Disrupting your data can send your

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While the list of brands pausing Facebook Ads grows, so does the opportunity for smaller or competitor brands to eat up some of the market share, likely at lower costs due to decreased competition and already high usage rates of social media and apps. Pausing Digital Ads Can Affect Your Campaigns’ Performance If you plan to pause and restart your Facebook or other digital advertising campaigns for a boycott (or any other reason), it’s important to understand the opportunity cost created by the downtime.


Disrupting your data can send your campaigns back into “learning” mode, and Israel Mobile Number List create a setback. It won’t be as simple as turning your campaigns back on and expecting results at the same pace as when you stopped. Platforms like Facebook Ads are designed to nurture campaign improvements the longer a campaign runs because the platform collects more data and optimizes as time goes on.





For example, a conversion-objective campaign will gain more conversions as data is collected about what parts of the audience are converting at higher rates than others. Big Brands Benefit in Publicity Brands like Starbucks and Ben & Jerry’s may (or may not) take a sizable hit from suspending their Facebook advertising for a month or more, but they certainly benefit from publicity. By joining this cause, they’re being featured in the media and press coverage on the boycott. If we could place a valuation on the earned media as a result, it could certainly make a dent in the share of voice lost from their campaign pauses. Also of note are companies joining the boycott likely for the goodwill who don’t stand to lose much.