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Pausing Adwords campaign affects CTR

Clicks remained static but impressions increased


Robert Scott

3:19 am on Dec 5, 2002 (gmt 0)

10+ Year Member

On 2 occasions now I have paused an adwords campaign. Each time I recorded the associated adwords stats after the end of that particular day. When I checked again about 6 hours later the stats had changed. The CTR had dropped by 30% (from 6% to 4%) and the impressions had increased by 30%, while clicks remained static.

This campaign hardly ever produces less than a 3% CTR so how could I rack up an extra 1000 impressions with no extra clicks on 2 occasions? Do Adwords Select impose a penalty for not running an campaign for a full day?


7:29 am on Dec 5, 2002 (gmt 0)

WebmasterWorld Senior Member vitaplease is a WebmasterWorld Top Contributor of All Time 10+ Year Member

Interesting observation Robert,

sounds like a little thing they forgot, or did on purpose to stop you pausing.
I would send a complaint, as I guess this would influence the positioning of your add compared to your competitors?


5:39 pm on Dec 26, 2002 (gmt 0)

10+ Year Member

It could be that your CTR is a lot higher on google's own site than on their "partners". When you pause, I believe they stop it immediately on google, but it takes a while to propagate to other places.

I still have the occasional referral coming in from ads I canned 3 weeks ago - unless someone just bookmarked the entry page.

Robert Scott

6:17 am on Dec 28, 2002 (gmt 0)

10+ Year Member

It also occurred to me that perhaps Google never charged me for any clicks made after I paused the campaign, and before they actually paused the campaign. They could have deducted the excess clicks but not the impressions.

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