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Should I pause the campaign if my site/network is experiencing an outtage
Our site is down due to an unforseen cirumstance!
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It should be up by the afternoon… should I be pausing my PPC campaign in the meantime given everyone going there will be getting connection time-outs?
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1 Reply
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Yes? ‘Should be up’ is a relative phrase. Your ads and/or account could be dinged for sending users to 404. How often would you visit a 711 that had locked doors the first few times you visited? Consider your own user experience of searching for something, clicking on a link, having no page load, hitting back and clicking the next link; ask yourself, would I return to site A again in the future not knowing when it will be back up (or even if it had what i was looking for)
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Yes because your bounce rate will be near 100% which hurts you in many ways
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This is just my opinion, but instead of pausing, adjust your daily budget based on what your cpc is. If your average cpc is $1, then drop the daily budget to .50. If your average cpc is $5, then drop it to $1. I run a ton of VLA campaigns, and when we pause it can take google hours to get us back into the game.
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Yes, pausing campaigns is appropriate under these circumstances, and a few hours isn’t going to hurt anything. Prolonged pausing for several days might cause some temporary performance issues.
But this is far better than letting campaigns run with the inability to reach a site. First, most of your ads will slowly get disapproved for not being able to reach the site. Second, you won’t be able to generate any conversions which will send a signal to automated bidding to start reducing bids and spending will decline as a result.
In other words, never send traffic to a site that’s offline.
We use Pingdom at my agency for all of our clients. Site goes down, we get an email and pause campaigns.
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