Google Ads will automatically pause ad groups with low activity.
Ad groups formed at least 13 months ago that have not received impressions in the previous 13 months will be suspended beginning March 11 to increase budget efficiency for advertisers, reported Search Engine Land.
The rollout is planned to last slightly over seven weeks, with all production Google Ads accounts completed by April 30.
If this modification affects your advertisements, you can switch them back on if necessary.
However, Google recommends that you analyze your ad groups first and only unpause those you expect to receive impressions in the following weeks, noted the report. If unpaused ad groups do not receive any impressions in the next three months, Google will automatically pause them again.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon
