View Full Version : Pausing Ads and CTR
Our company markets consulting services with Adword accounts that require us to be by the phone so clients can reach us after they click on our ads. Business is improving, but sometimes we don’t want to have the ads running (imagine that!). If we leave over night or go out of town, our ads keep running and we miss people because we can’t be immediately available.
Anybody have any ideas on how pausing ads effects CTRs? I know Google gives higher position for higher CTRs, but I’m wondering how long an ad can be paused before Google doesn’t reward for higher CTRs (an hour, day, week, month)?
Gurtie
08-14-2005, 03:53 AM
when you pause your ad it isn't gaining impressions and since CTR is clicks/impressions it effectively stays static until you unpause it.
I imagine a lot of people run seasonal campaigns and pause them on 'off' season. I've never heard (yet) of someone who couldn't reactivate a campaign so I really wouldn't worry :)
AussieWebmaster
08-14-2005, 03:58 AM
Absolutely true. There are some accounts we pause over the weekend and it has no effect on CTR. In fact it may seem as if some of our competitors lose CTR over the weekend as the searchers may be more thorough and click more but only limitedly on their ads.
I've never had a problem with unpausing the ads and the ads not showing up. I'm just curious when Google stops giving us a discount for an ad that has a higher CTR.
For example, If I'm bidding $2.00 on an ad and I'm only having to pay $1.10 because the ad has a high CTR, I'm curous how long the ad can be off until Google stops giving me that discounted rate for the ad. I could be wrong, but I've got a hunch that if that ad is paused for a week, and then it's reativated again, that Google would't give me that same $1.10 as I was getting before I unpaused it. Any ideas?
AussieWebmaster
08-14-2005, 01:05 PM
The price is not a bonus in that way. The CTR is combined with the Max CPC for the order the ads appear in {eCPC}. The price is then worked on the CTR divided into Max CPC. It is through this manipulation that the higher CTR lowers the actual CPC.
That's great news - so I guess we can leave our ads of for a weekend and it won't effect our bonus that G gives for high CTRs. It's good because at certain times (like in the middle of the night), the clients we seem to get are non-conversion type clients.