Campaign pause means temporarily stopping the display of an ad. With campaigns using automated bid management, however, it has a consequence that companies do not expect: the system loses its ongoing data and, once restarted, goes through the learning phase again, during which performance tends to be worse for several days to weeks. Frequent switching off and on therefore reduces performance in the long term. If spending needs to be limited, reducing the budget is a better solution than stopping completely. Pausing, on the other hand, makes sense for genuinely seasonal businesses, when stock is sold out, or in the case of a problem on the website. For a longer interruption, it is worth checking the landing pages, prices and product availability before restarting, because an ad pointing to a non-existent page consumes budget with no effect.
See also: Smart bidding (automated bidding), Incrementality, Budget pacing.
