Google’s recent announcement to automatically pause low-activity keywords has sparked a heated debate among marketers. Some see it as an overreach by Google, while others argue that it is long overdue account maintenance. To better understand the potential impact of this update, the Optmyzr team conducted a study and gathered reactions from paid search experts.
The change will involve Google automatically pausing search ad keywords and ad groups that have not received any impressions or activity for 13 or more months. The aim is to streamline the management of stale entities within advertiser accounts. However, this change has raised concerns among advertisers. Some believe that leaving dormant keywords helps maintain account history and relevance signals. They fear that prematurely pausing viable terms that occasionally receive bursts of traffic could negatively impact their campaigns.
To gain insights into the potential effects of this update, Optmyzr analyzed over 9,400 Google Ads accounts. The study revealed that a considerable 84% of these accounts had more than 50% of their keywords with zero impressions in 13 or more months. This suggests that pausing these terms is unlikely to harm performance for the majority of advertisers. Only 145 higher-spending accounts, accounting for 1.5% of the total, may face potential performance loss.
While most small account advertisers are likely to welcome the cleanup of their accounts, larger brands with established keyword-level control may find it challenging to adapt to the increasing automation and opacity of Google Ads management. This update aligns with Google’s push for automation over manual management, which aims to provide streamlined structures and simpler budgeting for advertisers.
Marketing consultant Kirk Williams, owner of ZATO, expressed concern that Google’s decision to make organizational calls like this blurs the lines between platform and ad partner. However, many advertisers are likely to have little to lose and may even see gains once long-dormant terms are automatically paused.
In conclusion, while there are valid fears surrounding the potential loss of viable keywords, most advertisers are unlikely to be significantly affected by this update. The cleanup of long-idle keywords will likely lead to streamlined account structures and simpler budgeting for many advertisers. However, larger brands with established keyword-level control may need to adapt to the increasing automation and opaque management of Google Ads. Overall, this update aligns with Google’s efforts to prioritize automation in advertising management.
