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Do you keep them going or do you pause them?
I usually keep them going, but im thinking about stopping that because i don't get very much business for the amount of money I am spending.
To give you an example, we had a campaign running that consistently delivered around 400 clicks a day (at a cost of 7 pence a click on average). The site was taken down for some maintenance, and when we put the campaign back online, we had 100 clicks a day for a few days and it gradually went back up, but never got as high as 400 again, and nothing else was changed.
It's not a documented fact, but it makes me think there might be some sort of recognition and reward for those advertisers that fly the flag round the clock and not the 9 to 5 ers.
I'm guessing here but I think the ads weren't being displayed in AOL/others for the first few days. Did you notice any difference in the number of impressions you received? If there was no fall in the impressions, did your CTR/avg position suffer? A quick analysis of the stats and you can generally find out the culprit.
This is interesting because few of our clients do request pausing of campaigns over weekends. And when it goes back online, I haven't encountered any major suprises.
I personally don't recommend pausing of campaigns over weekends. For certain products, I have noticed that conversion rate on weekends is actually higher.
It's a good idea to note the traffic patterns. For instance, hannamyluv mentioned that weekends are big for them. If it's strong for them it may be strong for the competition and it may be worth it to increase bidding on certain days to bump up the traffic/sales- but do track those sales and correlate them to the increased costs.
In my case I bump up my campaign at the end of certain business cycles because I know the "watering hole" is drying up- so I compete a little harder for my share than I normally would.
I run Adwords 24/7 for the e-comm site, but I turn the Adwords off on the mail order site on Friday afternoon, and back on sometime around Monday lunchtime.
There is nobody there to answer the phone over the weekend so running it seems pointless.
It seems people at the weekend just like to waste our time with email price requests for the weirdest things that never seem to result in a sale, it makes Monday morning easier to cope with.