Your Google Ads campaigns and budgets will become more streamlined as the platform begins to automatically pause low-activity keywords.
The tech giant is already emailing its customers outlining the change in detail.
In this blog, we’ll take a deeper look at what this update entails and how it will affect the industry going forward.
But Why Google? Why?
Those pesky lot over at Google love to make changes to their platform.
Whether that be a new icon for one of their 7 billion software apps or a change in the almighty algorithm which can see search traffic drop off like a leaf in autumn.
This is just another change.
It is reported that this change is designed to help advertisers focus on valuable keywords instead of cluttering their accounts with keywords that don’t cut the mustard.
This is a direct from Google –
“We want to help advertisers simplify their accounts and focus on keywords that drive results.”
When is this Change Happening?
Expect to see Google implement this change in June 2024.
What You Need to Know
It is suggested that if your campaign was created more than 13 months ago and has had no activity then it will be automatically paused.
Once this happens you can go in manually and change it back if you wish.
But just remember, if you unpause an automatically paused keyword and it gets no impressions over the next 3 months then Google will automatically pause it again.
How This Changes Things
Paused keywords in Google Ads can help optimise your campaigns effectively. This is the reason Google wants to pause underperforming keywords automatically.
Their hope is that you can focus on keywords that drive results.
The update highlights the importance of utilising Google Ads tools to enhance campaign performance.
This includes gaining detailed insights via Google Ads Keyword Planner, using Google Analytics, employing automated bidding strategies, and staying updated on changes in Google Ads.
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