Google is emailing advertisers to notify them it will soon begin automatically pausing low-activity keywords.
According to the email, positive keywords in search ad campaigns will be considered low-activity if they haven’t generated impressions in over a year.
This should make account manager easier and cleaner.
But I think it’s also a low-key signal that:
- We’ll continue to have less control in ad platforms
- Keywords are on their way out as the core of Google Ads targeting
And yes, this is mostly thanks to AI.