Google Ads is implementing an automatic feature that will commence the pausing of ad groups exhibiting low activity, a move aimed at enhancing budget efficiency for advertisers. Starting from March 11, ad groups created at least 13 months ago, devoid of any impressions during the preceding 13 months, will undergo automatic pausing. The entire rollout is anticipated to span just over seven weeks, concluding for all active Google Ads accounts by April 30.
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This development presents advertisers with the option to reactivate paused ad groups, albeit with a cautious approach advised by Google. Advertisers are recommended to exercise this option only if they anticipate receiving impressions in the upcoming weeks. Furthermore, if an ad group is reinstated and fails to garner impressions within the subsequent three months, Google will automatically re-pause it.
Despite the pausing mechanism, advertisers retain the ability to edit and update ad groups even when in a paused state. This flexibility allows advertisers to make necessary adjustments before deciding to reactivate ad groups based on performance expectations.
Navah Hopkins, an Evangelist at Optmyzr, expressed enthusiasm for this update, emphasizing its positive impact on budget efficiency and campaign quality. Hopkins underscored the longstanding need to halt underperforming elements in campaigns, asserting that Google’s move aligns with the quest for enhanced efficiency. She highlighted the significance of maintaining a balance between the number of ad groups and allocated budget within a campaign.
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Google, which typically sets budgets at the campaign level, faces challenges when campaigns have numerous ad groups, potentially straining the budget’s capacity. Ad groups without impressions can adversely affect campaign quality by introducing suboptimal data into the overall performance metrics. Hopkins clarified the distinction between zero impressions and low search volume, noting that low search volume keywords are not detrimental. However, ad groups with worthy keywords that remain inactive can distort campaign data.
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The 13-month timeline for assessing ad group activity indicates a focus on established accounts and incorporates considerations for seasonality. This extended time frame ensures a comprehensive evaluation of the performance history of ad groups, factoring in potential fluctuations in user behaviour over different periods.
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