Google is sending an email to advertisers to notify them that it will soon begin automatically stopping keywords with low activity.
According to the email, positive keywords in search ad campaigns will be considered inactive if they haven’t generated impressions for more than a year.
This change is designed to help advertisers focus on valuable keywords instead of cluttering their accounts with low-performing keywords.
Google email for advertisers
In an email distributed to advertisers, Google states:
“Starting in June 2024, we’ll start automatically stopping keywords with little activity.”
The email defined “low activity” as keywords created more than 13 months ago that have not logged any impressions during that time.
Google Ads will now automatically pause keywords with low activity.
wild#PPCchat pic.twitter.com/aGhzGaDF9E
— Anthony Higman (@AnthonyHigman) April 29, 2024
Rationale behind the change
Google explained the reason for this change:
“We want to help advertisers simplify their accounts and focus on the keywords that drive results.”
Advertiser options and recommendations
You can reactivate paused keywords automatically, although Google recommends that you only pause keywords that will receive impressions in the next few weeks.
Non-paused keywords will automatically be re-paused if they do not generate any impressions for the next three months.
Google’s email says:
“If you decide that a paused keyword is necessary for your campaign, you can reactivate it. However, we strongly recommend that you only activate keywords that you think will receive impressions in the coming weeks. Non-paused keywords will be returned to be automatically paused if they receive no impressions for the next 3 months.”
Why SEJ cares
By automatically pausing inactive keywords, Google aims to declutter advertiser accounts and encourage a more focused focus on high-performing keywords.
However, some advertisers may find value in holding low-activity keywords for a variety of reasons, such as capturing long-tail searches or aligning with specific marketing goals.
What does this mean for advertisers?
This change means that advertisers need to review and refine their keyword strategies.
With Google Ads set to automatically pause keywords with low activity, advertisers need to be more proactive in identifying and prioritizing high-performing keywords.
This may involve reviewing your campaign goals, adjusting your bidding strategies, and making sure your keyword lists are up-to-date and relevant.
Use this update to reevaluate your keyword strategies and consider new and potentially relevant keywords.
Featured image: foxanst/Shutterstock
