Introduction:
Google Ads is set to implement a new feature that will automatically pause inactive keywords starting in June. This move aims to help advertisers focus on valuable keywords, decluttering their accounts from underperforming ones.
Automatic Pausing of Inactive Keywords
Google Ads will soon start automatically pausing inactive keywords. Advertisers will have the option to unpause these keywords if necessary.
Notification to Advertisers
Google is emailing advertisers to inform them about the upcoming change. According to the email, low-activity keywords, particularly positive keywords in search ad campaigns, will be automatically paused if they haven’t generated any impressions in over a year.
Google's Email to Advertisers
In the email circulated to advertisers, Google stated:
“Starting in June 2024, we will begin to automatically pause low-activity keywords.”
The email defined “low-activity” as keywords created over 13 months ago that have registered zero impressions during that time.
Reason Behind the Change
Google’s rationale for this change is to help advertisers simplify their accounts and focus on keywords that drive results.
According to Google:
“We want to help advertisers simplify their accounts and focus on keywords that drive results.”
Advertiser Options & Recommendations
Advertisers have the option to unpause automatically paused keywords. However, Google recommends only unpausing keywords that are likely to receive impressions in the coming weeks. If unpaused keywords fail to generate any impressions over the next three months, they will be automatically paused again.
Google's email advises:
“If you decide that a paused keyword is necessary for your campaign, you can unpause it. However, we strongly recommend that you only unpause keywords that you believe will receive impressions in the coming weeks. Unpaused keywords will be automatically paused again if they don’t receive any impressions over the next 3 months.”
Impact on Advertisers
This change means that advertisers need to review and refine their keyword strategies. With Google Ads set to pause low-activity keywords automatically, advertisers must be more proactive in identifying and prioritizing high-performing keywords. This may involve revisiting campaign goals, adjusting bidding strategies, and ensuring that keyword lists are up-to-date and relevant.
Use this update as an opportunity to reevaluate keyword strategies and consider new, relevant keywords with potential.
