Highlight
- Google Ads will automatically pause inactive keywords starting in June.
- Advertisers can unpause paused keywords if needed.
Advertisers are receiving notifications from Google about an upcoming change to automatically pause keywords with low activity. Positive keywords in search ad campaigns will be flagged as low-activity if they haven’t garnered impressions in more than a year. This adjustment aims to assist advertisers in prioritising valuable keywords and decluttering their accounts from underperforming ones.
Google’s Announcement: Changes Coming for Advertisers
In the circulated email, Google specifies “low-activity” as keywords initiated over 13 months ago, yet haven’t accrued any impressions within that duration
Google explained the reason for this change
“We want to help advertisers simplify their accounts and focus on keywords that drive results”
Advice and Guidance for Advertisers
“You have the option to manually unpause automatically paused keywords, although Google advises doing so only for keywords expected to garner impressions in the near future. If unpaused keywords fail to generate impressions within the next three months, they will be automatically paused once again.”
Implications for Advertisers:
With Google Ads poised to automatically pause low-activity keywords, advertisers face the task of refining their keyword strategies.
This shift necessitates a proactive approach in identifying and prioritising high-performing keywords.
Advertisers may need to revisit campaign objectives, fine-tune bidding strategies, and ensure that keyword lists remain current and relevant.
Take advantage of this update to reassess keyword strategies and explore new, pertinent keywords with potential for success.
