Why are your campaigns temporarily paused? How to avoid it?
Are your campaigns temporarily paused due to performance?
You can see when your campaigns have been temporarily paused due to performance when a yellow pause symbol appears on the main dashboard.
We’ve implemented this feature so we can be as transparent as possible with our bidding process.
If this happens, your campaigns will remain paused for 24h until the next test, even if you make any changes to your campaign.
Why does this happen?
So, now you know how to identify the temporary pause on your campaign due to performance but the main question remains: why does this happen?.
Well, this happens when your campaign's effectiveness becomes so low that it is no longer competitive enough to compete in the ad auction. There are two main causes for this:
Low CTR: Your CTR is one of the main factors in your ad rank and having a super low CTR can cause your campaign to be dropped from the ad auction.
Low CPC bid: Having a below average bid for your targeting could make your ad uncompetitive. This includes all targeting settings, not just the geo, meaning that you might still need a bid that's above the recommended targeting for a specific geo to be able to compete with the traffic you are bidding for.
How to calculate your RPM:
The campaigns are paused because the RPM (revenue per mile) bid is too low.
RPM = (revenue/bids)*1000
where revenue = clicks*CPC
bids = opportunities
The RPM is not fixed, but dynamic. So it's not the same all day.
In any case, you can take an approximate 0,0024 RPM bid as a mínimum .
If you see that the RPM bid of your campaign or, for some sources, it's way lower than 0,0024, it means it's not performing well.
Here are some tips to avoid this:
Bid competitively: Increasing your bid can quickly help improve your ad rank in the auction.
Constantly check your win rate: Your win rate is a great indicator of how competitive your ads are. If it starts to drop, take actions to improve it.
Continuously optimize your ad creatives: Optimizing and introducing new ad creatives is a great way to boost CTR, which in turn helps to improve your competitiveness.
Using macros in your ad creatives: A great way to increase your CTR is to include macros like {city} or {deviceName} in your ad text.
Check your supplies: Check your supplies to cut low performing feeds or increase the bid for ones with low win rates. Sometimes a few supplies can represent the vast majority of your traffic and having bad performance on those will affect your entire campaign.
Optimize your campaign: Optimizing your campaign targeting to exclude segments with poor performance. Targeting things like the wrong browser language can have a huge impact on overall the CTR of a campaign.