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Google Advertisements will routinely pause low-activity key phrases beginning in June 2024. Which means campaigns with key phrases that had been created over 13 months in the past and have zero impressions over the previous 13 months might be paused.
That is much like Google Advertisements automatically pausing inactive ad groups however that is on the key phrase stage, not advert group stage. The Advert teams pause began in March and went by the tip of April.
Google despatched the next e-mail to Google Advertisements advertisers that might be impacted by this. Right here is the e-mail from Anthony Higman on X:
You’re receiving this message as a result of a number of of your Google Advertisements accounts could also be impacted by an upcoming change to how we deal with low-activity key phrases.
What’s altering?
Beginning in June 2024, we are going to start to routinely pause low-activity key phrases. Optimistic key phrases in search adverts campaigns are thought of low-activity in the event that they had been created over 13 months in the past and have zero impressions over the previous 13 months.
Why are we making this variation?
We need to assist advertisers simplify their accounts and deal with key phrases that drive outcomes.
Subsequent steps
Should you resolve {that a} paused key phrase is important in your marketing campaign, you may unpause it. Nonetheless, we strongly advocate that you simply solely unpause key phrases that you simply consider will obtain impressions within the coming weeks. Unpaused key phrases might be routinely paused once more if they do not obtain any impressions over the subsequent 3 months.
Sincerely,
The Google Advertisements group
Here’s a screenshot:
Ginny Marvin responded to some issues about this on X saying, “To make clear, solely key phrases which have obtained zero impressions over the past 13 months might be paused. So it solely impacts key phrases that have not pushed any site visitors to your web site in over a yr. You will nonetheless be capable to unpause these key phrases if you need.” Including, “The intention is to streamline workflows and simplify adverts accounts. Should you resolve {that a} paused key phrase is important to your marketing campaign, you may at all times re-enable it.”
Listed below are a few of these posts:
Hello Greg, To make clear, solely key phrases which have obtained zero impressions over the past 13 months might be paused. So it solely impacts key phrases that have not pushed any site visitors to your web site in over a yr. You will nonetheless be capable to unpause these key phrases if you need.
— AdsLiaison (@adsliaison) April 30, 2024
Why is it good ?
— Greg Canty (@GregCantyFuzion) April 30, 2024
The intention is to streamline workflows and simplify adverts accounts. Should you resolve {that a} paused key phrase is important to your marketing campaign, you may at all times re-enable it.
— AdsLiaison (@adsliaison) April 30, 2024
Discussion board dialogue at X.
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