{"id":3294,"date":"2013-05-01T05:18:05","date_gmt":"2013-05-01T10:18:05","guid":{"rendered":"http:\/\/www.mccordweb.com\/weblogs\/?p=3294"},"modified":"2013-04-25T14:30:20","modified_gmt":"2013-04-25T19:30:20","slug":"turning-adwords-on-and-off-is-a-recipe-for-disaster","status":"publish","type":"post","link":"https:\/\/www.mccordweb.com\/weblogs\/2013\/05\/01\/turning-adwords-on-and-off-is-a-recipe-for-disaster\/","title":{"rendered":"Turning AdWords On and Off is a Recipe for Disaster"},"content":{"rendered":"
\"McCord<\/a>
McCord Web Services is a Bing Ads Accredited Professional Company and Google AdWords Certified Partner.<\/figcaption><\/figure>\n

As a Google AdWords Certified Partner, I make my living managing Google AdWords accounts. I work in a wide and diverse sectors of business. I’ve been managing Google AdWords for over nine years and so can speak on this issue authoritatively.<\/p>\n

When I have a client who turns AdWords on and off regularly sometimes just for days and other times for long periods, I have to say that it is very difficult to effectively manage a program and generate a return on investment for the client.<\/p>\n

Turning your AdWords account off for the weekend or when you go on vacation is not necessarily a bad thing, but I prefer to instead move a client’s budget setting down versus pausing the program. When an account has been on and off and on and off, this is what I see.<\/p>\n

    \n
  1. Google does not know how to serve the program as history is spotty. In many cases managing a program like this will require the same amount of time in the first month (typically 8 hours of more of management for about 5 ad groups) when it has been restarted as it is like creating an account history all over again.\n

    <\/span><\/li>\n

  2. Conversions will not start back up again at the level they were at before the account was stopped. It can sometimes take two or three weeks once an account has been off for conversions to start rolling again.<\/li>\n
  3. In many cases page placement and cost per click will be significantly different than when the account had previously been running. As AdWords is an auction when you move out of the auction and then move back in after a month or two break, the auction prices may all have changed – higher or lower.<\/li>\n<\/ol>\n

    I prefer instead to take a great performing program that needs to be paused to a low level budget to keep placement than to totally turn a program off. It can cost so much more for your account manager to bring around a stale account than to move to a maintenance mode.<\/p>\n","protected":false},"excerpt":{"rendered":"

    As a Google AdWords Certified Partner, I make my living managing Google AdWords accounts. I work in a wide and diverse sectors of business. I’ve been managing Google AdWords for over nine years and so can speak on this issue authoritatively. When I have a client who turns AdWords on and off regularly sometimes just for days and other times for long periods, I have to say that it is very difficult to effectively manage a program and generate a return on investment for the client. Turning your AdWords account off for the weekend or when you go on vacation is not necessarily a bad thing, but I prefer to instead move a client’s budget setting down versus pausing the program. When an account has been on and off and on and off, this is what I see. Google does not know how to serve the program as history is spotty. In many cases managing a program like this will require the same amount of time in the first month (typically 8 hours of more of management for about 5 ad groups) when it has been restarted as it is like creating an account history all over again. Conversions will not start back up again at the level they were at before the account was stopped. It can sometimes take two or three weeks once an account has been off for conversions to start rolling again. In many cases page placement and cost per click will be significantly different than when the account had previously been running. As AdWords is an auction when you move out of the auction and then move back in after a month or two break, the auction prices may all have changed – higher or lower. I prefer instead to take a great performing program that needs to be paused to a low level budget to keep placement than to totally turn a program off. It can cost so much more for your account manager to bring around a stale account than to move to a maintenance mode.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,202],"tags":[182],"class_list":["post-3294","post","type-post","status-publish","format-standard","hentry","category-google","category-google-adwords","tag-adwords"],"yoast_head":"\nTurning AdWords On and Off is a Recipe for Disaster | The Web Authority<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mccordweb.com\/weblogs\/2013\/05\/01\/turning-adwords-on-and-off-is-a-recipe-for-disaster\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turning AdWords On and Off is a Recipe for Disaster | The Web Authority\" \/>\n<meta property=\"og:description\" content=\"As a Google AdWords Certified Partner, I make my living managing Google AdWords accounts. I work in a wide and diverse sectors of business. I’ve been managing Google AdWords for over nine years and so can speak on this issue authoritatively. When I have a client who turns AdWords on and off regularly sometimes just for days and other times for long periods, I have to say that it is very difficult to effectively manage a program and generate a return on investment for the client. Turning your AdWords account off for the weekend or when you go on vacation is not necessarily a bad thing, but I prefer to instead move a client’s budget setting down versus pausing the program. When an account has been on and off and on and off, this is what I see. Google does not know how to serve the program as history is spotty. In many cases managing a program like this will require the same amount of time in the first month (typically 8 hours of more of management for about 5 ad groups) when it has been restarted as it is like creating an account history all over again. Conversions will not start back up again at the level they were at before the account was stopped. It can sometimes take two or three weeks once an account has been off for conversions to start rolling again. In many cases page placement and cost per click will be significantly different than when the account had previously been running. As AdWords is an auction when you move out of the auction and then move back in after a month or two break, the auction prices may all have changed – higher or lower. I prefer instead to take a great performing program that needs to be paused to a low level budget to keep placement than to totally turn a program off. It can cost so much more for your account manager to bring around a stale account than to move to a maintenance mode.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mccordweb.com\/weblogs\/2013\/05\/01\/turning-adwords-on-and-off-is-a-recipe-for-disaster\/\" \/>\n<meta property=\"og:site_name\" content=\"The Web Authority\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mccordweb\" \/>\n<meta property=\"article:published_time\" content=\"2013-05-01T10:18:05+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.mccordweb.com\/weblogs\/wp-content\/uploads\/2012\/11\/nancy-droid-300x300.png\" \/>\n<meta name=\"author\" content=\"Nancy McCord\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:site\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nancy McCord\" 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