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.

The Impact of Opening Hours on Search Rankings

In the digital age, the visibility of a business online is crucial for attracting customers. One factor that significantly influences online visibility is search rankings. Among various elements that affect these rankings, opening hours play a surprisingly pivotal role. This blog post explores how and why opening hours can influence a business’s position in search engine results.

Understanding Search Engine Algorithms

Search engines like Google use complex algorithms to determine the relevance and ranking of websites in search results. These algorithms take into account hundreds of factors, from keywords to site speed and, increasingly, real-world information like opening hours.

The Role of Opening Hours in Local SEO

Local SEO is a strategy that focuses on optimizing a business’s online presence to attract more customers from relevant local searches. Opening hours are essential here because they provide search engines with valuable information about the business’s availability.

Consistency Across Platforms

Consistency in opening hours across various online platforms is vital. Discrepancies can confuse search engines and potential customers, leading to a lower trust score and, consequently, a drop in search rankings.

Up-to-Date Information

Keeping opening hours up-to-date, especially during holidays or special events, signals that the business provides current and reliable information to search engines. This can boost the business’s credibility and search rankings.

User Experience

Search engines prioritize user experience. Accurate opening hours enhance user experience by ensuring customers find a business open when they visit, which can lead to positive reviews and higher rankings.

Opening Hours and Click-Through Rates

The visibility of opening hours in search results can affect click-through rates (CTR). Businesses with clear and convenient opening hours may see higher CTRs, which search engines interpret as a sign of a quality result, potentially improving rankings.

The Influence on Bounce Rates

If customers visit a business outside its opening hours, they’re likely to leave quickly (bounce). High bounce rates can negatively impact search rankings, as they suggest to search engines that the site may not meet users’ needs.

Integrating Opening Hours with Rich Snippets

Rich snippets provide users with a snapshot of a business’s key information directly in search results. Including opening hours in rich snippets can make a listing more attractive, improving rankings.

The Power of Reviews

Reviews often mention opening hours. Positive comments about a business being open as advertised can influence search rankings positively, while negative feedback can do the opposite.


Opening hours are more than just a piece of information for customers; they are a dynamic element that interacts with search engine algorithms to affect a business’s online visibility. By managing opening hours effectively, businesses can improve their search rankings, attract more customers, and ultimately enhance their success in the digital marketplace.