Apr 30 in Ad Management
Google Ads will automatically pause low-activity keywords
For those of you who didn't see this email from Google:
You are receiving this message because one or more of your Google Ads accounts may be impacted by an upcoming change to how we handle low-activity keywords.
What’s changing? Starting in June 2024, we will begin to automatically pause low-activity keywords. Positive keywords in search ads campaigns are considered low-activity if they were created over 13 months ago and have zero impressions over the past 13 months.
Why are we making this change? We want to help advertisers simplify their accounts and focus on keywords that drive results.
Next steps 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.
My thoughts:
This seems pretty benign and is probably ACTUALLY about cutting back on their costs and server space.
There are a lot of messy accounts out there and I only see this as helpful.
No cause for concern unless they start moving up the timeline on those "low performers" and offering to improve accounts by controlling keywords in different ways.
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Google Ads will automatically pause low-activity keywords
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