Shortly after Google announced that it would pause low-activity keywords, the Optmyzr team conducted a study and got reactions from paid search experts to find out how marketers might be affected, what changes ( if any) it would cause in the management styles of advertisers and what risks this update brings.
The general picture. Google’s plans to automatically stop keywords from long-tail ads has sparked debate among marketers — some see it as overreach, while others say it’s overdue account maintenance.
What is happening? Google will automatically begin pausing keywords in search ads and ad groups that have gone more than 13 months without any impressions or activity. The change, initially with mixed reactions, aims to streamline the management of obsolete entities.
The concerns Some advertisers believe that leaving keywords inactive maintains account history and relevance signals. Others fear prematurely pausing viable terms that see sporadic bursts of traffic.
The data. The Optmyzr The study of more than 9,400 Google Ads accounts found:
84% of accounts had more than 50% of keywords with zero impressions in more than 13 months. Pausing these terms probably won’t affect performance for most. Only 145 higher spending accounts (1.5%) are at risk of losing potential return.
Why we care While most small account advertisers may welcome account cleanup, larger brands with established control at the keyword level may face challenges adapting to a Google Ads management every increasingly automated and opaque.
the rise Most accounts will get streamlined structures and simpler budgets after the breaks, aligning with Google’s push for automation over manual management.
What they are saying “Google continues to blur the lines between platform and ad partner” by making organizational calls like this, marketing consultant Kirk Williams, owner of ZATO, told Optmyzr.
bottom line While there are valid fears about losing viable keywords, most advertisers likely have little to lose, and may see gains, once dormant terms are automatically parked.
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