Know When To Pause Your Google Ads, Not Delete Them

First thing’s first, Google Adwords has now been renamed to “Google Ads“. Google Ads can definitely be seen as a gamble, even for people who have years of experience managing PPC campaigns. We’re taking the words right out of Kenny Rogers’ mouth, “Know when to hold ‘em, know when to fold ‘em”. With Google Ads, we need to know when to keep them running, or when to pause them, but notice we didn’t when to delete them.

You can never access your deleted keywords

We’ll give you two prime examples. Let’s say you’re setting up a special holiday campaign and you’re wondering if a keyword you used last year performed well during the season. If that keyword was deleted, you can never go back and pull it’s performance report. The same concept figures with a bad performing keyword. You can avoid the mistake of trying out that keyword, only because of the fact that you know it didn’t work in the past. Don’t doom yourself by repeating past mistakes.

Pinpoint causes of performance changes in the past

As we mentioned earlier, let’s say you’d like to know why CPC’s dropped in March, would you be able to pull data from removed keywords during that time period. No, definitely not. It’s about fully dissecting an issue and getting to the root of the problem. Perhaps, a keyword wasn’t performing well during a certain time period because of the ad copy, the bid, the time of day; we’ll never know if it’s been deleted.