Google Ads Update: What Automatic Pausing of Low-Activity Keywords Means for Your Business

Starting in June 2024, Google will begin automatically pausing low-activity keywords to streamline campaign performance. Here are some of the details: 

Upcoming Changes 

• Low-Activity Keywords: Google defines low-activity keywords as those created over 13 months ago that have registered zero impressions during that time. 

• Automatic Pausing: If a keyword falls into this category, it will be automatically paused by Google Ads. 

The Reasoning Behind the Automatic Pausing 

• Simplify Account Management: Google aims to streamline advertisers’ accounts, making it easier to manage and oversee campaigns. 

• Encourage Focused Optimization: The update promotes a more targeted approach to keyword optimization, helping advertisers concentrate their efforts on effective keywords.  

• Reduce Clutter: By automatically removing underperforming keywords, advertisers can declutter their accounts, freeing up resources to focus on strategies that drive results.  

How to Adapt to New Google Ads Changes 

• Unpausing Keywords: Advertisers can manually unpause keywords that they believe will receive impressions in the coming weeks. However, exercise caution and only unpause keywords with potential. 

• Automatic Re-Pausing: Unpaused keywords will be automatically paused again if they fail to generate any impressions over the next three months. 

Effects on Advertiser Strategies 

• Review and Refine: Advertisers need to review their keyword strategies. Consider revisiting campaign goals, adjusting bidding strategies, and ensuring that keyword lists remain relevant. 

• Prioritize High-Performing Keywords: With automatic pausing, prioritize keywords that drive results. Focus on quality over quantity. 

Google Ads’ move to automatically pause low-activity keywords is a step toward efficiency and effectiveness. Advertisers should embrace this change as an opportunity to optimize their campaigns and achieve better outcomes. 

Remember, keywords are the building blocks of successful advertising. Choose wisely, monitor performance, and adapt as needed. 

At VGM Forbin, we’re passionate about driving digital success for businesses. Our Google Partner status, combined with our expert team, ensures that your Google Ads campaigns are in capable hands. Whether you’re looking to boost your online presence or increase conversions, we’ve got you covered. Let’s team up and create a winning strategy tailored to your unique goals.  
 
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