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Does anyone pause/resume based on day/time?
transactiongeek




msg:1118135
 5:10 pm on Feb 9, 2004 (gmt 0)

I find myself changing bids / pausing campaigns based on the day of the week / day of the month / time of the day / etc.

My conversion rates seem to go up by quite a bit on the weekend for certain products (consumer oriented) and other products they go down (business oriented).

Anyone else doing that? I believe I am having some success.

 

eWhisper




msg:1118136
 6:08 pm on Feb 9, 2004 (gmt 0)

I think a lot of people do this, as a lot of people track peak visitor and peak conversion times.

I personally never pause a campaign, I don't want someone who saw my site at work, and came back from home (or vice versa) not to be able to find it because my ad is gone.

At most, I drop the ad to the minimum bid, but still keep it running.

Of course, the disadvantage of this is that my ctr gets lowered when it's at the bottom, so I need to make sure I have the overall CTR to be able to just jump back into the top spot at the peak conversion hours.

transactiongeek




msg:1118137
 8:30 pm on Feb 9, 2004 (gmt 0)

What tools do people use to do this?

This is something which could and should be very well automated.

eWhisper




msg:1118138
 8:53 pm on Feb 9, 2004 (gmt 0)

This thread: [webmasterworld.com...] has some info on that topic.

webdiversity




msg:1118139
 11:55 pm on Feb 9, 2004 (gmt 0)

transactiongeek, when you said
i believe I am having some success
until such time as you know about the success or lack of, then switching off the ads can cause you big problem.

In some sectors the pausing and resumption of ads can cause them to be re-queued for editorial review, resulting in a trickle of traffic, even if you paused it for seconds, it's an amendment to a campaign and may be reviewed.

The reduction in price is probably your safest bet, but will have a knock on effect to the CTR and because it's a constantly changing metric it may take you some time paying higher CPC to get back a good position you held the day before, or previous that day.

We've done significant work in establishing what works best and not changing campaigns that work for you is the best tip I could give, but make sure you can fulfil those requests out of office hours, or extend office hours.

transactiongeek




msg:1118140
 1:33 am on Feb 10, 2004 (gmt 0)

Well, it's interesting to read two rather diverse opinions.

I have yet to see any issues with pausing a campaign. But perhaps I haven't looked close enough or perhaps I am not in the right industry segment.

eWhisper




msg:1118141
 2:27 am on Feb 10, 2004 (gmt 0)

Actually, I don't disagree with WebDiversity at all.

I've not heard of this:
In some sectors the pausing and resumption of ads can cause them to be re-queued for editorial review
as it's never happened to my ads before.

If that were the case, I'd definately never pause them.

I think it's a matter of your websites goals.

I have some accounts that I know I can knock the price down for 24-48 hours, put them back to where they were, and we'll still be in our previous position - those types of accounts changing prices doesn't matter.

For others, I agree with webdiversity completely, if you've worked hard to get an account into a specific position because of fierce competition, I'd not do anything that could jeopardize that.

It's one of those things you need to know what works for you, and how much in the account you can change without messign up your hard earned ctr.

vibgyor79




msg:1118142
 12:09 pm on Feb 10, 2004 (gmt 0)

One of our clients requires us to pause the campaigns during non-business hours and weekends. If it is not done, the cost/conversion shoots up.

>>> What tools do people use to do this?

We use a high tech industrial strength tool for this. Take a guess.

transactiongeek




msg:1118143
 12:50 pm on Feb 10, 2004 (gmt 0)

Actually, correct me if I am wrong .. but methinks that Google would encourage its users to pause their campaigns if their CTR rates started to drop and there were other ads that were more suitable for that time period. It's all about Results (TM).

For example, I have two products which actually compete on the same keywords. One does well during business hours the other does well during evening/weekend.

My CTR drops a bit, my conversion drops dramatically for the products when they are advertised outside of their core hours.

By pausing them to run at the right times, my CTR and my conversion rates have increased quite a bit. When I do run my keywords, I get a MUCH better ranking because I have preserved my CTR .. or at least this is my observation.

Anyone notice something different?

I would like to hear some authoritative statements on the damage caused by pausing a campaign .. because I have yet to find anything on the Google website that would deter me from doing it.

AdWordsAdvisor




msg:1118144
 11:51 pm on Feb 10, 2004 (gmt 0)

I would like to hear some authoritative statements on the damage caused by pausing a campaign .. because I have yet to find anything on the Google website that would deter me from doing it.

Well, I am pretty familiar with the subject, so let me take a shot at it.

In some sectors the pausing and resumption of ads can cause them to be re-queued for editorial review, resulting in a trickle of traffic, even if you paused it for seconds, it's an amendment to a campaign and may be reviewed.

Really, I can't think of a scenario in which simply pausing and then resuming an Ad Group or Campaign would require ads to be reviewed again.

Now of course if you've edited the ad (or added sensitive keywords) during the time the ads were paused, well, then that's a different story. However, the reason for review would have to do with the editorial changes, and not with the pause/resume itself.

So, is there a downside to pausing? Honestly, I can't think of one, except for the excellent point made by eWhisper, who wrote:

I personally never pause a campaign, I don't want someone who saw my site at work, and came back from home (or vice versa) not to be able to find it because my ad is gone.

I think I posted a few months ago, telling the story of how happy I was to have found a great deal of magazine subscriptions from an AdWords advertiser, while searching at lunch. When I went home later that evening, and went to find the ad again to make the actual purchase, it was nowhere to be found. As a customer, that was really disappointing, I gotta say. Of course, I didn't remember the URL.

One other point: be aware that when you pause or resume there will be a server delay while your change is updated through many hundreds of servers. So maybe resume a half hour before you really must have your ads showing again, just to be on the safe side.

AWA

wattsnew




msg:1118145
 12:53 am on Feb 11, 2004 (gmt 0)

Thanks GG for the goods.

<"We use a high tech industrial strength tool for this">

OK, vibgyor79, my ads pause at midnight after the request and start again whenever I resume. Your HTIS tool can pause them at any time?

wattsnew




msg:1118146
 3:29 am on Feb 11, 2004 (gmt 0)

Er... please excuse me AWA - mistaken identity! Must be that my efforts have been on keeping pages optimized properly for the past couple of years, but just lately AdWords is the only way I'm being seen for those phrases.

So, is there a way to pause without waiting for the end of day?

Thanks.

Bernie




msg:1118147
 11:43 am on Feb 11, 2004 (gmt 0)

I personally never pause a campaign, I don't want someone who saw my site at work, and came back from home (or vice versa) not to be able to find it because my ad is gone.

I agree with you eWhisper but I wouldn't apply this for all business models.

For instance if you run a website that requires only low involvement has a rapid buying process and isn't depending on any long term customer realtionship - in short words a site that needs operative not strategic results - I would go for pausing a campaign in the hours, weekdays, you name it in which the conversion (not the traffic) reaches a low point.

This way you have a chance of beating your competitor's Cost per Conversion even if you bid much more in peak conversion periods than they do - bidding high in the peak conversion periods will also improve your CTR (on Adwords) which lowers CPC. All in all this seems to me like a productive circle.

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