Top Risks of Pausing Your Facebook and Google Advertising
If you are a business owner, you may already realize how vital paid advertising is to your company’s success. Pay-per-click advertising (PPC) is the type of advertising where you pay a fee each time someone clicks on your ad.
There are many types of paid advertising, including search ads at the top of search engine result pages. These ads are typically shopping ads appearing on search engine result pages (SERPs) and social media marketing.
Why is Digital Advertising Essential?
There are many reasons paid advertising is essential to your digital marketing plan. It’s easy to align your company’s goals to these campaigns. Digital advertising lets you measure and track the results at a low entry point.
Your business can use paid advertising to help make the most of your advertising budget. You can flawlessly integrate PPC ads with other marketing channels like social media marketing.
Why People Pause Paid Advertising
Despite all the benefits, some companies try to start and stop these advertising campaigns on a whim.
Some blame supply availability uncertainties and logistics problems, while others blame holidays or seasonal slowdowns. Still, others choose to stop because they do not have a campaign aligned with their company’s goals.
Regardless of why a company stops, its PPC campaign, it’s never a good idea.
Most Significant Risks of Pausing Paid Advertising
There are many risks to pausing your advertising. You should carefully think before you make this move.
Let’s check them out!
Slow to Regain Traction
It can be challenging to restart an advertising campaign. This is especially true if your competitors have kept their advertising going.
With pay-per-click advertising, each ad gets a quality score. You can severely damage yours if you continuously pause your campaign. Therefore, it’s better to optimize it and keep it going.
Compromised A/B Testing
Just as a skilled helicopter pilot is constantly testing how to make the bird fly better and relying on those results to guide him in future decision-making, it’s the same with A/B testing. Your company should always have its most robust ad running. Then try to outperform it with another one. When you stop your ad, you lose the benefits.
Lose the Boost to Your Search Engine Optimization (SEO)
Your website will receive a certain amount of traffic based on your search engine optimization, but when you use advertising, the number of people who arrive at your website is much larger. Constantly putting your PPC campaigns on hold severely reduces your chances of successful engagement.
What to Do Instead of Pausing Your Paid Advertising
Before you pause your advertising campaign, you will want to consider several steps.
Decreasing Your Advertising Budget
In most cases, if you decrease your budget, fewer people will see your ad. Therefore, you will get less traffic to your website, which can be ad advantage if you have supply or staffing shortages. Reducing your budget may also be effective during slow periods when customers are less interested in your products.
Readjust Your Advertising Schedule
On most advertising platforms, you can schedule blackout periods. This lets you determine the days your ads will not show and save money without compromising your whole campaign. You must turn off the blackout periods when you are ready to resume advertising.
Take Control of Your PPC With Dallas SEO Dogs
If you are unhappy with the results that you are getting with your current advertising, talk to Dallas SEO Dogs. We are a digital marketing firm that handles all types of digital advertising campaigns and essential SEO practices.
Reach out to us today and schedule your free consultation with a team member.