Silence is NOT Golden: Why You Shouldn’t Pause Your Facebook Ads During a Quiet Period!

Do you remember the last time you saw an ad for a product that you were interested in, but didn’t have the time or money to purchase at that moment?

Maybe you bookmarked the website or made a mental note to come back later. 

Imagine if that business had paused their Facebook ads during that time. Would you have remembered to go back to their website? Probably not.

As a business owner, it’s natural to want to cut costs during a quiet period. But when it comes to advertising on Facebook, pausing your ads during this period is *not* the answer.

In fact, it can actually be a costly mistake that sets you back in the long run, negatively impacting your brand, sales, and customer retention. 

Why? 

Firstly, stopping your ads during a quiet period means you’re missing out on potential sales. Even if there is a decrease in demand, there will still be people searching for your products. When you pause your campaigns, you’re giving your competitors an advantage and risking the possibility of losing potential customers.

Secondly, stopping your ads can hurt your brand awareness. It takes time and effort to build brand recognition and trust. As a business owner, you know that! By going silent during a quiet period, you’re missing out on an opportunity to maintain your brand’s visibility and reinforce your presence in the market.

Thirdly, stopping your ads can impact your retargeting efforts. If you stop running ads, you’re not collecting data . This means you’re losing out on the chance to retarget these customers in the future, which can be detrimental to your overall marketing strategy.

So, what can you do instead? How can you maximise your Facebook Ads campaigns during an “off” period?

👉 Focus on building your email list

A quiet period is a great opportunity to focus on building your email list. Use this time to run lead generation strategies (such as a competition) and create engaging content that encourages potential customers to sign up for your newsletter or email list. This way, when your new products launch or sales pick up, you have a warm audience to retarget. Email lists are owned forever, and email marketing is one of the highest-converting revenues, 

👉 Create engaging content

We all know that content is queen. And no successful strategy can run without quality videos and images. Use this time to create engaging content such as blog posts, videos, or social media posts that showcase your products or services, helping to maintain your brand’s visibility and reinforce your presence in the market.

👉 Drop the budget but still run some ads

It’s understandable to want to cut costs during a quiet period, but that doesn’t mean you have to stop running ads altogether. Instead, drop your budget and focus on running ads that target your warm audience, such as your email list or Instagram Engaged audiences. These ads can include new offers or incentives to encourage repeat business and boost sales. 

So, what do we know? Pausing your Facebook ads during a quiet period is not the smartest move for your business in the long run. Rather than going silent,  use this time to revamp your strategy to suit the needs of your  business. 

By following these tips, you can maintain your brand’s visibility, continue to attract potential customers, and be ready to capitalise on new product launches or sales pick up when they come around!

(Or you can reach out to us, and let our team do it for you!)