Everyone seems to be getting hit in the pocketbook. You may think you can’t afford to advertise in this economy, but the truth is you can’t afford NOT to advertise. It’s possible that you may need to reduce your budget, but you should still keep your pay per click advertising campaigns running, especially if you’ve taken the time to build your quality scores to a respectable and effective level. If you stop running your pay per click ads in this economy this when you start them back up again you’ll need to rebuild those quality scores. That could mean starting at ground zero and working your way up again. Not advisable.
Here are several reasons why maintaining your pay per click campaigns is necessary in this economy:
- People are still conducting searches within your niche
- Unlike traditional advertising, you pay for your leads after your receive them
- Your competitors have stopped their advertising
- Competitors who are maintaining their advertising are reducing their budgets so the cost for clicks is less
- You don’t want to lose any traction you’ve built up in your campaigns
If you’ve spent considerable time building up your quality score and traffic level then stopping your campaign will cause you to lose momentum. You really don’t want to do that in any economy.
Absolutely great advice. Coming from someone that took a break from adwords once, it was difficult to regain that momentum. Almost like restarting, just not as adwords dumb!