
    Good rules of thumb are: Pause if the CTR is below 5% but you still feel it's a good keyword. Or, if the CPC is way higher than normal for your campaign, but you think it may come down.
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  • Profile picture of the author jefrin adams
    If you get some traffic from the required ads ,then stop the next ad,so that you can easy identify how much lead you can get from the ads
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  • Profile picture of the author KCHere
    According to me, for running a PPC campaign, it is mandatory to analyze the poor performing part of your adword campaign to ensure its growth. Not only keywords but also other factors needs to be analyze to ensure success of a campaign.

    Apart from the keyword performance, device is the most important segment needs to be reviewed while running an adword campaign because if it is ignored, it may completely ruin chances of scaling your campaign. For a better conversion rate, your ads should perform well in all devices including mobile, desktop and tablets..

    You should also consider that not every keyword you're trying to target in your ad campaign will work. However with PPC, you can easily identify the underperforming factors in your campaign. Here are the types of keywords that need to be shut down in an adword campaign:
    1.
    Keywords that spend money without conversion:
    Keywords with high budget but with zero conversion rates are needs to be paused because they're costing you money but not converting a lead.

    If you're using too many keywords in your ppc adword campaign then it amy take some extra time to decide which keyword is performing well. Practically, it is possible to do it manually by sorting the keywords based on the number of impressions and clicks.
    2.
    Keywords costing too much with No conversion and have low quality scores:
    If any of your keywords you're targeting in an adword campaign is not converting leads at low bid price and also have low quality score then such keyword requires pause.

    Split Test on Campaign
    With a vision of managing a campaign, you should develop a process that drives your traffic and leads to the right ad keyword. If you're planning to perform a split of your campaign with new keywords then first you should identify the right keyword to boost your sales based on your search & analysis. Run the performance of your new ad for a week and if it is performing better than your previous ad then pause the ad with old keyword and track the conversion with a new one.
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  • Profile picture of the author jefrin adams
    After getting more clicks and calls in a week just pause the ads .you can get more visitors from organic searches .
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  • Profile picture of the author expert developer
    I would suggest at least run your campaign atleast 1 week , so you can check clicks and impression .
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  • Profile picture of the author Ankitshah
    It can vary from the kind of PPC campaign running. If it's Facebook ads, then it is suggested not to run ads more than 15-20 days with the same ad image and copy. If your are running Google Ads, keep on checking the keywords and bid.
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  • Profile picture of the author sakhisoni700
    After running a campaign for a few weeks, you will get to know the search terms and performance of the keywords and ads. If you find any keyword getting fewer impressions even after bidding high, remove that keyword. Try to understand that which ad copy is performing best for your business. Select an ad rotation option for your ads.
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  • Profile picture of the author Tom Perry
    If your doing PPC you pause the campaign when you see every 100 clicks you should make at least one sale but it is best to promote high ticket products you will see more money that way for so many click also review your ads that perform better by pausing one ad and start the other and compare and tweak it that it will be cost effective that way.

    sign Tom Perry
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  • Profile picture of the author seo park
    Not every keyword you attempt to target in your Google Ads account will work. Initially run the campaign for a few weeks, you will get to know the performance of the keywords and the ad. Check if the keywords get a good impression and replace the fever impression keywords even by bidding it for high. Park Intelli solutions will provide cost-effective solutions for PPC.
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  • Profile picture of the author seo park
    Not every keyword you attempt to target in your Google Ads account will work. Initially run the campaign for a few weeks, you will get to know the performance of the keywords and the ad. Check if the keywords get a good impression and replace the fever impression keywords even by bidding it for high. Park Intelli solutions will provide cost-effective solutions for PPC.
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  • As per technical aspects, the answer can go long. In simple words, I would like to suggest some points that you can assume to stopping your PPC campaign. Please consider these are:

    After A/B testing
    If other methods can be better than then an ongoing one.
    Performance analysis report
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