PPC | PAID SEARCH | Google Ads will automatically pause low-activity keywords

Article by Google AdWords Hero

Today I received this message directly from Google Ads:

You are receiving this message because one or more of your Google Ads accounts may be impacted by an upcoming change to how we handle low-activity keywords.

What’s changing?

Starting in June 2024, we will begin to automatically pause low-activity keywords. Positive keywords in search ads campaigns are considered low-activity if they were created over 13 months ago and have zero impressions over the past 13 months.

Why are we making this change?

We want to help advertisers simplify their accounts and focus on keywords that drive results.

Next steps

If you decide that a paused keyword is necessary for your campaign, you can unpause it. However, we strongly recommend that you only unpause keywords that you believe will receive impressions in the coming weeks. Unpaused keywords will be automatically paused again if they don’t receive any impressions over the next 3 months.

What do you think about this new feature?

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