• http://www.facebook.com/profile.php?id=709325254 Dan Gillen

    Great article, plenty to think about. Thanks.

  • http://www.facebook.com/dan.brasoveanu Dan Brasoveanu

    I totally agree with Dave. If you just pause the poor performing ads you get the same effect as deleting them. I don’t understand why deleting them is better.

    @Dave: Even if you delete them the data is preserved, just choose for an ad group show “all ads” in the upper left above the adwords graph for a year for instance and you will also get the deleted ads with their historical data.

  • http://twitter.com/bgtheory Brad Geddes

    Pause and delete are view states. If you are never going to use an ad again, then delete it – you can always see the data, and if you ever want to run it again; then you can just recreate the ad.

    If you want to use the ad again in the future; then pause it.

    This makes it easier when you have thousands (or millions) of ads to know if you are done with the ad because it lost or if you are just pausing it because you want to use it again.

    You never lose data inside of AdWords. You can get data on anything that’s been deleted in your account.

  • http://www.eBizROI.com Rick Noel, eBiz ROI, Inc.

    Excellent advice Brad on how search marketers focused on traffic and ROI can more efficiently manage their PPC budget. Understanding an ads performance relative to how they are being served based on campaign settings is huge. I agree that building the delete/pause into your optimization workflow can have tremendous impact as demonstrated by the case study, making the impact more real. Thanks for sharing.

  • http://twitter.com/Leah_Kinthaert Leah Kinthaert

    I wholeheartedly agree with Dave and Dan. I like to keep all those poorly performing ads handy by pausing them so when I think I have just thought up some winning ad copy I realize I have already tried it out and it bombed. Thanks for the great post, however, some great advice.

  • Russell Savage

    For anyone interested in doing this but doesn’t have the time, i wrote a little AdWords Script to automatically pause all but the highest performing ad in your adgroup. Check it out and let me know if you have any problems with it. http://www.freeadwordsscripts.com/2012/11/automatically-pause-ads-with-low-ctr.html

  • http://twitter.com/EVEMilano EVE Milano

    Hi all, please tell me if there is any kind of difference in pause or delete.
    My ranking will benefit most if i delete? or it is the same? Thanks a lot

  • Pat Grady

    Plus paused ads are subject to review, if a URL changes, your maintenance is higher. If it’s for an ad you never intend to show again, wasted time and you grow your compliance track record by one teensy notch each time.

  • http://twitter.com/bgtheory Brad Geddes

    @Nordstrom:disqus I agree with all the segmentation you are mentioning. That’s why I really like AdWords labels (http://searchengineland.com/how-to-easily-manage-test-millions-of-ads-137187) and campaign segments before running reports.

    I find the lables have saved me a lot of time on search. For display, sometimes they are great; other times; as you mentioned; they aren’t granular enough – and that’s when you have to think about time vs possibility in picking winning data.