Google Ads Spring Cleaning: Pausing Low-Activity Keywords to Sharpen Your Focus

Google Ads is about to get a little tidier. Starting June 2024, they’ll be giving your account a spring cleaning by automatically pausing keywords that haven’t generated any impressions in over a year.
This might sound drastic, but it’s actually designed to help marketers focus on the keywords that are pulling their weight and ditch the dead weight that clutters millions of campaigns.

Why Is Google Ads Campaign Decluttering Necessary?

Google’s message is clear: they want to simplify your life. Your Google Ads account is a toolbox. Right now, it might be overflowing with screwdrivers, wrenches you never use, and that rusty old spork from a college camping trip (you know the one). By automatically pausing low-activity keywords, Google is essentially removing those sporks – the keywords that haven’t generated results in over a year. This way, you can focus on the tools you actually need to get the job done – the high-performing keywords driving conversions.

But What About My Niche Keywords?

Some advertisers might have reasons to keep certain low-activity keywords around. Maybe they target specific long-tail searches, or they align with a broader marketing strategy. The good news is you’re not locked out! You can still manually unpause any keyword Google decides to put on hold.

A Word of Caution Though: Google recommends only reactivating keywords with a good chance of generating impressions in the coming weeks. Why? Because if a reactivated keyword sits idle for another three months, it’ll get the boot (or, more accurately, the pause) again.

So, How Do I Prepare?

This update is a nudge to take a closer look at your keyword strategy. Here’s what you can do:
Revisit Your Campaign Goals: What are you trying to achieve with your Google Ads campaigns?

• Know your goals: Understanding your goals will help you identify the keywords most likely to contribute.
• Bidding Strategies: Are you bidding competitively for the right keywords? Consider adjusting your bids to ensure you’re reaching your target audience.
• Keyword Relevance: Are your keywords still relevant to your products or services? Take this opportunity to audit your lists and remove outdated terms.
• Embrace New Possibilities: Use this Google update as a springboard to explore new, relevant keywords with higher conversion potential.

Ultimately, Google’s automatic pausing of low-activity keywords is a step towards a more streamlined and effective advertising experience. By focusing on the keywords that matter most, you can optimize your campaigns and maximize your return on investment (ROI). So, roll up your sleeves, grab your metaphorical toolbox, and get ready to make your Google Ads account shine!

What Are the Experts Saying?

While Google’s announcement provides a clear outline of the changes, industry experts are offering additional insights for advertisers:

Search Engine Journal (SEJ) acknowledges that some advertisers might find value in keeping low-activity keywords for specific reasons. They recommend reviewing your keyword lists with a critical eye and keeping only those with a clear purpose aligned with your overall marketing goals.

Search Engine Land (SEL) highlights the importance of staying ahead of the curve. With Google taking the initiative to pause low-activity keywords, advertisers should be even more proactive in managing their campaigns. This includes regularly monitoring keyword performance, identifying new opportunities, and making data-driven decisions to optimize their strategies.

By staying informed and taking action, advertisers can leverage this Google Ads update as an opportunity to refine their keyword strategies and ultimately achieve better results.