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    Pausing a Facebook ad: Do You Need It? This Will Help You Decide!

    By Abhishek A Agrawal
    December 10, 2021
    Table of Contents

      Have you been running your Facebook ad for a while but failed to get the expected results?

      Do you get many views but no leads generated or actual sales conversions?

      Then it is for sure, a time toT.A.R

      • Take a break

      • Analyze 

      • Re-strategize

      It’s Time toPause your Facebook Ads!

      5 major reasons to pause your Facebook Ads

      1. The performance of the ad is low, so you don’t get the expected outcomes

      2. The running cost of the campaign is high as against the revenue generated

      3. You need to run ads on specific days of the week or need to extend the budget

      4. Your ad has a low click-through rate (CTR) / Engagement rate

      5. Seasonal scenarios like vacations and shortages

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      What happens when you pause a Facebook Ad?

      Once you pause a Facebook ad,

      • Your leftover ad budget is at a standstill until you resume

      • All the optimization is lost. One that Facebook performed so that your ad reaches the target audience effectively.

      Are you worried about the timeframe until when you can resume a paused ad?

      Don’t be! Resume it whenever you want. 

      Benefit of resuming the ad over starting a new one

      The major benefits of resuming an existing ad is that

      1. It helps avoid rewriting the ad

      2. No need to go through the review process again

      Is pausing your Facebook ad a bad idea?

      Not at All! In fact it is advisable to pause your ad if,

      1. Achieved current targets – once you have achieved your current targets, it is advisable to re-run such ads after a little break, to avoid ad fatigue.

      2. Seasonal changes – in case your business faces seasonal changes like shortage of products or delivery issues, you must pause your ads to save your business from negative impact. For best results, resume such ads only after the issues have been resolved.

      All in all, the ‘Pause‘ feature gives your business the leverage to take a break and bounce back for a better outcome.

      Pause your Facebook ad

      You can pause your Facebook ads using 2 methods:

      1. Using Ads Manager
      2. Using Automatic ads feature

      If using Ads Manager,

      1. Open your Facebook Ads Manager.
      2. Select your Ad to pause
      3. Toggle off the switch next to it

      [Check: Grey = paused / off. Blue = on]

      Similarly, you can pause an adset or campaign by just toggling the switch next to it.

      facebook-pause-ad

      If using Automatic ads,

      1. Go to your Facebook Page
      2. Select the Ad Center tab
      3. Select Automated Ads
      4. Find your Ad and select View Results
      5. In the Settings Tab, click
      6. Select Pause Ad to confirm. Your Automated Ads will now show as inactive

      Now that we’ve discussed when , why and how to pause your Facebook ads, you will be well versed while pausing your ads, if you need to!

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      FAQs about pausing Facebook Ad

      Can I pause my Facebook ad?

      Yes, you can pause your Facebook ad, as and when desired. Generally, people pause the ad when not getting the expected outcomes/results.

      How long can you pause an ad on Facebook?

      You can pause your ad on Facebook for as long as you want. However, it is advisable to pause your ad only if required. Because once you pause your ad, it will lose all the optimization it has developed so far.

      Longer the pause, slower the re-optimization, after resumption.

      Should you pause Facebook ads at night?

      You should pause your Facebook ads at night if you have walk-in customers or wish to receive customer phone calls only during the day. In such cases, it is advisable to pause your ad at night. However, if your business gets lead generation or e-commerce sales, then there is no need to pause your ads.

      Author - Abhishek A Agrawal
      Abhishek is the founder of Integrately, CompanyHub, and Dreamwares. He is passionate about technology and entrepreneurship. He is always looking to leverage technology for the growth of the business. He has a deep understanding of how businesses work and uses this knowledge to build products that help entrepreneurs grow their businesses.
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