What Happens When A Campaign Gets Paused?

Last updated on August 19th, 2021

There will be times when a campaign will need to be paused. Some examples would be when your store is closed for Christmas holidays, Coronavirus, etc. However, it is important to note that pausing a campaign could affect its performance and therefore, should always be done with caution.

Why will pausing my campaign affect the performance?

Even though pausing and resuming a campaign won’t affect the quality score or historical data, it will almost certainly affect performance and cause a performance delay. As an example imagine the landing and taking off a helicopter. No matter how well you land (ie. pausing your campaign), once the rotors stop spinning you can’t expect to jump in and instantly be in the air. And the wrong kind of landing can mean never taking off again.

In more technical terms this performance delay happens because your competitors probably didn’t shut down their campaign. Google Ads uses complex algorithms to determine which ads to show alongside which searches. These algorithms rely on user behaviour and performance data to display the right ad at the right time. If your campaign is shut down for more than a few days, your data gets stale and must be reestablished. This means it can take anywhere from a few days to a few months for your metrics to level out, depending on your budget and click volume. 

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