This is a question that I hear a lot—should I pause my campaign for the holiday? There is no easy answer for this, as the answer varies from client to client. Here are some things that you need to consider when you ask this question.
What’s your budget?
Budget is one of the most important things to consider when you are thinking about pausing your PPC campaigns for the holidays. If you do not have a limited budget, I recommend keeping your PPC campaign on for a number of reasons:
Some of your competitors may be pausing their campaigns for the holidays, so, depending on your industry, you may be getting a cheaper CPC and higher average position.
It can increase brand awareness. Since fewer people may have their ads activated for the holiday, your brand may stand out, and, therefore, increase overall awareness of your brand.
If you are closed, customers can leave a voicemail for you that may be a lead and you can get back to them later.
Regardless of budget, for some industries, such as the home service industry, fewer people are searching for services. What this means is that even though you are not pausing the campaign, it has a similar effect because very few people are searching for those services. And those who are searching for the services can become qualified leads for your business.
Are you open for business?
Businesses who offer 24/7 emergency services should leave the PPC campaigns focused on emergency services running. You never know when Uncle Ben will break something that will require emergency service! If you keep those ads running, it will allow people searching for those services to be able to see your ads and contact you.
Turning off PPC when it is not your business hours can be tricky. I’ve seen some clients get many great leads in their voicemails, but I’ve also seen some clients getting garbage after-hour calls. Honestly, it’s best if you test it out and find out what the case is for your business. I’d recommend testing it for at least a month or two, possibly more, depending on the amount of traffic you get to your website and then making a decision based on that.
Are you an e-commerce website?
If you are an e-commerce website, you should know that many holidays are particularly important for you, especially during the winter holidays—Black Friday and Cyber Monday are HUGE for e-commerce websites. People are shopping, looking for deals. This is where you can make some awesome money. In this case, I recommend you increase your budget and bids for these holidays!
Is your website down?
This isn’t related to the holidays, but if you find your website is down for an extended amount of time, you need to turn off PPC. If your website is down and you are sending traffic to it, you may be spending money that will not convert, so basically, you will be wasting your money.
Still unsure if you should pause your PPC campaigns?
Contact us today and we’ll be happy to help you with optimizing and getting the most out of your PPC campaigns for the holiday, or any other season!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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