Google Ads is set to implement a new policy in June that will automatically pause low-activity keywords. Advertisers received an email from the Google Ads team explaining the upcoming change. So, what qualifies as low activity? According to the email, campaigns that were created more than 13 months ago and have had zero impressions in the past 13 months fall into this category.
Navah Hopkins, an expert in the field, took to LinkedIn to explain the significance of this change. She stated, “Keywords with no impressions in your account are dragging down your account performance.” This sentiment is echoed in documentation from the Department of Justice trial, which highlights the impact of an account’s Quality Score. With hundreds or thousands of zero impression keywords, the overall account performance can be severely affected.
In addition to automatically pausing low-activity keywords, Google Ads will also re-pause any keywords that are manually unpaused but receive no impressions over the next three months. This ensures that advertisers are focusing on keywords that actually drive results.
The motivation behind this change is clear: Google wants advertisers to prioritize keywords that are effective in generating impressions and engagement. By pausing low-activity keywords, advertisers can streamline their campaigns and allocate their resources more efficiently.
This new policy follows Google Ads’ implementation of automatically pausing ad groups with low activity back in March. The goal is to optimize campaign performance and prevent wasted ad spend on keywords and ad groups that are not contributing to desired results.
Overall, this shift in policy emphasizes the importance of keyword performance and encourages advertisers to regularly review their campaigns to ensure they are targeting the most effective keywords. By focusing on keywords that drive results, advertisers can maximize their ad spend and improve overall campaign performance.
As June approaches, advertisers should take note of these changes and take proactive steps to review their campaigns and make necessary adjustments. By staying ahead of the curve and optimizing their keyword selection, advertisers can make the most of their Google Ads campaigns and achieve better results.
