In Australia and worldwide, several businesses take a break for 1 to 3 weeks over the holidays. They close the doors in favor of Christmas and New Year– the time to spend with loved ones.
If your business is closed over the holidays, you probably have asked yourself the question– should I pause my ad campaigns over the holidays?
The answer is, “it depends.” It depends on the industry you are in and how your business operates. Generally, the answer is no. There’s no need for you to pause your ad campaigns.
It may have surprised you, but we have valid reasons that can justify why you should continue your ad campaigns over the holidays.
Holiday Consumer Habits
Does the Internet close over the holidays? Definitely not! Most businesses observe a significant boost in their website traffic during the holidays. Clients have the time to search for products and services they need.
Remember, the holidays are the time for celebrations, gift-giving, and having things done. Your consumers are in a spending mindset during the holidays. Send out a message to your consumers, remind them to expect delays if you are taking a holiday break, to avoid conflict.
Google has foreseen that mobile shopping will increase up to 35% while eCommerce will go up to 16%. Thus, if you are in the retail or eCommerce operation, it is beneficial to continue to advertise your products or services. Make the most of the holidays by keeping your ad campaigns running.
Negative Effect on SEO and Organic Campaigns
It is never recommended to pause ad campaigns over the holiday. If you pause your SEO campaigns, it will negatively affect your organic growth. Although you can do it with paid advertising, it is easier to resume paid ads than SEO campaigns. All you need to do with paid advertising is to click a button.
Although Google does not completely reveal their metrics, your ad rank is determined by several factors. The higher the ad rank, the more your website is prioritized by Google. One of the factors Google looks after is how long your ad campaign has been active. If you pause your ads, it might take you back to where you have started.
Do not miss the opportunity for valuable traffic and sales during the holidays. Missing out on these opportunities may have a long-term effect that can take time to recover from. Thus, if you wish to lower your ad budget, reduce your spending. Do not entirely turn off your Google ads campaigns and lower your ad rank.
Do Not Give Competitors an Advantage
It will always be a competitive activity to stay on top of both organic and paid search results. If you put an abrupt pause to your SEO and Google Ads campaign, you are giving your competitors the advantage. Take advantage of this, some of your competitors do not know this and they might pause their ad campaigns. If that happens, you will be paying less per ad than you normally do.
Thus, maintain the momentum of your campaign ads. Even if you are on a break and your product or services may be unavailable for a while, make it clear on your website or to your clients. Your customers are willing to wait until you reopen.
Communicate With Clients
Even though you will take a break during the holidays, it is best to leave a message for your clients. Let them know that they might receive delayed responses or deliveries. However, if your primary CTA is through a direct phone call, you may have it on voicemail message to let your clients know you will contact them on return. It is best to give them some expectations than leave them without a word.
Although Google does not completely reveal their metrics, your ad rank is determined by several factors. The higher the ad rank, the more your website is prioritized by Google. One of the factors Google looks after is how long your ad campaign has been active. If you pause your ads, it might take you back to where you have started.
Do not miss the opportunity for valuable traffic and sales during the holidays. Missing out on these opportunities may have a long-term effect that can take time to recover from. Thus, if you wish to lower your ad budget, reduce your spending. Do not entirely turn off your Google ads campaigns and lower your ad rank.
SEO is a Long Term Commitment
SEO results do not happen over time. It needs constant updates and it takes time to build trust to achieve your digital marketing goals. Contents take time to be indexed and brands should prepare unique keywords that will advance in their industry. Thus, instead of pausing your ad campaigns over the holidays, give your brand a head start and make the upcoming year your best yet!
Always remember, any of your SEO performances in December will have an effect on your rankings in the first quarter of the next year.
Read More About Google Ads:
Google Analytics – How Well Do You Know Your Audience?
Powerful Advantages of Google Review
Google Ads Basic – Understanding Search Metrics
