Google Ads announced will automatically pause inactive ad groups. Google will pause ad groups that were created at least 13 months ago and have had no impressions in the past 13 months.
Google said this starts one week from today, March 11, 2024. It may take several weeks to implement this change. “The rollout is expected to be complete for all production Google Ads accounts by April 30, 2024.”
Google said this change “is being made to improve the Google Ads experience for advertisers.” Google added:
Advertisers affected by this change will be able to reactivate ad groups if they still need them. However, we recommend that advertisers review their ad groups and only reactivate those that you expect to receive impressions in the coming weeks. Unpaused ad groups will be automatically re-paused if they receive no impressions for the next 3 months.
Navah Hopkins added LinkedIn wrote: “I’m thrilled with this update! For years I’ve been asking brands to pause what isn’t working so budget efficiency can win the day. This is absolutely a net positive.” She added this:
🔥 Google sets budgets at the campaign level. If you have too many ad groups (looking at your accounts with more than 10), chances are your budget can’t support them all.
🔥 Ad groups without impressions drag down overall campaign quality. If you have too many keywords and ad groups that aren’t doing anything, the average data is wrong. Zero impressions is not the same as low search volume and it is confirmed that keywords with low search volume will not hurt you. However, if you have an otherwise “decent” keyword or ad group that simply isn’t getting any action, it’s going to average out to bad data.
🔥 Pausing is not the same as deleting. You can always get it back. Also, that the calendar is 13 months confirms that it is looking at established accounts and taking seasonality into account.
Discussion in the forum a LinkedIn i X.
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