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When to pause an ad?

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# 1
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So I have 1 ad group and 3 ads running for about 15 keywords. I'm trying to keep things simple. I have it set to exact match and the traffic isn't that large for these keywords but it's all I have to work with.


I created 3 ads that are exactly the same except the headline (got that tip from someone in this forum). It's been running for a week and only one of the ads is getting the clicks. Do I now pause the other 2 and and duplicate the winning ad and test line 1 of the description?


Will my new ads even have a chance? The winning ad is only getting a few clicks a day but has around a 3%CTR which I feel is pretty good. 


Any help would be great!

1 Expert replyverified_user

Re: When to pause an ad?

Top Contributor
# 2
Top Contributor
Hi Stephen,

I think you need to take a look at Ad Rotation settings under campaign settings. By default it is set as "Optimize to get more clicks". When I add new ads I prefer to change it to "Rotate evenly: Show ads more evenly for at least 90 days, then optimize"

Read More on Ad rotation settings here:

I usually decide to pause or test new ads after accumulating some good stats to compare which helps in decision making. Because you are having few exact keywords and getting less traffic, I think you can keep running same ads for some more time. Only a week is less time to take a decision in my opinion specially when traffic is less.

Wait for some more ideas from fellow community members.

Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
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