Google Ads has recently introduced a new policy where low-activity keywords created over 13 months ago with zero impressions in the last 13 months will be automatically paused. However, it’s important to note that this policy does not apply to keywords that are part of already paused campaigns or ad groups.

This clarification came directly from Ginny Marvin, Google’s Ads Liaison, in response to a question posed by PPCGreg. Greg asked whether the auto-pausing would include keywords in campaigns that have been paused for more than 13 months. Ginny confirmed that these keywords would not be affected by the new policy if they are in paused campaigns or ad groups.

Might be overthinking this –
With Google auto-pausing keywords with no impressions over the last 13 months, does that include all keywords in campaigns that have been paused for > 13 months? @adsliaison https://t.co/FYynu4rBNB

— Greg (@PPCGreg) August 8, 2024

While this might seem like a small detail, it’s an important distinction for those deeply involved in managing large and complex Google Ads campaigns.

Check out a forum discussion here.