Does stopping Ads for weekends affect start back?

[Mark_A]

Trying to get my head around low Monday impressions and clicks.
Does anyone think stopping all ads on Saturday and Sunday might somehow cause a slow start back after the weekend?

[buckworks]

I have seen similar weirdness. It almost felt as if the system was suspicious of the ads for a while after a pause.

I got into the habit of turning bids way down to reduce activity in a specific time range, rather than fully pausing the ads. Recovery seemed quicker after a bid change than after a pause, although the difference was subtle enough that I wondered if I was imagining things.

In some cases, time zones might be a factor. If one's ads are running in several time zones, full activity might take a while to come back because some of the target audience is still asleep when the ads resume.

[Mark_A]

I wonder about what work in the background Google Ads might be doing in order to align bids with search terms, and I wonder if building a matrix of bids takes time which only starts when the ads go live again?

@buckworks how did you go about reducing bids in such a way that you could return them later to their normal state? I have hundreds of key words we have bids on - you are probably the same.

[buckworks]

I would adjust bids at the ad group or campaign level, not individual keywords.

[Mark_A]

@buckworks how do I go about changing bids at the campaign level. Sorry for potential stupid question but I don't see it.

Now, this latest Tuesday is way up on low Monday figures. It might be something like this.

I suppose I could also reinstate ads for Saturdays and Sundays, I expect most of our interested parties won't be working then so it shouldn't cost us much, it just seemed tidier to close things down at the weekend. Our keyterms are all "work terms" so less likely anyone will search for them at the weekend.

[Mark_A]

Bing is much more predictable, gives consistent full bore results Monday to Friday.

[JennyWilson]

Audience engagement may begin to decline during the weekend if the ads are turned off consistently. Therefore, rather than stopping ads completely, consider lowering budgets or altering bidding to keep some activity occurring and allow for a quick re-launch.

[Mark_A]

Hi JennyWilson, I want website visitors weekdays when we are in the office to respond to them.
I switch off advertising at weekends completely.
TBF there probably aren't any individuals searching for what we do at weekends anyhow.
Any weekend browsers that there are can find us from organic listings.