It is very important to constantly monitor the ad performance to keep a check on the factors like Click-trough rate, the revenue generated, etc. 

The decision to pause the ads can be taken basis the points listed below:

  • The Click-through rate (CTR). A low CTR indicates that the ads are not being consumed well. This can be due to the poor creative quality, wrong targeting or poor quality of ad text.
  • Low relevance score. It is generally seen that if the relevance score of the ads is low, the ad performance is generally poor.
  • The ads that have high spends (last 7 days) but a low ROAS. The benchmark can be the average ROAS of all the active ads. Anything ad getting lower ROAS than the average should be paused.

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