Google Ads Update: Automatic Pausing of Low-Activity Keywords

pause button on a keyboard

In the ever-evolving world of digital marketing, efficiency and effectiveness are key. Google Ads is introducing a new feature that aligns perfectly with this ethos. Starting June 2024, Google Ads will automatically pause low-activity keywords to streamline advertising efforts and focus on high-performing elements.

What Are Low-Activity Keywords?

Low-activity keywords are defined as positive keywords in search ads campaigns that have been created over 13 months ago and have zero impressions over the past 13 months. These keywords are often remnants of past campaigns or products that no longer align with current marketing strategies.

The Rationale Behind the Change

The primary goal of this update is to simplify accounts and optimize performance. By eliminating clutter and focusing on keywords that actively drive results, advertisers can allocate their budgets more effectively and improve their campaign’s overall ROI.

What This Means for Advertisers

If you’re an advertiser, this change requires your attention. Here’s what you need to know:

  • Review Your Keywords: Before June 2024, take the time to review your keywords. Identify any that may fall into the low-activity category and assess their relevance to your current campaigns.
  • Unpausing Keywords: If you find that a paused keyword is essential for your campaign, you have the option to unpause it. However, it’s crucial to unpause only those keywords you believe will generate impressions shortly.
  • Ongoing Management: Keep in mind that any unpaused keywords will need to maintain activity. If they fail to receive any impressions over the subsequent 3 months, they will be automatically paused again.

Google Ads’ proactive approach reminds advertisers of the dynamic nature of online advertising. It encourages advertisers to regularly audit and update their campaigns, ensuring that every element works hard to achieve their marketing objectives.

For more information on managing your Google Ads account and optimizing your keyword strategy, stay tuned to our blog or reach out to our team of experts. Together, we can navigate these changes and continue to drive success in your digital advertising efforts.