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Boost Your Holiday ROI: Pause Facebook Ads or Keep Going?

Published on: November 17 2023 by Ben Heath

Boost Your Holiday ROI: Pause Facebook Ads or Keep Going?

Table of Contents

  1. Introduction
  2. Considerations for Pausing Facebook Ads
    1. Business-specific considerations
    2. Impact on Facebook ad campaigns
    3. Potential poor results
  3. Pros of Pausing Facebook Ads
    1. Cost-saving during non-demanding periods
    2. Avoiding wasted ad spend
  4. Cons of Pausing Facebook Ads
    1. Re-entering the learning phase
    2. Impact on long-term campaign performance
  5. Alternative Strategy: Reducing Budgets
    1. Budget adjustment considerations
    2. Lesser impact on learning phase
  6. Assessing Demand and Interest
  7. Business Closure and Delivery Considerations
  8. Scaling Up Budgets for High Demand Periods
  9. Monitoring and Flexibility
  10. Conclusion

Is It Okay to Pause Your Facebook Ads Over Christmas?

As the holiday season approaches, many advertisers wonder whether it's acceptable to pause their Facebook ads during this period. This is a question that arises frequently, with advertisers trying to determine the potential impact on their campaigns in the long run. In this article, we will discuss the pros and cons of pausing or turning off your Facebook ads over the Christmas period.

Before delving into the benefits and drawbacks, it is crucial to prioritize your own business's considerations. If your business is closed or unable to provide services within a relatively short time frame, it is absolutely acceptable to pause your campaigns. It would be counterproductive to waste ad spend while encountering delays in product delivery or service fulfillment. In such cases, pausing your campaigns during the Christmas period is a sensible decision, even if it has a negative impact on the long-term performance of your Facebook ads.

However, if your business is operational and capable of delivering products or services, the decision becomes more complex. One of the primary considerations is how pausing your ads will affect your Facebook ad campaigns in the long run. Pausing an ad set for seven days or longer will result in the ad set re-entering the learning phase once it is un-paused. Although creating new ad sets upon reactivation will also trigger the learning phase, the potential downside is that campaigns may not perform optimally for a period of time after resuming.

Leaving your campaigns running during the Christmas period can potentially yield poor results, depending on your specific business. Certain businesses thrive during this time due to people having more leisure time, spending increased hours at home, and being more active on their devices. These circumstances provide ample opportunities for impressions to be made amongst your target audience. Digital products, apps, and many product-based businesses often experience favorable outcomes during the Christmas season. However, it is essential to recognize that high impressions do not guarantee successful conversions, as customers may have different priorities and focus during this period.

To make an informed decision, you must evaluate whether there will be sufficient demand and interest in your products or services during the two-week period around Christmas. If not, it is acceptable to turn off your campaigns, even considering the potential re-entry into the learning phase. The drawbacks of re-entering the learning phase are outweighed by the benefits of avoiding two weeks of wasted ad spend. Investing resources in a campaign that is unlikely to generate significant results during a specific time period would be counterproductive for the long-term success of your campaigns.

Alternatively, you can adopt a middle ground by significantly reducing your budget to keep your campaigns running. This approach is suitable for businesses that anticipate some demand during the Christmas period, albeit not at a considerable scale. By reducing the budget, you minimize the impact on the learning phase. While this budget adjustment may trigger re-entering the learning phase temporarily, it is less detrimental than pausing the campaign entirely. Once the holiday period concludes and you increase your budget again in early January, your campaign's initial performance is likely to be better with this option.

Ultimately, the recommended course of action depends on your business and its specific circumstances. If you are closed or incapable of fulfilling services, turning off your campaigns is the logical choice. Similarly, if there is little interest in your products or services during the Christmas period, it is acceptable to pause your campaigns. However, if your business thrives during this time, scaling up your budgets or implementing a budget reduction strategy with close monitoring and flexibility can optimize your results.

To further enhance your understanding of effective Facebook ad strategies, I invite you to attend my free webinar, "Three Killer Facebook Ad Strategies to Double or More Your Revenue." In this webinar, I will share tried and tested sales funnels that have yielded exceptional results for our clients. Implementing these strategies can significantly improve your campaign structure and drive exceptional revenue growth. You can find the link to the webinar in the video description below.

If you found this article helpful, please give it a thumbs up and leave a comment to let me know your thoughts. Be sure to subscribe to my channel for more valuable content on Facebook, Instagram, and meta advertising. Thank you for reading!

Highlights

  • Pausing Facebook ads over the Christmas period can have both pros and cons.
  • Considering your business's specific circumstances is crucial when deciding whether to pause campaigns.
  • Businesses that are closed or unable to deliver services can safely pause their campaigns.
  • The learning phase may be re-entered upon un-pausing campaigns, impacting short-term performance.
  • Assessing demand and interest during the Christmas period is vital in making a decision.
  • Reducing budgets can be an alternative strategy with lesser impact on campaign performance.
  • Close monitoring and flexibility are key to optimizing results during the holiday season.

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