{"id":623976,"date":"2024-06-12T21:17:23","date_gmt":"2024-06-12T18:17:23","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/googles-auto-pause-for-idle-keywords-overreach-or-overdue\/"},"modified":"2024-06-12T21:17:23","modified_gmt":"2024-06-12T18:17:23","slug":"googles-auto-pause-for-idle-keywords-overreach-or-overdue","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/googles-auto-pause-for-idle-keywords-overreach-or-overdue\/","title":{"rendered":"#Google\u2019s auto-pause for idle keywords: overreach or overdue?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2d136b82156\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2d136b82156\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-auto-pause-for-idle-keywords-overreach-or-overdue\/#Googles_plan_to_automatically_pause_keywords_in_advertisers_accounts_after_13_months_of_no_engagement_has_been_met_with_mixed_reactions\" >Google&#8217;s plan to automatically pause keywords in advertisers&#8217; accounts after 13 months of no engagement has been met with mixed reactions.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Googles_plan_to_automatically_pause_keywords_in_advertisers_accounts_after_13_months_of_no_engagement_has_been_met_with_mixed_reactions\"><\/span>Google&#8217;s plan to automatically pause keywords in advertisers&#8217; accounts after 13 months of no engagement has been met with mixed reactions.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nA short while after Google announced it would pause low-activity keywords, the Optmyzr team ran a study and got reactions from paid search experts to figure out how marketers may be affected, what shifts (if any) it would cause in advertiser management styles and what risks come with this update.<\/p>\n<p><strong>The big picture. <\/strong>Google\u2019s plans to automatically pause long-idle ad keywords have sparked debate among marketers \u2013 some see it as overreach, while others say it\u2019s overdue account maintenance.<\/p>\n<p><strong>What\u2019s h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening?<\/strong> Google will start automatically pausing search ad keywords and ad groups that have gone 13+ months without any impressions or activity. The change, initially met with mixed reactions, aims to streamline the management of stale entities.<\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"570\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.25.10-800x570.png.webp\" alt=\"Screenshot 2024 06 12 At 18.25.10\" class=\"wp-image-443165\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.25.10-800x570.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.25.10-474x338.png.webp 474w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.25.10-159x113.png.webp 159w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.25.10-768x547.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.25.10.png.webp 1114w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p><strong>The concerns.<\/strong> Some advertisers believe leaving dormant keywords maintains account history and relevance signals. Others fear prematurely pausing viable terms that see sporadic bursts of traffic.<\/p>\n<p><strong>The data.<\/strong> <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.optmyzr.com\/blog\/google-pausing-low-activity-keywords-study\/\">The Optmyzr<\/a> study of over 9,400 Google Ads accounts found:<\/p>\n<ul>\n<li>84% of accounts had 50%+ keywords with zero impressions in 13+ months.<\/li>\n<li>Pausing those terms likely won\u2019t hurt performance for most.<\/li>\n<li>Only 145 large accounts (1.5%) risk potential performance loss.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"413\" height=\"407\" alt=\"Screenshot 2024 06 12 At 18.53.52\" class=\"wp-image-443166\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52.png.webp 413w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52-343x338.png.webp 343w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52-115x113.png.webp 115w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52-95x95.png.webp 95w\" data-lazy-sizes=\"(max-width: 413px) 100vw, 413px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"413\" height=\"407\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52.png.webp\" alt=\"Screenshot 2024 06 12 At 18.53.52\" class=\"wp-image-443166\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52.png.webp 413w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52-343x338.png.webp 343w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52-115x113.png.webp 115w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-12-at-18.53.52-95x95.png.webp 95w\" sizes=\"auto, (max-width: 413px) 100vw, 413px\"><\/figure>\n<p><strong>Why we care.<\/strong> While most small account advertisers may welcome the account clean-up, larger brands with established keyword-level control may face challenges adapting to increasingly automated, opaque Google Ads management<\/p>\n<p><strong>The upside. <\/strong>Most accounts stand to gain streamlined structures and simpler budgeting after the pauses, aligning with Google\u2019s push for automation over manual management.<\/p>\n<p><strong>What they\u2019re saying.<\/strong> \u201cGoogle continues to blur the lines between platform and ad partner\u201d by making organizational calls like this, marketing consultant Kirk Williams, owner of ZATO, told Optmyzr.<\/p>\n<p><strong>Bottom line.<\/strong> While valid fears exist around losing viable keywords, most advertisers likely have little to lose \u2013 and may see gains \u2013 once long-dormant terms get automatically parked.\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live, host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup, and b<\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">rand evangelist at ClickTech.\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/googles-auto-pause-idle-keywords-impact-study-443162\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s plan to automatically pause keywords in advertisers&#8217; accounts after 13 months of no engagement has been met with mixed reactions. A short while after Google announced it would pause low-activity keywords, the Optmyzr team ran a study and got reactions from paid search experts to figure out how marketers may be affected, what shifts&#8230;<\/p>\n","protected":false},"author":1,"featured_media":623977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/SEL-Blog-36-800x458.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-623976","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/623976","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=623976"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/623976\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/623977"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=623976"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=623976"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=623976"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}