Google have announced an upcoming change to Google Ads that may impact your search ads campaigns. Here’s what you need to know:

The change

Starting from June 2024, Google Ads will implement an automatic pause feature for low-activity keywords. Specifically, positive keywords in search ads campaigns will be affected if they meet the following criteria:

• Created over 13 months ago
• Zero impressions recorded over the past 13 months

Google says that this automated feature aims to streamline accounts, and help you focus on keywords that deliver tangible results.

The impact

If you have keywords that fall into this low-activity category, they will be paused by Google from 1 June 2024. Please note that it will not be possible to opt out of this new policy, and this will become the new standard for Google Ads.

You do have the option to unpause keywords and keep them covered by your campaign where necessary, such as if they cover an obscure or historical brand/product name. However, please be advised that any keywords that remain inactive and fail to garner any impressions within the next three months will then be automatically paused again by Google.

Need help managing your Google Ads campaign? Take a look at our range of Analytics Reporting services here or get in touch with us for support.