Google is set to automatically pause low-activity keywords starting June 2024. Keywords that have been inactive for over a year will be affected. The aim? To declutter advertiser accounts and focus on high-performing keywords for better results.

But advertisers can still unpause these keywords, with caution. If they stay inactive for three months post-unpause, Google will automatically pause them again. This system ensures a balance between flexibility and optimization.

While some may see this move as limiting, it ultimately benefits campaign efficiency. Advertisers can maximize their budgets and drive better results by focusing on active keywords. Still, it’s crucial for advertisers to assess their unique needs and goals. Some may find value in maintaining low-activity keywords for niche targeting or specific marketing objectives.

Google’s decision reflects a push for greater campaign optimization.