When Should I Pause My Ads, Keywords...

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

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.